How to use social media to boost employee engagement
There is no denying the impact of social media and the digital world in our lives today. Almost everyone has a social media profile on one platform or another. Businesses must appreciate that this is a very powerful yet underutilized tool, to connect with employees.
There is a strong lack of engagement in the workforce. Around 30 percent of employees actively engage at work, which is strikingly low. Having engaged employees means higher revenues, better attendance rates, proactive problem solving, and happier workers.
Social media can be a wonderful tool to connect with your employees, if used correctly. With the right preparation, diligent social media team, and creative strategies, it is possible. Here’s a step-by-step approach:
- Find out what platforms they are on
Before engaging with your employees through social media, you need to find out which platforms most of them are active on. Facebook is the most popular, yet depending on your employee demographics, might not always be the best fit. They might be more active on Twitter or LinkedIn.
Before choosing a platform, understand the benefits and strengths of each one, analyse your employee demographics through short surveys, and determine which would be best for your employees and businesses. If it is a platform your company already uses, gain access to it by coordinating with your marketing team, or else create an account on it and figure out how it works. After that, determine the best ways to connect with your employees.
- Choose the content you will post about
Before you send out a company-wide email letting your employees know about the new communication platform you’re planning to start using, you need to determine what kind of content will go on the page. Again, you’ll need to do some basic research about what your employees like to see, while balancing it with your company’s philosophy. Simply posting links to articles on how to stay happy at work or funny work memes isn’t enough.
Interview a few employees in different positions and levels of management to get a good sense of what they like. Ask to look at their profiles to see what they post about and what they like. Also, don’t be afraid to act like a real person when posting. Yes, you are a representative of your business, but that does not mean you cannot be fun.
- Connect with them
You have made a choice about what platforms to go ahead with, so now you are ready to connect with your employees. The obvious starting point is to simply ask them to follow the page. But before that, have some content up, showing them what to expect from you. That way, they’ll get to see something they want to see on a regular basis, after you send them an invite to connect. Many businesses don’t know how to run an interesting social media page, with many just posting promotional ads. Don’t do that. Post what your employees want to see. Social media can also be an effective platform to listen to your employees’ needs and resolve their issues.
- Celebrate their achievements
Employees want recognition of the great things they are doing in their lives and at work, and social media is a great place to do it. But instead of just posting about employee of month, talk about both their work achievements along with their personal achievements. If an employee spends their time volunteering at a pet shelter, post about it and promote their cause. Somebody just got married? Congratulate them. Got a local dancer in your staff? Share their video on your page. If you want employees to care about the business, they need to feel like their employer also cares about their lives. Celebrate their victories, mourn their losses, and just be a part of their big moments from time to time.
Social media can be an extremely useful tool, both for engaging with your customers as well as your employees, especially since most people check it at least once a day, if not more. So, use this tool wisely to help your employees feel closer to the business.