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Your employees are for the most part registered on social networks, yet only 3% of them share content related to the news of your company. There is therefore a real possibility to increase the engagement of your employees on social networks. We will see in this article the main obstacles encountered and the solutions available to you to engage your employees on social networks and the main benefits that you can draw.
Encourage your teams to share your social media posts
Access to social networks on the workstation
Some companies still block access to social networks on the posts of their employees even if this practice is easily circumvented, especially with the democratization of the smartphone that offers the opportunity to access social networks at any time. Henceforth, companies see less and less interest in imposing this blockage.
Writing an editorial charter for all your social networks
The way to express oneself on social networks about one’s company is not very clear. Many employees do not know how or what tone to express on social networks and whether it will be perceived or not by their colleagues or superiors. Others simply do not realize the current practices and uses of their business on social networks. On which social networks does it communicate? What types of content does it share?
Creating a social network charter will help remove this barrier. It must be clear, simple and accessible for all employees. Its purpose is to mention good practices and uses of social networks by employees and the company itself. Each employee then knows how to express themselves and what types of content to share, without giving rise to warnings or sanctions.
Supervisors can set an example
The fact that the superior does not lend himself to gambling can also be a deterrent. An employee does not see the benefit of sharing the news of his company if his superiors do not do the same. They must set an example by taking the initiative to regularly share content and play the role of the first ambassador on social networks. This will encourage employees to do the same.
Submit web content to share
The lack of choice of content is another obstacle the employee faces. Thus, even if an employee wishes to carry the values of his company or share content related to his sector of activity and he has no elements at his disposal, his options will be limited.
Regularly offering content to its employees can be very effective, especially if it is relevant and rewarding. This content does not necessarily have to deal only with the news of the company but can also be oriented on more general topics related to the business sector of the company. With We Advocacy you have the opportunity to encourage your employees to relay your news on social networks through the emails of your employees.
Enhance employee engagement
The lack of recognition or reward does not encourage employees to get started and communicate on social networks.
Rewarding the efforts of the most committed employees on social networks is a policy that can pay off quickly and can spread to other employees. They will feel valued, for example by designating monthly “social employee of the month” and putting it forward on the company’s website or … on social networks.
Ambassadors on your social networks, what are the advantages?
When these measures are taken and put in place, your employees will be in a better environment to relay and engage in the communication or news of your company, and this has many advantages.
- The reach of your communication will be multiplied thanks to the contacts of your collaborators on the social networks. Your communication will reach on average 10 times more contacts than with the institutional account of the company.
- Content is judged 8 times more reliable when relayed and shared by a collaborator rather than by the company itself.
- From the point of view of human resources, it will be a boon to increase the impact of a recruitment campaign thanks to the cooptation of employees. A job offer relayed on social networks by employees generates more confidence, affects many more people and can bring qualified candidates.
- Improvement of the image and the reputation of the company: the employees engaged and relaying your communication will boost your visibility and your notoriety.
- Institutional communication will appear more authentic by being relayed by the employees rather than by the institutional page of the company.
Be careful however of the backlash. By encouraging your employees to relay your communication, you also expose yourself to giving their personal point of view, whether expressed in a positive or negative way. Corporate communication must therefore be coherent and in line with the internal reality of the company.
Do you also want to engage your employees on social networks by encouraging them to share your corporate communication? Come discover our social media functionality at we advocacy.