Employee advocacy – it’s all about reach, right? Wrong. You’d be mistaken for thinking that engaging employees on social media is all about reaching as large an audience as possible. In fact, encouraging employees to be active on social networks is key for any company that wishes to adapt to changing business practices, recruitment strategies and consumer behavior. Here are four reasons why you’d be silly not to engage employees on social media.
1 – Increased Productivity
With so much focus placed on tapping into new audiences and boosting the reach of content marketing campaigns, it’s easy to neglect the many internal benefits of engaging employees on social media. Nobody wants to feel like a cog in the wheel, which is why allowing individuals to advocate for your company externally makes a significant difference when it comes to company culture, motivation and internal productivity.
When employees are trusted and given the opportunity to communicate about their workplace, they feel a greater sense of loyalty to the company they represent. What’s more, employee advocacy helps break down organizational silos, making it easier for teams and business units to access information about company-wide activity, communicate transversally and collaborate on new and existing projects.
2 – Enhanced Professional Development
With so many business conversations now taking place on social media, the latter plays an integral role in employees’ personal branding and professional development. Whether it’s social sellers sharing insights into industry trends or HR teams promoting examples of successful training initiatives, having the opportunity to share company content on social networks allows employees to demonstrate their expertise in specific areas. This is incredibly important given that employees’ online profiles are viewed by clients, prospects, partners and future employers.
3 – Savvy Recruitment
Encouraging all employees to communicate about recruitment activity doesn’t just widen the recruitment net; it enables HR teams to tap into a pool of people who are more likely to be interested in available positions. For example, imagine there’s an opening in the IT department and the IT manager shares the vacancy on their LinkedIn account. The post is seen by a couple of hundred people, many of whom are former classmates and colleagues who are themselves pursuing a career in IT. What’s more, a large portion of these connections know others who might be interested in the position, so share the post on their own LinkedIn profiles. Before long, the opening has been seen by over a thousand IT professionals. See how quickly word can spread among qualified audiences on social media?
4 – A Competitive Advantage
With competition on social media growing every day, employee advocacy is a distinct advantage because it sets your company apart from competitors. Social media users are wary of online ads, but receptive to genuine communication that comes from the people who keep a brand ticking.
Today’s prospects don’t want to be told what to buy or where to invest by pushy ads; they want to engage with people whose insights help them make informed decisions. So the more your employees are available to engage in conversation with audiences online, the more likely it is that consumers will be attracted to and stick with your brand.