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If you are sitting right now and considering whether employee advocacy is a good idea, or you are already convinced, but just need the final arguments to convince the management, then you have landed in exactly the right place.
There are a lot of good arguments for doing employee advocacy. Let's look at some of the arguments:
Employee advocacy |
Employer branding |
Authentic |
Not authentic |
Credible |
Corporate image |
Dialogue |
Monologue |
Creates personal relationships |
Creates a contact |
Therefore, you can say: Employer branding is good, but employee advocacy is better.
The reason is that employee advocacy is authentic and therefore has a higher degree of credibility. The corporate image in employer branding is decoded by generation Z as less trustworthy.
In addition, we must not forget that employee advocacy helps to create a community in the company. A project that everyone wants to hear about, or participate in, if you do it the right way. You can read more about that here.
Både når du arbejder med rekruttering og arbejdsglæde i virksomheden, kan employee advocacy bruges.
Both when you work with recruitment and job satisfaction in the company, employee advocacy can be used.
In relation to recruitment:
In relation to job satisfaction, it is about:
One of your goals with employer advocacy can therefore be, to be a facilitator of a transformation through the following stages, which are outlined in the ME-to-WE-Continuum model (Thompson, Anne Bahr, Harvard Business Review, 2015)
Via employee advocacy, you also share the employees' Why. You can read more about that here.
Try to imagine that you are walking in a shopping mall. You are welcome to look in the windows, but you cannot see what interesting products are on the shelves.
This is also the case if you do not use employee advocacy.
A job posting is appreciated, but it is one way communication. Employee advocacy, on the other hand, is a dialogue where interested job applicants can be inspired and get answers to questions.
If we take the metaphor of the shop window, we can say:
The good news is that some of your employees are already well on their way to sharing job postings and news about your company, because it is completely natural today.
Your job is simply to get everything structured and optimised so that everyone can see that you work in the world's best workplace.
If you feel convinced, the next step is to get one started.