Employee advocacy pays off and more and more companies are realizing this. LinkedIn research shows that organizations with strong employee advocacy are 58% more likely to attract promising talent and 20% more likely to retain their best employees. They increase their reach tenfold and their credibility significantly when they use their internal influencers. In addition to brand awareness, the number of leads even appears to increase. The latter convinces even the most cynical companies.
From the marketing world we know the unwritten law that a customer only buys a product or service after seven contact moments. Within the process from recruitment to application this average number seems to be even higher. Recruiters are after all no longer the only ones who do extensive research.
Picky and critical
This quest is comparable to the preliminary work that goes into purchasing an important phone number list or expensive) product. Candidates click through collections of content with great care and criticality until they can make a good decision. And then you have the most challenging target group: people who are not consciously looking for the next step in their career. Someone who is perfectly happy in their current role will never apply blindly when they first contact a potential new employer. You have to seduce them tactically and deliberately. Step by step, contact point by contact point.
Close bond through relevant content
Social media play a very effective role in this 'making contact'. That's where it happens: seeking interaction, sharing examples, giving colleagues the stage, discovering candidates. The more relevant your content, the closer the bond with the candidate, the greater the chance of rapprochement. Employers are well aware that passively waiting for the perfect candidate to send a letter of application is no longer in keeping with the times. In short, companies have 'converted', but what about the employees?