Marketing
Monday April 12, 2021 By David Quintanilla
How to Create an Employee Engagement Social Media Strategy


An worker engagement social media technique doesn’t need to be difficult. Merely contain staff in your social technique to preserve them extra engaged at work whereas extending your social attain.

The Edelman Trust Barometer exhibits that individuals have a lot larger belief in common staff (54%) than in an organization’s CEO (47%). Their belief in an organization’s technical specialists is even larger (68%).

Getting staff concerned in social media means that you can reach your market by means of the voices they’re most definitely to belief. On the identical time, it permits staff to showcase their firm pleasure and business experience.

What is a social media employee engagement strategy?

A social media employee engagement strategy is a plan that outlines how your employees can amplify your brand’s visibility on social media.

It should include tactics that encourage your employees to share branded content to their social media profiles as well as tools that help you distribute content to your team and track performance.

6 quick tips for creating an employee engagement social media strategy

1. Send out an employee survey

According to the Edelman Trust Barometer, 73% of staff anticipate to be concerned in planning at their job. In case you plan on utilizing social media to enhance worker engagement, it solely is smart to ask staff how this system might work greatest for them.

Hootsuite surveyed staff and realized that completely different groups needed completely different social sources. The content material staff needed to share assorted throughout departments and areas.

So, when planning the right way to have interaction staff on social media, you’ll want to…

2. Present the fitting content material to the fitting staff

Hootsuite created a content material council to verify staff have entry to the content material they’re most definitely to share.

The council consists of representatives from varied areas and departments throughout the group. Every member of the council gives not less than two related items of content material monthly that staff can share to their social channels.

Every of the content material council members can be an advocate for the worker social engagement program inside their workforce.

When the meals companies and services administration firm Sodexo launched their worker engagement program, they began with the manager workforce and senior leaders.

They designed the content material round thought management and stakeholder outreach. It was enormously profitable, reaching 7.6 million people and serving to safe a high-value contract.

After this preliminary success, Sodexo expanded into extra worker engagement on social. This prolonged worker engagement focuses much less on thought management. The content material is designed to encourage staff. It helps them increase their social attain whereas driving site visitors to the Sodexo web site.

Workers’ social posts, typically utilizing the #sodexoproud hashtag, now drive 30 % of all site visitors to the location.

3. Present loads of content material

Workers are more likely to share after they have loads of choices. They need content material that feels related and fascinating to their social connections.

Probably the most profitable worker engagement applications present their staff with 10 to 15 items of shareable content material to select from each week.

However don’t let these numbers overwhelm you. You don’t need to create this a lot content material proper from the beginning. The necessary factor is to get your program going. Purpose for one new publish on daily basis at first. Work your approach up to some posts per day when you begin to be taught which sorts of content material resonate greatest along with your workforce.

Keep in mind that your worker engagement content material shouldn’t solely promote your merchandise. You need staff to really feel like there’s worth within the content material they share. That might embrace informative weblog posts, job listings, or business information.

4. Run a contest

As we’ve proven in our posts on social media contests, prizes generally is a nice motivator. A contest generally is a great way of getting staff concerned in social media. It might be a one-time giveaway or an everyday month-to-month competitors.

Hootsuite runs an ongoing incentive program anchored by a month-to-month contest. The main points are completely different each month. One month, entry could be primarily based on assembly a minimal variety of shares. One other month, staff might need to be among the many high sharers to enter. The objective is at all times the identical — getting as many staff to share the corporate’s content material to their social media accounts.

The prizes are completely different each month so there’s at all times new motivation for workers to test for nice content material they could need to share.

5. Get staff concerned in product launches

Odds are, your staff are excited when your organization creates one thing revolutionary and new. Get them concerned in spreading the phrase by creating shareable social content material for every new marketing campaign.

“Our worker engagement program has change into a key pillar of our go-to-market for marketing campaign launches,” says Brayden Cohen, Hootsuite’s Social Advertising and Worker Advocacy Group Lead.

Get your artistic groups concerned in planning the right way to create content material for worker engagement campaigns. The strategy could be a bit completely different from the launch content material you create in your personal social channels. Give your workforce one thing they’ll be actually excited to share.

“We work with our artistic groups to make sure the content material is revolutionary and stands out for our staff to share to their networks,” Brayden says. “This has been a brand new strategy for us with unimaginable outcomes to this point.”

As soon as your launch marketing campaign content material is able to go, ship an inside announcement. Present particulars in regards to the launch and any campaign-specific incentives in your workforce.

Meliá Hotels International launched a #StaySafewithMeliá marketing campaign to welcome friends again to its accommodations after closures final yr. They labored with each influencers and staff on the marketing campaign to increase their attain.

Workers shared the marketing campaign greater than 6,500 instances, with a possible attain of 5.6 million.

6. Share firm swag

Who doesn’t like free stuff — particularly if it’s high-quality and helpful?

Present your staff with branded firm shirts, jackets, stickers and different promotional gadgets. It helps them exhibit their office pleasure — each in actual life and on social.

Utilizing firm swag is without doubt one of the commonest types of “nonverbal advocacy conduct,” in keeping with a recent study.

It is a nice option to contain staff who won’t be as snug sharing promotional content material.

3 instruments to assist have interaction staff on social media

1. Amplify

Hootsuite Amplify is a specialised instrument for worker engagement by means of social media. Amplify makes it simple for workers to share authorized social content material from their desktop or on the go together with a cellular app.

When new social content material is able to publish, merely add it to Amplify. You may divide the content material into subjects so staff have easy accessibility to the fitting materials for his or her roles and pursuits. Workers log in every time they need to see what new content material is out there and share it with simply a few clicks.

For crucial messaging, you possibly can alert staff with a push notification on their smartphones, or share a publish by means of e mail. You too can create inside bulletins by means of Amplify to maintain staff knowledgeable.

2. Office by Fb

Workplace by Facebook is a office collaboration instrument utilized by lots of the world’s main companies. With so many staff already utilizing this instrument on daily basis, it’s an necessary communication useful resource for worker engagement applications.

By connecting Amplify to Office, you possibly can publish Amplify content material to particular Office Teams.

You too can use Office to search for new content material concepts. What sorts of subjects are staff already speaking about? What sort of content material are they sharing amongst themselves?

3. Hootsuite Analytics

To develop an efficient worker engagement program, it’s important to monitor your outcomes and be taught as you go. You could perceive staff’ sharing habits in addition to the impression of the content material shared.

With Hootsuite Analytics, you possibly can create customized, easy-to-share reports. They assist you be taught what’s working greatest in your program and prove its value to your boss.

Essential metrics to trace embrace:

  • Adoption fee: The variety of lively staff divided by the variety of staff who signed up.
  • Signal-up fee: The variety of staff who signed up divided by the variety of staff invited to take part.
  • Share fee: The variety of sharers divided by the variety of lively customers.
  • Variety of clicks: Complete clicks from worker engagement content material.
  • Aim completions: The quantity of people that took the specified motion in your content material (signed up for a publication, made a purchase order, and so on.).
  • Complete site visitors: The variety of visits to your web site from the content material shared.

Faucet into the ability of worker advocacy with Hootsuite Amplify. Enhance attain, preserve individuals engaged, and measure outcomes—safely and safety. Find out how Amplify may help your group as we speak.

Get Started

Hootsuite Amplify makes it simple in your staff to soundly share your content material with their followers—boosting your attain on social media. Ebook a customized, no-pressure demo to see it in motion.





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