A social media strategy for engaging employees doesn’t have to be complicated. Easily involve employees in your social strategy to keep them more engaged at work while increasing your social reach.
The Edelman Trust Barometer shows that employees have much more confidence in regular employees (54%) than in the CEO of a company (47%). Trust in a company’s technical experts is even higher (68%).
By engaging employees on social media, you can reach your market through the voices they are most likely to trust. At the same time, employees can demonstrate their corporate pride and industry expertise.
Bonus: Download a free employee advocacy toolkit This shows you how to plan, launch, and grow a successful employee advocacy program for your company.
A social media retention strategy is a plan that describes how your employees can improve your brand’s visibility on social media.
It should include tactics that encourage your employees to share branded content on their social media profiles, as well as tools that you can use to distribute content to your team and track performance.
1. Submit an employee survey
According to the Edelman Trust Barometer, 73% of employees expect them to be involved in the planning of their work. If you want to use social media to improve employee engagement, it only makes sense to ask employees how the program works best for them.
Hootsuite surveyed employees and found that different teams wanted different social resources. The content that the employees wanted to share varied between departments and regions.
So if you are planning how to engage employees on social media, you need to …
2. Deliver the right content to the right people
Hootsuite has a content council in place to ensure employees have access to the content they are most likely to share.
The council is made up of representatives from various regions and departments of the organization. Each member of the council provides at least two relevant pieces of content per month for employees to share on their social channels.
Each member of the Content Council is also an advocate for the social engagement of the employees on their team.
When the food services and facility management company Sodexo launched its employee engagement program, they started with the leadership team and executives.
They designed the content around thought leadership and stakeholder outreach. It was hugely successful, reaching 7.6 million people and helping to secure a high quality contract.
After this initial success, Sodexo expanded into greater employee engagement in the social field. This expanded employee engagement is less focused on thought leadership. The content should motivate the employees. It helps them expand their social reach while driving traffic to the Sodexo website.
Employee social posts, who frequently use the hashtag #sodexoproud, now drive 30 percent of all traffic to the site.
3. Provide lots of content
Employees are much more likely to share when they have many options. They want content that feels relevant and interesting to their social connections.
The most successful employee loyalty programs offer their employees 10 to 15 shareable content to choose from every week.
But don’t let these numbers overwhelm you. You don’t have to create that much content to start with. The most important thing is to get your program going. First, aim for a new post every day. Once you learn what types of content are best received by your team, work your way up to a few posts per day.
Remember, your retention content shouldn’t just advertise your products. You want employees to feel that the content they are sharing has value. This can include informative blog posts, job vacancies, or industry news.
4. Run a competition
As we’ve shown in our posts on social media contests, prizes can be a huge motivator. A contest can be a great way to attract employees to social media. It could be a one-time giveaway or a regular monthly contest.
Hootsuite runs an ongoing incentive program that is anchored through a monthly competition. The details are different every month. One month entry can be based on the fulfillment of a minimum number of shares. In another month, employees may need to be top sharers to participate. The goal is always the same: to get as many employees as possible to share the company’s content on their social media accounts.
Prices are different every month, so there is always new motivation for employees to look for great content that they might want to share.
5. Engage employees in product launches
Your employees are probably excited when your company creates something innovative and new. Get them involved in the distribution by creating shareable social content for each new campaign.
“Our retention program has become a key pillar of our launch for campaign launches,” said Brayden Cohen, team leader for social marketing and employee representation at Hootsuite.
Engage your creative teams in planning the creation of content for employee retention campaigns. The approach might be a little different from the startup content you create for your own social channels. Give your team something they’ll really love to share.
“We work with our creative teams to make sure the content is innovative and that our employees can share it on their networks,” says Brayden. “This has been a new approach for us with incredible results.”
Send an internal announcement as soon as the content of your launch campaign is ready to use. Include details about the launch and campaign-specific incentives for your team.
Meliá Hotels International launched a #StaySafewithMeliá campaign to welcome guests back to their hotels after they closed last year. They worked with both influencers and staff on the campaign to expand their reach.
Having a romantic dinner with your loved one watching the sunset is ALWAYS a good idea. #Love #StaySafeWithMelia #MeliaSerengetiLodge pic.twitter.com/xiAUN0b791
– Natalia San Juan (@NataliaSJuan) March 22, 2021
Employees shared the campaign more than 6,500 times with a potential reach of 5.6 million.
6. Share company swag
Who doesn’t like free stuff – especially if it’s high quality and useful?
Provide your employees with branded shirts, jackets, stickers, and other promotional items. It helps them show their pride in the workplace – both in real life and in social settings.
According to a recent study, the use of company swag is one of the most common forms of “non-verbal advocacy behavior”.
This is a great way to involve employees who may not be as convenient to share promotional content.
Hootsuite Amplify is a specialized tool for employee engagement through social media. With Amplify, employees can easily share approved social content from their desktop or on the go with a mobile app.
When new social content is ready to be posted, just add it to Amplify. You can divide the content into topics so that employees can easily access the right material for their roles and interests. Employees log in whenever they want to see what’s new and share it with just a few clicks.
In the event of critical messages, you can notify employees with a push notification on their smartphone or approve a post by email. You can also create internal announcements through Amplify to keep employees updated.
2. Workplace from Facebook
Workplace by Facebook is a workplace collaboration tool used by many of the world’s leading companies. With so many employees already using this tool on a daily basis, it is an important communication resource for employee loyalty programs.
By connecting Amplify to Workplace, you can send Amplify content to specific Workplace groups.
You can also use Workplace to search for new content ideas. What topics are employees already talking about? What kind of content do they share with each other?
3. Hootsuite Analytics
To build an effective employee loyalty program, you need to track your results and learn as you go. You need to understand employee sharing habits and the impact of the content being shared.
With Hootsuite Analytics, you can create custom, easy-to-share reports. They will help you figure out what will work best for your program and prove its worth to your boss.
Important metrics to track are:
- Adoption Rate: The number of active employees divided by the number of employees who have signed up.
- Registration rate: The number of registered employees divided by the number of employees invited to participate.
- Share price: The number of sharers divided by the number of active users.
- Number of clicks: Total number of clicks of retention content.
- Achievement of goals: The number of people who took the desired action on your content (signed up for a newsletter, made a purchase, etc.).
- Total traffic: The number of visits to your website based on the content shared.
Unlock the power of employee representation with Hootsuite Amplify. Increase reach, keep employees in touch, and measure results – safely and securely. Find out how Amplify can help your business today.
With Hootsuite Amplify, your employees can easily securely share your content with their followers, increasing your reach on social media. Book a personalized, pressureless demo to see it in action.