Employees are the lifeblood of any brand, and keeping them safe, happy and productive is crucial for continued success. Doing so presents a golden opportunity as employees love to talk about who they work for and what they do. Turning that trait into a strong employee ambassador relationship is an all-around win for your brand, as we’ll discuss further.
When your employees are pumped about your brand, you’re going to get positive press and strengthen your brand health. To get there, you need an understanding of how they feel. And it all starts with a healthy dose of data intelligence.
Specifically, we’ll discuss deepening this crucial employee relationship with a focus on:
- The importance of nurturing employee ambassadors
- Finding the right water cooler conversations
- Taking action on the data intelligence you’ve uncovered
Before we get going, here are a few stats we found relevant to the discussion:
- An employee activism study found that 50% of employees share content about their work on social media.
- After the pandemic got its foothold on the economy, 42% of the U.S. workforce found themselves working from home.
- Employees are a great marketing resource. An employee’s brand message will be shared 24 times more than the same message put out by the brand itself.
With that, let’s take a look at what employee advocacy means for your brand.
Employee Ambassadors Are More Powerful Than You Know
Everyone on the planet talks about work. We spend so much of our time working that it’s natural to engage with friends, family and acquaintances over the subject on Facebook and other social sites. And as we noted earlier, if half of the workforce is sharing work chatter online, then your brand will come up in the conversation – and it’s going to leave an impression.
Why not leverage that into a win for your brand? After all, that means 50% of your employees are talking about your brand in conversation that is completely unsolicited. How much more can you get your employees talking about your brand if they’re incentivized in some way to do so?
Since your brand messaging travels up to 24 times farther if an employee sends it out, then it makes sense to form a strategy to use that to your advantage. And winning them over means you need to use data intelligence culled from social media monitoring to understand employees’ social mood.
As always, a broad consensus on sentiment is a great place to start. Here’s a look at employee conversations on the social mood spectrum for workforce conversations over the last thirty days on Reddit.
Your employees’ mood can set the tone for your entire organization, so knowing how they feel is essential. Though the general conversation is leaning heavily positive, you’ll want to make sure that your employees are in that camp.
And that’s because 76% of consumers are more likely to trust people over brands. So, ensuring their needs and concerns are addressed will go a long way in turning them into employee ambassadors. After all, if your employees act in concert to get your message out, it’s likely to gain more traction online, especially when you uncover creative ways to do so, as Intuit did here with their employees on International Women’s Day.
Finding Conversation Pockets
When exploring employee conversations, it’s best to find them in their natural habitat. Unsolicited opinions expressed online tend to exhibit the most negligible bias, and care should be taken to seek them out in your social media listening.
There’s a reason we’ve been using Reddit as an example above. The semi-autonomous nature of the social media platform can be a goldmine for a brand’s data intelligence. Not only is the site a resource for general sentiment monitoring, but it’s also where your fans, detractors and even employees go to carve out a niche for themselves and discuss themes relevant to your brand.
Reddit may not be the world’s flashiest social media platform, but it has a ton of dedicated users and shouldn’t be overlooked. Since subreddits generally follow a theme, finding relevant brand conversations here usually occur in pockets much more condensed and generally less arbitrary than Twitter.
Pulling our employee conversations analysis into Quid Social reveals many work-related themes, from scheduling concerns to losing a job and everything in between. So, if your brand is getting ready to swing open the office doors again sometime in the next couple of months, you’ll want to know all of the issues and concerns workers have on the subject. Office-specific conversations take up 2.6% of the general discussion in our analysis of the last thirty days.
Another method you’ll want to explore in your sentiment monitoring are employee review sites such as Glassdoor. It’s a wealth of data intelligence you can use for a crystal-clear image of employee sentiment surrounding your brand. Uploading this data for exploration is as simple as uploading your .csv file into the Quid product.
The benefits to this are two-fold. Once you address any employee issues you’ve uncovered, you’ll strengthen your employee relationship, which will lead to higher reviews in the long run. And that, of course, helps attract high-quality applicants.
Taking Action Based on Intel
So, now that you know where your challenges and successes lie, where do you go from there? Amplifying the positive is a great place to start. Through your social media monitoring of your own brand’s struggles, it’s time to break out the highlight reel.
You’ll have a good sense of what people are experiencing at this point of the pandemic. With the vaccine going out to record numbers of people, we’re turning the page into another chapter full of potential shifts in how people live and work – again. As such, there’s lots of uncertainty and unanswered questions where your brand can step in with solutions and engaging content.
Since it’s so close to home, use it. Story goes a long way with consumers, and creative messaging from your employee ambassadors can impact their followers seeking a success story. It humanizes your brand without coming across as leaping on yet another social issue.
Once you know where the conversations are happening and the general themes taking place, it’s time to select a few potential employee influencers to interact on your behalf. If you’ve never done it before, just start with a few.
Craft messaging or themes that target the issues you’ve uncovered in your social media monitoring tools and encourage them to engage their audience in their own voice. They must be encouraged to be themselves so they don’t come across as canned or robotic.
Starting small allows you to track their performance with your social media listening tools as you would with your influencers or key opinion leaders. Use sentiment monitoring to discover what resonates and what doesn’t. Monitor, tweak and repeat. In the end, you’ll have bolstered your brand health and graduated a new class of influencers to help get the word out.
Does your brand have an employee ambassador strategy? It’s an overlooked opportunity for most brands, even though it’s within easy reach. And social media monitoring and data intelligence will inform the entire process from start to finish. Reach out for a demo, and we’ll get you set up for success!