On the Weekly Dose this week I review HRmarketer’s new Brand Advocacy product. If you don’t know who HRmarketer is they are someone you should probably take a look at. They were originally developed as a real-time data and HR industry insights product to help drive HR marketing and media relations campaigns, primarily for the HR vendor community to sell better to all of us (and they still do a great job at doing that!).
What HRmarketer found out over the past years was that they had built most of what an Employment Brand function would need to have a fully automated employee brand advocacy tool as well. Since they already built a brand advocacy tool for vendors, building one for employees was pretty similar with a few changes.
So, what the heck is an employee brand advocacy tool!?
Think of Employee Brand Advocacy the way you think about all those consumer brand you follow socially and love. One of my favorite brands is Nike. I follow them on Instagram, FB, Twitter, etc. If they share cool content, I tend to share a lot of that cool content with my followers. As you can imagine, Nike loves this kind of content share, because it’s coming from a fan.
Now, think about how you can use that with employees with your employer brand.
Not all of our employees love us. Some just like us, or they’re on the path to loving us! We all have a few employees that are truly in love with us! They love us, we love them! If you asked these employees to share some content with their networks, they would in a second! Without even asking why. Remember, they love you!
If you truly want to build and grow your employment brand, you need employee brand advocates! Now, you can do this manually and send a million emails asking for help, then send more emails showing them a piece of content to share, then hoping most will share. You can do that. It’s tough, and it’s hard to maintain.
This is where HRmarketer comes into play by automating the entire employee brand advocacy function for you! It’s like Employee Brand Advocacy on steroids!
What I like about HRmarketer’s Employer Brand Advocacy program:
– It’s priced to get people to test it! You don’t pay by the size of your company, you pay by the number of advocates that use the program. So, you can start small with one group and see how it works, then, as you prove the value, you can expand where you need it. (HR vendors should take note, this is a great pricing model).
– Super easy to create as many employee groups as you want. By skill, by location, by demographics, by hiring a manager, etc. Want more female referrals? Just create a group of all of your female employee brand ambassadors and have this group share content and job openings with their network.
– Advocates don’t have to live inside the platform. Once it’s set up and permissions approved, email reminders of new content go directly to your ambassadors who can then pick and choose what content they share and how they share it. You can also set up mobile and desktop notifications as well for new content.
– It measures the analytics so you have real data on the effectiveness of various content you share. Plus, you can also see which advocates are having the most impact, and figure out how can you leverage these employee ambassadors even more, or even set up rewards.
I’m a gigantic fan of this technology!
If you’re running a large TA shop, an employee brand advocacy program is a must. If you want to do it really well, employee brand advocacy automation is a must. HRmarketer made this platform super easy to use, you don’t have to be techy to use it, and they made it cost effective to test and show your organization the value.
So, I tell you to demo a lot. I know, I love tech and I geek out about this stuff, but this is one you really need to demo if you want to start an employee brand ambassador program, or just have interest in what and how other organizations are using these programs to expand their employment brand. Just demo it, you’ll see!
The Weekly Dose – is a weekly series here at The Project to educate and inform everyone who stops by on a daily/weekly basis on some great recruiting and sourcing technologies that are on the market. None of the companies who I highlight are paying me for this promotion. There are so many really cool things going on in the tech space and I wanted to educate myself and share what I find. If you want to be on The Weekly Dose – just send me a note – firstname.lastname@example.org
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