Five Measures for Proving the ROI of Your Employee Advocacy Efforts

When marketers think of promotion in the traditional sense, you probably think of paid advertising, sales, or direct marketing. But not all promotions need to be expensive. In fact, defense officials account for about 1/10 of advertising costs.

The definition of “employee defense” is simple: the promotion of an organization by its employees. It is an economical and high-performance approach to increase brand awareness and, thus, increase engagement and boost the flow of talent.

We’ll test this by running five metrics that increase the employee’s defense ROI.

  1. Employee advocacy increases engagement

This may be the easiest measure to track. A clear benefit of employee advocacy is that it can actually improve a brand’s reputation.

If you don’t believe in the power of social people, remember that brand messages shared by employees have reached 561% more. Still not convinced? 79% of the companies surveyed reported increased online visibility after implementing a formal employee protection program. Sometimes you need a village.

  1. Collect clues by defending employees

An employee advocacy program can manage two main divisions: sales and human resources.

Defending employees can also fuel the flow of talent. Consider the importance of positive comments and comments on job boards, photos of the company’s culture on Instagram, or a post on LinkedIn about a recent innovative leadership opportunity that promoted your brand. Since recruits are in the consideration (or decision) phase of their journey, all of these elements come into play.

  1. Defending employees save time and resources

Another way in which employee advocacy affects financial results is by saving time and resources for HR, marketing and sales.

For example, the cost of recruiting on social media is much less than the cost of posting on job boards, paying recruiters, hiring agencies, or advertising. And you better believe that recruits will review their channels and employee content when considering whether they will work for your company.

  1. Employee defense affects customers and the workforce

Retention should be a primary goal for the defense of employees. Remember that replacing an employee with an average salary between $ 45,000 and $ 15,000 can cost you recruiting efforts. Understand the value your current employees have and make sure your efforts reflect that value.

Happy people want to be surrounded by other happy people. If you cultivate a group of employees who constantly share your content and speak positively about your brand, they will create a more vibrant culture and encourage others to be attracted to it.

  1. Representing employees’ interests creates a sense of brand

Any good marketing team will ensure that your brand’s purpose on your website, executive thinking skills, social media, and other learned and curated channels become evident. But a large marketing team will work with HR to ensure that your brand objective is communicated by your most important group of lawyers – your employees.

Finding ways to showcase corporate values, allowing your employees to share customer success stories, industry initiatives, or how your brand supports your career, can generate recognition and make your brand shine.

Strengthen your employees’ defenses

As we discussed the top five areas that can affect employee defense, what is your main focus? Understanding which of these areas best fits the program’s goals can help you maximize your efforts.

The important lesson is that the defense of employees is not modeled. Whatever your goals, there are criteria you can use when C-Suite questions the value of your efforts.