Product details

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Abstract

Employee advocacy had evolved as a trend in social media wherein employers empowered employees to promote a company's brand. Employees, who already had a strong social media presence shared business experiences on their personal channels. The convention of employees endorsing their company was elevated to the next level through well-structured personal, social media networking strategies. This had resulted in developing the company's brand growth and sales besides engaging, and attracting the highly talented along with improving employee retention. This new company culture of promoting employee advocacy rested essentially on trust and authenticity. Besides, current employees were trusted as a source for reliable information about their organisations. When employees become an organisation's voice, it also minimised costs for recruitment, advertising and sales promotion. Moreover, employee referral working as a positive feedback channel was a major cost effective component of talent recruitment. Some of the prominent brands including Adobe and IBM had also deployed employee advocacy to expand their market reach. Meanwhile, there were some major challenges hindering employee advocacy such as inactive company leadership, inadequate social media presence and lack of motivation as well as weak online company culture. Would organisations be able to rise over the challenges of employee advocacy and harness it for its growth and also attract the requisite talent in a highly competitive market?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

About

Abstract

Employee advocacy had evolved as a trend in social media wherein employers empowered employees to promote a company's brand. Employees, who already had a strong social media presence shared business experiences on their personal channels. The convention of employees endorsing their company was elevated to the next level through well-structured personal, social media networking strategies. This had resulted in developing the company's brand growth and sales besides engaging, and attracting the highly talented along with improving employee retention. This new company culture of promoting employee advocacy rested essentially on trust and authenticity. Besides, current employees were trusted as a source for reliable information about their organisations. When employees become an organisation's voice, it also minimised costs for recruitment, advertising and sales promotion. Moreover, employee referral working as a positive feedback channel was a major cost effective component of talent recruitment. Some of the prominent brands including Adobe and IBM had also deployed employee advocacy to expand their market reach. Meanwhile, there were some major challenges hindering employee advocacy such as inactive company leadership, inadequate social media presence and lack of motivation as well as weak online company culture. Would organisations be able to rise over the challenges of employee advocacy and harness it for its growth and also attract the requisite talent in a highly competitive market?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

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