One of the top questions I get asked about employer branding is ‘How can we get employees to share our content?’, ‘What is the best way to encourage employee advocacy?’ This isn’t surprising given that hearing it straight from the horse’s mouth (aka employee-generated content) is far more convincing to candidates who come across your organisation than hearing it from the company website or head of talent.
Of course, I’m not suggesting that you are telling porky-pies about how great your organisation is to work for, but, well, candidates think you are. With that being said, it is fast becoming essential that you lock and load your absolute best employer brand asset – your team. To help you out, I’ve put together my top three tips to get your employees talking (and tweeting) about you today.
Make it Easy
The first (and best) thing you can do is to make it easy peasy lemon squeezy for them to share your content. As with anything in life, the easier it is to do, the more likely you are to convince people to do it. Rather than mentioning to employees in abstract ‘it would be great if you could share our jobs on Linked In’, send an email referencing a specific role or announcement along with a sharing link. This not only tells your employee exactly what you want them to share, but where you’d like them to share it. You could also add a suggested caption if you want to go one step further (although beware of making your people sound like robots if they all post exactly the same thing at exactly the same time). It is worth noting that while you can (and should) encourage employees to shout from the rooftops about you, you cannot force them to. However, with the right systems and communication strategy in place, you’ll never need to.
Another great idea is to put into place an affiliate scheme for sharing content. Chances are, you already offer a referral bonus, which consists of giving a bonus to someone in your team who refers a new employee you subsequently hire. However, this method relies heavily on someone in your team knowing personally the perfect candidate for an open rec. While, it means you don’t have to shell out any cash until you’ve had a successful hire, the challenge is it requires a high-touch from the employee (remember what we said about easy peasy lemon squeezy) and you are only reaching people within their network who they feel comfortable approaching directly about it. An affiliate scheme would allow you to provide a smaller reward to those employees who generate clicks from their post or employee-generated content which incentivises them to share your content with as big a network as possible.
Make it Fun
Finally, if your employees like a bit of friendly competition, you could use some gamification as part of your employee advocacy strategy. You could encourage employees to share employee-generated content (or any content really) with their wider network and the person who generates the most clicks within a time period (ideally a month or so will keep them interested) wins a prize. It is a light-hearted and impactful way to encourage your employees to share your content with as wide an audience as they can and as a bonus, you could even create some content around the incentive to showcase to candidates that you offer a fun and friendly working environment.
So there you have it, three key ways to get your employees sharing content with their network to help you build a strong and consistent employee advocacy programme which will greatly increase the reach of your Social Media efforts.
If you’d like to know more about employer branding, follow us on LinkedIn. Or if you’d like to have a chat with us about creating, or evolving your current brand advocacy programme, reach out, we would love to help.