Transcript
©2014 QUEsocial
Getting Beyond Buzzword Bingo to Make
Employee Advocacy Meaningful +
MeasurableCarolyn Eiseman, Director Employer BrandingEnterprise Holdings
Patrick Rooney, FounderQUEsocial
©2016 QUEsocial
What To Expect Today
• ~45 minutes• Overview of connecting Employee
Engagement and Employee Advocacy with business results
• The Enterprise Holdings Story• Q&A
@carolynteiseman
@patrick1rooney
©2016 QUEsocial
Lots of Buzz About Employee Engagement, Employee Advocacy & Talent Acquisition
Employee Engagement Employee Advocate Talent Acquisition0
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©2016 QUEsocial
Piecing It Together
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©2016 QUEsocial
Happy employees talk to their friends.
So do unhappy employees.
©2016 QUEsocial
Employees are your most trusted voices.
92%
70%
80%
65%
trust friends and family opinions above any form of marketing
more skeptical of claims made by a company than 4 years ago
look for people and culture fit with employers
hear about companies through friends and job boards
©2016 QUEsocial
Reaching far beyond your borders.
100 advocates
1,000 connections
100,000 new connections
x
©2016 QUEsocial
Employee advocates
make sense.
$0.56 CPC0.20% CTR$1.15 CPM$228,381 EMV
524% EMV ROI
©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
©2016 QUEsocial
The Enterprise Holdings Story:
Engaging Employees to Convert Advocacy Into Business Wins
©2016 QUEsocial
The Role of Social Create, strengthen and nurture relationships
{
©2016 QUEsocial
OBJECTIVES
©2016 QUEsocial
Objectives• What are our business goals and
how do we align with our consumer brand?– Hire and retain the right people to
grow our business– Build the reputation of our company
and employer brand as a great place to work
©2016 QUEsocial
How do our business goals and objectives translate to social
media? Showcase our culture, values and opportunities and
successes in a personal, timely and relevant way
CREATE STRENGTHEN NURTURE
ALL ABOUT THE RELATIONSHIPS
©2016 QUEsocial
Objectives• The relationships we need to build
to achieve our goals take:– Time– Attention– Consistency– Authenticity
©2016 QUEsocial
APPROACH
©2016 QUEsocial
• Employer Brand Claim on Social Media• How do we activate our brand claim
through social media• Critical success factors
Approach
©2016 QUEsocial
VOICE AND CONTENT
©2016 QUEsocial
Our Brand Voice or Our Social Persona
TonePersonality
ActionsLanguage
©2016 QUEsocial
Content (before)
©2016 QUEsocial
Content (now)
Why Care?
Why Share?
©2016 QUEsocial
©2016 QUEsocial
• Third party platform/ partner• Sign up and link your LinkedIn and/ or Twitter
accounts• Receive texts and/ or emails when new content is
available• Click on link to content and click channels to
share to and select share
About QUEsocial
©2016 QUEsocial
• Pilot program with 65 members (hand-raisers) in Spring 2015
• Virtual training to learn how to use the tool• Regular emails (weekly during pilot) to give
challenges to drive Social Recruiting Activity• Recognized team members who successfully
completed challenges• Platform also has a gamification element with
points for social activity and a leaderboard
About the Team
©2016 QUEsocial
METRICS
©2016 QUEsocial
Metrics
ConsistentApproach
Awareness Engagement
Advocacy
• Enterprise Social Recruiting Team
• Reach / Impressions
• Hashtag Visibility• Earned (Mentions)
• Likes / Favorites• Comments• 1:1 Engagement• Hashtag Use
• RTs & Shares = WOM• Influencer Relationships• Endorsements• Brand Perception• Enterprise Social
Recruiting Team = SME’s
ACTION!
• Site Traffic• Web Conversions• Applications• Hires
• Establish Benchmarks• Test, Learn and Optimize
©2016 QUEsocial
• North American Careers Channels:– Facebook, Twitter, Instagram, LinkedIn, Glassdoor
• 100+ Recruiters using social: – At a variety of activity levels– All creating their own content, in their own voice– Using LinkedIn products, but not always staying active
with their networks– Not everyone was consistent with building their social
networks
Life Before the Team
©2016 QUEsocial
• Three main goals of the team:– Consistent social activity
• To create a unified hiring voice to promote our employer brand and opportunities
• To create consistent content for the team to share and save them the time of individually creating their own content.
• Ultimately, to help them become Subject Matter Experts (SME’s) with the networks in the employment space
– Comprehensive metrics of North American careers channels and our individual recruiters
– Be able to source hires to social recruiting activity
We Love Our Metrics
#LEAD. DRIVE. GROW.
©2016 QUEsocial
Well, How Did We Do?
©2016 QUEsocial
Comprehensive Metrics
8 week pilot period + 5 additional weeks = #13WeeksTotal
14,561 >>> 69,704
connections.‘REACH’
+379% 15,783 20,973
15,783 content shares by the team20,973 clicks on our content by team’s
network.‘ENGAGEMENT’
+464%
Increase in traffic to
careers site from social.‘ACTION!’
©2016 QUEsocial
But What about Advocacy?
“I have received feedback from some of my career center contacts and they 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!”
“I get lots of feedback from my LinkedIn and Twitter network that they love the material I push out.”
“I think the articles and content are great! I have received a lot of feedback from connections who like what I am sharing!”
“As a recruiter, students and those looking for jobs have let me know that the information that I have shared has been incredibly useful to them!”
©2016 QUEsocial
• Continued Social Recruiting Team through 2015 and the results were amazing!– Total reach grew to 93,831 or 544%– 735 pieces of content have been pushed through the platform– Content has been shared by team 38,158– Content has been clicked on 53,257
• Market value of clicks at our media plan rate: $133,000– Content has generated 23.4 MILLION impressions
• Market value of impressions at our media plan rate: $140,400
What Else Can We Share With You?
©2016 QUEsocial
10 Things To Get Started1. Be clear in your objective2. Have a strategy3. Align with other activities4. Ask for volunteers5. Communicate frequently6. Be thoughtful in your content mix strategy7. Set short- and long-term milestones8. Put metrics in place and measure frequently9. Learn and adjust10. Make it fun and engaging
©2014 QUEsocial
Thank you!
@Patrick1Rooneypatrick.rooney@quesocial.c
om
@carolynteisemancarolyn.t.eiseman@ehi.com
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