The document discusses closing the gap between employee brand and business brand. It provides statistics showing the importance of social business and social selling to employees and customers. An "employee advocacy dream team" of HR, communications, marketing, and sales is recommended. Lessons are presented on closing investment gaps, skills gaps, content gaps, communications gaps, and measurement gaps between employee and business brands. Finally, a social media maturity model and workbook download are referenced for further aligning employee and business brands.
Employee Advocacy involves enabling and encouraging employees to engage and share via social media.
An employee advocate is someone who:
Generates positive exposure and raises awareness for the brand via social media
Recommends their employer to others
Represents the best interests of the brand
Encourages a social business culture internally
Is an expert on your product or service – a potential thought leader for the brand
According to the Edelman Trust Barometer, leveraging employee ambassadors is a great way to build trust between employees and the organization. Having an advocacy program gives employees the authority and company support to talk about the brand on social, which in turn makes employees feel like they are vital to the company and creates trust and respect between the two. And having that trust between the organization and its employees is key to employee engagement.