The Role of HR in Employee Advocacy 

Employee advocacy

The opportunity for HR to tap into social media to support talent initiatives is great. Part 1 of this series talked about the benefits for HR and employees of sharing company content across their social networks.  While the benefits for HR are significant, according to the Hinge and Social Media Today survey, 51.7% of Employee Advocacy programs were owned by the marketing department, and Altimeter research found that only 19% of respondents said HR was regularly engaged in a cross-department working group.

HR has a significant role to play in employee advocacy. The foundation for the success of any employee advocacy initiative is creating an environment that enables employees to come to work energized by the company purpose and their role in fulfilling it.  HR and Marketing can partner on employee advocacy initiatives, in five critical areas:

  1. Senior leadership support. Make sure there is support at the top levels of the organization for employee advocacy and that leaders are role models. Support leadership to become active internally and externally on social media. Altimeter research found that only 27% of respondents reported that executives at the VP/Director level were active on social, and only 9% reporting participation from the C-Suite.
  2. Social media guidelines. It is important to establish the rules of social media engagement for your organization and communicate them. According to Pew Research, half of all full-time and part-time workers (51%) say their workplace has rules about using social media while at work and only 32% report that their employer has policies about how employees may present themselves on the internet in general (63% say their employer does not have these policies).
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