How can you leverage employee advocacy and referrals to attract talent?

When leading the first employee advocacy program at Regus, the largest global provider of coworking space, our marketing goal was simply to unlock a new stream of organic reach. The pilot quickly took on a life of its own. In addition to getting massive reach weeks after the first 100 employees were onboarded, we noticed a "halo effect" of our social sharing program: - Prospects were sliding into employees' DMs to make enquiries about local coworking spaces - The pipeline of candidates for new in-house roles was growing significantly - Employee activity on social media increased in general and the quality of their content shot up So, HR, Sales and Brand added their goals & metrics too! Verdict: employee advocacy has company-wide impact.

Leverage employee advocacy and referrals to attract talent by fostering a positive workplace culture where employees feel motivated to share their positive experiences. Implement a structured employee referral program, offering incentives for successful hires. Encourage employees to amplify job openings on their social networks, effectively turning them into brand ambassadors. By tapping into the networks and genuine endorsements of your current workforce, you can create a compelling and authentic employer brand, significantly boosting your talent acquisition efforts.

Employee advocacy is a game-changer. When you provide your employees with such substantial value and invest in them to that degree, they become your champions. They not only achieve goals, enhance products, and care for customers but also proudly support and speak up for your company. Now, all you have to do additionally is help their voices reach out. Here are a few ways to showcase your employee testimonials: Social Media Referral Program Employee Stories Social welfare events Public events There are many options to choose from. However, the key to success here is maintaining a genuinely thriving work environment.

eferral Programs: Implement structured referral programs with incentives to encourage employees to recommend potential candidates. Social Media Sharing: Encourage employees to share job openings and positive experiences about the company on their social media platforms. Employee Testimonials: Use employee testimonials in recruitment marketing to showcase a positive work environment. Training on Referral Process: Train employees on the referral process and how to identify suitable candidates. Recognition: Recognize and reward employees who successfully refer candidates, enhancing motivation. Easy Referral Process: Ensure the referral process is straightforward and accessible for all employees.

Communicate Open Roles: Regularly communicate about open roles and ideal candidate profiles to employees. Engagement in Recruitment Events: Involve employees in recruitment events and job fairs as brand ambassadors. Feedback on Referrals: Provide feedback to employees on the status of their referrals to keep them engaged in the process. Company Culture Promotion: Promote company culture internally so employees can accurately represent it to potential referrals. Networking Encouragement: Encourage employees to network professionally, expanding the potential pool for referrals. Quality over Quantity: Emphasize the importance of quality referrals over quantity to maintain high hiring standards.

Many employee advocacy programs on social media begin and end with a 60-minute training on how to use social sharing software. Participants create a login, connect a LinkedIn profile to the software then cue up a few social posts each month. This is the Nissan Juke of employee advocacy programs. And much like the car, it doesn't last. The Rolls Royce of employee advocacy programs on social media looks a bit like this: - Employee become part of an internal community with a mission that aligns to the company's overall purpose. - Training is varied and delivered by cohorts. - Incentives to take part in the social sharing program are tailor-made for each team. When educating and empowering employees, customisation is key.

Many agree that employee advocacy is the #1 tactic for low-cost reach on social media. But when it comes to engagement, there is a consensus that employee advocacy just can't deliver. Nothing could be further from the truth. Massive reach and flatlining engagement are signs that your employee advocacy program has two problems. 1. Content problem - it's not customised enough 2. Training problem - everyone uses the same tactics Segmenting and targeting your audience is the solution here. But don't forget it's a double act. You have two audiences: employees and their followers. Your content strategy should answer the question: what content could generate a connection between this group of employees and that group of their followers?