Employee Advocacy in Indian IT Industry

Employee Advocacy

The Need for Employee Advocacy in the Indian IT Industry: A Fresh Perspective

Picture of Krusha Sahjwani By   Krusha Sahjwani  

On January 29th, Sociabble will be hosting a conference in Bangalore to discuss the need for employee advocacy in India’s burgeoning IT sector, and to share the secrets to achieving employee advocacy success. This presentation will be open to local leaders in the IT industry, covering in more detail the ideas mentioned below. It will be an opportunity for attendees to participate in a panel discussion, exchange ideas and experiences, and listen to a testimonial provided by Infosys, a company that started an employee advocacy initiative just a few years ago. If you are interested in learning more or attending, you can sign up here. We would love to tell you more about how employee advocacy can help your business grow and succeed.

 

India’s IT revolution: The stage is set for employee advocacy.

When it comes to growth in the IT industry, what’s happened in India over the past decade is not so much a phenomenon as a miracle. Technology-based industries and services have expanded in a way previously unheard of, with the software industry in India alone achieving a compounded annual growth rate of 60% in recent years. And as an important part of a 1.8 trillion dollar global industry, India’s IT industry has been able to reap the benefits of the new tech economy, while also being forced to confront some of its challenges—many of which are Human Resource related.

 

In the face of rapid IT growth, new challenges arise.

With the demand for technical expertise and a sudden increase in job openings and aggressive recruiting, things like employee retention and loyalty have become increasingly difficult for employers to realize. How can a company improve the happiness of existing employees, keep uncertain employees from leaving, and encourage new employees to sign on for the long term?

 

The difficulties of employee retention.

An IT industry that’s constantly expanding also means an industry in which new positions and roles are constantly opening up. Growth means competition, with companies vying to hire the best talent away from their rivals to give them an edge. In this environment, it becomes increasingly difficult to retain employees. One study found that 54% of Indian workers are considering leaving their job—and this rate is said to be even higher in the IT industry. With attrition rates so high, companies need to find new and innovative ways to increase employee satisfaction and grow employee loyalty. They have to make sure their company is perceived as a place where employees are happy, and want to stay at. But how can they do this?

 

The challenges of social recruitment.

Beyond simply retaining existing employees, there is also the question of filling roles that open up. IT talent is in demand, and sometimes hard to come by. With so much competition for new positions, recruits are often whisked up before they become properly informed of other positions. One obvious solution is social recruitment, using social media channels to build awareness around positions and attract candidates. Word of mouth has always been one of the best ways to attract the proper talent, because individuals with similar skill sets tend to be acquainted, both in the real world, and online. The question then becomes how can a company target and reach these individuals, with very specific and in demand skill sets?

 

The need for company branding and differentiation.

With similar technologies often the focus of business, it becomes crucial for companies to build authenticity, show their human side, and create a public identity that differentiates them from the competition. The problem is, in this day and age, consumers often don’t trust the information they receive from brands, compared to what they hear from their friends. According to one study, only 33% of customers trust brands, while 90% of customers trust recommendations from people they know. It only makes sense, then, to channel employees’ enthusiasm for the brand. To build a positive reputation, it has to feel authentic. And authenticity ultimately comes not from any marketing department, but from the employees themselves. But what is the best way to make sure an employee’s voice is heard?

 

The solution? An effective employee advocacy platform.

One of the most effective and comprehensive solutions to these problems is employee advocacy. And it’s not just a question of having a powerful platform. You also need to have a technique and methodology in place to launch an effective employee advocacy program. When taken together, a strong platform coupled with a well-developed strategy can empower employees to become brand ambassadors, to share information online, and to spread positive brand awareness through their various information channels. This is how to best get the benefits of employee advocacy.

 

The Indian IT market is perfectly suited for employee advocacy.

Employee advocacy relies on a willingness to share opinions online, primarily through various social media channels. And India’s IT workforce is young, tech-savvy, and very enthusiastic about social media. Studies show that by 2020, 50% of the workforce in India will be millennials/Gen Y and by 2025, this number is expected to jump to 75%. And when it comes to the IT industry, those numbers are probably even higher. Which means that employees in the IT industry are uniquely capable of building positive brand awareness online. The power of their collective voice is vast, and the smart companies will be the ones that use it. The benefits of employee advocacy in India are ready to be harnessed.

 

Yes, employee advocacy works. Just look at the numbers.

The benefits of employee advocacy are real, and our experience working for companies around the world has proven that it works. These numbers give some idea of how much influence a successful employee advocacy program can have.

—Your employees are connected to 10x more people than your brand. Which means when they share content, brand awareness sky-rockets.

—Content shared by employees receives 8x more engagement than content shared by brand channels. That means 8x as many likes, shares, and comments.

—Just 1 person who shares your message can result in more click-through activity than if your company adds 100 followers. There’s a tremendous amount of potential in every single employee.

—60 employees can increase your company’s reach by 1,000%. All it takes is a good communications strategy, the right platform, and a little engagement.

79% of firms reported more online visibility once implementing a formal employee advocacy program. The data speaks for itself—an employee advocacy program is an extremely powerful tool!

 

We have the solutions. Here’s what we will discuss:

During the event, we will discuss the following topics, to understand how we can use employee advocacy to overcome the above-mentioned challenges:

  1. Content: If you want your employees to become a strong voice of the company, you need to empower them with the right kind of content. We will talk about the content format, topics, sources, and how to find the right content mix.
  2. Deployment: A big part of advocacy that is often ignored is the deployment strategy. We will talk about how even the best tool in the world can fail without the right consultancy. We will introduce our lifecycle customer success program, formulated from years of experience of deploying employee advocacy projects.
  3. Engagement: Maintaining interest and engagement in an advocacy project requires both an interactive platform and a strong communication plan. We will talk about some key elements of this strategy such as gamification, mobile apps, campaigns, top management involvement, etc.
  4. ROI: One of the top concerns when launching a new project is measurement of the return on investment. We will talk about the common KPIs and how to measure the true picture of your returns.
  5. Q&A: Of course, we will end with an open discussion with participants to answer questions about employee advocacy, and even to simply encourage peer learning between participants.

 

Sociabble brings a wealth of employee advocacy experience.

At Sociabble, we understand the changing world of employee advocacy, because we’ve been part of it since the beginning. We’ve deployed hundreds of employee advocacy and communication programs in over 80 countries around the world over the last few years, helping improve employee engagement and influence for brands like Coca-Cola, BNP Paribas, Walt Disney, Groupe Renault, and L’Oréal. And when it comes to IT, we have a track record of success, working with companies like Microsoft, HP India, Kyocera, Talentsoft, Toshiba, Mahindra Comviva, TCS, and many more. We have a local office in Mumbai, and we understand the unique opportunities, challenges, and benefits of employee advocacy for IT in India. We’re ready to use our experience to help your company succeed at employee advocacy.

 

Conclusion: Register for the event to learn the secrets to employee advocacy success!

If you’d like to attend our employee advocacy event in Bangalore on January 29th, you can sign up here. We can’t wait to meet you.

And if you’d like to try a free Sociabble demo before the event, click here.

 

 

Related articles