Activate and Engage your Employees

Marlene de Koning

Solutions Consultant

nl.linkedin.com/in/marlenedekoning

@Marlene_dKoning

Today’s Topics

Objectives

3 Step Program in uniting your employees to become ambassadors

Research & Numbers

What drives Ambassadors

Q&A

Drinks

Objectives of Today

Build your ambassador program in 3 steps

Three steps to unite your own employees to help build your brand

6

Building a brand ambassador program

Educate

&

Inform

Engage

&

Encourage

Measure

&

Monitor

Educate & Inform

7

What is your Employee Value Proposition?

the employee value proposition (EVP) are the attributes that you want associated

with your company and employer branding is the delivery of your employee value

proposition across every communication touch point – both internally and externally.

Employee engagement is, in part, an evaluation of the employer brand as it is lived

within the organization.

Engaged employees are better suited to deliver on your brand promise, in terms of

service and most importantly, advocacy. Therefore, a highly engaged employee is a

brand ambassador and these are the employees that you want representing your

brand.

of recruiters don’t understand

their own employer brand.

%

Corporate Executive Board- thought leadership survey. 2012

10

LinkedIn’s

EVP

Transformation

Work-Life Balance

Total Rewards

Powerful Brand

Top Talent

Further reading:

What is the right social media for your company

10 must haves for your social media policy

How to Write a Social Media Policy

5 Noteworthy Examples of Corporate Social Media

Policies

IBM Social Computing Guidelines

11

Social media policy

Engage & Encourage

7 steps to engage your employees

1. Get C-suite support to drive widespread participation

2. Encourage employees to join LinkedIn and other networks or to enhance their

profile

3. Provide additional incentives via an employee referral program

4. Don’t forget new hires

5. Shine the spotlight

6. Organize meetups

7. Incentivize

13

Encourage « share and tell »

Encourage employees to add your company to their personal

profiles. By doing so, they automatically become followers and

can like, comment on, and share your company updates to help

expand your viral reach.

Launch social media newsletter inviting employees to share

weekly updates with their personal networks to increase

exposure

Spread your brand email signature, website, etc

14

Measure & Monitor

16

Measure and monitor the success of your initiatives

Measure employee engagement and focus on the key drivers necessary to create brand

ambassadors.

–number of interactions

–clicks generated by your updates

–followers acquired Maintain training & coaching for management and staff

Research & Numbers

Reasons why it should be your companies priority

They are responsible for 20% of your overall social engagement

20%

Your employees’ social networks are over 10X larger than your companies followers 10X

While only 2% of your employees share your companies social content

2%

Sources: LinkedIn data

cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident

rates & absenteeism

Disengaged employees…

Employee Engagement & Business Outcomes

TNS Research shows even more…

Employee engagement can increase profitability

Higher employee engagement often coincides with a higher

level of service quality

Employee engagement has an influence on customer retention

Source: TNS Case Studies

Employee Engagement and Ambassadors

What drives Ambassadors?

What Drives Brand Ambassadors

Brand ambassadors are supported through strong leadership and

effective brand training initiatives

Top 5 Reasons Employees

Become Brand

Ambassadors

1. Company brand experience sets us apart

2. I trust senior leadership

3. Work gives me a feeling of accomplishment

4. My company is environmentally responsible

5. I feel valued as an employee

1. Our brand experience sets us apart from competition

2. Supervisor supports brand experience efforts

3. Brand experience coaching and training is effective

4. I understand the behaviors to deliver the brand experience

Drivers of

Ambassador Efforts

Source: TNS Global Panel Study

Q&A

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