Jenna Slattery is responsible for all things social media at Kronos.
That’s one of the most important lessons I’ve learned: Make sure there’s enough content.
She manages the company’s presence across platforms, trains and recruits bloggers, and monitors and measures everything. And like many SocialMedia.org members lately, she’s in the process of rolling out an employee advocacy program.
Jenna saw the need for a formal advocacy push when she noticed many employees were talking about Kronos on social already. But the employee advocacy program would be about more than just setting up guidelines.
People wanted more content, like news and think pieces. And with that in mind, Jenna designed an employee advocacy program focused on content sharing and distribution. She worked with a tool to share things such as infographics, videos from the company’s #1in100MM campaign, cartoons on workforce management, and Kronos news.
She says that keeping up with all of that content has been the hard part.
If you empower employees who are already sharing or are willing to, you get a much larger, more authentic and organic reach than with social ads alone.
When Jenna began the pilot program, some employees in the program shared all of the content she had seeded right away and were already looking for more.
“That’s one of the most important lessons I’ve learned: Make sure there’s enough content. It’s really important to add content to the tool every day,” says Jenna.
She’s working with internal bloggers and marketing teams to produce creative from Kronos’ five verticals: retail and hospitality, manufacturing, public sector, healthcare, and services and distribution.
Human Resources also works with Jenna to share information about the Kronos culture as well as job openings.
The pilot program included about 150 employees.
She started with the company’s pre-sales department. Jenna explains, “I thought they might be a good target audience because they’re often the ‘guinea pigs’ for all sorts of tools we use at Kronos. Because they’re in pre-sales and we’re a software company, they’re tech savvy as well.”
She also targeted early-career employees at the company’s tech center in Indianapolis and hand-picked about 15 people across departments who were already active and sharing Kronos content in social.
The feedback from the pilot was very positive. Employees found the tool easy to use and wanted more content to share — especially cultural pieces since Kronos is often rated as a best place to work.
Since July, over 5,200 pieces of content have been shared and 1.9 million impressions have been earned.
Plus, through a metric used by SocialChorus called advocate marketing value, Jenna determined that Kronos would have had to spend $62,000 on social ads for that kind of reach. But it’s about more than engagement and impressions. Jenna is also measuring her join rate, following what content resonates with employees, and optimizing the content she shares.
Now, she’s rolling the employee advocacy program out slowly by department through demos and emails from department heads. Hundreds of employees have already joined.
“All of the social channels are making brands spend lots of money to get that kind of reach. But if you empower employees who are already sharing or are willing to, you get a much larger, more authentic and organic reach than with social ads alone.”
Jenna has been a member of SocialMedia.org since 2015. Follow her on Twitter and ask about her favorite reality TV show.