A new research study conducted by LEWIS reveals that employees have a genuine appetite to act as ambassadors for their companies and brands. Employers, however, need to make it easier for them.
The study highlighted three reasons why companies fail:
Research Reveals Why Companies Fail at Employee Advocacy Programs
Employees are willing to act as ambassadors, but lack support and consistent programs
1. They are not formally embracing it
Despite the majority of employees believing that Employee Advocacy programs increase employee engagement, only half of the respondents have a program in place. Of companies that do not have an Employee Advocacy program, half of the employees said they would like one. More than half of all employees surveyed (52%) would create content for their employer (such as social media posts or blogs), if they were asked to.
Does your company have an Employee Advocacy program?
Do you help create content for your company, such as social media posts or blogs?
If you were asked, would you like to create content for your company, such as social media posts or blogs?
How to increase social media presence?
More visual updates, better photography
More expert/knowledge focused content
Start an Employee Advocacy program
Less commercial updates
How to increase social media engagement?
Reward employees that share stories
Provide social-media training
on new content to share
Just kindly ask
Include social sharing in employees' goals
Introduce an app that helps to discover & share content
Create a leadership board that shows the most active employees on social media
Manage by example: if my superiors do it, I would be more inclined
Authorize some social media accounts to marketing or comms so they can post on my behalf
2. Companies fail to make use of social media
Almost three quarters of employees (73%) said their company should be more active on social media. Around half of the companies surveyed, however, forbid their employees from using social media during working hours. Almost 40% said their companies are active on social media, but social media use by staff is not encouraged.
Furthermore, 73% share company content on one or more of their personal social media channels. The main reasons stated for this include a feeling of pride in the company (54%) and a desire to be an advocate (37%).
Do you think your company should be more active on social media?
Do you follow your company on any of the following social media channels?
How often do you share your company's content on social channels?
Why don't you share your company's content?
My social media channels are private and I don’t want to have business updates on there
I don’t see the point
I don’t know
I am too busy
I think my network will react negatively to it
I forget about it
I don’t like the content my company is creating
Once per week
A few times per month
A few times
3. Companies fail to create common values among employees
Six out of ten employees use separate social accounts for personal and business activity. The primary reason why employees create separate accounts is because they think their personal beliefs may differ from their employer.
Do you have different social media accounts for private and for business use?
News related content is most popular when it comes to sharing corporate content. Some 59% shared news related content, followed by video and photographic content (56%) and HR updates (31%).
What kind of content do you share the most?
News related updates
Video and photography updates
HR/Staff updates (e.g. new hires, vacancies)
Non commercial updates such as blog posts
Non of the above
Many employees say companies should develop better photography, while 46% recommend more videos. In addition, 46% suggested a reward for staff sharing content and 41% would appreciate social media training for all staff.
“Engaged employees are an asset to any brand,” says Michael Brito, Head of US Digital at LEWIS. “Mobilizing employees to participate in your brand’s content engine raises brand awareness in an authentic way. The employee willingness is there. Smart brands will tap into that willingness to reach new audiences online, extend the reach of organic content and humanize their message.”
The survey was completed by LEWIS, surveying over 1,000 knowledge workers worldwide during the months of February and March 2017. The full report can be viewed here.
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