Most of your employees are registered on social networks, yet only 3% of them share content related to your company’s news. There are great opportunities to engage your employees on social networks.
Engaging your employees on social networks is not always a simple process to implement. In this article, we will see the main challenges of this strategy, as well as the best practices to involve your teams in the communication strategy.
Engaging your employees on social networks: 5 best practices
Social networks on the desktop
Some companies still block access to social networks on the workstation. This practice is easily circumvented, thanks to the democratization of the smartphone. Companies see less and less interest in maintaining this blocking. Moreover, they better understand the benefits of social networks to engage employees in their communication.
The editorial charter to involve employees
Generally, the way employees should express themselves on social networks is a hindrance. Indeed, most employees don’t know how to express themselves and if it will be well perceived by their superiors. Some are simply unaware of their company’s current practices. On which social networks does it communicate? What kind of content does it share?
Thus, creating a social media charter will help remove this obstacle. It should be clear, simple and accessible to all employees. Its objective is to mention the good practices and uses of social networks. Each employee is then aware of how to express himself and what kind of content to share. Thanks to this editorial charter, employees will feel more comfortable producing and sharing quality content.
Supervisors must lead by example to engage their teams
Supervisors who don’t play the game can also be a deterrent. An employee doesn’t see the point of sharing company news if their managers don’t do the same. They need to lead by example by taking the initiative to share content regularly. They are the first ambassadors on social networks. This will encourage employees to do the same.
Content curation to engage employees on social media
The lack of choice of content is another obstacle faced by the employee. So even for a voluntary and committed employee, he is sometimes limited in terms of content. Offering regular content to your employees can be very effective. This is especially true with targeted and relevant content. This content does not necessarily have to deal only with the company’s news. It is also possible to position yourself on themes related to the sector of activity. These contents are generally more successful and have higher engagement rates. You have the possibility to encourage employees to relay news, thanks to a simple and intuitive tool.
Valuing employee engagement
Lack of recognition doesn’t encourage employees to communicate and engage on social networks either.
Rewarding the efforts of the most engaged employees on social networks is a policy that can pay off quickly. Moreover, it can have a ripple effect on all teams. The latter will feel valued. It is possible for example to designate monthly the “social employee of the month”. This form of recognition can be promoted internally and externally on the website for example.
The benefits of engaging employees on social networks
Once these good practices are put in place, employees will be in a better environment to engage in the company’s communication. This has many advantages.
The reach of your communication will be multiplied thanks to the network of your employees.
Your communication will reach on average 10 times more people than with the company’s institutional account.
A content is considered 8 times more reliable when it is relayed and shared by an employee rather than by the company itself.
From a human resources point of view, this will be a godsend for multiplying the impact of a recruitment campaign thanks to the cooptation of employees. A job offer relayed on social networks by employees generates more trust, reaches many more people and can bring qualified applications.
Improvement of the company’s image and notoriety: the employees involved and relaying your communication will boost your visibility and your notoriety.
Corporate communication will appear more authentic when relayed by employees rather than by the company’s corporate page.
But beware of the backlash. By encouraging your employees to relay your communication, you also expose yourself to the possibility that they may give their personal point of view, whether it is 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 and discover our social media functionality at we advocacy.
Enhance your image by having consistent and professional signatures and capitalize on your collaborators’ emails to relay your content.
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