How to turn your employees into brand influencers to attract talent

Business is about people. Every individual employee in your organisation has a part to play. 

Employees are your greatest brand ambassadors and provide a human aspect to your marketing campaigns. They’re an internal brand influencer. And after all, recruitment is marketing. 

By getting your employees behind your brand, you’ll open up new opportunities to transform your organisation by engaging, retaining and attracting talent.

The benefits of employees getting behind your brand

Your employees are the face of your organisation. They interact with customers and clients on a daily basis and can influence their perception of your brand. When your employees are engaged and enthusiastic about your organisation, they become natural advocates. 

It’s important that employees get behind your brand and support your organisation. Here are some of the benefits.

Better brand visibility

When your employees share content about your brand on social media, it increases brand visibility. This can help you reach a new audience, which might include potential talent.

Better brand perception

When your employees are enthusiastic about your brand, it can improve the perception of your brand. People are more likely to trust a brand when they see that its employees are passionate about it. This helps shape your employer brand.

Better employee morale

When employees feel like they are part of something bigger than themselves, it can boost their morale and motivation. They are more likely to be engaged and productive, which can improve retention. Employee engagement is a foundational component of better workplace outcomes.

Better recruitment

When your employees are brand ambassadors, it can attract top talent. Prospective employees are more likely to be interested in working for an organisation that has a positive reputation among their peers.

Integrate your employees into your socials

One of the most effective ways to leverage social media for brand promotion is through employee advocacy. Encourage employees to share their achievements and celebrate your organisation’s wins. 

This kind of word-of-mouth promotion is invaluable and can help you build a loyal following. According to Nielsen’s 2021 Trust in Advertising study, 89% of people trust recommendations from people they know. These recommendations are almost twice as likely to generate action. 

People trust people. Getting people to post will help boost your employer brand and attract talent.

How to get employees to post on their socials

According to Hootsuite, half of all employees share content about their employer on social media, 33% of them doing so without any prompting. Getting your employees to post about your organisation on social media can be a challenge, but it's not impossible. Here are some tips to help encourage your employees to become brand influencers:

Create a culture of engagement

If you want your employees to be engaged with your brand, you need to create a culture of engagement. This means providing opportunities for your employees to share their feedback, ideas and suggestions. Encourage open communication, and celebrate the achievements of your employees.

Provide training

Not everyone is comfortable using social media for brand promotion. Provide training on how to use social media effectively and safely. Teach people how to create engaging content and promote your brand without sounding too promotional.

Make it easy

Don’t make it too complicated. Provide employees with pre-approved content, images and hashtags they can use. Make it easy for them to share their positive experiences with your brand.

Recognise and reward

Recognise and reward employees who are active brand influencers. Celebrate their successes, and show them how much you appreciate their efforts. This will encourage others to follow their lead.

Final thoughts

Turning your employees into brand influencers can be a powerful way to promote your brand on social media. 

Implement a plan to make it easy for them, and they will become natural advocates who are more likely to post about your organisation alongside their other personal interests. Make employee advocacy part of your brand promotion strategy. You’ll not only engage your existing employees, but you’ll also attract many more.

Looking for more insights about talent attraction and engagement? Check out our employer resources.