Imagine the following scenario, if you will.
As part of your employer branding efforts, you are responsible for encouraging your employees to become more active on social media.
So far, you've achieved the following big milestones:
- purchased a content curation tool (such as Grapevine6 or Dynamic Signals) to help your employees find relevant content to share on their social channels
- filled it in with great content and advertised it internally
- dedicated time and resources to onboard new members by providing them with a comprehensive and generous blended learning program offering the most involved members plenty of opportunities to build their social media presence.
6 months down the line you are looking to assess the initial return on investment from this program. Shares, impressions, clicks, conversions, sales revenue, saved budget from pay-per-click campaigns are probably the key things you are looking at.
However, could there be more that you could be focusing on when assessing your efforts?
A well-design employee advocacy program could have much bigger implications on the business!
One of those results could be your company starting to be perceived as a top employer to work for.
How? By connecting it to building a company learning culture that contributes to the growth and satisfaction of your employees!
When giving your employees opportunities to build their social presence as well as various ways to learn how to do so in their own time and pace, you essentially are saying 'yes' for them to:
- dedicate time to researching and studying new articles, reports, business trends (found in your shiny new tool but also outside of it)
- summarising the findings in their own words (that is spending time understanding it better =learning more!) and sharing this information with their networks
- exploring what their networks are sharing and joining those conversations (learning even more!)
- widening their expertise by creating and sharing their own content - which often leads to.. yes, you guessed it - learning more!
- expanding their communication skills (learning right?!)
- helping them become more visible both within their organisation and outside of it by sharing their ideas, opinions and knowledge (enabling learning for others!)
- becoming more innovative thanks to the exposure of various new ideas and conversations
Aren't all of these things the key to building a corporate learning culture?
Is it, therefore the time to start assessing your employee advocacy programs on a wider scale?
Learning cultures can transform organisations. [..] In such competitive times, attracting top talent to your business has to be a priority for ambitious corporate leaders. It’s proven that talent is more drawn to socially active businesses, not least because the employees themselves will provide a ‘from the horses’ mouth’ account of their working experience and may even directly introduce friends and acquaintances. This not only puts money straight back to the bottom line by saving on recruitment costs and lead times, it also guarantees higher conversions from interview to new starter. This entire process starts with taking a more strategic approach to training; giving ownership, and therefore consistency and better measurement and tracking, to your Learning and Development team; and flows through a motivating and rewarding business journey to result in bigger and better growth opportunities.