Once a company defines its Employee Value Proposition and launches an employer branding initiative, the next step is to use social media to spread the word.
A smart strategy can help an organization extend their presence online and engage with stakeholders real-time. However, a new brand of companies these days is using social media for employee brand advocacy. Did you ever think how businesses can benefit when their employees share something positive about the company on their social media channels? Believe it or not, your business can witness exponential growth with every like and share!
Employee brand advocacy is an extension of employer branding which makes employees your brand advocates by encouraging them to represent your brand favourably on social media channels. By empowering your staff to share their experiences on social network can increase ROI and create a more satisfied workforce, attracting worthy talent to your company at the same time.
This form of authentic storytelling has been leveraged by many leading businesses to not only enhance their employee experience but also strengthen their brand value amongst prospective candidates.
Let us see how this winning strategy has been employed by the organizations to use social media for employee engagement.
The leading coffee chain is a frontrunner of social media advocacy. The company’s employees are its brand ambassadors that post on their behalf everyday! The employee brand advocacy program encourages its employees to share their experiences on their social media accounts to spread awareness about the relationship they share with their organization. Not only does it improve employee morale but also gives stakeholders an insider’s look into Starbucks’ company culture.
Starbucks CEO, Howard Shultzs, in his book, Onward, says that his “[Employees] are the true ambassadors of our brand, the real merchants of romance, and as such the primary catalysts for delighting customers. [Employees] elevate the experience for each customer – something you can hardly accomplish with a billboard or a 30-second spot.
L’Oreal is a prominent name in the beauty business that has been recognized for its work ethic one too many times. The company is also a purveyor of gender equality and sustainability. In true spirit of its ethical and inclusive culture, they leave no stone unturned in appreciating the hard work and the enthusiasm of their employees that helps them breathe life into their mission and vision statements.
L’Oreal’s Twitter page shares all its accomplishments and never fails to thank its employees for their hard work and commitment towards company goals.
The cosmetic giant also uses channels like SoundCloud to help people get a sneak peek inside L’Oreal’s work culture by listening to employee interviews that are posted on LinkedIn and Facebook Channel. Additionally, L’Oreal uses YouTube and LinkedIn to create cool employee interviews and share it with their subscribers to give them a glimpse of their diverse and healthy culture.
Microsoft’s Facebook career page is called Microsoft Life that they use to host Live Facebook events to attract potential candidates. The page is designed in such a way that it sends a strong message as to how Microsoft is a way of life and not just a job.
You know what makes Microsoft unique in using social media? They try to walk the talk by showing what they have done rather than what they can do. Their exclusive page for women called Women at Microsoft showcases how women in the organization are transforming the way they live, work, and play.
Moreover, the tech giant’s YouTube channel has a total of 115 videos that shares an exceptional perspective on topics like internships, diversity, and culture at Microsoft. Viewers can get reliable insight into employee perspectives about working at Microsoft and what it’s like to work there. Videos like “Work Meets Life at Microsoft” do a phenomenal job at sharing that message loud and clear!
Another interesting strategy used by Microsoft is the company’s home-grown blogging site, Microsoft JobsBlog. This unique employer brand strategy shares the employee experience straight through the horse’s mouth. The Bits and Bytes section of the blog gives a quick look into what it is like to work at Microsoft and what can one expect. At the same time, it gives employees an opportunity to share their own experiences and perspectives.
Today’s digital savvy employees spend an inordinate amount of time each day on different social media networks that they use extensively to research their potential employers. This the reason it is necessary to use social media for employer branding. But rather than using the lackluster strategy of hooting your own horn, you can involve your employees to that for you.
Employer branding is not just attracting top talent it is also about retaining the one you brought onboard. This is only possible if you delivered as you promised. If you indeed meet their expectations, then encourage them to share their experiences via their social media channels.
At the same time, you can also use innovative approach to give a glimpse of what your brand looks on the inside. This is where social media comes in to play. No need to be boring about it. Social media is all about being fun and playful when it comes to sharing content. So be creative and let your employees be your brand advocates!