"This means that employees and executives need to get comfortable with developing a social presence, which may feel uncomfortable and even risky at first, Piehl said. But the returns speak volumes for brand messaging and storytelling, she added. "Content shared by employees receives eight times more engagement than content shared by brand channels, and employee advocacy on social media can increase the reach of a brand's message by 561%," she said. "On top of that, 78% of consumers say employee advocacy influences their purchasing decisions.""
"When Piehl's team was enlisted to help Iowa-based MidWestOne Bank employees, a company of 776 full time staff, develop a social presence on LinkedIn, they learned what strategies work well and what to avoid. In the first 30 days after training, MidWestOne Bank and its employees gained 7,000 followers and had more than 52,000 impressions. During this same period, when the company posted a job, it got 13 applications. When an employee shared the job posting, it received 300 applications."
LinkedIn organic reach has declined sharply, dropping to about 1% from 7% four years earlier. Engagement is shifting away from branded company pages toward content shared by people connected to the brand. Employees and executives who build authentic social presences generate far higher engagement and can dramatically extend message reach. Content shared by employees earns roughly eight times the engagement of brand channels and can increase reach by over 560%, while employee advocacy influences a large share of consumers. Targeted training can rapidly grow followers, impressions, and job applicant flow when employees actively share company content.
Read at PR Daily
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