Gaining a competitive edge in the online media and advertising world is becoming increasingly difficult. Customers now prefer to talk directly to brands, which require quality interactions. Conversations matter, and social media remains the place where most of these conversations take place. While many employees are already talking to customers online, they are often overlooked in a company’s content marketing strategy. However, they can be the biggest marketing assets for your company if they act as advocates for your brand.
Here are a few facts that will compel you to invest in an employee advocacy program:
- It Is An Existing Resource– Studies show that employees not only want to advocate for their company online but most of them are already doing it. 50% of employees are posting messages, pictures or videos in social media about their work and 1/3 of them are doing so without any encouragement from their employee.
- It Increases Your Reach– Together, employees often have a greater reach and this does wonders for the brand. Enabling hundreds and thousands of employees to share content will increase awareness and engagement. The share rate of content increases by 10x when shared by employees, compared to content shared on company channels.
- It Builds Trust For Your Brand– In today’s environment where there is an alarming lack of trust in all organisations, employees are the key for brand credibility and trust. They are trusted more than activist consumers, academics, CEOs and media spokespeople. Engaging them can provide companies the best way to create human-to-human interactions and unify their enterprise voice.
- Employees Defend Your Organisation– Nearly 6 in 10 employees defend their employer to family and friends or in a more public venue such as on a website, blog, or in a newspaper. Employees are even more active in organisations that experienced a top-tier change, indicating that they are rising up to support organisations in time of need.
- It Saves Costs– One of the biggest challenges for marketers is having enough time to generate quality content, and having enough budgets to produce it. Most brands spend more than 25% of their overall marketing budget on professional content creation, such as professional blog posts, videos and pictures.
- It Helps You Succeed In Recruiting– Socially engaged companies are 58% more likely to attract top talent.
- Social media is great to discover new audiences as 90% of an employee’s social audience is new to the brand.
- Social Media Engagement Stimulates Competition– Socially engaged companies are more likely to drive greater lead generation, manage innovation and attract top talent. Socially engaged companies are 40% more likely to be perceived as more competitive and 57% more likely to get increased sales leads.
Your employees are in the best position to showcase your company. After all, nobody knows your brand and your product or service like your employees. Top brands around the world are already getting started with inside-out marketing to effectively utilize the expertise of their most passionate brand advocates: their employees.