Driving Business Results from Employee Engagement, Employee Advocacy and Talent Acquisition
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The document discusses how employee engagement, employee advocacy, and talent acquisition are interrelated and can drive business results when viewed as an integrated ecosystem. It provides data showing the ROI from a social talent acquisition platform and the growth in reach, shares, and impressions for clients. It argues that engaged employees are a company's best advocates and that their referrals, sharing of experiences, and word-of-mouth can attract quality talent and customers. Case studies and best practices are presented for activating employee ambassadors and converting engagement into outcome-based advocacy.
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Driving Business Results from Employee Engagement, Employee Advocacy and Talent Acquisition
- 1. ©2014 QUEsocial Driving Business Results from Employee Engagement, Employee Advocacy and Talent Acquisition
- 2. ©2016 QUEsocial QUEsocial: aSocialTalentAcquisition platformto enablerecruiterstoconvertsocialmedia networksintoreferrals,qualified candidatesandqualityhires 369% ROI 203,000 Avg reach/client 2,439 Avg content shared user/mo 2,488,745 Avg impressions client/mo 81% Avg adoption rate $727 Avg cost per applicant $3,433 Avg. cost per hire
- 3. ©2016 QUEsocial Lots of Buzz About Employee Engagement, Employee Advocacy & Talent Acquisition 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Employee Engagement Employee Advocate Talent Acquisition Jan-15 Jan-16 3 NumberofArticles
- 4. ©2016 QUEsocial But Each Still Viewed As Separate Issue 0 50 100 150 200 250 300 EE + EA EA + TA TA + EE Jan-15 Jan-16 NumberofArticles
- 5. ©2016 QUEsocial What is the business outcome?
- 6. ©2016 QUEsocial 6 Engaged employees = happy employees. Happy employees attract quality talent + customers. Talent + customers share their experiences. Their friends hear those stories, and make decisions. Those decisions have real business implications.
- 7. ©2016 QUEsocial 70% hear about companies through friends + job boards WOM trust friends and family opinions above any form of marketing 92% look for people and culture fit with employers80% believe that socially engaged employees are more likely to attract new talent to the company58%
- 8. ©2016 QUEsocial EMPLOYEES ARE YOUR BESTADVOCATES. 200 recruiters & ambassadors X 1,000 connections = 200,000 new, qualified people reached
- 9. ©2016 QUEsocial The new objective is to create one employer brand which provides a seamless experience for current employees, potential employees and consumers. Source: “Consumerism of HR: 10 Trends Companies Will Follow in 2016.” Forbes 1/7/16
- 11. ©2016 QUEsocial Converting Employee Engagement into Outcome-based Employee Advocacy
- 12. ©2016 QUEsocial Activating EmployeeAmbassadors Expectations of engagement • Highly engaged employees want to advocate for the company • Opt-in, handraiser approach removes the “paid endorsement” implied expectation • Engagement drives advocacy, which in turn fosters even higher engagement 12
- 13. ©2016 QUEsocial • Ambassador “types” – All employees – Sales & Marketing employees, product focus – Leadership/executives – Talent Acquisition – Hiring Managers – Social/Brand Community Managers • Tools & resources • Content sources • Social Media Policy/Training & Compliance • KPIs – what does success look like, how are we telling that story? 13 What It Looks Like In Practice
- 14. ©2016 QUEsocial 14 “I love all of the content that is posted! I learn things myself! Plus it re-affirms things I tell candidates all the time!” “…is consistently branding us in a way that attracts candidates.” “…my career center contacts share a lot of my content to their students. It pertains not only to those entering the work force, but to those that are looking to update skills. Great information that I also enjoy reading/implementing!” 89% adoption rate Increased 93,831 people in recruiter networks Shared content 11,617 times 33% of Interviews 19% of Hires - Volunteers - Pre-marketing / WIIFM - Started small - Trained employees - Set milestones - Provided content - Recognition & rewards - Integrated with other programs
- 15. ©2016 QUEsocial “Someone reached out to me after I posted…content and expressed interest to be part of HP.” - Executive buy-in - Sense of purpose / Digital Warriors - Set milestones - Feedback loop - Recognition & rewards Reached 784,421 people in recruiter networks Shared content 68,012 times 590 Referrals 356 Interviews 266 Hires “These candidates connected with me as a result of the content posted on LinkedIn. “Add to pipeline, start a conversation, ask them to apply, submit to hiring manager for consideration.” “Reached out to the candidate as a result of them liking my post, arranged a phone screen, they interviewed for the role and the rest is history!”
- 16. ©2016 QUEsocial Best Practices – 10 Things To Do Immediately 16 1. Start somewhere 2. Partner! Identify & leverage internal allies 3. Define realistic program goals 4. Leverage executive championship 5. Measure, measure, measure 6. Calibrate, calibrate, calibrate 7. Measure again 8. Don’t promise ROI (but it will be there) 9. Tell your success story 10. Build & expand
- 17. ©2016 QUEsocial
Notes de l'éditeur
- Great, thank you. Thank you, everyone, for making the time to join us for this webinar. My name is Patrick Rooney, and I am the founder of QUEsocial, and I will be joined today by Jess McCoss, our VP of Customer Success. Today we will be talking about the intersection of three topics that have gained a lot of traction and attention, Employee engagement, employee advocacy and Talent Acquisition. Each of these, in and of themselves, are huge topics and we won’t try to tackle the enormity of each of them individually. Rather, we will talk about how they build off each other. To date, there hasn’t been a lot of focus on the interdependencies, so we will introduce a model that will help to frame the discussion and how we can begin thinking about how to maximize each of the elements – individualkly and together. And because we are focused on Talent Acquisition, Jess will talk about some client examples, and provide best practices that can be used to develop and execute successful Employee advocacy programs that lead to tangible Talent Acquisiton outcomes. Before we do that, just a little overview about QUEsocial…
- Quesocial is a social talent acquisiiton platform that makes it easy for recruiters to convert their social media networks into real business outcomes. The platform blends content distribution to recruiter fingertips via SMS and email for one touch social sharing; training to teach best practices on Social Talent Acquisition; a game engine that drives specific activities that lead to real outcomes, and an analytics engine that tracks 350+ metrics and directly ties together social media activity with referrals, candidates, interviews and hires – and provides hard ROI on a company’s social talent acquisition activities. We work with some of the leading companies across industries – HP, enterprise holdings, Sodexo, UnitedHealth Group and others. We recently looked at the overall stats across all of our clients in 2015. On average, clients achieved Average ROI etc… So, enough about us. On with the show…
- As I mentioned, employee engagement, employee advocacy and talent acquisition have gained a lot of momentum in the last couple of years. The number of articles for each of them jumped markedly between January 2015 and January 2016. While this is unscientific research, a google search for articles for the month of January last year and the month of january this year shows the momentum these topics have gained – an increase of nearly 3 times for each topic. Last year, employee engagement was written about 1400 times, and this year nearly 4000 times. Employee advocate was written about 100 times in 2015, and about 600 times this year. And talent acquisition abut 600 times in 2015, and nearly 2500 times last month. Why? Increased savvy HR/TA taking more pages out of the marketing playbook, Technology is making it easier to engage and activate employees.
- And yet, despite all of the buzz, the discussion of employee engagement, employee advocacy and talent acquisition are still largely siloed. Only employee engagement and talent acquisition were covered in the same articles, and even at that less than 250 articles connected them in January of this year. Which seems odd when you think about the link between employee advocacy – employees telling their friends and family about their company – and talent acquisition. While employee advocacy is a huge topic these days, and largely within the HR suite, it isn’t being directed to a core business objective. We aren’t talking about advocacy for the sake of advocacy, much the same as companies have moved away from talking about social for the sake of social.
- So then, the obvious question is….to what end? Why employee advocacy? Why employee engagement? From a business perspective, everything we do needs to tie back to a business objective. And in Talent Acquisition, that’s even more true. This is a question I ask our team all the time when we are looking at enhancements or now programs…why? What do we want to get out of it? To what end? Asking this at the beginning of a project, and continuing to ask it throughout, is a good way to make sure that your efforts are directed and aligned with your business objectives.
- Engaged employees lead to happy employees. Happy employees talk about how happy they are. Others hear how happy they are and want to work there. The friend is hired and becomes an engaged employee. Then they are happy and they start talking. And happier, engaged employees are more productive, and inclined to do their jobs better. It makes perfect sense. But so what? To what end? Invariably, all of this employee happiness leads to higher customer satisfaction, and happy customers talk about why they are happy. So do unhappy customers. Prospective customers listen to current customers, and make purchase decisions based on recommendations. People buy because other customers are happy, and customers are happy because employees are happy. Employees are happy because they are appropriately engaged. So ultimately, employee engagement leads to better financial results because you can attract the right people to deliver the right kind of work to make customers happy. It is an ecosystem of word of mouth that ends up having real business implications – both for talent attraction and for financial performance.
- I think we can all agree, and there are libraries filled with research that underscores that an engaged employee is a happier employee. For employee advocacy, that’s important, because word of mouth has a huge impact on your ability to attract the right people. It’s your employees – whether recruiter, hiring manager or really happy line employee - who are connected to the people you want to reach. It’s the birds of a feather analogy. Software engineers are connected to other engineers, etc. The power of Word of mouth has long been a central theme in marketing, and is gaining steam in recruitment marketing, as people increasingly turn to their friends and trusted sources for guidance, and employees for their transparency into the company experience. 92% of people say friends, family and trusted resources shape their perceptions and decisions more than company marketing 70% of Millennials say they hear about companies through friends and job boards 58% of believe that socially engaged employees are more likely to attract new talent to the company 80% of look for people and culture fit with employers And yet, staggeringly, only 47% of companies fold WOM or advocacy into their talent acquisition efforts. Why wouldn't’t you activate your most powerful, persuasive and authentic voices to tell the employer story?
- Not only do employees provide the valuable authenticity you need, but they also extend your reach far beyond your current talent community and employer brand social properties. With an average of 1000 connections, if you activated 200 talent ambassadors, you would extend your reach to 200,000 new connections, people that are connected to your employees, and hearing their story. And they reach a new pool of passive candidates that are probably not in your CRM or ATS already.
- Intrinsically, the link between employee engagement, employee advocacy and talent acquisition is hard to argue with. It goes beyond engaging for the sake of engaging, and has real business implications across the organization – from attracting the quality candidates you need to stay competitive, to attracting and retaining customers. So, how do we start thinking about these things holistically? Because QUEsocial touches each of these areas, we went looking for a working model that integrated employee engagement, advocacy and TA, and we found that there wasn’t anything that unified them into a complete picture that our clients could use to think about the interplay between them.
- In the void, we developed our own model – the employee engagement ecosystem – to help spark a discussion and help us all start thinking in the same way about how all of these elements are related and work together. Otherwise, you have a program in a silo. We developed the employee engagement ecosystem – which is a living thing that we want to keep evolving. We wanted to show the interplay and interdependencies between all of the various elements that impact engagement and advocacy from a Talent Acquisition perspective. A couple of notes about the employee engagement ecosystem: this is a work in progress, and is meant to help guide thinking and planning. We have outlined broad themes, of which there may be more – but the intent is to prompt thinking for each organization individually. This will continue evolving with feedback from the industry and clients. As we talk through this, if you have any thoughts about how to improve it – which I am sure you will – please let me know – either in the Q&A or a quick note after the webinar. We want your feedback and help to shape this into something we can all use as an actionable guide.
- How you activate your employee ambassadors for talent attraction will vary; some have more skin in the game than others and will be motivated to participate more actively; different types of employment brand advocates will need different types of content for their networks; all will add value. And ALL will personally benefit. Sales & Marketing folks might use personal-professional networks and ask for a lot of product-focused content; executives are great voices for your employment brand and have big audiences listening to what they have to say, but they’re not going to share content 3x/day; Talent Acquisition professionals and those managing your social talent communities, however, want a lot of content related to hiring, employee stories, and your brand. Knowing this, choose tools that will allow you to easily segment and manage your advocate types and their content needs – and measure each prong of your overall strategy. There’s a wealth of content sources; determine your strategy and set up curation tools to feed the content engine; most importantly, use technology to schedule and push the content directly to the fingertips of your ambassadors. A good social media policy protects your company as well as your employees; in doing so, it removes risk, empowers ambassadors, and teaches them to effectively harness social media as a talent attraction channel. Training and gamification makes it easy, fun, and beneficial to participate. Finally, identify KPIs that tie program results back to the business goals you’re trying to achieve. We’ll talk more about that in a moment…
- Let’s face it – talent acquisition professionals don’t need yet another tool in their toolbox. They have sourcing tools, systems they’re in every day, multiple places to manage and track passive and active talent….a system can drive value all day long, but at the end of the day it MUST BE EASY TO USE. Or it won’t be adopted. EHI users were surveyed 6 months into their STA program (QUEsocial), and the message was loud & clear. It’s EASY. And it WORKS.
- Our STA analytics engine directly ties results to business outcomes….for one of the largest IT companies in the world, social recruiting was validated to produce 290 referrals, 98 qualified candidates, and 9 hires for hard-to-fill engineering positions….just 7 months after they launched.
- 10. Build & expand The sky is the limit. The full enterprise is your goal. Everyone recruits, so start the slow roll out to the broader employee base…to ensure everyone really does help you recruit.