Team Advocacy on Social Media

Team Advocacy on Social Media

When we consider how the perception of a brand was traditionally formed, we may think of PR companies and large advertising firms working with organisations to develop media strategies. Strategies that delivered a careful, calculated and potentially insincere suite of messages to the wider world.

Fast-forward to today, brand perception is now in the hands of employees, as they choose to be ambassadors and advocates of their employer through social media. This shift in dynamic has allowed for unique, authentic and trustworthy content directly from those who are ‘on the front line’.

While only 3% of employees share content about their company, those shares are responsible for driving a 30% increase in the total engagement a company sees.* 

On average, a company’s employees’ networks are at least 10x larger* than a company’s follower base. When your colleagues share a post, it is seen as 3x more* authentic, which helps compete all the other social media ‘noise’ users experience. 

In addition, when employees share brand content they typically see a click-through rate that is 2x higher* than when their company shares that same content.

In essence, users are much more likely to engage with content when it comes from someone they know – which is why encouraging your employees to advocate your brand, is likely to result in positive metrics.

Mutual Benefits of Employee Advocacy

For employees; build your professional reputation
Employees who share quality content regularly can build visibility and position themselves as thought leaders in their industry. They also tend to get more profile views and are able to grow their networks more quickly. 

For employers; positive impact
Employee sharing helps organisations be more successful. When employees share content, they help drive awareness of the brand, commercial opportunities for the company and support future growth by attracting quality recruitment. 

 

*(The Official Guide to Employee Advocacy, LinkedIn)