More than 25% growth in employee advocacy program adoption and 30% growth in social selling over the past year with improved employee engagement, brand enhancement and sales as key business drivers
Palo Alto, CA (PRWEB) - Employee advocacy and social selling programs experienced significant growth in 2017 according to The 2017 State of Employee Advocacy survey, conducted by JEM Consulting & Advisory Services, a Silicon Valley-based management consultancy for the digital age. Now in its second year, the survey-based study was designed to explore the trends and best practices for employee advocacy programs, through which organizations empower their employees to use their personal social network channels, such as Facebook, Instagram, Twitter or LinkedIn, to amplify company news, insights and expertise and market and sell goods and services. The purpose of the study is to track the adoption and growth of these programs, and to provide a useful resource for teams managing employee advocacy and social selling programs. One-hundred-fifty-five companies primarily headquartered in the U.S. responded to the 2017 survey. Key findings include:
“We attribute this shift to the increased variety of industries and types of organizations adopting employee advocacy, as well as the expansion of business objectives for these programs. As retail, travel and entertainment companies, educational institutions, government, NGOs and nonprofits adopt these programs, it’s not surprising that they are using more consumer-facing social media channels, rather than a strictly B2B or B2P channel such as LinkedIn, says Jen McClure, CEO of JEM Consulting. “Also, we are seeing that all types of organizations are using more visual media effectively, especially online video, which was one of our key recommendations from last year’s study.”
"We’ve seen a tremendous growth and maturation of these programs over the past year,” said McClure. “They are more strategic, better resourced, managed, and governed, and business goals and measurements are better aligned. Still, companies face the same primary challenge: sustaining active employee advocate participation. Just as in 2016, this is the biggest challenge, with 68% of respondents ranking it number one.”
“There also continues to be a low level of risk mitigation in terms of addressing security and privacy risks to protect employees’ social media accounts and organizations’ brand reputation,” continued McClure. “This is concerning. According to our State of Digital and Social Media Risk Management survey released earlier this year, only 33% of organizations use any tools or technologies to specifically manage social media brand, security, and compliance risks, yet the number of organizations launching employee advocacy and social selling programs has risen dramatically – even in highly regulated industries. The number of employees participating in these programs continues to grow, and the number of social media hacks is growing, thereby significantly expanding organizations’ digital risk footprints. Addressing these risks and ensuring that employees are satisfied and engaged throughout their employment and beyond, and that they understand the business goals and value of these programs and the significance of their role in these business initiatives will help to ensure the long-term success of these programs.”
The full findings of this research will be unveiled By JEM CEO Jen McClure at a one-day seminar at The American Management Association Conference Center in San Francisco on September 27th: Employee Advocacy and Customer Engagement: A "How to Guide" from Leading Brands. The event will feature the latest trends and best practices from industry experts, as well as case studies and lessons learned from senior leaders at 3M, Adobe, Cancer Treatment Centers of America, FedEx and Thomson Reuters.
Register here: http://www.conference-board.org/employeeadvocacy with code FS1.
About JEM Consulting & Advisory Services
JEM Consulting & Advisory Services is a Silicon Valley-based management consultancy for the digital age. JEM is dedicated to helping organizations gain competitive advantage through digital and social media technologies. JEM works with its clients to define strategies and goals, design and execute successful systems, programs and technologies, maximize skills and capabilities, and evaluate and measure results. For more information, visit http://jem.consulting.
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