Program at a Glance
At its core, "Employee Advocacy" is a term used to describe the exposure that employees generate for brands using their own online assets. Revolutionary for the time, it was a program that required my own advocacy to educate my business stakeholders at Kelly Services, on the value this program can deliver. I had a vision, and it was successful beyond my even most ambitious goals. We launched a proof of concept trial, engaging 100 workers at Kelly services across the world in 2012. The results were unanimous:
- 500% increase in click through rates on the content pages, compared to before the campaign launched
- 350% increase in site exploration, once the content was consumed, including clicking on job ads.
- Survey results indicated the workforce was engaged by reading and sharing the content directly (something they have never done before).
- 400% increase in media inquiries; Survey suggests brand perception of Kelly Services became more accurate and positive based on the content in the field.
Training Elements
To support the launch and education of the workforce, the following tools were implemented:
- Weekly recommended social posts were sent or programmed into EveryoneSocial, the tool selected to scale the program. Leveraging easy copy and paste technique, we were able to increase the adoption by the workforce.
- Webinars - a series of webinars were developed to educate the workforce on both the value proposition and effectiveness of the campaign. Webinars were key because of the broad geographic location of the teams. Teams had an opportunity to ask questions and engage in several trail tests supporting their learning efforts on the new platforms.
- How to guides - these guides were used as reference document to support the workforce as needed
- Terms and Definitions - this was a document created to educate the less tech savvy workers who were eager to learn
Internal Speaker's Bureau
The birth and success of the social advocacy training, led to the birth of the Internal Speaker's Bureau. The objective of the Internal Speakers Bureau is to highlight the professional expertise and thought leadership that exists within Kelly. We have a roster of individuals, in addition to our CEO, who are experts in their fields and who are able to interact with the media, speak at conferences, produce content and other thought pieces, and have strong online profiles. These experts represent a variety of departments – from C-suite leadership to vertical leads, marketing, HR practitioners, operations, etc. I was responsible for launching this program globally, the first of its kind in our industry and within the organization.
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The audience training
In most cases the audience had some experience with social media through their personal social platforms like Facebook, but nothing that would allow proficiency at the level required to be effective in this campaign. The training portion of the campaign required the development of a curriculum to educate the leadership team on how to execute the various elements of the program. I developed step-by-step guides, reference documents, process maps, and terms and definitions, including a profess for seeking assistance throughout the program.
In most cases the audience had some experience with social media through their personal social platforms like Facebook, but nothing that would allow proficiency at the level required to be effective in this campaign. The training portion of the campaign required the development of a curriculum to educate the leadership team on how to execute the various elements of the program. I developed step-by-step guides, reference documents, process maps, and terms and definitions, including a profess for seeking assistance throughout the program.
Client Testimonial
Doug Paulo, Vice President, IT Product Group, Kelly Services
"I had the opportunity to participate in social media initiatives that Mona has led, over the last several months, I've worked with Mona to launch an IT Social Advocacy campaign which engages our entire IT Recruiting community. Mona has been an invaluable partner, without her we simply could not have been as successful as we have! Mona is committed, energetic and has an amazingly positive attitude in everything she does. She is an asset to any organization she works for and interfaces with, I highly recommend working with her."