From Employee
to Advocate:
Amplify your talent brand
through employee
engagement

Introduction
Erica Benedetto
Talent Brand Consultant

• The importance of employee
engagement
• How build an employee
engagement program
• Expected outcomes
What we’ll cover today

Employee engagement:
Employee engagement is a property of the relationship
between an organization and its employees. An "engaged
employee" is one who is fully absorbed by and enthusiastic
about their work and so takes positive action to further the
organization's reputation and interests.

Employee engagement is a big opportunity for
companies today
90%
of business leaders see a
direct connection between
employee engagement and
business success*
82%
of employees state it is very
important that their
organizations address the
engagement issue*
13%
of global employees are
engaged**
Sources:
* Psychometrics Engagement Study 2015
** Gallup State of the Workforce Study 2015

An opportunity that drives business results
Hire Market Sell
Hire Market Sell
58% more likely to attract talent
20% more likely to retain talent
Content has 2x higher
engagement when shared
by employees
45% more likely
to exceed quota
Today, 69% of companies are actively looking for ways to activate their employees to
share content*
*(Understanding Employee Advocacy on Social Media, Social Media Today)

When employees share jobs & build their personal networks, they
improve your ability to hire
… and HIRING results
* Calculated by comparing the number of applications per job for jobs
shared by non recruiter employees vs jobs not shared
30%
more job
applications*
Jobs shared by
employees yield
more likely to
respond to an InMail**
** Looking at response rate for inmails sent via recruiter to members who had a
connection within the company vs those that did not
27%
Members connected to
your employees are

New hires connected to your employees are often
a better fit for your company
37%
lower initial
attrition rate1 for hires
impacted2 by employees
1 Initial attrition rate is calculated as employees leaving the company within 6 months of joining
2 Hires impacted is Measured as Profile views, connections, inmails sent by the new hire 12 to 1 months prior to starting the job

Your employees are in the best position to interact
with potential candidates
Average Follower Network
VS
Average Employee Network
10xlarger than your company followers

Activate this network through an employee
engagement

4 steps to build an employee
engagement program
1
Build
2
Educate
3
Engage
4
Measure

Build a foundation on which to grow your
employee engagement program
1
Build
Define a social media policy
Nominate employee champions
Create a content distribution plan
Incorporate into your onboarding process
Build an incentive and recognition program

Educate your employees about your
employer brand and how to best represent it
2
Educate
Train your employees on how to use social
media to promote your brand

Educate your employees about your
employer brand and how to best represent it
2
Educate
Train your employees on how to use social
media to promote your brand

Educate your employees about your
employer brand and how to best represent it
2
Educate
Train your employees on how to use social
media to promote your brand
• Training format could be a formal course
or an informal “lunch ‘n’ learn”
• Explain your policy or guidelines 
what’s ok to share and what’s not
• Talk about preferred channels
• Lead by example  ask executives to get
involved

Educate your employees about your
employer brand and how to best represent it
2
Educate
Promote your employer brand internally
• Share your clearly
defined employee
value proposition

Educate your employees about your
employer brand and how to best represent it
2
Educate
Promote your employer brand internally
• Get employees
excited about your
brand

Educate your employees about your
employer brand and how to best represent it
2
Educate
Promote your employer brand internally
• Work With Us 
use internal views to
promote your brand

Educate your employees about your
employer brand and how to best represent it
2
Educate
Help employees build out their profiles
• Encourage employees to
create profiles if they don’t
have them
• Provide a few sentences they
can include in their summary
or job section
• Work with your champions to
set an example with their
profiles
Companies with high
profile completeness
have
higher conversion
from profile view to
job view*
*Conversion calculated as job views within 14 days of a profile view for companies with low (<30% of
employees) profile completeness companies vs high (>70% of employees)

Tell them what’s in it for them
• Builds their credibility by sharing content
• Positions a person as a leader and trusted
advisor
• Grows their networks
• Gives employees the opportunity to feel
more connected to and informed about the
company and their industry

Activate your employees and make it easy for
them to get involved and stay engaged
3
Engage
Make it easy for employees to share content
• Give people pre-made
updates with links that they
can copy and paste to share
• Put shareable content in
multiple easily accessible
places (your internal site, a
regular newsletter, a social
media advocacy tool like
Elevate)
• Ask employees to re-share
company updates and jobs
For every 6 pieces of content a
LinkedIn member shares, it influences
6 job views
3 company page views
1 company page follower
6 profile views
2 new connections

Activate your employees and make it easy for
them to get involved and stay engaged
3
Engage
Encourage employees to create content
• Create a company hashtag
and ask people to share
photos

Activate your employees and make it easy for
them to get involved and stay engaged
3
Engage
Encourage employees to create content
• Ask your champions or
subject matter experts to
publish  gives you easy
access to content to share
and sponsor

Activate your employees and make it easy for
them to get involved and stay engaged
3
Engage
Get more employees involved in your
referral program
• LinkedIn Referrals
matches an
employee’s
connections to open
jobs and makes it
super easy to refer
people

Activate your employees and make it easy for
them to get involved and stay engaged
3
Engage
Get more employees involved in your
referral program
• Market your referral
program  the more
creative the better!

Continually measure, improve, and reinforce
your engagement program
4
Measure
Identify key metrics to measure success
Evaluate what is working, iterate and improve
Maintain ongoing training for employees
• # of employees participating
• Reach - the number of people seeing your posts/updates
• Employee survey feedback – more satisfaction and better
retention
• % of hires from referrals

What does success look like?

Engaged employees will…
28
SAY
Speak positively about your company to
co-workers, potential employees and
customers
Have a sense of belonging and desire to be
a part of the organization
Remain motivated and exert extra effort to
perform in a way that contributes to
business success
STAY
STRIVE

Business Outcomes
29
Retention
Wellness
Absenteeism
Talent Operational
Revenue Growth
Market Share
Financial
Productivity
Safety
Satisfaction
Retention
NPS
Customer LinkedIn
Investment
Job Views
Quality of Hire
Reach

HIRED
Keep both
potential employees and current employees
engaged at every step.
Employee engagement is one piece of a larger
ecosystem and candidate journey.

Employee engagement should
be a top priority for your
organization
An engagement program can be
started with a few simple steps
Engaged employees can have a
sizeable impact on your hiring
goals and your bottom line
Key takeaways

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