If you want to reach employees nowadays, then engage them on their mobile devices. We know that companies are scrambling to adopt strategies that will capture customers on their smart phones, so why not treat your employees like customers and reach out to them on their smart phones, too?
A number of recent studies show that mobile has surpassed desktops and laptops as the preferred source of sending and receiving information. Research also shows that the majority of your workforce wants to receive company information via mobile app.
The key is to provide employees with content they can share. Make it short and punchy and definitely include images, which generate more views and clicks.
Gallo Winery learned that engaged employees are eager to serve as “brand advocates” for the company and are more likely to share content via their mobile devices.
Karen Mizell, senior manager of sales communications at E. & J. Gallo Winery, in a webinar sponsored by Social Chorus, described how Gallo launched its highly successful employee brand advocate program that empowers employees to share content to their social networks.
Getting Fantastic Results
In its own research, Social Chorus discovered that 55% of employees in companies don’t share information about the brand because they are afraid they’ll get in trouble and another 44% of employees don’t know what they can share.
They also get signals from unenlightened leadership that they don’t see the value, so why bother?
Gallo took another approach. They already knew that employees were getting questions from their friends about what wine to drink. As wine is a highly regulated industry, Gallo launched its brand ambassador program by training its employees so they would know what they could share.
Gallo feeds its army of advocates with new wine and cocktail recipes, job postings, and its sterling record as one of the best places to work for LGBT equality.
In less than six months Gallo achieved the following results:
- 1.3 million impressions
- Facebook: 900 employee shares lead to 9,000+ audience engagements
- Instagram: 200 employee shares lead to 4,700+ audience engagements
Create a Customer Experience for Employees
Treating your employees like customers means fulfilling their expectations. The majority of your workforce wants to receive company information via mobile app. We expect that of Millennials but look at the preceding generations:
- 82% of Millennials
- 76% of Gen X
- 54% of Baby Boomers
You can learn more about Social Chorus research and the Gallo presentation in the following slide presentation. Maybe it’s time to launch your own brand ambassadors program if you haven’t already. Your employees are eager and waiting to spread the word about your company and its products and services — on their mobile devices.
What are you waiting for?