Wednesday, August 28th, 2019 | 6 min read
When I first started my career in 2006, LinkedIn was only a few years old, Facebook was still just for college kids (which I joined as one of the initial school rollouts at NYU) and MySpace was my first social platform. Nobody could have predicted what social media would be like today.
Fast forward 13 years, and I am now working at Sprinklr, the world’s first Unified Front Office Platform for Modern Channels that helps brands make their customers happier.
I mentioned in my previous blog post, Why I left #RegTech for #MarTech, and Beyond!, that I started my career in 2006 at Morgan Stanley, a big “Wall Street Investment Bank.”
Back then, there was a more conservative environment around sharing personal photos and stories. I was afraid to post on Facebook that I worked at Morgan Stanley, for the fear that someone would post something inappropriate – to this day my facebook profile reads: “works at a top financial firm.”
LinkedIn was also pretty new, so while we were using it professionally, and building our network, we had no idea the power that would ultimately be behind it. Today, 75% of B2B buyers use social media to make purchasing decisions – wow!
Many companies still don’t have a strong advocacy program in place. An advocacy program makes it easy for employees to share approved content. Companies provide trending news stories, blog posts, corporate news and more so that employees don’t need to spend hours searching for content.
Employees are some of the best tools for promoting a company’s corporate culture and values. In a world where 95% of people tell others about a bad experience, we need to have employees talking about the good experiences within their firm.
To make matters worse, many employees are also nervous about publishing content across channels, even LinkedIn, for fear that they might inadvertently violate their company’s 100 page handbook on guidelines. Meanwhile, they are spending 2 hours and 22 minutes per day on social networking and messaging platforms. If employees aren’t talking about your company, that’s a lost opportunity!
Talent Retention: We’ve always known this intuitively, but the culture of an organization is paramount in not only retaining top talent but also succeeding in achieving corporate objectives. With a strong advocacy program, you are encouraging a community of sharing that empowers employees and makes them feel proud to be at the firm. If it can cost up to 1-2x someone’s annual salary to replace them, why not consider investing in a program that helps to foster community and culture.
Talent Recruitment: Culture is one of the top reasons for joining a company. When people share content on social media about their company, a recent corporate event, or a corporate volunteer photo – it shows the world what that company is like and that they enjoy working there. I recently read a study that stated: “Company branded messages reach 561% further when shared by employees versus branded channels.”
Sales and Customer Retention: In order to be successful, brands need to be authentic. People are increasingly buying more from companies they truly believe in – 86% of people say authenticity is important when deciding what brands they like and support. Instead of getting a brand ad pushed to you, it’s often more powerful when your best friend shares a great article from where she works that makes you want to learn more about the brand.
In my current role, not only am I encouraged to share about Sprinklr and our Culture, but we enable our employees to do this through what we call “drinking our own champagne,” or “Sprinklr on Sprinklr.”
When people share about their company, it puts their personal brand on it. When I post on my social channels about Sprinklr, my network and friends are able to get a glimpse into why I am so happy and proud to be at this company. I’ve had at least a dozen people reach out to me about opportunities here, and I’ve also had clients and prospects see, comment, and engage with my posts. I’m also a top 5 contributor on Sprinklr Advocacy (our internal advocacy product) and I’ve increased my social selling index on LinkedIn.
I believe that strong brands are no longer built on companies, but on people. If you are happy at your company and believe in what you’re doing – say it out loud on social! Share it. Talk about it. Be proud!
If your company is interested in learning more about Advocacy, click here.
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