In a company composed of 80% generation Y sales professionals, it’s easy to assume that these digital natives might spend as much time on social media sharing their professional expertise as they share pictures of what they did or didn’t do last night. If you think this is the case, then think again!
Encouraging your employees to share relevant company news via social media and help further improve your employer branding can be challenging. However, the benefits of empowering your employees to become advocates of your brand on social media are huge. As well as improving your company’s image it can help boost your SEO and generate more business.
After capturing feedback from the business on why people wouldn’t use social media to spread the word about their work and the company they’re working for, our marketing team came up with the following steps to get people more involved.
Create a consistent brand communication
There’s no point in getting your staff to produce and/or share content on their social media profiles, especially LinkedIn, if it isn’t aligned with your brand communication; so we recommend you start by focusing on getting the basics right.
We know that part of a recruiter’s credibility comes from the brand they work for. That’s why the company information and messaging they share should be accurate and consistent. This refers to what they say about your organisation in their LinkedIn summary or when describing the different stages in their career. Take a look at the keywords they use in their ‘skills and endorsements’ too and encourage them to ask for recommendations from your company’s business partners both suppliers and customers.
Educate your people on building an audience
A lack of employee engagement on social media can also be due to a simple lack of knowledge. That’s why it’s advisable to offer training sessions on how to build an audience, how to start sharing content and look at what can be done to encourage people on LinkedIn to engage with your page.
Use these sessions to share ideas with your employees on how to grow their professional network and show them where they can find suitable content to share. This also gives you the opportunity to advise them on how to increase their credibility and how they can become influencers and experts in their markets.
Build a community of advocates
One of the key challenges around social media, as with any kind of business content, is maintaining it. This is especially true when you’re a global company with offices around the world. Consider creating a community of advocates, internal champions in each office who can help implement and co-ordinate your efforts in maintaining enthusiasm and engagement when it comes to social media.
This community can not only be a great resource for first hand feedback but can also be a precious resource for generating ideas around potential topics for future content. When they act as creators of content it breeds a greater sense of ownership and it cuts down on rewrites when the content is factually correct from the start.
Share your wins
Sharing is caring – and as a tactic it should be central to your project. Make sure you spread the word about your successful posts and the growth of your social media presence. Share details of how its use is going to impact your bottom line by creating business leads. Ultimately you’re looking to show ROI, it’s notoriously difficult with social media to show cause and effect so anything you can do to get your users to report, for example, conversions, is really valuable.
Make sure to monitor and follow up
So now your employees are more engaged and are sharing content on social media, you’ve done your job, right? In fact you’ve only just started, social media, just like the web, is a hungry beast. It needs good, relevant, timely, interesting and informative content if it’s going to grow your audience. It can’t just be anything, it must also be aligned with your evolving customer proposition, employer branding and be of genuine use or interest to your audience.
We said earlier that ROI is hard to prove but there are Key Performance Indicators that can and should be adopted to see if what you’re doing is achieving what you want. You can look at: profile views, new followers on LinkedIn company pages, content engagement, traffic and conversion rates on your website as well as new business acquisition. And finally, it’s crucial to make sure the people in your organisation are being targeted and measured against set social media activities.
These tips have been put together by Reynald Bourdeaux, Operations & Marketing Manager for SThree Benelux and France. If you’d like to receive further social media insight, feel free to get in touch with Reynald on LinkedIn or visit our SThree Careers LinkedIn page to see what we’ve been up to lately.