1. Develop an Employee Ambassador Program
Harness the power of your employee voice on social media to reflect your most authentic organizational culture, build a strong employer brand, and attract top candidates.
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2. EXECUTIVE SUMMARY Walk away from this blueprint with: SAMPLE Situation
Organizations have realized the power of social media and it is increasingly being used as the channel of choice for communicating and promoting the employer brand.
Employee ambassador programs are a top emerging social media trend.
Resolution
Build an employee ambassador program that suits the needs, culture, and trust level of your organization.
Complication
Corporate communications and digital strategies are usually owned by individuals, teams, or departments outside of HR.
Without HR involvement in employer branding, organizations run the risk of promoting a brand misaligned with the employee value proposition (EVP).
Without the skills, resources, or ownership, it is difficult for HR to build a strong social media presence and take their social media use to the next level.
An understanding of the power of social media. Social media is a great channel to showcase your organizational culture and it allows you to tune in and get a feel for employee sentiment.
A framework for implementing an employee ambassador program in your organization. Employee ambassador programs offer a win-win scenario for organizations and their employees – employees are empowered and feel more connected to the organization while allowing organizations to improve employee engagement and effectively promote their employer brand.
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3. GUIDED IMPLEMENTATION
MCLEAN & COMPANY OFFERS VARIOUS LEVELS OF SUPPORT TO BEST SUIT YOUR NEEDS
CONSULTING
“Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.”
GUIDED IMPLEMENTATION
“Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.”
DIY
TOOLKIT
“Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.”
WORKSHOP
“We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.”
Diagnostics and consistent frameworks used throughout all four options
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4. Use McLean & Company’s process to launch a successful employee ambassador program
Assess Your Current Social Media Landscape 1
Build Your Employee Ambassador Program 2
Publicize and Launch Your Employee Ambassador Program 4
Manage Social Media Risk and Outline Appropriate Use 3
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5. SAMPLE SLIDES
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6. Organizations are recognizing the power of social media in promoting their employer brand
84% of organizations currently use social media for recruitment (SHRM 2016).
However, social media also presents HR with the opportunity to communicate and promote their employer brand.
The employer brand is how you market and communicate your employee value proposition (EVP).
Social media is increasingly being used as a channel of choice:
Organizations that used social media were 1.9x more likely to be highly effective at branding and half (49%) of organizations with highly effective branding scores used social media (McLean & Company Trends and Priorities Survey 2017, N=437).
35% of organizations cite social media as the most important channel for promoting the employer brand. The employer’s website and job boards are the second and third most important channels with 29% and 12% respectively (Universum, 2016).
59% of job seekers surveyed use social media to research the company culture of organizations they were interested in (Jobvite, 2016).
Employer brand: the thought that comes to mind when someone thinks about working at your organization.
While recruiting passive candidates is still the top reason organizations use social media, its use is stagnating, and employer branding is making great strides towards becoming a top priority (SHRM, 2016).
For guidance on how to build an effective employee value proposition, see McLean & Company’s Build a Strong EVP to Attract Top Talent blueprint.
(SHRM 2016)
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7. Employees have a strong voice on social media
Online dialogue about employers happens with or without them.
Employees are talking about their employers online. Here is what they have to say:
50% post messages, pictures, or videos about their employer on social media often or from time-to-time. Of these employees, 33% do so without any encouragement from their employer (Weber Shandwick, 2015).
39% have shared praise or positive comments online about an employer (Weber Shandwick, 2015).
Employee ambassador programs are a top emerging trend.
45% of organizations listed “developing an employee ambassador program” as one of their top three social media priorities for 2015 (Terpening, Li & Akhtar, 2015).
This represents a huge growth, almost triple since 2013, when only 16% of organizations listed it as a priority (Terpening, Li & Akhtar, 2015).
While almost half of organizations (42%) are currently implementing an employee ambassador program, more than any other program, very few describe their program as mature (18%) (Terpening, Li & Akhtar, 2015).
McLean & Company insight
Social media is a great channel to showcase your organizational culture and it allows you to tune in and get a feel for employee sentiment.
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8. Promote your employer brand with an employee ambassador program
An employee ambassador program is the promotion of an organization’s brand and EVP on social media by its employees. It offers many benefits:
Expansion of the organization’s reach:
Effective promotion of the organization:
Employees have 10x more social connections than a brand does (Meister, 2016).
Content shared by employees receives 8x more online engagement (e.g. likes, comments, and shares) of content shared on corporate accounts (Dunay, 2014).
Word of mouth is the most effective form of marketing – 92% believe recommendations from friends and family over all forms of advertising (Witler, 2014).
Socially engaged employees are 58% more likely to attract new talent than recruiters (Meister, 2016).
Employers with a strong talent brand attract twice the number of applicants per job compared to other organizations (Shriar, 2016).
84% of employees would consider leaving their current jobs if offered a role with an organization with an excellent corporate reputation (Shriar, 2016).
An authentic voice from the organization:
Employees experience different aspects of the organization and can communicate those experiences more effectively.
Having socially engaged employees provides organizations with employee feedback, helping them address any gaps in the EVP.
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9. MCLEAN & COMPANY HELPS HR PROFESSIONALS TO:
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