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By Sinakho Dlamini, HR Content Specialist, Top Employers Institute
By Sinakho Dlamini, HR Content Specialist, Top Employers Institute

4 Workshop Key Takeaways: Employee Advocacy Best Practices with Hays Recruitment

We asked the Head of Marketing Asia at Hays Recruitment, Mark Stoop, to share his extensive knowledge about their employee advocacy programme and how they have made employee advocacy a fundamental tenant of their marketing and HR strategy. The purpose of this webinar was to give our viewers a comprehensive workshop to introduce them to discover how they can leverage their social media by getting employees interested and active in sharing and being active in sharing and being active on social media.

The session on 14th September 2021 was hosted by Wouter van Ewijk, Global Head of Brand and Content at Top Employers Institute.

Want to watch the full workshop? Fill in the short form (on the right-hand side) and while you wait read through some key takeaways from the event below:

Takeaway 1 – Understanding the Differences between Corporate Brand vs Employer Brand

It is crucial to be able to distinguish the difference between the corporate brand and the employer brand as they have several overlapping features, but they are not interchangeable for each other. It is easiest to understand the difference by understanding their target audience. Where the corporate brand is interacting with consumers, the employer side of the brand is preoccupied with colleagues and possible candidates. If you are looking at your corporate brand think of it as looking outside of the business whereas doing employer branding is concerned with looking inside to what the company culture is. Employer branding is all about culture. Understanding the differences between these two brands will allow you to know what each requires and how to develop a content strategy.

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Takeaway 2 – Content as a Key Pillar to Success

Content is an indispensable component to help you effectively share your company's messaging. The starting point with content almost always is constructing a content strategy. To do that successfully, you need to know what your content objectives will be. Knowing what you are aiming for will make it easier to decide the types of content you want to share and how you will get the information to the correct audience. Do you want to build awareness? Build your brand? Push out market information? Setting up content objectives is critical to mapping out your content.

Takeaway 3 – Identifying Who Your Content is Speaking To

You can create engaging and creative content. If you start without knowing who you’re directing it towards, it will never give you the results you are hoping to achieve. When you identify who you are targeting, you will be able to curate and prioritise certain aspects of your message. You are more likely to grab their attention because your content is tailor-made to fit. Knowing who your audience is will also help you identify the best channels to appeal to your audience. Your audience is unlikely to be homogenous, so you will find that acknowledging these different groups will help you build content and distribution methods to appeal to these specific groupings. It may mean that you use less traditional platforms that appeal to your audience. An example of this might be using Q&A forums because the audience you are appealing to prefer to be actively involved in the content they enjoy, rather than just reading or watching a video. There is not a one size fits all approach to distributing content, so prioritising your content and content distribution to your audience is vital.

Takeaway 4 – Mapping the Content Journey for Your Audience

Organising and understanding the customer journey is the next step once you have defined your content objectives and audience. There are likely to be several customer journeys you will need to formulate. Identifying the customer journey allows you to redirect people to more content they can connect with based on their behaviour. Figuring out what content is appropriate at each stage is key. While this is reliant on understanding your audience, it also relies on using some fundamental technical aspects. These technical elements include optimising your content through search engine optimisation, testing subject lines, and playing with calls to action. To reach the audience at the right place, you need to constantly be working to determine the best version of your message.

Watch the full webinar now to find out how these steps helped Hays develop a world class editorial calendar and how you can help your business do the same.