How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry

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How Aetna Uses Employee Advocacy to Power Social Sharing

in a Highly Regulated Industry

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Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry

Tara Autrey

Senior Social Media Manager at Aetna

@TaraA_79

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SocialChorus surveyed 1,000 employees from enterprise

companies.

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Workplace Communication Needs to Improve

Both employees and managers agree that there isn’t enough effective communication internally.

• 94% of employees want to hear more about what is going on

from leadership

• 68% of executives believe they do a “good” job of

communicating

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…Only 21% of employees agree

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When employees are engaged and well-informed, they will engage and

inform their network.

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Employee Engagement Leads to Employee Advocacy Employees who feel connected with the brand are also more empowered to advocate for the brand.

• 93% of employees say they would be good at advocating for the

brand

• 87% of employees see the career benefits of advocating for the

brand

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Why Don’t Employees Already Advocate?

• 55% of employees don’t share about the brand

because they are worried they’ll get in trouble

• 44% of employees don’t know what

information they can and can’t share

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Why Leadership May Push Back on Employee Advocacy

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Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry

Tara Autrey

Senior Social Media Manager at Aetna

@TaraA_79

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Why did Aetna get started with employee advocacy?

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Employee Advocacy is the #1 Way to Amplify Content

• Employees reach a much larger audience than a brand’s social page

• Employee-shared content adds character and personality to Aetna’s brand messaging

• Employee advocacy gives employees access to brand and industry content that that is safe to share on social media

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How did Aetna get internal buy-in for an employee advocacy

program?

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3 Ways Aetna Achieved Internal Buy-in

1. Get leadership onboard early in the process to align program with the goals of the business

2. Seek guidance from a manager or colleague with experience building social media guidelines from the ground up

3. Ensure compliance by partnering with Legal and Information Security departments before launching

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Employee Advocacy: Benefits Company-wide• Social Media Marketing: Increase

awareness

• Communications: Engage employees

• Human Resources: Attract top talent

• Sales Professionals: Drive leads

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How did Aetna train employees to safely represent the brand on social

media?

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Train to Build a Solid Employee Advocacy Foundation

• Start by training employees who are already active on social media

• Iterate on lessons learned to create training materials for all employees

• Develop a social media training curriculum with various levels

• To date, 97% of our employees are certified to create and share content for Aetna on social media

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How can employee advocacy strengthen consumer trust?

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Employee Advocacy Builds Consumer Trust

• Healthcare has become more like retail now that consumers can purchase healthcare plans from exchanges directly

• Employee advocacy empowers our employees to connect with consumers who are seeking information about healthcare on social media

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“With employee advocacy, our employees can reach people who haven’t been exposed to the Aetna brand or come across our social pages.”

Tara Autrey

Senior Social Media Manager at Aetna

@TaraA_79

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How does Aetna engage employees to amplify social content?

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Curate Social Media-friendly Content

• Aetna brand and industry content is meant to keep the public informed on health and healthcare

• Aetna brand and industry content includes:

• Health and wellness tips

• Recipes of the week

• Infographics on health best practices

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“I highlight social media content for our employee advocates that I think will really resonate with friends and family. We have a lot of health and wellness tips that can really appeal to a general audience.”

Tara Autrey

Senior Social Media Manager at Aetna

@TaraA_79

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What does the future hold for employee advocacy in the Aetna?

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The Future of Employee Advocacy for Aetna• Position the Aetna brands as a thought

leader in the healthcare industry

• Reach even more people, engaging different audiences and increasing brand awareness

• Make it even easier for employees to participate in the program and make it a part of their daily routine

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The use of mobile to accomplish everyday tasks

is increasing — especially for working professionals.

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Create a Consumer Experience for EmployeesEmployee communication strategies that adapt to consumer expectations work better. The majority of your workforce wants to receive company information via a mobile app.

• 82% of Millennials

• 76% of Gen X

• 54% of Baby Boomers

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Be Better ConnectedWe believe connection drives engagement, productivity and advocacy for modern enterprises.

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Interested in Learning More?

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Download our ebook

How to Sell Your Company on Employee

Advocacy http://bit.ly/GetInternalBuyIn

Register for our Upcoming Webinar:

How Gallo Uses Employee Advocacy to

XYZhttp://bit.ly/gallo-employee-advocacy

Thank you!