With over 110,000 employees in 180 countries, Ericsson is a leader in the networking and telecommunications industries. Much of the brand’s success is due to their legacy of hiring and retaining top talent around the world. Their communications and HR teams wanted to find an easy but impactful way to help their employees build their own personal brands on social media to highlight their industry expertise and leadership. Across Ericsson, there were already a few different types of employee advocacy and social media programs in place. They knew they needed to aggregate the many different programs into one place where employees could more easily access company news, announcements, and job listings from a singular destination. This would keep their employees more informed and engaged, a top priority for the company. Sonia Boije and Lisa Smith-Strother from Ericsson explore topics such as: • How to launch and scale an employee advocacy program • How to aggregate multiple channels & create a single employee advocacy destination • How to educate and train a diverse workforce on social media and thought leadership • How to sustain engagement as well as recognize and reward employee advocates

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A Quick Question For You:
What aspect of scaling an employee
advocacy program do you want to
know the most about?

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Why Company Communications And
Employee Advocacy Matter
Now More Than Ever

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The Problem Facing Today’s Global Enterprises
Technology has changed the way we
communicate, internally and externally
When companies communicate with employees in a way that
mirrors how we all interact in our everyday lives, employees
will do the same when they engage with customers.
MOBILE SOCIAL LOCAL VIDEO

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Why Companies Must Evolve
Companies that transform the way they communicate will
have more connected and informed employees.
Those that fail to adapt to a modern method of communications face a
disconnected workforce, struggling to engage consumers. This costs the
company time and money.
74% of employees feel that they're missing out
on company information and news. (Gallup)

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Why did Ericsson decide to launch and
scale an employee advocacy program?

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Why Launch #TeamEricsson
INCREASE Ericsson’s brand reach on social media
GENERATE meaningful conversations between
customers and employees
IMPROVE employee engagement across the
company and attract top talent
ENHANCE social media marketing through lead
generation and social selling

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Attractiveness of Social Advocacy
90%Approx. of employees’ network are new to Ericsson – resulting new potential candidates
New Awareness
Employees have 10X more
followers that corporate social
accounts — Cisco Research
90% of their social audience is
new the to brand. — Dell Study
New Engagement
Socially engaged companies are
58% more likely to attract top
talent — LinkedIn & Altimeter Study
Employees are 20% more likely to
stay at their companies. — LinkedIn &
Altimeter Study
10X
90%
58%
20%

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Amplifying our Employer Brand with Social Advocacy
• Improves awareness among critical skill sets – Look a likes
• Improves participation among employees to share the Ericsson story to critical talent targets advancing
thought leadership
• Increases pipeline depth, candidates, and qualified hires among key talent targets with value added
content
• Promotes diverse story telling to engage and attract diverse audiences

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What are some of the successes
that you’ve seen so far?

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Hundreds of Employees Driving Marketing Goals
Goal: Surface discussions around ICT and the Networked Society
Currently driving 10.2M impressions per
month
Over 20K audience reactions per
month
Average of 14K employee shares
per month
Currently over 6K Ericsson employees
Involved in the #TeamEricsson program

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Maximize Event Awareness and Engagement with Social Advocacy
› Amplify messaging and thought leadership
› Expand social footprint
› Enhance event activations
› Employee engagement
› Increase visibility
› Social influence and networking
› Conversions and Earned Media Value
› Recognition
*Benefits impact internal and external audiences.
Totaling 1.7m Impressions
Over 2.8K Shares

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Events Outreach
Event Name Reac,ons Shares Clicks Impressions
Grace Hopper 345 113 263 75,376
One Young World 286 75 143 37,992
Watermark 298 235 253 149,014
Consumer Electronic Services 2,410 1,336 2,460 716,160
Mobile World Congress 950 1,057 2,227 733,886
Total 4289 2816 5346 1,712,428
Local, regional and global events are promoted across #TeamEricsson

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A Quick Question For You:
What employee advocacy metrics does
your team use to define success?

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How did you achieve those results
— at scale — for Ericsson?

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5 Steps to Launching & Scaling Employee Advocacy
Train employees to advocate
Recognize and reward advocates
Select the right platform
Promote the program internally
Jim Simpson
Integrate Employer
Branding

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Why is employee advocacy training
essential for success?

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Train Employees to Represent the Brand
o To mitigate risk, avoid embarrassments, or pitfalls
o Ensure employees have right talking points
o Strengthen employees’ ability to:
o Listen for opportunities
o Engage to create relevant connections
o Encourage membership and involvement in the program
o Provide parameters, such as not disclosing proprietary
information or citing clients/partners without permission

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How did you structure your employee
advocacy training program?

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Distribute & Scale Employee Advocate Training
o Online training with video to
educated employees on social
media policy and best practices
o Group workshop training session
to fostered shared learning
o Training is held quarterly to make
sure new hires are included

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Employee Advocacy Training Phases
Basic Social Media Training
for All Employees
Executive and Line
Manager Training
Detailed Training for
Individual Departments,
BUs and Regions
Subject Matter
Expert Training
Phase 1 Phase 2 Phase 3 Phase 4

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A Quick Question For You:
Once employees are trained, how do
you keep them engaged with the
program overtime?

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How does Ericsson keep employees
motivated to advocate for the brand?

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Recognize and Reward Employees Who Advocate
o Rewarding most active and influential advocates
provides an incentive and allows employees to feel
taken care of and rewarded for their good work.
o Rewards include:
o Getting highlighted on our advocate leaderboard
o Awarding points used to claim small prizes
o Employee recognition on digital screens across Ericsson campuses
o Recognition in Global articles or letters from senior executives

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How did Ericsson inspire hundreds
of employees to join?

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Market Your Employee Advocacy Program Internally
LAUNCH as Employee Advocacy Task Force (e.g. line managers)
Task force can play role in promoting and nurturing employees advocates
PROMOTE on a regular basis – through Task Force or employee
advocacy board.
ENSURE all new and existing employees are aware of employee
advocacy program
ENCOURAGE senior executives to get involved:
Weekly activity by Senior Executives on social media outlets sends shows the team
that employee advocacy is encouraged and celebrated.

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Social Advocacy Quiz Gamification
You’ve posted original
content on a social platform
in the last _____.
• Hour [Social Media Maven]
• Day [Content Critic]
• Week [Social Spectator]
• Month [Network Newbie]
You are most likely to _____
a friend’s post.
• Comment on [Content
Critic]
• Like [Social Spectator]
• Share [Social Media
Maven]
• Do nothing to [Network
Newbie]
You use your social accounts to _____.
• Share industry insights and updates.
[Content Critic]
• Skim the latest news and happenings.
[Network Newbie]
• Read posts from friends and companies that
matter to you. [Social Spectator]
• All of the above. [Social Media Maven]
Quiz to allow Team
Ericsson users to
identify which type of
social media persona
they relate to. Posted
on Team Ericsson to
drive users to the quiz.

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Our Goals: 2017 and Beyond
• Increase the number of new users and the percentage of active existing users
• Implement a comprehensive content strategy to increase reach and engagements
• Improve user-experience by reorganizing the current content divisions and tags
• Continuously keep users engaged by rolling-out various interactive, and potentially
rewarding, social media campaigns throughout the year
• Conduct employee social media trainings so that they are aligned with the
importance of employee advocacy
• Increase Sr. Leader awareness and engagement of #TeamEricsson
• Align performance and growth to Employer Brand metrics and indexes

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How does an employee advocacy
platform help companies, like Ericsson,
scale their program?

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Make it Easy & Fun for Employees to Advocate
o An employee advocacy platform makes it easy for
employees to discover, publish, share and amplify
brand content across websites, blogs, and social
networks
o The ideal solution will merge content sharing,
publishing, monitoring, gamification, and
analytics in one platform
o An employee advocacy platform should also
provide analytics about the effectiveness and
reach of your brand’s social media activity
o An employee advocacy platform provides
employer brand and recruitment marketing
opportunities

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