You’ve got a new product or service to plug and want to let your online network know. When your content goes live, you end up only receiving one or two ‘likes’ but nothing more – what’s the point, right? Wrong!
If this sounds familiar, it’s likely that your social media strategy needs a complete refresh – one which delivers the content you know your audience wants to read, rather than what you think they’ll be interested in.
And do you know the key to making this all happen? Your staff.
Think about your current workforce. Are they happy, motivated and talk highly about your brand to clients and prospects on their own social feeds? If they do, they’re the perfect candidates to become employee advocates as you look to build your company culture.
Brand champions are often those who live and breathe your values, keep colleagues positive, and are committed to regularly updating their online channels so they remain fresh and underline exactly what it’s like to work at your organisation.
Your social media strategy should include a mixture of culture-based information intertwined with advice-led blogs, thought leadership-focused features, product pushes, promoted campaigns, client success stories, and more. Together, this entire bank of content not only showcases a strong business identity – one that’s trusted, has expertise and is reliable – but it provides a behind-the-scenes view of your organisation’s culture.
The types of posts that say a lot about your brand
If you celebrate birthdays and anniversaries, make sure strong imagery and videos are front-and-centre on your Instagram Grid and Stories to mark the occasion. Not only should that make the colleague – whose special day it is – feel valued, but signals to your audience that you go the extra mile, too.
Does your organisation offer rewards and incentives for high-performing staff members? Positioning Employee of the Month updates and reaction pieces on your social feed can be hugely attractive to top talent who want to know more about your business.
Speaking of which, strongly populated social channels – especially on LinkedIn if you’re on a recruitment drive – help to get into the minds of jobhunters. And if they like what they see, they’re more inclined to apply when your next role becomes available.
In our previous blog, we covered the advantages of an ‘employee takeover’ too. By handing the company log-ins to a selected staff member each month, they’re perfectly placed to tell the audience exactly what makes your organisation stand out from the rest. It can be an incredibly powerful endorsement tool and helps colleagues to feel trusted.
And coming back to the moment you’re set to promote a new product or service. Putting it on the company page is advised, of course, and should ideally be part of an entire comms campaign that doesn’t solely rely on social media to tell the whole story to your ideal customer.
Do you know what’s even better? Ensuring your employees tell their followers about your launch. After all, our own statistics show that staff members generate between 8-12-times the engagement that a brand’s post would – so it’s worth allowing your workforce to complement your own online activity.
We’re only scratching the surface with this topic. There’s so much more we can tell you about the powerful connection between social media and company culture – check out the brands that are getting this absolutely right.
In the meantime, find out how you can build a team that lives and breathes your enterprise, generates leads via social media and creates a thriving workplace culture. Email: firstname.lastname@example.org or call 0845 2725990.