Develop an Employee Ambassador Program Harness the power

Develop an Employee Ambassador Program Harness the power of your employee voice on social media to reflect your most authentic organizational culture, build a strong employer brand, and attract top candidates. SAMPLE Learn about becoming a member Info-Tech Research Group, Inc. &is. Company a globalisleader in providing research and practical advice. solutions Mc. Lean a research and advisory. ITfirm that provides Info-Tech’s products to and services combine actionable insight and relevant with human resources challenges with executable research, tools, andadvice that will have a Mc. Lean & Company is a research and advisory firm providing practical solutions to human resources challenges executable research, tools and advice that ready-to-use tools andand templates that cover the business. full spectrum of IT concerns. clear measurable impact on your ©via 1997 -2016 Mc. Lean & Company. have a clear and measurable impact on your business. © 1997 -2016 Mc. Lean &©Company. Mc. Lean Company is a division of Info-Tech Group. 1997 -2016 Info-Tech Research Group Inc. Mc. Lean & Company is a & division of Info-Tech Research Group. Research Inc. Mc. Lean & Company 1

EXECUTIVE SUMMARY Situation • Organizations have realized the power of social media and it is increasingly being used as the channel of choice for communicating and promoting the employer brand. • Employee ambassador programs are a top emerging social media trend. Complication • Corporate communications and digital strategies are usually owned by individuals, teams, or departments outside of HR. • Without HR involvement in employer branding, organizations run the risk of promoting a brand misaligned with the employee value proposition (EVP). • Without the skills, resources, or ownership, it is difficult for HR to build a strong social media presence and take their social media use to the next level. Resolution • Build an employee ambassador program that suits the needs, culture, and trust level of your organization. SAMPLE Walk away from this blueprint with: • An understanding of the power of social media. Social media is a great channel to showcase your organizational culture and it allows you to tune in and get a feel for employee sentiment. • A framework for implementing an employee ambassador program in your organization. Employee ambassador programs offer a win-win scenario for organizations and their employees – employees are empowered and feel more connected to the organization while allowing organizations to improve employee engagement and effectively promote their employer brand. Mc. Lean & Company 2

MCLEAN & COMPANY OFFERS VARIOUS LEVELS OF SUPPORT TO BEST SUIT YOUR NEEDS DIY TOOLKIT GUIDED IMPLEMENTATION “Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful. ” “Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some checkins along the way would help keep us on track. ” WORKSHOP CONSULTING “We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place. ” “Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project. ” Diagnostics and consistent frameworks used throughout all four options SAMPLE Mc. Lean & Company 3

Use Mc. Lean & Company’s process to launch a successful employee ambassador program 1 2 Assess Your Current Social Media Landscape Build Your Employee Ambassador Program 4 3 Publicize and Launch Your Employee Ambassador Program SAMPLE Manage Social Media Risk and Outline Appropriate Use Mc. Lean & Company 4

SAMPLE SLIDES SAMPLE Mc. Lean & Company 5

Organizations are recognizing the power of social media in promoting their employer brand 84% of organizations currently use social media for recruitment (SHRM 2016). However, social media also presents HR with the opportunity to communicate and promote their employer brand. The employer brand is how you market and communicate your employee value proposition (EVP). Employer brand: the thought that comes to mind when someone thinks about working at your organization. For guidance on how to build an effective employee value proposition, see Mc. Lean & Company’s Build a Strong EVP to Attract Top Talent blueprint. SAMPLE Social media is increasingly being used as a channel of choice: • Organizations that used social media were 1. 9 x more likely to be highly effective at branding and half (49%) of organizations with highly effective branding scores used social media (Mc. Lean & Company Trends and Priorities Survey 2017, N=437). • 35% of organizations cite social media as the most important channel for promoting the employer brand. The employer’s website and job boards are the second and third most important channels with 29% and 12% respectively (Universum, 2016). • 59% of job seekers surveyed use social media to research the company culture of organizations they were interested in (Jobvite, 2016). Why organizations use social media for recruiting Increase employer brand recognition While recruiting passive candidates is still the top reason organizations use social media, its use is stagnating, and employer branding is making great strides towards becoming a top priority (SHRM, Recruit passive candidates 2016). 2011 2015 0% 20% 40% 60% 80% 100% (SHRM 2016) Mc. Lean & Company 6

Employees have a strong voice on social media Online dialogue about employers happens with or without them. Employees are talking about their employers online. Here is what they have to say: • 50% post messages, pictures, or videos about their employer on social media often or from time-to-time. Of these employees, 33% do so without any encouragement from their employer (Weber Shandwick, 2015). • 39% have shared praise or positive comments online about an employer (Weber Shandwick, 2015). Employee ambassador programs are a top emerging trend. • 45% of organizations listed “developing an employee ambassador program” as one of their top three social media priorities for 2015 (Terpening, Li & Akhtar, 2015). • This represents a huge growth, almost triple since 2013, when only 16% of organizations listed it as a priority (Terpening, Li & Akhtar, 2015). Current State of Social Business Programs Social Analytics Employee Recruitment Employee Engagement Employee Ambassador Programs 0% 20% 40% 60% 80% 100% Mature Piloting Planning No plans to implement While almost half of organizations (42%) are currently implementing an employee ambassador program, more than any other program, very few describe their program as mature (18%) (Terpening, Li & Akhtar, 2015). Mc. Lean & Company insight Social media is a great channel to showcase your organizational culture and it allows you to tune in and get a feel for employee sentiment. SAMPLE Mc. Lean & Company 7

Promote your employer brand with an employee ambassador program An employee ambassador program is the promotion of an organization’s brand EVP on social media by its employees. It offers many benefits: Expansion of the organization’s reach: • Employees have 10 x more social connections than a brand does (Meister, 2016). • Content shared by employees receives 8 x more online engagement (e. g. likes, comments, and shares) of content shared on corporate accounts (Dunay, 2014). An authentic voice from the organization: • Employees experience different aspects of the organization and can communicate those experiences more effectively. Effective promotion of the organization: • Word of mouth is the most effective form of marketing – 92% believe recommendations from friends and family over all forms of advertising (Witler, 2014). • Socially engaged employees are 58% more likely to attract new talent than recruiters (Meister, 2016). • Employers with a strong talent brand attract twice the number of applicants per job compared to other organizations (Shriar, 2016). • 84% of employees would consider leaving their current jobs if offered a role with an organization with an excellent corporate reputation (Shriar, 2016). • Having socially engaged employees provides organizations with employee feedback, helping them address any gaps in the EVP. SAMPLE Mc. Lean & Company 8

MCLEAN & COMPANY HELPS HR PROFESSIONALS TO: Maintain a progressive set of HR policies & procedures Develop effective talent acquisition & retention strategies Demonstrate the business impact of HR Build a high performance culture Stay abreast of HR trends & technologies “ Now, more than ever, HR leaders need to help their organizations maximize the value of their people. Mc. Lean & Company offers the tools, diagnostics, and programs to drive measurable results. “ Empower management to apply HR best practices – Jennifer Rozon, Vice President, Mc. Lean & Company Sign up to have access to our extensive selection of practical solutions for your HR challenges LEARN ABOUT BECOMING A MEMBER Toll Free: 1 -877 -281 -0480 SAMPLE hr. mcleanco. com Mc. Lean & Company 9