Anyone seeking new talent for their company has to use a great deal of imagination. And although many HR managers have already understood that it’s companies that have to apply as employers to employees, jobs remain vacant. Why? Because standard solutions in recruitment are reaching their limits. Because new talent does not perceive the interesting future direction in companies from the outside. And because, despite clever employer branding measures, the competition are often louder and faster. A possible solution to this challenge is employee advocacy.
Spice up your recruiting
What is employee advocacy?
Employee advocacy refers to word-of-mouth marketing on social media – that is, employees being advocates for their own companies. What they share about their working day, new initiatives and company developments via their social media profiles is authentic and therefore credible. After all, they are experiencing and shaping the company every day. Studies show that each employee fosters around 340 individual contacts via various social media platforms. If you were to multiply this figure by the number of employees, it results in far more points of contact than a company could ever reach via its own channels. A promising path to give social media recruitment a new impetus and to address new talent via this network.
Why is employee advocacy valuable in recruitment?
1. Greater reach.
People prefer to engage with their friends and acquaintances rather than with companies or brands. Social media channels are set up for this: For example, at Facebook, the new algorithm means that status updates of one’s own friends are shown more frequently than company news.
2. Greater credibility and authenticity.
According to a global Edelman study, 72 percent of the broader public mainly trust content that their friends or family members share. In a reverse sense, this means that classic commercials or marketing-led content is perceived to be subjectively tinged and therefore less believable.
3. Strategic direction instead of flukes.
Received positive feedback on assessment platforms such as Kununu or Glassdoor? Congrats! Unfortunately, this is more of a hit or miss, which can only be supported to a limited extent. Genuine employee advocacy for recruitment requires more – such as a good strategy, the right content and tools to facilitate colleagues to share stories and information via their own channels. This goes hand in hand with a culture of openness and transparency which grants employees the role of ambassador.
4. Closer involvement of employees
When employees see themselves as advocates for their employer, they feel that their own opinion is valued and that they are being taken seriously. This produces an additional level of employee loyalty.
Who benefits from employee advocacy?
How to go about employee advocacy?
It is important to place trust in colleagues and their discernment as brand ambassadors. As a rule of thumb, a voluntary principle should be applied. Those who want to should get involved, and they should decide for themselves what to share. The company can give pointers by providing relevant content. The crucial question is: what is the target group interested in and what fits in with the company? What information on initiatives, vacant positions or new projects make sense? And what is the best way to mirror the employer brand – with humor, seriousness or innovation? Ideally, common elements – from guidelines to pre-drafted content, individual GIFs or hashtags – support the joint activities without putting limitations on them. Ultimately, a technical basis such as Talentry Stories helps sharing content across all tools and channels, using various end devices.