ADP Group: Promoting a Pioneering Spirit & Strengthening Engagement through Employee Advocacy

Thanks to the employee advocacy features of Sociabble, ADP Group’s monthly engagement rate has reached 88%, touching up to 186,000 people per month and achieving a monthly savings of €1,000 to €3,000 in paid media costs. Targeted campaigns and recognition initiatives have highlighted employee successes, increasing the reach of communications and strengthening the employer brand. Sociabble has facilitated decentralized, credible, and authentic communication by encouraging employees to share their experiences and innovations on social media, while centralizing official content for consistent and professional dissemination.

ADP Group: A Pioneer in Aeronautics Since 1945

ADP Group is a global leader in airport operations. With a presence in over 50 countries and managing 150 airports worldwide, ADP Group employs around 28,000 people and orchestrates a multitude of services to ensure a smooth experience for millions of passengers. 

Current Challenge: Reinventing itself and creating a new model of sustainable and responsible growth with the traveling customer at its core. This commitment translates into efficient management of passenger flows and services while addressing contemporary challenges such as energy transition and digitalization. 

Strategic Roadmap “Pioneers 2025”: ADP Group is committed to building a sustainable future for aviation, preparing for future generations while meeting current demands for mobility, security, and innovation. This ambitious plan reflects the pioneering spirit that has always driven the group. 

Aline Bécue, Employer Brand Communication Manager at ADP Group, emphasizes: 

“As an international group, we benefit from great diversity in our areas of activity. This diversity is embodied by the range of professions we offer, from maintenance to data analysis, cybersecurity, real estate, and engineering. Despite the variety of these professions, they all share our pioneering spirit, which is at the heart of our company.” 

Today, ADP Group aims to leverage its employees and their professional expertise to promote this pioneering spirit and develop an attractive employer brand.

The Challenge: Increasing Innovation Visibility through Employee Voices 

To maintain its attractiveness to talent, ADP Group sought to highlight its innovation and environmental transition efforts by adopting a more interactive and bottom-up communication approach, relying on its employees. 

Innovation Visibility

Innovation is at the core of ADP Group’s challenges – green technologies, improved security, optimized operational processes. Highlighting these innovations internally and externally strengthens the employer brand, attracting and retaining talent while cultivating a company culture focused on continuous innovation. 

Decentralizing Communication 

Communication in large companies is often top-down, with executive management playing a central role in information dissemination. ADP Group sought to rethink this approach. The group’s employees, spread across different geographical sites and involving a multitude of professions, required the adoption of a more inclusive and participative communication strategy. 

Employee Engagement  

“ADP Group employees are passionate and experts in their fields. Therefore, it was evident that they were the best positioned to share their projects and the company’s successes on social media,” comments Aline Bécue. It was important to equip and motivate them to become ambassadors, sharing their experiences and innovations through their personal and professional networks and with potential candidates.

ADP Group employees are passionate and experts in their fields. Therefore, it was evident that they were the best positioned to share their projects and the company’s successes on social media.Aline Bécue, Employer Brand Communication Manager at ADP Group

An Innovative Employee Advocacy Program

To deploy its employee advocacy program, ADP Group turned to Sociabble. This platform allows employees, already active at external events, to effectively share their successes and experiences via social media. 

Sociabble facilitates decentralized communication and credibly promotes the group’s innovations by highlighting the voices of ambassadors. It also serves as a space for exchanges between ambassadors, strengthening their sense of belonging and engagement. 

The Impact of Social Media 

Employees’ use of social media to share content related to their work and the group’s innovations transforms each employee into a communication vector. This multiplies touchpoints with the public, stakeholders, and candidates, thereby improving the visibility and impact of messages. 

Sociabble simplifies this process by offering easy and secure management of shared content while ensuring the company’s image remains consistent and professional.

The Adoption of Sociabble by ADP Group: A Winning Strategy

To meet its communication challenges and increase the visibility of its projects and innovations, ADP Group chose to rely on Sociabble. Here are the reasons for this choice.

We are carrying out our Employee Advocacy project with Sociabble because we wanted close support.

Laurent Cheval Employer Brand Manager Groupe ADP

Why Sociabble?

ADP Group sought to deploy a solution that not only boosts employee engagement but also ensures the communication of reliable and validated information by the group. This is why ADP Group chose the Sociabble platform, which facilitates employee engagement and promotes their culture of innovation.

Laurent Cheval, Employer Brand Manager at ADP Group, adds: “We are carrying out this project with Sociabble because we wanted close support.” This is where Sociabble’s Customer Success teams made the difference, offering personalized strategic and operational support tailored to ADP Group’s topics.

– An Intuitive Interface

Sociabble stands out for its user-friendly interface that fosters engagement. This ease of use allows for quick adoption by all employees, including those less technically inclined. Information sharing is thus quick and simple, encouraging the largest number to become active brand ambassadors.

– Tools for Managing a Community of Ambassadors

Sociabble’s features not only allow for tracking interactions on shared content but also provide positive feedback and rewards. This creates a motivating environment that encourages regular engagement from employees.

– Centralized Official Content

Additionally, Sociabble allows for the centralization of content proposed by various departments, ensuring that all disseminated content is pre-approved and aligned with ADP Group’s communication strategy. This centralization allows ambassadors to find all the content to share in one place. It also ensures that the information shared through Sociabble is consistent and accurate, thereby strengthening ADP Group’s brand image with all its target audiences. For example, the availability of content illustrating field jobs on Sociabble is an asset for recruiting new employees.

Sociabble’s Unique Features Are at the Heart of the Company’s Engagement Strategy

ADP Group’s deployment of Sociabble was based on a well-structured engagement methodology aimed at maximizing the adoption and effectiveness of the Employee Advocacy platform. Developed with the support of Sociabble’s Customer Success team, this strategic approach was crucial in ensuring the program’s success and strengthening a culture of participatory communication within the company.

Activating Ambassadors

• Voluntary Participation: ADP Group did not want to designate ambassadors but opted for a voluntary approach, allowing the most passionate and engaged employees to get involved. This helped ensure that ambassadors were motivated and authentic in their communications.
• Accelerated Training: Sociabble is known for its ease of use, which minimized the training time required. Quick training sessions were offered to familiarize ambassadors with the platform’s features, encouraging them to share content without delay.

Gamification and Recognition

• Points and Rewards System: Sociabble integrates gamification elements such as points, rankings, and badges, motivating employees through a healthy competitive spirit and recognition. These fun elements encourage regular participation in the employee advocacy program.
• Specific Challenges: Challenges and competitions are regularly organized to stimulate engagement. For example, the challenge during the Paris Air Show (SIAE) at Le Bourget offered ambassadors the opportunity to experience exclusive events, which they then shared on social media.

Targeted Campaigns

ADP Group uses Sociabble to launch targeted campaigns that highlight specific innovations and internal successes, encouraging employees to share this content on their social networks. This not only increases the reach but also the impact of these messages.

Decentralized and Collaborative Communication

• User-Generated Content (UGC): The platform encourages employees to create and share their own experiences and personal perspectives. This enriches the diversity of content and increases the authenticity of messages.
• Real-Time Feedback and Interactions: Sociabble offers interaction tools that allow employees to comment on and like published content, fostering a culture of dialogue and engagement within the organization.

Performance Statistics and Measurement

The platform provides detailed statistics on content performance, employee engagement, and message reach. Aline Bécue explains: “This data is very useful: it allows us to measure the effectiveness of different strategies and adjust campaigns to optimize results.”

Integration of Industry Monitoring

• Dedicated Channels: Specific channels within Sociabble are dedicated to industry monitoring, allowing employees easy access to up-to-date information on the aeronautics industry and its innovations. This helps employees stay informed and align their contributions with industry trends.
• Ambassador Contributions: Employees are encouraged to feed these channels with content, reinforcing their role as active contributors to the company’s communication strategy.

Rapid Results Following Sociabble Deployment

The deployment of the employee advocacy program and the Sociabble platform quickly generated tangible and measurable results, particularly in how innovative projects and achievements are communicated. Here are the main results obtained:

Employee Engagement

One of the most significant results of using Sociabble was the impressive engagement rate of ambassadors. With an engagement rate reaching over 88% per month, it is clear that the platform successfully captured (and maintained!) employee interest.

Reach

Sociabble’s impact on the reach of ADP Group’s communications was equally impressive. With a reach of up to 186,000 contacts per month, the platform’s ability to extend the visibility of messages and content beyond traditional means was clearly demonstrated. For Aline Bécue, “This extension of reach helps ADP Group reach potential candidates.”

Savings on Paid Media

An additional advantage of employee advocacy via Sociabble was the reduction in paid media costs. Data shows that ADP Group achieved substantial savings, amounting to between €1,000 and €3,000 per month. These savings result from the reduced need to resort to paid advertisements to reach a similar audience, thanks to the multiplier effect of content shared by employees.

Concrete Successes

Quantitative results are complemented by concrete examples illustrating Sociabble’s real impact on communication and engagement. Whether promoting the Paris Air Show (SIAE) at Le Bourget (a reach of 250,000 for 199 ambassador engagement actions), launching the “Extra&Ordinary” advertising video (a reach of 93,000 for 148 actions), or celebrating the 50th anniversary of Paris-Charles de Gaulle airport, Sociabble has helped increase ADP Group’s visibility on social media.

The example of an ambassador whose post was shared by ADP Group’s LinkedIn account is particularly telling. This not only highlighted the employee in question but also demonstrated the authenticity and effectiveness of employee-initiated organic communication.

Authentic Communication Reflecting the Field

Finally, the most revolutionary aspect lies in the quality of the communication produced. Since they are proposed by the field employees themselves, the shared content reflects the reality of the field and authentically embodies the company’s people and projects.

This level of authenticity cannot be achieved through traditional top-down communications and represents a definite asset for attracting and retaining talent.

Conclusion

The introduction of Sociabble has increased ADP Group’s visibility through more authentic communication, embodied by its own employees. These advances demonstrate a dynamic corporate culture, where every employee actively participates in the group’s success. The results prove the effectiveness of employee advocacy in terms of reach, engagement, savings, and improved communication. These successes motivate ADP Group to continue to develop this effective strategy.