From Employee to Advocate: Amplify your talent brand through employee engagement

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    13-Apr-2017

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  • From Employee

    to Advocate: Amplify your talent brand

    through employee

    engagement

  • The importance of employee

    engagement

    How build an employee

    engagement program

    Expected outcomes

    What well cover today

  • Employee engagement: Employee engagement is a property of the relationship

    between an organization and its employees. An "engaged

    employee" is one who is fully absorbed by and enthusiastic

    about their work and so takes positive action to further the

    organization's reputation and interests.

  • Employee engagement is a big opportunity for

    companies today

    90% of business leaders see a

    direct connection between

    employee engagement and

    business success*

    82% of employees state it is very

    important that their

    organizations address the

    engagement issue*

    13% of global employees are

    engaged**

    Sources:

    * Psychometrics Engagement Study 2015

    ** Gallup State of the Workforce Study 2015

  • An opportunity that drives business results

    Hire Market Sell Hire Market Sell

    58% more likely to attract talent

    20% more likely to retain talent

    Content has 2x higher

    engagement when shared

    by employees

    45% more likely

    to exceed quota

    Today, 69% of companies are actively looking for ways to activate their employees to

    share content* *(Understanding Employee Advocacy on Social Media, Social Media Today)

  • When employees share jobs & build their personal networks, they

    improve your ability to hire

    and HIRING results

    * Calculated by comparing the number of applications per job for jobs

    shared by non recruiter employees vs jobs not shared

    30% more job

    applications*

    Jobs shared by

    employees yield

    more likely to

    respond to an InMail**

    ** Looking at response rate for inmails sent via recruiter to members who had a

    connection within the company vs those that did not

    27% Members connected to

    your employees are

  • New hires connected to your employees are often

    a better fit for your company

    37% lower initial

    attrition rate1 for hires

    impacted2 by employees

    1 Initial attrition rate is calculated as employees leaving the company within 6 months of joining

    2 Hires impacted is Measured as Profile views, connections, inmails sent by the new hire 12 to 1 months prior to starting the job

  • Your employees are in the best position to interact

    with potential candidates

    Average Follower Network

    VS

    Average Employee Network

    10x larger than your company followers

  • Activate this network through an employee

    engagement

  • 4 steps to build an employee

    engagement program

    1 Build

    2 Educate

    3 Engage

    4 Measure

  • Build a foundation on which to grow your

    employee engagement program 1

    Build

    Define a social media policy

    Nominate employee champions

    Create a content distribution plan

    Incorporate into your onboarding process

    Build an incentive and recognition program

  • Educate your employees about your

    employer brand and how to best represent it 2

    Educate

    Train your employees on how to use social

    media to promote your brand

  • Educate your employees about your

    employer brand and how to best represent it 2

    Educate

    Train your employees on how to use social

    media to promote your brand

  • Educate your employees about your

    employer brand and how to best represent it 2

    Educate

    Train your employees on how to use social

    media to promote your brand

    Training format could be a formal course

    or an informal lunch n learn

    Explain your policy or guidelines

    whats ok to share and whats not

    Talk about preferred channels

    Lead by example ask executives to get

    involved

  • Educate your employees about your

    employer brand and how to best represent it 2

    Educate

    Promote your employer brand internally

    Share your clearly

    defined employee

    value proposition

  • Educate your employees about your

    employer brand and how to best represent it 2

    Educate

    Promote your employer brand internally

    Get employees

    excited about your

    brand

  • Educate your employees about your

    employer brand and how to best represent it 2

    Educate

    Promote your employer brand internally

    Work With Us

    use internal views to

    promote your brand

  • Educate your employees about your

    employer brand and how to best represent it 2

    Educate

    Help employees build out their profiles

    Encourage employees to

    create profiles if they dont

    have them

    Provide a few sentences they

    can include in their summary

    or job section

    Work with your champions to

    set an example with their

    profiles

    Companies with high

    profile completeness

    have

    higher conversion

    from profile view to

    job view*

    *Conversion calculated as job views within 14 days of a profile view for companies with low (70% of employees)

  • Tell them whats in it for them

    Builds their credibility by sharing content

    Grows their networks

    Positions a person as a leader and trusted

    advisor

    Gives employees the opportunity to feel

    more connected to and informed about the

    company and their industry

  • Activate your employees and make it easy for

    them to get involved and stay engaged 3

    Engage

    Make it easy for employees to share content

    Give people pre-made

    updates with links that they

    can copy and paste to share

    Put shareable content in

    multiple easily accessible

    places (your internal site, a

    regular newsletter, a social

    media advocacy tool like

    Elevate)

    Ask employees to re-share

    company updates and jobs

    For every 6 pieces of content a

    LinkedIn member shares, it influences

    6 job views

    3 company page views

    1 company page follower

    6 profile views

    2 new connections

  • Activate your employees and make it easy for

    them to get involved and stay engaged 3

    Engage

    Encourage employees to create content

    Create a company hashtag

    and ask people to share

    photos

  • Activate your employees and make it easy for

    them to get involved and stay engaged 3

    Engage

    Encourage employees to create content

    Ask your champions or

    subject matter experts to

    publish gives you easy

    access to content to share

    and sponsor

  • Activate your employees and make it easy for

    them to get involved and stay engaged 3

    Engage

    Get more employees involved in your

    referral program

    LinkedIn Referrals

    matches an

    employees

    connections to open

    jobs and makes it

    super easy to refer

    people

  • Activate your employees and make it easy for

    them to get involved and stay engaged 3

    Engage

    Get more employees involved in your

    referral program

    Market your referral

    program the more

    creative the better!

  • Continually measure, improve, and reinforce

    your engagement program 4

    Measure

    Identify key metrics to measure success

    Evaluate what is working, iterate and improve

    Maintain ongoing training for employees

    # of employees participating

    Reach - the number of people seeing your posts/updates

    Employee survey feedback more satisfaction and better

    retention

    % of hires from referrals

  • What does success look like?

  • Engaged employees will

    27

    SAY

    Speak positively about your company to

    co-workers, potential employees and

    customers

    Have a sense of belonging and desire to be

    a part of the organization

    Remain motivated and exert extra effort to

    perform in a way that contributes to

    business success

    STAY

    STRIVE

  • Business Outcomes

    28

    Retention

    Wellness

    Absenteeism

    Talent Operational

    Revenue Growth

    Market Share

    Financial

    Productivity

    Safety

    Satisfaction

    Retention

    NPS

    Customer LinkedIn

    Investment

    Job Views

    Quality of Hire

    Reach

  • HIRED

    Keep both potential employees and current employees engaged at every step.

    Employee engagement is one piece of a larger ecosystem and candidate journey.

  • Employee engagement should

    be a top priority for your

    organization

    An engagement program can be

    started with a few simple steps

    Engaged employees can have a

    sizeable impact on your hiring

    goals and your bottom line

    Key takeaways

  • 2014 LinkedIn Corporation. All Rights Reserved.

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