Cultivating Employees as Brand Ambassadors

Cultivating Employees
as Brand
Ambassadors
The Truth About
Followers and
Connections
&
 Research insights to drive your
talent brand
 Reasons to cultivate your
followers
 Top 5 incentives for employees
to become brand ambassadors
 Analysis of brand
ambassadorship and how it
relates to talent recruiting
 Linkage between employee
engagement and followers
 5 reasons employees become
drivers of your brand
&
4 Essential Tips to Convert your
Employees to Talent Brand
Ambassadors

©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com
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Poll:
What is your role?

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Presenters
Brianne Shally
Moderator
LinkedIn Talent
Solutions
Tabitha Eade
Presenter
LinkedIn Talent
Solutions
Ken Pfligler
Presenter
TNS Employee
Insights

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About TNS
Focus on providing innovative solutions:
 Employee Engagement
 Retention of Top Talent
 Brand Awareness
 Customer Engagement
 Leadership Development
Normative database comprised of information
from 2+ million employees surveyed annually
in 120+ countries
Global leader of custom research,
analysis and insights with 13,000
employees in 80 countries

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About LinkedIn Talent Solutions
We provide thousands of recruiters, HR professionals
and hiring managers with highly effective tools to find
and engage top talent through the world’s largest
online professional network.
Our customers include 85% of the Fortune 100 and
corporations from every industry around the globe.
Sourcing – Employer Branding – Job Distribution - Insights

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4 Tips to Convert Your Employees to Talent Brand
Ambassadors
#1 Focus on employee engagement
Ensure buy in from senior leadership with a focus on
employee engagement and strategic planning
#2 Educate your employees
Educate your employees on Brand Ambassadorship
#3 Encourage ‘Share and Tell’
Share authentic stories, pictures and company events
across a variety of media in order for employees and
followers to repost and drive viral dispersion
#4 Measure & monitor your initiatives to
gauge success
Measure engagement and create action plans that build a
foundation of engaged employees and brand ambassadors

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Poll:
What is social media?

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SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012
People follow companies on social
platforms for different reasons
Most follow for incentives,
rewards, or discounts.1
Follow for news, insights,
and product information.2

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Employee Value Proposition
The attributes that you most
want associated with your
company
Employer Branding
The delivery of your EVP across
every communication touch point
both internal and external
Brand Promise
What is your Employer
Value Proposition &
Branding?

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Why should
you care?

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Impact of Social Media
People are 3x more likely to spread bad news than good, and social
media creates a transparent boundary between your employees
and the marketplace
Long-term
relationships
64%
of followers would
follow companies
“indefinitely”
61%
of members are more
likely to share
information as a result
of following a company
Brand
evangelists
Engaged talent
pool
71%
of members are
interested in updates on
job opportunities from
companies they follow
Source: LinkedIn study of 3800+ global professionals conducted in January 2012

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cost a global manufacturing firm $73 million
a year in lost productivity, poor quality & service levels,
higher accident rates & absenteeism
Disengaged employees…
Employee Engagement & Business Outcomes
TNS Research shows…
Employee engagement can increase profitability
Higher employee engagement often coincides
with a higher level of service quality
Employee engagement has an influence on
customer retention
Source: TNS Case Studies

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Employee Engagement and Ambassadors

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Employees that are PROUD
of their company and glad to
tell people about it
Employees who would
RECOMMEND their company
to others as a good place to
work
58%
53%
Brand
Ambassadors
BRAND
AMBASSADORS
Employee
Engagement
Recruit &
Retain
Brand
Promise
Communicate,
Share & Monitor
Do You Have Brand Ambassadors?
Source: TNS Global Panel Study

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Creating Brand Ambassadors
Brand ambassadors are supported through strong leadership and
effective brand training initiatives
Top 5 Reasons
Employees Become
Brand Ambassadors
1. Company brand experience sets us apart
2. I trust senior leadership
3. Work gives me a feeling of accomplishment
4. My company is environmentally responsible
5. I feel valued as an employee
1. Our brand experience sets us apart from competition
2. Supervisor supports brand experience efforts
3. Brand experience coaching and training is
effective
4. I understand the behaviors to deliver the brand
experience
Drivers of
Ambassador Efforts
Source: TNS Global Panel Study

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Utilizing Brand Ambassadors
Professional connections alone have a significant impact on all parts of
talent acquisition, adding brand ambassadorship components will improve
perceptions
Impact of Connections
Source: LinkedIn Study of 7000+ global professionals conducted in March 2012
22%
129%
29%

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4 Tips to Convert Your Employees to Talent Brand
Ambassadors
#1 Focus on employee engagement
#2 Educate your employees
#3 Encourage ‘Share and Tell’
#4 Measure & monitor your
initiatives to gauge success

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Employee
Engagement
 Highly engaged
employees are brand
ambassadors
 Key drivers of
employee
engagement:
 Managing
Performance
 Career
Development
 Recognition
 Senior
Leadership
Case Study - HCA
 Over 25,000
department managers
received reports and
insights
 More than 10,000
action plans were
created online
 Increases in employee
engagement have
resulted in improved
patient satisfaction,
reduced turnover and
improved financial
performance
#1 Focus on Employee Engagement

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Poll:
Are your highly engaged employees part
of your talent acquisition process?
Are your highly engaged employees
currently sharing on social media?

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Questions
employees need
answers to…
 Why is this a great
place to work?
 What is the value
proposition for a new
employee?
 Why do we exist in the
view of our customers?
 What type of talent
does this organization
need to grow?
 What resources are
available to help with
this effort?
 What are our social
media policies?
Case Study
A Fortune 500 company in
the service industry showed
that:
Almost 40% of its
employees feel restricted
by the organization’s social
media policy
More than half of its
employees would share
company stories given
more flexible social media
guidelines
After developing an
internal social media
platform, over 60% of its
U.S. based employees
engage in intranet social
media sites either daily or
weekly
#2 EDUCATE YOUR EMPLOYEES

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Develop and
Communicate
a Social Media
Policy
Distribute social
media guidelines
that encourage
participation and
reduce fear
Provide stories of
fellow employees
on social media
platforms
Communicate in
the local language
and on local
platforms
Bring Cross-
Functional
Teams Together
Create alignment
through
communication
Encourage social
media
professional
collaboration with
colleagues
Enhance
teamwork by
breaking down
internal silos
Build
communities
Utilize
Intranet &
Social Media
Sites
 Use intranets
& social media
platforms to
highlight the
connections
across
employee
engagement
and positive
customer
experiences
#3 ENCOURAGE ‘SHARE AND TELL’

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Salesforce.com’s Challenge
Salesforce.com were tasked with hiring hundreds of account executives and
sales engineers. CEO Marc Benioff rose to the challenge by asking his
employees to turn to their networks to drive applicants:

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1 Data: 10/15-11/16, excludes weekends
Salesforce.com’s Success Story
The impact was impressive…60% increase in
employee referrals that week!
350 Links shared via
LinkedIn status updates
2x more than the daily average
One post led to… RESULTS
159K Connections
~25% Sales Professionals
40K Companies
Shared Links1
By SFDC Employees
+128%
Likes1
SFDC Employee Posts
+70%
Status updates visible to:

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 Wild Wild West: No ATS system; each function
had a different process
 $$$: Spending too much money on agencies
 No Employer Brand: No social media presence
or differentiation from other companies
Increase the company from 200 to 300
employees in a year and build a scalable and
strong Talent Acquisition Team
Rapid7 had the momentum but if the TA team
could not deliver, they were in trouble
Rapid7’s Makeover: Before
GOAL
Challenges

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Transformation
Rapid7’s Makeover: After
INVOLVED EMPLOYEES
Put employees on a pedestal;
they raved about how awesome
Rapid 7 is
INVESTED IN LINKEDIN
TOOLS
“Seeing what LinkedIn did with
previous employer, I put all my
money in LinkedIn.”
STRENGTHENED TWO WAY
SOCIAL MEDIA
“If someone tweets about how
awesome we are, say ‘Yeah, we
are. Want to work with us?’ ”
RESULTS
FROM 70% TO
100%
OF EMPLOYEES
ON LINKEDIN
FROM 1,000
TO OVER
>4,000
FOLLOWERS
94%
HIGH EMPLOYEE
SATISFACTION
SURVEY RATING
2012 BOSTON
BEST PLACES
TO WORK
ACTIONS

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Employee
Engagement
 Measure employee
engagement and
focus on the key
drivers necessary to
create brand
ambassadors
Training & Coaching
 Management
 Brand ambassadors
Brand Ambassador
Programs
 Impact or utilizing
networks for
recruiting top talent
 Social media
programs
Case Study
 A business unit reported
estimated savings of
lost productivity by
improving engagement
by $30 million per year
 Operating profit
increased from $1.2
billion to over $2 billion
 Functional and
department leaders
utilized an online action
planning and best
practices platform in
order to implement both
global and local action
plans
#4 MEASURE & MONITOR YOUR INITIATIVES
TO GAUGE SUCCESS

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What you
need to know

©TNS & LinkedIn 2012 info@tnsei.com | info@linkedin.com
2613-12
What you need to know
#1 activity on LinkedIn = viewing profiles
of connections.
 Help your employees be strong representatives of your company
by hosting a brown bag lunch to provide tips to improve their
profiles.
 Use ad space on employee profiles to drive traffic to your career
presence on LinkedIn. 20x more likely to be clicked than regular
ads.
Employees are automatically followers
when listing their company employment.
 Send targeted company status updates on LinkedIn to share
relevant content.
 Highlight your brand ambassadors on your Career Page to
ensure the message really resonates.
 Deploy targeted version of Career Pages to showcase relevant
employees and opportunities to visitors.
Employees can amplify your message.
 Encourage employees to share key updates to distribute your
message to their connections.
 Follow the salesforce.com playbook.
 Broaden your distribution of job opportunities to employees’
professional circles and increase employee referrals.
Work With Us
Own the ad space
on your employees’ profiles
LinkedIn Jobs
Employees share high priority
jobs with their network
LinkedIn Career Pages
Build your employment brand with
highlighting your brand ambassadors

©TNS & LinkedIn 2012 info@tnsei.com | info@linkedin.com
2613-12
Training and
engaged
employees are
MORE likely to
create brand
ambassadors
Engaged
employees are
LESS likely to
leave, lowering
overall costs of
recruiting
Summary
Engagement & Your Brand
LinkedIn & TNS Employee Insights research
converge on two key findings…

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Questions?
Please email us at:
ken.pfligler@tnsglobal.com
bshally@linkedin.com
with any confidential questions

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Tabitha Eade
teade@linkedin.com
LinkedIn Talent Solutions
talent.linkedin.com
http://talent.linkedin.com/blog/
@HireOnLinkedIn
Ken Pfligler
ken.pfligler@tnsglobal.com
TNS Employee Insights
TNSei.com
http://blog.tnsei.com
@tns_insights
Building the future of insights together!
Contact us

Cultivating Employees as Brand Ambassadors

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