At a time where public trust in organisations is low, and even falling where it comes to the better-educated and better-informed quartile of the population (according to the 2020 Edelman Trust Barometer), it has never been more important to utilise the employee voice when it comes to creating and sharing recruitment marketing and employer brand assets.
We use five core strategies to drive awareness, usage, and advocacy of content for our clients which are outlined below.
- Creating content that employees love to share
- Putting employees at the heart (coming 5th October)
- Activating micro-influencers (coming 12th October)
- Driving efficiencies through technology (coming 19th October)
- Creating a foundation to succeed and celebrating success (coming 26th October)
In following these principles, we ensure that our clients' branding and attraction assets are easy to create, simple to share, and rewarding to be a part of, creating advocates across the whole business.
One of the biggest trends for 2020 is likely to be the growing impact of employee advocacy. Many businesses spend vast amounts on influencer campaigns, forgetting that the biggest influencers come from within – their employees. According to Edelman’s 2019 Trust Barometer, 53% of all global consumers see employees as the most credible sources for learning about companies. Employee advocacy on social media offers a different level of authentic and human communication with customers, while also building further engagement amongst employees. Brands should never underestimate the power this can have. Those who have higher trust in their employer are more likely to be loyal and engaged, making them the perfect advocates for building and strengthening a brand’s reputation on social media. Over the next year, I believe that there will be more emphasis on employee generated content as customers see an increasing amount of value in how employees talk about brands online. Employee advocacy will, therefore, become a huge focus for marketers.