77.3% of employees don’t feel encouraged to share company news on their personal social profiles and 15.6% are actually afraid to share fearing it could cost them their job.Sprout Social
For the Enterprise-sized business solving this challenge could be through the – currently disrupted – Recruitment sector.
The need to recruit, to showcase business proposition, to transparently re-present work life from within a company to prospects, and the need to recruit diverse and digitally-skilled staff are under-currents of the bigger picture recruitment challenges facing most organisations. Turning the challenges into opportunities could be addressed by offering more training, support and soft-managed freedom to existing employees, keen to share tactical business and work-experience, within Social Networks.
Enabling employees to post corporate communications that can be attached to recruitment messages on Social Networks such as LinkedIn is an important step because:
- amplifying recruitment messages relieves pressure on the usually under-resourced recruitment teams;
- combining work-life experience with business news and recruitment provides a more transparent and informative view to a prospective candidate;
- amplification has reach and value implications;
- employees are often better connected than brands.
Influencers in a network are more important than the network itself
The ability to amplify a company message or recruitment notice also helps teams who may not be in the same network as the target market. Because in many cases the virility of a message is determined not by the number of connections one has in a network, but primarily by the number of influencers who see the message and act. Applicability, timeliness, and the user-experience of the call-to-action all play a part in the return on investment. But reaching the right people who will amplify a message beyond one’s own network is imperative to success.
Note: it’s not just the digitally-savvy generation who’ve learned to filter out and unsubscribe; it’s now a necessity for industry leaders looking to engage productively whilst promoting thought leadership credentials. Evaluating and removing bogus connections to brands and PR in a business network such as LinkedIn is vital to the success of benchmark (and subsequent measuring) the value of a message to a target market.
Hence the rise and rise of Influencer Marketing and the growing need to ensure your content strategy is targeting the very people in your sector who are connected to the key customers (often hard to reach) through their own network.
The employee personal contact list (or ‘little black book’) is – I suggest – the cornerstone of Influencer Marketing and indeed provide the diferenciator between one employee and another in recruitment, in the future.