More to come

Like yours, most companies takes their employees’ voices on social media very seriously and it is increasingly accepted to be a corporate advocate also during work hours. Today, employee advocacy is more than just a buzzword. We do not seek an explanation of what employee advocacy is anymore, we want to know ‘how’. 

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This is why we during the first part of ’18 facilitated #HowTo events, and we want to share some of our learnings. But firstly, we want to thank everyone who actively participated in the events and welcoming all new Sociuu users.  

At the event with Rambøll, a global engineering consultancy, they explained how they started a party where it is fun to share, relevant and insightful to read, social content. They see an increase in engagement and social actions and they have a high return on investment and high earned social media value. Their way of on-boarding their employees was key to success and they are now globally working with employee advocacy to stay relevant and close to customers and prospects. Do you want to read the full event case, read more about it here…

At Kammeradvokaten/Advokatfirmaet Poul Schmith, a public and private law firm, employee advocacy is a natural development of their ambassador’s programme. With EA, they have seen an increase in rank on social in comparison to competitors. Generally, their line of business see huge potential in EA for talent attraction, customer retention and brand awareness. For them, it is important that everyone knows the purpose and that the individual employee takes responsibility and make it their priority because this affect engagement both internally and externally. You can read their employee advocacy learnings here…

Sampension, a pensionfund, underline that the content formats is carefully considered to fit employees sharing. The identification with the content is important to drive engagement and to keep momentum. At the event, they also explained that as many of their employees are not ‘generation X’ and digitally born, they offer training and webinars. This is also to keep developing social media skills and takes away insecurities about online behaviour. Here, you can read more about how they why they started their employee advocacy programme

Michael Sorensen, CEO, also participated as key note speaker at an employee advocacy event hosted by Mynewsdesk. This event showed the many abilities employee advocacy has and here we had the chance to address some concerns about planning and maintaining momentum. 

We think that employee should be simple, safe and measurable, but it is both internal and external engagement that is the driving force. This event was followed by two inhouse events on thought leadership. We see that many consider how their colleagues are positioned as thought leaders. This event focuses on the initial stepping stones, planning and stakeholders to take into account in the process.

In Aarhus, Michael Sørensen, was invited to be key note speaker at Envision. As a solid advertising & communication bureau, their clients see great potential in supporting their communication efforts with employee advocacy. The event gave them a thorough understanding of how to grasp employee advocacy  

At Odense Robotics, Josephine Eilersen, Sociuu key note speaker, attended a HR event where we deliberated the use cases of employee advocacy. As a cluster organisation, they represent a thought leading industry with global influence. Generally, HR are taking more responsibility for employee advocacy as they learn to create more diversified and engaging content.

We hope that you are inspired - I know we are really excited about our endeavors for the remaining 2018. Join our journey or participate in our upcoming employee advocacy management and strategy events. See dates and sign up here.

work-live-stay inviterer til netværksmødet i samarbejde med Uhrenholt og Sociuu 

Bidrager dine medarbejdere og spreder deres faglige viden med virksomhedens brand i ryggen? Er de med til at dele indhold fra virksomhedens sociale platforme? Kom til spændende netværksarrangement og bliv klogere på, hvordan du får medarbejderne med ombord som værdifulde ambassadører. 

Tilmeld dig her

Sådan vinder og engagerer du medarbejdernes digitale hjerter

Når medarbejderne deler indhold på egne kanaler, der har med virksomheden at gøre, er medarbejderen med til at brande virksomheden. Uanset om virksomheden arbejder strategisk med employee advocacy eller ej.

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Employee advocacy er mere en blot en tendens og et lækkert buzzword. For det giver god mening at interessere sig for og engagere medarbejderne i kommunikationen af virksomhedens brand. Især på de sociale medier og i medarbejdernes egne netværk, hvor din næste kunde eller nye medarbejder ofte findes.

Kan du nikke genkendende til at:

  • Medarbejderne er virksomhedens stærkeste aktiv og med til at tegne virksomhedens DNA.
  • Medarbejdernes personlige og faglige netværk er en vigtig målgruppe.
  • Det giver mere værdi og større troværdighed, når dine medarbejdere fortæller den gode historie fremfor virksomheden selv?

Så skal du melde dig til det næste netværksarrangement, hvor du får nye idéer og pointer til at engagere dine medarbejdere i virksomhedens brand og aktiviteter på sociale platforme.

work-live-stay inviterer i samarbejde med Uhrenholt og Sociuu til netværksarrangementet om employee advocacy, hvor Michael Falling Sørensen (stifter og direktør i Sociuu) går i dybden med, hvordan du kommer i gang og onboarder dine medarbejdere i virksomhedens liv på sociale platforme. Michael giver også tips til at holde momentum, og hvad employee advocacy i øvrigt kan bruges til, herunder:

  • Thought Leadership
  • Employer Branding
  • Social Recruitment

På dagen får du også mulighed for at høre mere om, hvordan Uhrenholt arbejder strategisk med at aktivere deres medarbejdere som ambassadører.

Skal vi reservere en stol til dig? Skynd dig at booke din plads, og gør klar til dag med masser af ny viden og inspiration. Vi glæder os til at se dig!

 

Tid og sted
Onsdag den 1O. oktober 2O18
kl. 14.OO-17.OO


Uhrenholt A/S
Teglgårdsparken 1O6
55OO Middelfart

 

Tilmeld dig her

Arrangementet er gratis.

Sidste frist for tilmelding er 2. oktober 2018

Don’t be a BlockBuster

By Josephine Eilersen

No-one wants to be BlockBuster anymore. A top brand which everyone who loved VHS and DVDs remember. We don’t have to rewind time more than a few years to remember how BlockBuster owned their market globally. I even worked in one of their stores back then and I recall how their top 10 decided the faith of many movies. 

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A digital platform decided BlockBusters faith. Within months after Netflix entered the market, they outperformed BlockBuster with their ability to meet customer’s needs for easy access, no penalty fees and no lines. Netflix did not have better or more advantageous terms - BlockBuster owned the market, remember - BlockBuster were simply unable to adjust to new customer demands and could not deliver on the digital customer experience. BlockBuster is history. Game over and out of business.

So, your top management obsession over disruption is not a joke. Disrupting the industry and how to be in front in the tech race is a real deal breaker, where digital innovations will save the business from staying in 20th century with a BlockBuster destiny.

What state is your engagement economy in?

Companies may still be living in the past century, I know it takes time to turn around a supertanker, but digitalising companies is a necessity to navigate in an ever changing business landscape. This is nothing new. But in this new landscape, buyers, both business and consumers, are well informed, it could even be claimed that they are over-informed. As a result, these digitally savvy buyers are craving brands that create value through demonstrating innovative mindset and a personal customer experience.

According to Forrester, 74 percent have already conducted more than half of their research before contacting vendors which entails that more than 50 percent of the buying decision is already done before even talking to a sales rep. This underlines how your digital economy influence your business growth and future. 

Digital currency

Engagement Economy is our current digital present and future where everyone and everything is connected: an engagement currency that fluctuates from ignorance to savviness. This connectivity fundamentally shift relationships between sellers and buyer and extend beyond the organisation that you work for. 

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It involves your full network: customers, prospects, past and previous colleagues and other stakeholders in your business network. To them, you consistently have to deliver a holistic experience of a personal brand along with the company’s. The harsh reality is that unless you constantly build your engagement economy - both personal, professional and business - you are out-paced. Out of business. 

Engagement Economy is about the personal and authentic relationship between you and the customers while driving wantedness. In a me-centric digital era, we expect that a businesses deliver a journey that is individually tailored and communicate with us in our preferred formats and on our preferred channels. There are unlimited digital channels to reach out to your customers and prospects but the challenge is knowing how, when and why.

Adapt with employee advocacy

To succeed in this new climate, you must adapt your tactics and shift your brand to become more human and digital native-friendly. So how can you embrace and improve your engagement economy in an fast and productive manner? 

Well. One way is to involve your primary stakeholders, your colleagues. With employee advocacy you fast forward your marketing strategy by employees’ sharing organic content across social media platforms, your sales force builds stronger relationships with customers and prospects, and industry thought leaders’ position is further endorsed. In return, you will have stronger brand awareness where high employee engagement drives high customer brand engagement.

Considering how to get started? Contact us and we will guide so you get at grEAt start or read more about how to kick start your employee advocacy programme

 

Employee brand engagement drives Customer brand engagement!

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Creating customer brand engagement is crucial to any business - not only to be able to understand, design and sustain the customer journey. It`s about meeting existing and potential customers craving to "buy-in" on your brand values, more than your product.

Your products and services alone, your corporate channels, ads and promos, doesn't cut it anymore. Customers' wants to hear, understand and believe in your story - your DNA.

They want to experience that you are more than just another brand - and to fit with their expectations is a key driver when deciding to go with you - and not the competition.

The quick fix doesn't work...

Many companies have realized - and felt - customers' disloyalty, as they haven't met their expectations in letting them in on the DNA of the company. In comes the "quick fix" where Marketing and Comms writes up a half hearted "story", defines some random "feel good" values (mostly copied from their competitors), and then pushes it through the same channels as their ads and promos...only to find out that their customers aren't as stupid as they thought they were...

Are your brand story playing hide and seek ?

In the eye of the customer, your ads and promos have become - at best clutter - at worst noise. Inviting your new neighbours to your cluttered and noisy home isn't the best start to a relationship..

All companies have a story, a DNA, that can vastly support customer brand engagement, but hiding it behind ads,  promos and corporate channels only - makes it difficult for even the most eager prospect to find out if your story fits his or her expectations and align with their values.

Have your brand take a selfie!

..with the customer perspective filter on. Is your DNA equally represented alongside your ads, promos and corporate presence ? We all have an uncle, aunt, cousin etc. that is the undisputed master of photo bombing, or in some mysterious way seems to houdini themselves into all the pictures from the family gathering - is your DNA photo bombed by your logo ?

What`s your employee brand engagement score ?

Turning up to work every morning doesn't really count. But, including brand experiences to your employees on a continuous basis will lay the foundation of establishing and optimizing employee brand engagement. Simply to let them be in the know of "brand stuff" is a great starting point - and involving them in co-telling the story is even better.

For every employee that can tell your story, convey your values and vouch for your brand you will gain access to many more potential customers than your traditional branding will ever achieve.

The customers perspective

As customers, we remember engaged, service minded and knowledgable staff, more than the brand itself. It makes us want to engage with the experience and the value. It creates customer brand engagement.

It´s actually as simple as that. Engaged employees can positively influence the customer journey - dis-engaged and uninvolved employees wont.

In other words; without high employee brand engagement your customer brand engagement will suffer.

Where to start improving employee brand engagement ?

#1 Take out the "fear" of engaging

Most employees outside the brand/pr/marketing "inner circle", are not comfortable dealing with the "holy" brand. Make it clear that branding is everyones job. Involve and understand employees concerns, listen to their inputs - and help them understand your brand values.

#2 Keep your promises

Deliver content aligned with employee`s input - and allow for them to un-brand and personalize it.

#3 An apple a day...

Employee brand engagement is not a one time memo, it is not for the annual kick-off or a dreadful long power point presentation on the yearly vision/mission agenda...It's an everyday experience.

#4 No exclusions!

Employee brand engagement is everybody's game - not just the A-team. 

#5 Prepare to be surprised ;-)

Diving into employee brand engagement is: "I have good news, and bad news"....Both are that you were right in doing it.

 

Learn more about employee brand engagement

Are you a party starter

By Josephine Eilersen

B2B content is often left to die on corporate social media pages. Posted. Job done. Move on. With this approach, social media needs a resuscitation and a few ‘likes’ will not revitalize it. There is a clear relation between the disease and content. So, we have to find a cure to create engagement and excitement. 

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There is something that keeps puzzling me in regards to company pages that suffers from low engagement. Generally, it is expected that followers automatically ‘picks up’ content by them selves, share it and reach out as a result of posting. Content is left on the wall waiting to go viral.

We all put time and effort into creating content that we think is interesting. As I write this, I not only hope, and expect, you to read it to the end - I also want you to engage with the article by making it your own with an interesting teaser before sharing it with your network. The reality is content is often left alone on what seems to be inactive company pages, where not even employees or the content creator is active.

From a corporate perspective, the content ought to support our business KPIs, strengthen our brand and create awareness. My goal is not to go viral but to create engagement that in the end help sales convert new prospects. Goals that I expect any communicator with content responsibility have. But how is this possible when engagement is below 2%?

The fact is that viral posts a rare happenings - in particular in B2B. In general, most content needs be more emotional, have personality and pushed to come close to going viral.

Passive aggressive communication hurts your brand

We will look into push later and start with personality. Corporate communication is often about me, me, me - and should this be good branding? I don’t think so. Filling company social channels with narcissistic communication and accepting low engagement, company profiles are diminished to garbage walls where content is left alone. Harsh. Yes. But in reality, only few reads corporate content on social channels, fewer engage with it and no-one shares it.

When I meet with customers, they confirm that their LinkedIn company page’ engagement rate is below 2% and this is even though they have more than 100,000 followers and a majority of employees among them. As communicator and marketing responsible, it is, or should be, frustrating to see that ones followers, as your audience, remain passive. Even more frustrating to see low engagement when the majority of employees are following the company too.

Seriously, why is this acceptable? The most common excuse for low engagement is algorithms and a constant limitation of reach. This means that your content is only visible to the minority of your followers, unless you promote it. So, we blame the algorithms for low engagement. Yes algorithms are hard to beat but as I see it, there are currently two answers to this limitation: increase budgets and pay promotions, or find alternative ways to increase engagement. I prefer the latter.

Have a party

The actual content is often not the problem and I am convinced that you are one of many brilliant content producers and storytellers. The root cause for low engagement is the medium: company social pages. Social media is by people for people and it takes two to tango. 

If we want to start a party, we need a crowd and so far company pages are an open invitation, accepted by fewer than few. You can be the party starter and your colleagues are the guests with an extended invitation to invite their network. They are invited because they are the ones who represent the brand, have the desired professional expertise and the ability to un-brand the brand. When involving colleagues in your communication, you will automatically create a push; Instead of leaving content performance up to chance, you are much more in control of whom you target. 

Besides having a party with your colleagues and beyond, advocacy improves the content performance and are 24 times more likely to be shared, according to LinkedIn and MSL. This means that when content perform better, so do you.

Lovable and shareable

One of the biggest concerns for advocacy is content production. But no stress; you are doing it already. Do not toss the content plan that you have for the next months or year because this is a good starting point. When content is ready to be shared, ask those colleagues that would find it relevant to share. 

One brilliant story can be used differently explained in details in a long story for the blog and LinkedIn, video interview or tutorials for Facebook, key learnings in an infographic on twitter and ‘on site’ pictures for instagram. One story, one messages that takes on many different formats that makes your advocacy approach holistic.

Support your message with 3 party content. Key finding, reports or presentations that endorse your views and can create a holistic approach are good sources for content. Make it you own, publish on your channels to control the inbound traffic. 

We also have different format style of preference and it reflects on our personal brand. It is therefore also important how it is presented. For instance, thumbnails in your blog and web content pre-determins which picture(s) your senders can choose from. Advocacy is not only about amplifying reach, it is a way to differentiate and create value for your audience. Gain an active audience with active senders.

The cure for corporate content is creating engagement, the medicament is personal activation through employee advocacy. Wanting to increase engagement, request a personal employee advocacy introduction and Sociuu demo.

 

Contact Josephine Eilersen

josephine@sociuu.com

 

How to start your EA project?

We often meet interest and excitement about employee advocacy but a big concern is where to start. We all like to be prepared and it will take some effort to know your position before you launch. You need to know how you differentiate and where you need to spend some time. It is not hard or complicated.

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Identify your ‘sweet spot'

Start by taking the temperature of the corporate culture and ensure that it is aligned with the brand. The culture and brand should also support the business strategy and here you can find the topics that your EA programme should prioritise. These key subjects can also give an indication of the market, the competition and your online presence. When you have found your sweet spot, you can outline a roadmap for how to reach our goals. 

Map your activities

Excel existing content to map it according to the prioritised subjects. This gives you an overview of the content you have, needs to rewrite/refocus and if there are need to produce new content. In this process include a column to indicate the internal stakeholders that have to be involved and whether external resources are needed e.g. copywriters, videoproducers, graphic designers to produce infographics and other visuals and do you have enough high-resolution pictures?

Know your audience

Know your audience by creating personas of the people you are trying to reach out to. This is important to be able to create content with the right tone of voice and focus. Focusing on the personas also increase relevance because content is created to fit micro-segments. 

These segments and niches should reflected the prioritised areas and indicate whether you already have contact to your audience or if you are to establish a new network. The content then also addresses specific needs and challenges. When you know your audience, it should also be clear which channels you can prioritise and which formats they prefer.

Social listening

Make a new spreadsheet that lists how your brand is positioned compared to competitors. LinkedIn has a social listing tool and data to view your position compared to your industry. Search engines also show how you perform on specific keywords and whom that are dominating the debate. There are other online tools too that can give you a clear indication of keyword and SEO performance. 

Social listing also include mapping which media that you are competing with. Beyond online platforms you might compete with established media, industry media and other blogs - so be aware how do you can differentiate.

Be representative

Think of employee advocacy as an on-boarding to your company’s universe. Content on social media often leads to paywalls or have non-responsive links, if they have links at all. Some is even just plain boring; for instance job-postings.

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With employee advocacy you offer colleagues corporate content to share. In return, they vouch for it with their personal brand. So, it is essential that you consider how ready your content is for employee advocacy and how it is represented when employees share it.

Keep it simple

Preparing can take some time - But sharing should be easy - otherwise, why bother. Book a workshop and we can help you kick-start employee advocacy - I am sure your colleagues are great advocates!

Book a personal demo 

TIP Trailer Services and Sociuu go global

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TIP Trailer Services have launched a company wide brand ambassador program in partnership with the leading employee advocacy platform Sociuu.

Employee involvement and engagement is key

“With TIP Trailer's thousands of skilled employees, it is vital to ensure they are involved in sharing TIP’s story to our customers, partners and of course future employees”, says Marc Aandeweg, VP Sales & Marketing.

“Social media, as a marketing and communication channel, has become a vital part of TIP’s access to talent, customers and partners, but also an excellent opportunity to tell ‘who we are and what we do’. In this way, we encourage employees to share TIP news among their personal network, which will increase the brand awareness on our products, but also show everyone why it is great to work for TIP”. 

“We believe that our strongest asset in the brand community are our employees, especially since they are in day-to-day contact with our customers, and have accumulated knowledge about our business which goes way beyond what we are able to do from a corporate point of view”.

Nordic led the way

Before going global, the brand ambassador program was run in TIP’s Nordic region, led by Gitte Holm, Marketing Director Nordic.

“With Sociuu, it is very simple and easy to get the brand ambassador program launched, and our employees quickly got the hang of it” says Gitte.

“Within a short period of time, we have seen great results and a whole palette of benefits in engaging our employees - employer branding, PR and press, events and marketing - but foremost, it has been very encouraging to witness the great adoption and engagement from our employees, which is vital to run a successful brand ambassador program”.

Bold companies win on social media

TIP has worked very closely with Sociuu, not only by using their employee advocacy platform, but also by tapping into Sociuu’s knowledge and experiences from similar brand ambassador programs.

“Tip Trailer Services stands out to me as a very bold and visionary company”, says Michael Soerensen, CEO, Sociuu.

“One could argue, viewing TIP’s line of business, that they would not be first movers in employee advocacy and brand ambassadorship, however, benefitting from employee advocacy is really not about what you do - it is about the people that do it”.

“Whilst working with TIP, I have been met by a ‘can do’ attitude and culture - and adding such an optimistic culture to a brand ambassador program is bound to be successful”.

“I am looking forward to working with TIP on this - and in my opinion, with this move, they have already won from a social media perspective in their line of business”.

 

Media contact

Michael F. Sørensen, CEO

+45 53571608

michael@sociuu.com

Gain competitive advantage by activating thought leaders

Thought leadership is nothing new but is increasingly gaining businesses’ attention for three main reasons. Employees are becoming the key to humanising the corporate brand, it is an opportunity to differentiate by engaging and influencing niche networks and micro-segments as well as businesses are increasingly prioritizing social media both in time and resources.

With thought leadership businesses can gain a unique position by differentiating by focusing on employees’ expertise and not only brand itself on premium products. This is an opportunity to influence and engage with networks and reach our to highly specific target audiences. Thought leadership is more than just having an opinion, it is a position that you earn through knowledge sharing and expertise. 

On two occasions in May, Sociuu presented the opportunities within thought leadership. The audience all agreed that there is a great unexploited thought leadership potential among their colleagues. However, there is a difference in maturity stages and generally there is a push from employees ‘just’ to have the mandate to increase activities on social media. The push comes, as more and more see how social media is benefiting their work both internally and when engaging with prospects and customers.

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Employee advocacy increases engagement

Michael Sørensen, CEO, illustrated how employee advocacy increases engagement and relevance and the importance of keeping it simple by having a tool that taps into employees daily workflow. This was followed by Josephine Eilersen, sales executive, and her experience with organising thought leadership and employee advocacy programmes.

Why take a thought leadership position?

Edelman Trust Barometer show that we are more likely to trust and relying on employees’ recommendations than traditional branding and marketing. Even the CEO’s trust is decreasing, according to Edelman. They especially underline that technical experts’ trust is increasing and it is their expertise that is the foundation for thought leadership. There can not be thought leadership without expertise - talking about our field your strengthen your professional and personal brand that positively reflect on the corporate brand.

Do we need a plan?

A plan can be necessary to ensure buy-in from stakeholders and can be used as mandate. Often, most thought leaders are already thought leaders or have the ambition to be. However, a plan includes mapping active and passive thought leaders and rank them according to maturity stages. You also have to know whom you are completing against and knowing competitors’ activities you can differentiate and finding your unique position; outline the target audience, networks and groups; Then you have to localise or (re)produce content and outlining KPIs and expectations. 

Having a plan sets the direction and makes it possible to report on the results. Especially on social media, where accounts are private, companies can support thought leaders with key priorities, create a internal community around the thought leaders case and increase engagement by expanding their social reach.

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Get started

Thought leadership does not have to be difficult but it takes time. No-one becomes a thought leader overnight, it takes persistence and a steady content flow. A consistent presence is necessary and thought leaders have to be active on several parameters: on earned, owned and paid media channels.

Let’s get in touch to help you start a successful employee advocacy and thought leadership programme. Request a personal employee advocacy and Sociuu demonstration.

5 undisclosed benefits with Employee Advocacy!

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Everybody`s talking about employee advocacy these days, and quite naturally the obvious benefits of activating an organic driven, trustworthy and authentic brand channel ; your employees, appeals to most companies and organisations.

First wave of EA adoption was based on metrics similar to social media; get more likes, emojis, followers etc. - all quantitative "vanity metrics", and in addition gamifying employees to hit the share button in chasing the next like - more than thinking business - when sharing with one`s network. Basically there`s nothing wrong with quantitative metrics, but they should be secondary and not to be included when measuring the effort from a business perspective.

We are well in to the second wave of adoption of EA, and companies are now focussing on the business side of EA that really can make a difference; thought leadership, employee brand engagement, employer branding, talent management and how to incorporate EA in the customer journey, amongst others.

Companies who started out early with EA have a clear advantage simply because they have all ready succeeded in the most important part of EA; Engaging your employees - and making it sustainable - thereby being able to move seamlessly forward and take lead by benefitting from the 5 undisclosed benefits of Employee Advocacy;

#1 Employee Brand Engagement

Employees become more engaged, knowledgeable and active on the brand simply by "being in the know". Old school branding not including employees - or limiting inclusion of employees to corporate mails and endless power point presentations - does`nt do the trick anymore. With EA all employees are engaged and motivated to interact with the brand on almost a daily basis, to tell the story and bring valuable feedback to the table.

#2 Brand Transparency

Being an transparent, authentic and accessable brand is not just a smart move - it`s a matter of survival, no matter what business you are in. Employees are vital touch points co-telling your story, and interacting with customers, talents and partners. In the current social media landscape employees are premium educators on everything brand related, and customers expect them to be visable and accessable.

#3 Quality & Precision

Employees can convey your brand with high quality and precision - way more than existing segmentation possibilities offers. Each employee holds access to unique networks in 1st level and beyond, and by equipping employees with relevant quality content aligned with their areas of expertise, it will resonate extremely well, and unlock new business opportunities.

#4 Influencing and contributing to the Customer Journey

Deciphering and adjusting the customer journey design is an ongoing job, and employees can both be great influencers and contributors to the design. Not only with valuable data from the EA platform, but also including designated employees who can help you discover insights and trends - which will help you get a better understanding and insights to how customers react to your customer journey design.

#5 Network Expansion

Every new network connection your employees get, is a potential new client, employee or potential business partner. Obtaining quality network expansion is based on level of activity, quality content, continuity and accessibility - all key elements in running a successful EA program. No matter how many followers you`ve obtained on company presences, employees networks outperform them both in numbers and not least in "network quality!!

Creating your Brand Community

Your brand has become a community - whether you like it or not;-) Involving the most natural participants - your employees - in your brand community is only a part of it - but a great way to start, as it encompasses the entire organisation, and it will help enabling you to include existing and potential customers as they are equally vital in building your brand community.

You could start out by booking a talk with us right here;

 

 

 

 

 

 

 

Employee Advocacy: When the personal brand meets the corporate brand

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Personal Branding on all levels are becoming essential if you want to stand out from the crowd - or at least keep up with the competition. For start-ups, a strong personal branding of the founders is literally what makes or breaks your business, and for corporations it has become non-negotiable that key personnel have to maintain a professional personal brand either as thought leaders, experts or niche influencers - not just on C-level - but on all levels.

"The Me Inc."

So what`s the benefits of running "The Me Inc" ? Foremost, the process of building your personal brand is meaningful and authentic, which again will provide you with confidence and self-esteem - and an audience that actually listens and interacts with you. And again - this goes for both the entrepreneur as well as for the corporate thought leader, influencer or expert. Further, establishing and running the "Me Inc." will provide new opportunities, influence, network - and business!

Who are the "Me Inc`s" in your company ?

Social networks can easily provide you with answers to which employees within your organisation stands out with their personal brand building. Some does it intentionally and structured - some are just natural borns. A simple LinkedIn people search including your company name and maybe your preferred hashtags will provide you with a top list of employees all ready way ahead with their personal brand building. Added to the LinkedIn search you can just as well include a google search to get an idea of which topics, articles and subjects they excel in.

Why the "Me Inc.`s" is important for your company; 

They are a great asset as thought leaders, experts and influencers in networks you have no chance to reach with corporate branding, and their personal branding can do wonders to your employer branding, social business and be an inspiration to co-workers. That`s why it is imperative that you embrace and nurture the "Me Inc.`s"!

Driving Employee Brand Engagement;

Combining your corporate brand efforts with your "Me Inc.`s" will drive and optimize your employee brand engagement - and including all employees with company wide employee advocacy will improve it even further. With an employee advocacy program you can measure Employee Brand Engagement, and build a strategy for your social business based on solid business targets - instead of old school vanity metrics; likes, emojis, views and followers...

Eftermiddag om Employee Advocacy hos Envision i Århus

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Det forholdsvis nye begreb indenfor virksomheders digitale tilstedeværelse, Employee Advocacy, er for alvor ved at tage fart.

Employee advocacy  - eller medarbejderambassadørskab på godt dansk - byder på store fordele ift. virksomhedens mere "corporate" tiltag. Det handler om at involvere medarbejderne og deres netværk i vores brand og vores historier.

Envision har lavet en mini-rapport om emnet og den danske employee advocacy platform Sociuu har siden 2016 hjulpet mange virksomheder med at komme i gang - og interessen er ikke blevet mindre!

Kom og hør mere om emnet. Vi har følgende agenda:

 1. Introduktion til Employee Advocacy v/Mona Juul, CEO Envision

2. Michael Fälling Sørensen, CEO Sociuu tager over fra Mona og fortæller om;

- intro til Sociuu Employee Advocacy Platform

- employer branding i "øjenhøjde"

- cases: Rambøll Group og Kammeradvokaten

- Q&A

Sted:                   Envision, Christiansgade 30, 8000 Aarhus C
Tid:                     29. maj kl.  14.00 til 16.00

Du tilmelder dig lige her;

 

 

Are your employees in the back row - or front row - on social media?

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Competition amongst companies to make an impact - and business - on social media is fierce, and it calls for even bigger budgets and saavyness to stay where the action is. Corporate organic reach is declining, and algorithms are constantly changed only to put more workload and cost on companies in order to keep up. As consumers and professionals we are ad-blocking like never before, de-following corporate presences due to poor content or spam like ads, and we are in general focussing on quality over quantity when consuming content.

It`s getting personal!

When deciding for a career change or deciding which vendor to choose we want to speak to - and hear from - existing employees, read company and/or product reviews, build relations before we decide, and we expect readiness from the company - and the employees -  for these "conversations".

In other words; We expect that all employees can “tell the story”, and that the brand experience we get is universal.

Getting your employees from the back row -  to the front row!

You cannot buy your tickets to the front row - but you can earn it by rolling out employee advocacy in your company. At Sociuu we are working with 6 pillars of introducing employee advocacy successfully;

 

1.Employee Brand Engagement

Employees understanding the brand and the DNA of the company are more engaged - if they are involved in the brand - and kept up to date on the brand strategy.

2.Employer Branding

Finding the best talents through "traditional" corporate efforts just does`nt cut it any more! Your future employees wants to talk to your existing employees before making a move.

3.Thought Leadership

Thought Leaders - or employee influencers - are a strong asset, especially for knowledge driven company`s - and employee advocacy is the perfect setting to get your thought leadership program on it`s way. 

4.SoMe/Marketing/PR

Employees holds access to vast qualitative networks ready to be engaged with your content - and content shared by employees has much higher authenticity and trustworthiness.

5.Social Selling

Tell - don`t sell;-) Employee Advocacy provides your customer faced employees with a steady flow of quality content to support your social selling efforts.

6.Social Recruitment

Increase and optimize employee referral hires with Employee Advocacy and create a shortened - and much less expensive - recruitment process! 

So - if you want to start earning your front row seats then book a free workshop right here, and we`ll introduce you to employee advocacy and Sociuu;

 

 

 

 

A Thought Leader feeds you answers

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By Josephine Eilersen, Sociuu

A Thought Leader feeds you answers

Thought leadership content tap into talent, experience, passion and knowledge of businesses and consistently address questions and industry trends. As a thought leader you provide answers in formats that your audience like to consume and thereby target the audience on a particular topic. These answers do not necessarily have to be one of a kind. Often, we search for the right answers, we search to qualify our point of view. We ‘just’ want to be enlighten with solid argument based on facts to supported us in our daily work. 

Differentiate

As a thought leader you probably have the same opinions as your peers. However, you should always differentiate with your own unique format, point of view, as well as you can differentiate with your visual approach. But mostly, you differentiate by consistency helping your customers with different types of answers. With a content plan that systemises your presence in external media it is possible to tailor content to fit several channels at once. It is not necessary to have a daily appearance but frequently enough to be regarded relevant and an active authority.

Consistency matters 

As thought leader, you share your expert thoughts, insights and unique viewpoints. From a business perspective, this demonstrates the business’ expertise and a powerful newsfeed is necessary to share our leading ideas. Both from a personal and business perspective, this creates opportunities to engage with other influencers, peers and customers and to shape the agenda and address challenges in the industry. 

A strong professional network

It does not have to be a big network but it comes down to your personal relationship and time invested in it. It is about people. People want to talk to people, not brands. Content that is keyword-optimised with a clear message, cause and call to action that are supported by a solid base of employee advocates, your company and experts provide insights to exactly that audience that you intend to influence. By consistently posting relevant, valuable and authentic content, your digital networks will expand organically.

Why are thought leadership so important for businesses? 

Because we trust experts. Employees’ and especially technical experts’ trustworthiness reach far higher than brands and organisations. There are more to it. Thought leaders address industry challenges and provide answers. These new professional relationships will strength both your own professional brand as well as it will reflect positively on the company.

Thought leadership is not promotion

This is not an opportunity to promote products and services. This is knowledge sharing. Thought leadership can be a strategically substantial element of a marketing strategy. However, momentum both for the thought leader and reader is lost when it is used for promotion. Thought leadership is founded on ideas, not products specifications.

Shape the customer journey

A possible purpose with thought leadership is to influence and shape the customer journey at an early stage. To do this list your industry challenges and prioritise them. Start answering the most pressing questions your audience have in multiple formats and multiple channels. Strive to offer the best answers to your audience questions. 

Be ready

A position as a thought leader in more than what content and which answers you deliver. It is business. First, align the messages that the thought leader is delivering to the position the business want to achieve. Then actively involve and include all employees in supporting the thought leader(s). With employee advocates, you make sure that you reach an audience with a personal relation to business. And maybe most importantly, active thought leaders should ultimately derive attention towards the business. This means that the business should to be able to deliver when customers reach out to them. Otherwise, all the attention just becomes noise.

Learn more!

Join us in May at one of our Thought Leadership:Employee Advocacy events!

 

 

 

Fuldt hus til Employee Advocacy event med Mynewsdesk

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Tid til at involvere kollegaerne

En skøn tirsdag i april afholdte vi, i samarbejde med Mynewsdesk, et succesfuldt event på First Hotel Twentyseven midt i København. 

Med fuldt hus og flere på venteliste er der ingen tvivl om at employee advocacy er et af årets største tendenser indenfor kommunikation, PR og marketing.

Ikke kun et buzzword

Employee advocacy er mere en blot en tendens og et lækkert buzzword, for det giver god mening i at interessere sig for og involvere kollegaerne. Deltagerne kunne nikke godkendende til at lige netop deres kollegaer gør virksomheden unik, at deres individuelle netværk er en kvalitativ målgruppe og at involvering af medarbejderne giver virksomheden en helt unik position i forhold til deres konkurrenter. Et potentiale som er stort, men også en opgave som til tider kan for virke stor at gå i gang med.

Det behøver det ikke at være!

Employee advocacy går kort fortalt ud på at involvere medarbejdere i at dele virksomheders budskaber. Michael Falling Sørensen, stifter og direktør i Sociuu, gik i dybden med hvordan man kommer i gang og onboarder sine kollegaer, hvordan man opretholder momentum og de forskellige fokusområder man kan fremme med employer advocacy, heriblandt: 

  1. Thought Leadership
  2. Employer Branding
  3. SoMe Marketing og PR
  4. Social Selling
  5. Social Recruitment
  6. Employee Brand Engagement

Lærte vi noget nyt?

Udover at afmystificere konceptet, så blev det afklaret at;

  • Employee advocacy skal være drevet af relevans og kvalitet i indholdet!
  • At medarbejderne meget gerne deltager - vi skal som virksomheder bare huske at involvere dem!
  • Empoyee Advocacy outperformer corporate "company pages" på alle parametre! 
  • Når medarbejderne er involveret i brandet løfter det salg, service, employer branding indsatserne m.m. -  og har en langt større effekt på hvordan vores kunder opfatter virksomheden!

Kom godt fra start med EA og overvej:

Er det tydeligt hvad virksomheden står for og forstår medarbejderne brandet?

Hvad er formålet og målet med at involvere medarbejderne (Det altid vigtige why)?

Hvordan sikres kvaliteten af content? 

Hvordan måler i brand engagement i dag og hvordan omsættes det til forretning?

Sæt employee advocacy i tale hos jer;

Book en gratis workshop hvor vi tager udgangspunkt i jeres virksomhed, og sammen med jer afdækker potentialet!

 

Employee Advocacy - 3 GDPR issues you must address!

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Employee Advocacy has become a vital tool to engage employees in the companys presences and efforts on social media - and many are all ready well ahead in running company wide EA programs.

As all other business platforms, EA tools needs to comply to GDPR - and especially as employees are using their private social media accounts to share company content, this area calls for special attention.

For starters you need to address these 3 issues;

1. Your company are the dataprocessor in relations to the EA platform - so regardless of your DPA`s with vendors it`s your GDPR compliance you need to focus on. 

2. Don`t demand/allow for employees to use social logins/connects!

Many EA platforms offer/demand the use of social logins/connect from employees in order to be able to share content - and this is a big no go. By allowing social logins/connects you as a company will be responsible of all data processed, which then will include all employees private social media accounts, and all datapoints involved!

Further your existing password policies will instantly be compromised, as you as a company cannot enforce it on employees private social media accounts.

Many EA vendors using social logins/connects extracts engagement data - likes, views, re-shares etc. via employees private social media accounts (with or without proper consent!) and compiles it in ie. statistics. This can only be done with access to the employees private social media accounts - so in essence this process means that employees private data originating from your EA platform flows both on social media`s, the vendors hosting center and in the platform itself...

3. Study the vendors DPA to make sure to comply!

Unfortunately many vendors do not clarify especially the issues with allowing/demanding employees to use their private social media accounts in relations to compliance - other than leaving it up to you as a customer.

Besides above 3 essential starting points to secure compliance you can find more on the subject here; 

Don`t let lack of security and compliance kill your Employee Advocacy Program!

 

Engaging Employees Starts with Remembering What Your Company Stands For

Engaging employees in your brand is one of the ground pillars of employee advocacy - Denise Lee Yohn brilliantly sums it up in this article;

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Denise Lee Yohn is a leading authority on positioning great brands and building exceptional organizations, and has 25 years of experience working with world-class brands including Sony and Frito-Lay. Denise is a consultant, speaker, and author of What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest and the new book FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies.  

Organizations spend over $100 billion annually to improve employee engagement. Yet according to Gallup, only 13% of employees are engaged — and disengaged employees cost U.S. companies $450 billion to $550 billion per year in lost productivity.

The reason why most engagement efforts fall short is that they’re designed to cultivate employees’ commitment in generic, general ways. They attempt to make people feel that they’re working for a responsible company or that the company’s leaders care about them. A more precise, robust approach is employee brand engagement, which establishes a critical link between employees and customers.

Employee brand engagement is achieved when employees are aligned and involved with the organization’s brand. It requires the company to have a clearly articulated brand identity and its leaders to cultivate a positive, multidimensional connection between employees and that brand identity. The goal is to make sure employees know what the brand stands for and are committed to reinforcing it with their actions.

Employee brand engagement differs from “employer branding” or “employment branding,” terms that refer to an organization’s efforts to enhance its image to attract and retain talented employees. It’s also more than “internal marketing” or “invertising,” which describe when an organization promotes its brand to employees as it would to customers and expects them to “buy” the message it’s trying to “sell” to them. It isn’t about selling anything, or even telling employees what they should do; it’s about informing, inspiring, and involving employees so that they want to support and advance the brand.

Only when employees are engaged with the brand will they think and act in the specific ways that produce the specific results the company is seeking. Employees must internalize the organization’s purpose and values so they make decisions that clearly support those priorities. Ultimately they design and deliver on-brand customer experiences that strengthen the brand’s competitive position and build equity in the brand.

Employee brand engagement has three dimensions:

Personal and emotional commitment. For example, employees feel an emotional connection with the brand and act as brand ambassadors, actively sharing positive information about the brand with their friends, families, and communities and recommending it to them.

Understanding the brand strategy. Employees understand who the brand’s target customers are, how the brand is positioned relative to competitors, and what makes the brand unique and valuable from a customer perspective.

Day-to-day involvement with the brand. Employees have appropriate access to tools and data about how the brand is perceived by customers and they actively nurture and reinforce the brand on a daily basis, at every touchpoint. Even those employees who don’t have direct customer contact understand and embrace their role in delivering on-brand customer experiences.

This kind of engagement is missing at most organizations. A Journal of Brand Management paper shows that four in 10 employees struggle to describe their organization’s brand or how they think customers feel their organization is different from competitors. Brand consultancy Tenet Partners reports that only 28% of employees strongly agree that they know their company’s brand values, and that only one in five employees strongly agrees that company leaders communicate how employees should out the brand values in their jobs.

To cultivate employee brand engagement, consider the multidimensional approach used by Lilian Tomovich, chief experience officer and CMO of MGM Resorts, and her team. MGM wanted to reposition itself from merely a casino company to a worldwide resort and entertainment company. It wanted to be known for entertainment venues and hotels that were not gaming-centric — such as the Bellagio and MGM Grand in Las Vegas.

Tomovich and her fellow executives knew that they couldn’t direct their transformation efforts only externally. MGM employees needed to be engaged with the company’s aspiration so they would deliver on it. So they initiated an internal engagement effort that they called “We Are the Show.” This not only reinforced the company’s desired identity as an entertainment brand but also helped seed the “SHOW” acronym that summarized its desired brand-led culture:

 

  • S for smile and greet the guest
  • H for hear their story
  • O for own the experience
  • W for “wow” the guest

They kicked off the engagement initiative with a summit for the company’s top 7,000 leaders. They explained why the company was embarking on the transformation and what accomplishing it would take. Then they showed those leaders how to train their direct reports, cascading the desired culture throughout the organization, so that after eight months all 77,000 employees would be trained personally by their managers.

In these training sessions, employees went through a curriculum to learn about and experience the attitudes and behaviors that embodied the new MGM Resorts brand values. For example, leaders took employees through property- and department-specific guidelines and expectations, such as “Be visible and accessible to guests, with open body language and friendly facial expression” for frontline employees. Leaders were given brand engagement tool kits containing a leadership playbook and an “engagement calendar” to help them plan the content and timing of training sessions. And they used teaching aids to engage employees in interactive exercises, such as role-playing and group discussions, so they could practice the desired behaviors and learn ideas and tips about how to deliver on the brand values in the customer experience.

MGM also developed a communications campaign that reached all employees from all angles. The campaign included posters that showed employees at work under the headline “This Is My Stage,” regular news updates to leaders and “daily team update” emails to generate enthusiasm across the board, and signage for “back of house” areas. These communication efforts created a 360-degree integrated effort that surrounded employees with messages about the brand so they wouldn’t be overlooked or forgotten.

All these efforts generated a valuable, vital link between MGM employees and customers. And as a result, the company accomplished a successful internal transformation of its culture and external transformation of its brand as evidenced by positive feedback in employee and customer surveys. The company also reported financial gains from its efforts, reporting increased revenues, REVPAR (a hospitality industry key metric), and net income.

Of course it’s important for employees to be excited about and satisfied by their work and to feel emotionally connected to their companies; leaders must continue to work on these foundations. But given how quickly management, strategies, and market conditions change, general employee engagement is not enough to keep everyone on track and building the right customer relationships the right way. Companies need stronger and more focused engagement.

Employee brand engagement doesn’t produce just happy, engaged employees; it develops happy, engaged employees who produce the right results. The company isn’t recognized just as a great place to work; the work itself becomes great. And the company doesn’t establish itself just as a great employer; it lays the foundation for great customer relationships.

Book a free workshop, and learn how you can engage your employees in your brand!

Employee Advocacy and Thought Leadership

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In the highly competitive battle for buyers’ attention, building thought leadership through consistent content sharing can be the differentiator that gives your brand better visibility than the rest. Read on to learn about the three kinds of thought leadership, why thought leadership matters, and how your brand can develop it through employee advocacy.

What Is Thought Leadership?

Generally speaking, thought leadership means having an informed point of view about your industry and the issues that affect it. Thought leadership leverages the knowledge and experience in your organization to best answer your audience’s questions—especially the ones they haven’t thought to ask yet. There are three different kinds of thought leadership:

  1. Industry: Your organization is knowledgeable about news and trends. Employees have a viewpoint on the future of the industry and a plan to shape that future.

  2. Product: Your organization has extensive knowledge of your product in the context of how it solves problems for your audience. It’s less about knowing every feature and more about knowing how it fits in the narrative of your audience’s lives.

  3. Organizational: Your organization has a strong point of view about the way it does business, how it treats employees, and how it develops and encourages talent.

Employee advocacy can help build all three. But before we get to the specifics, it’s important to understand…

How Does Thought Leadership Benefit the Business?

The short answer is that buyers prefer to buy from a thought leader in their industry. According to a recent report, 75% of buyers say thought leadership helps them put a vendor on their short list.

Customers are buying more than your solution. They’re buying your organization’s perspective on the industry, its approach to solving their problems, and even its philosophy about doing business. Organizations with established thought leadership are known for all of the above, not just the products they sell.

Thought leadership helps your content stand out among your competitors. But the benefits don’t stop at raising awareness, or even at the initial purchase decision. Companies with established thought leadership can see faster sales cycles, higher close rates, increased customer loyalty, and greater lifetime value.

Developing thought leadership is beneficial for employees as well. Employees who are encouraged to share content and build thought leadership gain greater clarity of the company vision and a greater level of industry knowledge. They also can build their personal brand in tandem with the company brand.  All of this leads to employees who are more knowledgeable, more engaged, and more likely to be good brand ambassadors.

How Does Employee Advocacy Increase Thought Leadership?

Employees in an advocacy program share curated third-party and corporate content. Employees are encouraged to add their own thoughts with each share, and to participate in the dialogue each one creates.

In other words, employees are demonstrating they are knowledgeable about the industry and their products, and have a unique point of view about both.  Not only that, your audience sees that your employees are encouraged to share, and are enthusiastic and knowledgeable.

Employee advocacy demonstrates three things to your potential audience:

  1. This company is knowledgeable about the industry

  2. This company employs smart people who know their stuff

  3. This company is transparent and authentic—they speak with individual voices, not just corporate speak

Notice how these three points tie directly to the three types of thought leadership. Employees who advocate for your brand demonstrate industry knowledge, product knowledge, and provide unique insight into your company culture.

Book a free workshop and learn how employee advocacy can support your thought leadership program!

Employee Advocacy; Don`t let lack of security and compliance kill your Employee Advocacy program!

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In the current turmoil of the "random" data ethics of Facebook - and showing how the platform easily can be - and are  - misused by ill-intended and dubious partys, it must call for IT security officers to re-examine the use of employees using social logins and social connects in work related tools and softwares.

As CMO at RSA Security Holly Rollo`s reveils on the state of Martech security in 2018;

Marketing is on the front lines of risk when it comes to cyberattacks. 75% of IT leaders surveyed believe vulnerabilities from marketing infrastructure will be the source of a breach. Deeper regulations like GDPR have organizations focusing on the digital front door where personal data enters and flows. 

Is your brand value as important and business critical as any other IT infrastructure ?

Off course it is! And no one would even consider allowing employees to use their facebook account to log in to software, network resources or services holding business critical data residing in the company....so why allow it with the company`s brand value ?

Most IT security officers and legal departments are well aware the importance of not allowing the use of social logins and social connects in tools, softwares and SaaS products which their employees use - and this off course also goes for the companys employee advocacy platform.

But apparently many Employee Advocacy admins are not aware of this, or the IT dept. simply haven`t been involved in the implementation as far as I have experienced when introducing our employee advocacy platform Sociuu to prospect customers.

When we built our platform it was imperative that security and compliance was mandatory - both in relations to GDPR and IT security in general. But just as important it was vital that the platform was safe and secure to use both by employees and the company.

Therefore social logins and social connects was discarded right from the start, as it simply represents a wealth of security and compliance issues ;

Responsibility of the employees private social media accounts via the use of them in the EA platfom, and thereby the data exchanged, falls on the company.

The company`s password policies is instantly compromised, as it cannot be enforced on employees private social media accounts. (Btw. Oauth which is the protocol on which social logins rely to authenticate the user is NOT a security measure)

GDPR compliance is mandatory as it is employees private social media accounts used for both social login and social connect - so consent compliance etc. needs to be regarded as if it was data handled & stored from ie. customers or other public sources.

For every employee accessing the EA platform with social login, there is a potential breach of the companies security perimeters. People are in general very careless with their usernames/passwords on their private social media accounts, as numerous research shows.

In case the tool/platform is compromised potentially all employees private social media accounts are made vulnerable and possibly accessable - again responsibility will fall on the company.

There are many more risks and potential breaches in allowing employees using social logins and social connects - and besides protecting the company`s perimeters by not allowing it, it is just as paramount to secure your employees and make sure that they can use the tools, softwares and SaaS products securely and confidently - as it should be in the workplace.

So - in order not to put your hard work and your efforts made with employee advocacy at stake, make sure to involve and consult legal and your IT security prior choosing a platform. And if you are unintentionally using a platform with options to use social logins/connect, investigate whether it can be switched off, and consult your legal/IT security on what to do with the accumulated data from your employees.

Employee Advocacy is at a stage where many companies are adopting it for obvious reasons, and it would be a pity if security and compliance should stand in the way - which it does`nt have to do;-)

Employee Advocacy; Toget kører - er i med ?

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"Early days" for employee advocacy er overstået - og de virksomheder som er gået igang etablerer sig et et stort forspring på mange områder.

De dage hvor followers på company pagen og fine statistikker på "vanity metrics"; views, likes og emojis var nok til at drive en tilstedeværelse på sociale medier er slut. Og -  det nytter ikke noget at optimere med endnu vildere (og dyrere) indhold. Resultatet er det samme; meget lavt engagement og intet organisk reach.

EA outperformer "corporate" kanaler

Da vi gik i markedet med vores employee advocacy platform var tilgangen at det var et værdifuldt supplement til distribution af virksomhedens indsatser på sociale medier - og ikke mindst en positiv og motiverende involvering af medarbejderne.

Her 1,5 år efter er det ikke længere et supplement - men klart den kanal der performer bedst for vores kunder - og tilmed langt bedre en de "corporate" kanaler.

Vi får nu flere henvendelser fra virksomheder der kan se at deres konkurrenter har overhalet dem på engagement på fx. LinkedIn - og at det er gået stærkt! Og - vi kan se at det er en direkte afledt effekt af at deres konkurrenter netop er i fuld gang med employee advocacy.

Ændringer i algoritmer for organisk indhold fra både LinkedIn og Facebook har helt klart også haft indflydelse på dette - men overvejende har effekten være affødt af at kvaliteten i det at medarbejderne "står bag" virksomhedens brand, er utrolig værdifuld.

Målgrupperne vil tale med mennesker - ikke med logoer.

Troværdighed og autencitet 

2 nøgleord for employee advocacy. Medarbejderen har simpelthen højere troværdighed end brandet - og autenciteten i at indhold bliver delt af medarbejderen frem for virksomheden, er langt større.

Kvaliteten i den enkelte medarbejders netværk er ligeledes af en helt anden karakter end mere eller mindre anonyme followers af en company page.

Det er i medarbejdernes netværk at der er størst kvantitativ og kvalitativ vækst, det er der at jeres eksisterende og nye kunder, samarbejdspartnere og talenter er - og det er der at de henvender sig hvis de vil vide mere om jeres virksomhed - ikke på jeres company page/s.

Employee Advocacy starter med "at huske hvad jeres virksomhed står for"..

Og - at det ikke kun er marketing og kommunikation der ved det - men at det er alle medarbejdere der er positivt involveret og ikke mindst er enige i jeres historie!

I skal omkring 3 dimensioner for at kommer dertil;

Forståelse af brand strategien

At medarbejderne forstår hvem jeres målgrupper er, hvordan jeres brand er positioneret ift. konkurrenterne og hvad der gør jeres brand unikt og værdifuldt udfra kundens/målgruppernes perspektiv.

Det personlige og emotionelle commitment

At medarbejderne rent faktisk gerne vil deltage i at dele jeres "historie" - og involvere deres netværk i den - og kan stå inde for det med deres personlige brand.

"Dag-til-dag" involvering

At medarbejderne får/har indsigt i hvordan omverdenen opfatter virksomhedens brand, og kontinuerligt bliver involveret og motiveret til at influere uanset hvor de er i organisationen.

Indhold+Relevans=Engagement

Employee Advocacy er ikke en "pølsemaskine" hvor alle deler alt.

Hvis man vil skabe kvalitativt engagement fra dels medarbejderne og virksomhedens målgrupper så skal man arbejde udfra formlen;

Indhold+Relevans=Engagement

Med andre ord skal indholdet have høj relevans for de medarbejdere man gerne vil involvere - og implicit de netværk som de har -  for at skabe højt engagement og interesse fra målgrupperne.

Eksempelvis vil indhold der promoverer virksomhedens graduate program med fordel kunne distribueres via eksisterende graduates, eller hvis det var en produktlancering ville kundevendte medarbejdere være ideelle at involvere.

Thought leaders, interne "influencers" og C-level

Ovennævnte 3 grupper burde være "født" til employee advocacy - men først og fremmest skal det være viljen og lysten der driver værket frem for alt.

Ikke alle C-levels kan/skal/vil være "drivere" på sociale medier - og er det tilfældet i jeres organisation er det langt bedre at de er deltagere på lige vilkår med kollegerne. Der er rigeligt af eksempler på forcerede og "glittede" C-level tilstedeværelser på SoMe, som man helst ville have været foruden.

Det samme gør sig gældende for eksperterne, jeres Thought Leaders og interne influencers - igen er det lysten der skal drive værket. Hvis den er tilstede, er dette område en guldgrube af indhold og viden og ydermere står det højt på listen over indhold som kollegerne meget gerne vil involvere sig i og dele med deres netværk.

Kom igang - og lad være med at overtænke det!

Er i ikke igang med EA - og vil i gerne - så se på det således;

Jeres medarbejdere er allerede igang. Gå på jeres LinkedIn company page og kig lige under jeres firmanavn...tallet indikerer hvor mange af jeres medarbejdere der har jeres brand på deres profil.

Med andre ord - hver gang de deler noget, skriver noget, lægger indhold op - så er jeres brand med!

Nogle vil frygte ovenstående;-) - andre vil se det som en kæmpe mulighed.

Som en deltager til et speak jeg afholdte sagde; "Vil det sige at vi har 2000 krudttønder "derude" der brander os på hver deres måde !?" Det var sagt med et glimt i øjet - men der er jo ingen grund til ikke at involvere sig som virksomhed og samle indsatsen med employee advocacy.

Employee Advocacy er inkluderende - ikke ekskluderende!

Få alle medarbejdere med - eller giv dem i det mindste tilbuddet.

Mere eller mindre velmenende konsulenter prædiker at det enten kun skal være en specielt udvalgt skare, eller at et designeret eksklusivt ambassadørkorps er det der skal til...Det første er helt skævt - det sidste er meget fint - men det må bare ikke udelukke resten af kollegerne. 

At kun inkludere udvalgte medarbejdere svarer lidt til kun at sætte halvdelen af jeres logo på jeres næste stykke indhold - og det at jeres brand bliver synonymt med en begrænset skare af medarbejdere har ikke noget med employee advocacy at gøre - tværtimod kan det virke designet og u-autentisk.

3 gode eksempler

I den forgangne måned var 3 af vores fantastiske kunder forbi og fortælle om deres bevæggrunde og erfaringer med employee advocacy - og hver for sig er de super gode historier på hvordan man kontinuerligt arbejder med at involvere medarbejderne i brandingen af deres respektive virksomheder - men samtidigt også et spændende indblik i visionære og inkluderende arbejdspladser;

Rambøll

Martin Zoffmann; "Lad os starte en fest!" Med et glimt i øjet, fortæller Martin at ambitionen med employee advocacy var "at starte en fest";-). Vel at mærke at Rambølls målgrupper skulle kunne mærke at det er spændende, sjovt, interessant og relevant at læse indhold fra Rambøll på SoMe. 

Kammeradvokaten / Advokatfirmaet Poul Schmith

Grith Okholm Skaarup; ”Der er betydelig mere autenticitet, troværdighed og nærvær bag de historier, når de kommer fra medarbejderne og ikke fra en HR- eller kommunikationsafdeling – og samtidig er det de historier, som medarbejderne primært vælger deres job ud fra, da langt de fleste baserer deres jobvalg på, hvad deres netværk fortæller dem. Det samme er tilfældet, når kunder vælger en til eller fra.” 

Sampension

Søren P. Espersen; "Det stiller nye krav til kommunikationsformen at anvende employee advocacy som kanal"; var også en erfaring som Søren delte med deltagerne. "Det må på den ene side ikke blive for corporate - men heller ikke for fladt"

Vil i med på toget ?

Hvis i kan samle jeres stakeholders kommer vi gerne til jer og fortæller hvordan i kan komme igang - book en gratis workshop lige HER;-)