The Power Of Your People: Utilising Employee Advocacy For Recruitment Success
Discover the potential of employee advocacy to boost your employer brand, attract top talent, and navigate the modern recruitment landscape.
In today’s competitive job market, attracting top talent is no easy feat. The days of a flood of applicants for every job opening are long gone. Now, candidates are discerning, seeking out companies that align with their values and offer appealing perks. Employers must find innovative ways to spotlight their workplace culture, benefits, and opportunities to attract the cream of the crop.
One powerful strategy emerging on the scene is employee advocacy—a method where employees become brand ambassadors for your company, championing your virtues. In fact, recruitment portals from LinkedIn to Glassdoor have reported that with more candidates using social media during their job search, employee advocacy has become crucial in improving employer branding because potential hires tend to trust insights from current employees more than most other sources when evaluating a company.
Here, we’ll break down what employee advocacy is and provide tips on how to position your company attractively in the job market through a well-structured employee advocacy initiative.
What is Employee Advocacy?
In its simplest terms, employee advocacy is when employees promote your company. When employees authentically love their job, value benefits, and are happy to spread the word on social media, it’s priceless marketing. This genuine approach offers a more effective and human way to enhance your employer brand, because it’s real, heartfelt promotion that money can’t buy.
With this in mind, it’s in your best interest as an employer to empower your employees in promoting your business. By offering incentives and support for those eager to share your career opportunities, you’ll be able to generate genuine buzz, amplifying your company’s appeal in the job market.
5 tips to improve to create a winning employee advocacy program
Ready to set your employee advocacy program on a successful course? Explore these valuable tips to ensure you’re on the right track.
Set your goals for your employee advocacy success
Begin by strategizing with your marketing and HR teams to define your goals for your employee advocacy program. Pin down what aspects of your workplace you want to highlight—be it exciting projects, diverse job opportunities, career growth, or flexible working hours. Identifying these key messages will provide clarity on your objectives as you tailor your approach to enhancing awareness through employee advocacy. Understanding the specific areas you want to communicate to potential candidates ensures that your employee advocacy efforts will hit the mark and resonate with your target audience.
Establish effective platforms and resources
While employees can share their enthusiasm on their personal social media, expand their reach. Develop blog portals allowing them to discuss specific aspects of your company in detail. Launch official social media career channels for sharing posts and videos about the work experience. Collaborate with your marketing team to craft banners and visuals adhering to brand guidelines. This ensures a cohesive and professional image when employees talk about your company. These purpose-built platforms and resources amplify the impact of employee advocacy, providing structured avenues for spreading the word and showcasing the unique facets that make your workplace stand out.
Engage your advocates
Identify standout employees who would make excellent advocates for your company and reach out to them, encouraging active participation. Encourage them to share their authentic stories and provide necessary support and guidance, recognising that passion may sometimes outshine practical skills. If someone is eager but lacks the know-how to write a professional blog or create a polished video, involve other team members. These collaborations can be the key to producing engaging media that showcases your company and employees in the best possible light, enhancing your employer brand with authenticity and professionalism.
Offer compelling incentives
Motivate your employees to join the advocacy program by providing tangible rewards. This will help instill a sense of ownership and enthusiasm by ensuring they feel they have a stake in it. You could transform your social media advocacy into a friendly contest, where the employee getting the most engagement receives a prize. Another popular incentive is referral rewards, which offers bonuses to employees who successfully refer friends for job openings. By incorporating these incentives, you not only boost morale but also create an environment where employees actively contribute to the success of your employee advocacy program, driving positive results for both the individual and the company.
Monitor and enhance performance
Closely monitor the content and media that is resonating well with job candidates. This insight not only guides your content strategy but also boosts employee morale as they witness their efforts contributing to tangible successes. Recognising their impact encourages sustained engagement, reinforcing your employer branding. After all, successful employee advocacy doesn’t just benefit the business, it creates a more fulfilling work environment for everyone. Team members take pride in being part of a company that stands out, attracting top talent and fostering a culture where each contribution is valued and recognised.
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