[Episode Fifty of ‘The Employee Advocacy and Influence Podcast] 🎧
In this episode of the Employee Advocacy & Influence Podcast, join Lewis Gray, Senior Marketing Manager at DSMN8, as he speaks with Elliot Elsley, Director of Customer Success at DSMN8.
They dive into the key findings from our latest Employee Advocacy Benchmark Report. Lewis and Elliot unpack the data and share actionable insights to help organizations enhance their employee advocacy programs.
They both highlight their favourite stats from the report, which focus on employee engagement, social media and the role of technology. They also discuss employees’ resistance towards social media and the best strategies to overcome it.
Plus, learn how tech is transforming advocacy efforts and which departments are ideal to kickstart your program. If you’re managing or planning an employee advocacy program, this episode is packed with valuable takeaways that can boost your strategy.
Key Takeaways
Formal Social Media Training
In our latest Employee Advocacy Benchmark Report, the first key finding highlighted in the podcast is that 32% of respondents have never received formal social media training or policies from their employers.
While this figure might initially seem alarming, Lewis and Elliot view the positive side: 68% have had social media training. However, it is important to consider the type of industry plays a key role, especially in regulated sectors like finance or pharmaceuticals, where strict guidelines are essential.
Employees Resist Using Social Media
The benchmark report also highlights that 28% of respondents said that their number one issue was resistance to using social media. Elliot and Lewis discuss how targeting the right employees, those already active or interested in social media, can help overcome this barrier.
While resistance may seem surprising, it’s often best to start with advocates in departments like sales, marketing, and HR, where there’s a vested interest in promoting the business.
Using Technology to Power Employee Advocacy
Another key stat Lewis and Elliot dive into is that 72% of businesses use technology to manage their employee advocacy programs, a significant jump from just 20-30% five years ago. This shift reflects the growing importance of tech tools in streamlining programs and content management.
Elliot and Lewis discuss how larger organizations leverage technology to navigate challenges such as language differences and diverse business units.
Tracking and Analytics
The Employee Advocacy Benchmark Report is full of interesting takeaways; another stat Lewis and Elliot wanted to explore further is that 61% of respondents don’t track cost per click.
While cost per click was once a key metric in justifying employee advocacy, many businesses now focus on brand visibility, thought leadership, and engagement.
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Selina Sher Gill
Selina has a Master's Degree in Marketing and Brand Management, and is DSMN8's Digital Marketing Executive. She's a pro at creating and editing video content, using these skills to create short-form social media videos and edit the Employee Advocacy and Influence podcast.