WHY AND HOW TO COAX RECRUITERS TO SHARE YOUR BRAND’S CONTENT.
Written By Stephanie King
With research suggesting that employee networks are ten times larger than the follower count of their company LinkedIn page, it’s clear that encouraging your consultants to share content is absolutely vital. So if employee advocacy – the promotion of your business by the people that work for it – clearly expands the reach of content, why do many agencies struggle to achieve it?
When I speak to recruitment marketers, achieving buy-in from the team is by far the biggest bugbear I hear about. So how can you coax your employees to share the great content that you are producing? Here are three of my top tips:
You don’t need me to tell you that recruiters are competitive and some of the agencies that are getting employee advocacy right are those that have capitalised on this and incentivised their consultants to share content. In a target led environment, adding a KPI associated with marketing is a foolproof way to ensure your team shares content. While some agencies have been reticent to implement this in the past, today several that we work with are doing so with great results. And don’t forget to shout about successes – let the whole businesses know who has shared the most content in a given week or month. Not only will this further recognise the employee in question, but it will also encourage others to follow.
MONEY, MONEY, MONEY
One of the easiest ways to convert a non-sharer into a sharing superstar is to clearly demonstrate how using content – whether that be press coverage, a video or a blog – can make them more money. If a recruiter can’t see what’s in it for them they will never buy into it. Share success stories – how have other team members used content as a means to demonstrate their expertise to clients and candidates and subsequently made a placement or won a contract?
Finally, there will, without doubt, be a few consultants in the team that truly buy into employee advocacy and understand how it really can benefit their own role. And these are the people that can make your job much much easier. Enlist their help by getting them to share what they are doing, what works best and the results they have had to other team members.
There’s no denying that encouraging recruiters to share content isn’t without its challenges. By following these top three tips, however, you’ll be well on your way. Good luck and if you’ve got any other ways to encourage employee advocacy do share them with us.