Employee advocacy may seem like a system which only affects sales and marketing figures, but in reality, employee advocacy campaigns have a ripple effect, affecting almost every department of the business – including HR.
Research has found that a successful, active employee advocacy strategy can help to retain the brightest and best talent within an organisation.
An Altimeter Group study showed that people employed by companies with active social engagement are:
1. More loyal
Employees who are actively involved in employee advocate programs and campaigns are 20% more inclined to remain in their position with the company.
This is likely due to the fact that they truly enjoy working for the company and promoting their everyday achievements to friends and family acts as motivation to stay put and accomplish even more.
2. High Achievers
57% of socially engaged employees are better equipped to turn social media engagement into sales leads.
This is simply because their employer is both preparing and allowing them to use their social media skills and connections to promote the brand and create sales opportunities for the company.
3. Positive Thinkers
Employees of socially active employers are 27% More likely to be optimistic about the future and growth of their employer.
This may be a mixture of the company embracing the digital era, taking a proactive approach and introducing forward-thinking steps when it comes to incorporating employee’s social media activity into the business’ regular operations.
4. Confident in Their Employer
Social engagement boosts employee confidence- making employees 40% more likely to think of the company as being competitive in its sector.
Again, incorporating proactive social media strategies gives a company a competitive edge, whilst having an inbuilt brand promotions team is almost guaranteed to increase sales and ensure the longevity of the business.
5. More Social
15% of socially-engaged employees feeling that they have better connections with colleagues.
Whilst employers may have many teams, spread throughout multiple offices in potentially multi-continental locations, employee relations have never been smoother, thanks to social engagement connecting staff with other employees outside of their immediate team or department.
Social engagement and employee advocacy encourages colleagues to become connections – even if it is only on social media sites and apps, for ease of sharing content and communicating the brand message. However, this also means that colleagues may begin to see aspects of their workmate’s personal lives and will eventually come to associate the positive feelings of friendship and compassion, bringing employees closer together emotionally, even though physically, they may be in completely different countries or departments
Further to this, the same research suggests that if businesses use advocacy and engagement programmes effectively to listen, respond and motivate staff, it can reduce and reduce costs associated with employee retention and recruitment programs.
Companies with successful social engagement and employee advocacy see a 57% increase in attracting top talent .
A LinkedIn study has shown that employee advocacy also builds upon and improves the employer brand, meaning that the people recruited are likely to be of a higher calibre, better suited to the company and more loyal to the position. Hiring through an employee referral system is more cost-effective and quicker than generic hiring methods, according to The undercover recruiter, as the candidate pool is often smaller and the calibre of talent is often more refined, with most employees only referring individuals they truly believe will fit in with the company, as supported by marketing professional Boryana Dineva.
Referred employees are 45% more likely to stay in the role longer than 6 months.