In this post, we’ll explore the power of employee advocacy in building a strong employer brand. We’ll detail what employee advocacy is, why it’s important and guide you through a strategic plan for implementing it at your organization.
In the current job market, a strong employer brand is essential for attracting and retaining top talent.
However, building an employer brand can be a challenging and expensive process.
One cost-effective way to build an impactful employer brand is through employee advocacy.
What is Employee Advocacy?
Employee advocacy is the practice of empowering employees to share their company’s message and values with their personal and professional networks.
This can be done through social media, word of mouth, video, or other marketing channels.
Employee advocacy is a powerful tool for building a strong employer brand because it leverages the trust and credibility of employees to reach a wider audience.
UNICEF uses EditMate to create an authentic recruitment video with their employee advocates located around New Zealand.
The Benefits of Employee Advocacy
Employee advocacy can provide several benefits for building a strong employer brand:
Amplifies your message
When employees share their company’s message and values, it reaches a wider audience than traditional marketing channels.
This will help amplify your message and increase brand awareness.
People trust people more than they trust brands.
When employees share their company’s message and values, it builds trust within their personal and professional networks.
This will ultimately lead to more job applications and a stronger talent pool.
Employee advocacy can increase employee engagement by giving them a sense of ownership and pride in their company.
Because when employees feel connected to their company’s mission and values, they are more likely to be engaged and productive.
Employee advocacy is a cost-effective way to build a strong employer brand.
And it doesn’t require a large marketing budget, and it can be done by employees across the organization, no matter where they are working from.
Design your company’s message and values with your employees, to create a 2-way conversation and an authentic employer brand.
How to Implement Employee Advocacy
Implementing employee advocacy requires a strategic approach. Here are 4 steps to get started:
1. Define your message
Define your company’s message and values, and communicate them to your employees.
Make this a two conversation, get your employees actively involved in crafting the message, and sharing what they think makes your company unique and why they are proud to work there.
2. Provide training
Provide training to your employees on how to share your company’s message and values effectively.
This can include guidelines on social media use, how to look good on video, messaging, and tone.
3. Encourage participation
Encourage your employees to participate in employee advocacy programs.
We recommend incentives for creating & sharing content, recognition for top advocates, and gamification to make it fun and engaging.
4. Measure results
Measure the results of your employee advocacy program regularly.
You can do this by tracking social media metrics, website traffic, and job applications.
Employee advocacy is a powerful tool for building a strong employer brand.
It leverages the trust and credibility of employees to reach a wider audience and can provide several benefits, including amplifying your message, building trust, increasing engagement, and being cost-effective.
By following this strategic approach, companies can activate employee advocacy to build a strong employer brand that will attract and retain top talent.
Want to turn your employees into brand advocates through authentic video? Contact Us today to learn about EditMate’s employee-generated video system.