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Having engaged employees is more important that you might think. Among new hires, 46% leave their jobs within 18 months. It costs companies time and money to find, hire and train new employees. Turnover costs are often estimated to be 100% to 300% of the base salary of replaced employees.
You’ve probably already heard how useful it can be if your employees are willing and eager brand advocates for your company across social media channels. In the best cases, employees who naturally promote your business in the social media realm can be more effective than even the most carefully implemented marketing plans.
It wasn’t too long ago when social media sites such as Facebook were only perceived as harmful to the productivity of employees. Now, there are companies that coach employees to become brand advocates in social media. In fact, social media is here to stay. It is used both within and outside companies.
Now more than ever, brands are influenced not by the ads or image they put out to the public, but what consumers are actually saying about them. Leading brands are turning to employees to amplify content, engage on behalf of the brand, curate content, listen to conversations, and even to help with recruiting.
The easiest test for how interesting your activity appears to others is to see how many times your posts are liked or shared, but don’t rely on that alone. If you were logging on as an objective third party, would you be interested in what you’ve posted?
Maybe you’ve experienced this: A thoughtfully designed Facebook page, with each painstakingly planned post largely unacknowledged. Not knowing what to do, you ask a dozen of your co-workers if they have any suggestions.
One of the most under-leveraged resources for many brands, within social media, comes from within: their employees. Research has continuously shown that people trust word of mouth or recommendations anonymously or via personal networks. So then this raises the question – why don’t more companies leverage the support of their employees?
A recent survey by staffing agency Intelligent Office found that one-third of workers use social media at work for at least an hour a day, and a quarter of respondents said they wouldn’t work for a company that didn’t allow them to use social media. With U.S. unemployment hovering just under 8%, this may well be the worst bluff ever, but the sentiment is real.
One person may be all you need to create and execute marketing programs. But can one person change the way your entire organization does business? Of course not. This article details why and how to train every employee to adopt social media.
And when an issue does arise on social media, firing the employee(s) may not be the best option. If they are voicing criticism of the business, take a moment to evaluate the criticism objectively. If there is any validity to what is being said, it would be better to address the problems.