Employee Advocacy And Employer Branding – Bigger Audience More ROI

Summary

In this episode of the 'Social, at Scale' podcast, CEO Cameron Craig discusses the synergy between employee advocacy and employer branding, highlighting their impact on talent attraction and retention. He shares data on the effectiveness of employee sharing, emphasizing the power of personalization and the role of recruiters in distribution. The podcast reveals that job posts shared on social media significantly outperform other content, underscoring the importance of leveraging employees as brand ambassadors.

Takeaways

• 😀 Employee advocacy and employer branding together can produce significant results for organizations.
• 📢 Everyone Social is an employee advocacy platform that enables employees to share company content on their social networks.
• 🔢 On average, each employee is connected to about 1600 people externally, making them a valuable asset for content distribution.
• 🌐 Social media has shifted the landscape of communication from one-to-many to many-to-many, making personal interaction and engagement more important.
• 💼 Companies are investing in employee advocacy to have their employees act as ambassadors, sharing content to their networks.
• 📈 The success of employer branding is tied to compelling content and effective distribution, with employee advocacy addressing the latter.
• 📊 In 2022, 250,000 employees on Everyone Social shared content, generating millions of clicks, engagements, and impressions without spending on ads.
• 🏆 Top brands are leveraging their employees to distribute employer brand content because social is where candidates are.
• 🤝 Recruiters are natural partners for employer branding initiatives due to their large networks and social media savviness.
• 📝 When employees share job posts on social media, they generate an average of 32 clicks per share, indicating high engagement and interest.
• 🚀 Personalization of content by employees drives success in employer branding, as it adds authenticity and resonates with audiences.

Q & A

What is the main topic of the 'Social, at Scale' podcast episode?

The main topic of the episode is employee advocacy and employer branding, discussing how combining these two can produce amazing results for companies.

Who is Cameron, and what is his role in the podcast?

Cameron is the CEO and co-founder of Everyone Social, and he is the host of the podcast, discussing topics related to social employee advocacy and employer branding.

What is Everyone Social, and what does it do?

Everyone Social is an employee advocacy platform that provides tools for employees to share company content, including employer branding content, on their social networks.

How does employee advocacy benefit a company's content distribution?

Employee advocacy helps distribute important company content far and wide by leveraging the networks of employees, from interns to CEOs, who are connected to an average of about 1600 people externally.

What are the two main obligations of Everyone Social towards its clients, according to Cameron?

The two main obligations are to deliver the best employee advocacy platform, which is simple and drives sustained engagement, and to be the best partner to clients by sharing best practices and data insights.

How has social media changed the traditional concept of brands?

Social media has enabled many-to-many communication at scale for the first time in history, making people increasingly become the brand, as they interact and engage with other people rather than just consuming brand content.

What is the significance of employer branding in the current business landscape?

Employer branding is crucial for attracting and retaining talent and is considered a core aspect of every business, not just a trend during hiring sprees.

What are the two key components of employer branding success mentioned in the podcast?

The two key components are compelling content, which includes stories and experiences, and distribution, which is crucial for reaching a wider audience and generating higher ROI.

Why are recruiters important partners in employee advocacy initiatives?

Recruiters are important because they typically have larger networks and share more content than other employees, making them effective at distributing employer branding content.

What type of content has been found to generate the highest engagement when shared by employees on social media?

Job posts have been found to generate the highest engagement, with an average of 32 clicks per share, making them a top-performing content type for distribution.

What is the primary reason companies invest in employee advocacy, as discussed in the podcast?

Companies invest in employee advocacy to enable their employees to serve as external ambassadors, helping to share content with their networks and increase the reach and impact of the company's message.