There's no better time to engage the voice of your employees online. That's the message from ST Engineering Electronics VP of Marketing who shared this inspirational story about authenticity and influence.
This incredible story dropped into my inbox earlier this week and has captured my attention ever since.
It speaks to the heart of what employee advocacy is all about - enabling employees to find their own voice on social media...more so now that we're in the middle of a global crisis.
There are a few quotes that stick out for me:
Fair treatment of all employees and community responsibility, should not be overlooked when it comes to deepening employee activism.
We also looked at how we can lend optimism, hope and humanity through the voices of our employees
When it comes to effective branding, our employees inevitably wield the key and their influence on our customers is not one to be underestimated.
Every social media post, every touch-point matters
Employees will be most willing to bring their purpose to life, with an organisation that strongly believes in the same meaningful pursuit
Sophia Ong (VP Marketing) summarises what advocacy is about perfectly.
It's about activating genuine and meaningful conversations online.
It's about building trusted relationships across the business.
It's about helping employees align their own passion and purpose to their role in the business.
But more than that, Sophia has highlighted the importance of this approach during a time of crisis.
An automated tool will continue to push out content, regardless of what's happening in the world.
However, people will shift their message and turn to empathy and support as a way to help others. It's a natural reaction.
This is a wonderful example of a company has gone beyond employee advocacy towards employee activation.
ST Engineering's Electronics sector has taken customers and employees engagement online in light of the pandemic. It hopes to provide value to customers by engaging its ambassadors who are involved in projects to help solve current challenges and preparing for the new norm. Some adjustments were made in terms of the type of content it puts out to customers, Ong said. “Being mindful about the crisis and its impact, we looked at what content should be paused and what can be emphatically pivoted to help support our customers. We also looked at how we can lend optimism, hope and humanity through the voices of our employees,” she explained.