The power of employee social advocacy

People are connected like never before. From LinkedIn to Twitter, Facebook to Instagram, Weibo to Tumblr, our employees have a wealth of contacts, connections and information at their fingertips.

Did you know that the average number of user connections across social networks is 846? And that 1,000 advocates have the power to reach 1,000,000 potential customers?

Instead of having one channel talking about your brand, whether it be the official corporate accounts or an individual brand’s social channels, why not have tens, or hundreds, or thousands of voices sharing your message?

By encouraging social advocacy, organisations can both increase the distribution channels for their content and the reach of their brands, as well as attract new talent to the company through their employee’s networks.

Social media platforms are also enabling potential employees to look inside companies like never before, giving them access to the inner workings of a company’s culture, as well as a broader view of how the business is performing in the eyes of their peers.

Sites like Glassdoor, where employees and former employees anonymously review companies and their management, offer a year-round insight into how people feel about the business and what it’s like to be an employee; reviews which could mean the difference between securing – or losing – the perfect candidate for your next open position.

Employee advocacy has the power to drive business results. Here are four quick social advocacy wins to help you get started:

1. Odd are, your company has current and former employee reviews on Glassdoor. By signing up to Glassdoor.com you can receive email alerts for these updates, so you can see what our employees are saying about your company.

2. Connect to your colleagues on LinkedIn.com so you can see what your colleagues are sharing into their networks. Recognise and support this sharing behaviour by liking, sharing or commenting on their behaviour.

3. Follow your organisation’s company page on LinkedIn to get regular updates which can be easily shared into your own network by liking, sharing or commenting.

4. The official EY social media channels have a reach of 1,224,452, but the networks of its 190,000 employees have a reach of 216,220,000. Read this EY case study about how 6,500 of their employees generated 35.8K clicks, 22.9K shares, and a 7.5M reach.

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