Recruitment is no longer just about polished job adverts or slick employer branding campaigns. In today’s hyper-connected world, employees themselves play an increasingly vital role in influencing a company’s ability to attract top talent. This phenomenon, known as employee advocacy, is rapidly becoming a recruitment game-changer. When employees actively promote their organisation as a great place to work, they bring unparalleled authenticity and credibility to the hiring process.
But what exactly is employee advocacy, and how can organisations unlock its potential? More importantly, how can recruitment technology (recruitment tech) empower businesses to harness the collective voice of their employees? In this blog, we’ll delve into these questions, exploring the role of employee advocacy in modern recruitment and how recruitment tech can amplify its impact.
What is Employee Advocacy?
Employee advocacy refers to employees actively sharing positive information about their employer, whether that’s through social media, personal networks, or informal conversations. Advocacy can range from sharing a company’s job openings on LinkedIn to writing about workplace culture on platforms like Glassdoor.
The power of employee advocacy lies in its authenticity. Candidates are far more likely to trust the opinion of an employee than a corporate press release or a recruitment ad. According to research by LinkedIn, content shared by employees receives 8 times more engagement than content shared directly by the company.
By enabling employees to act as brand ambassadors, businesses can:
- Build trust and credibility with potential hires.
- Reach a wider audience through employees’ personal networks.
- Strengthen their employer brand organically.
Why Employee Advocacy is Recruitment’s Secret Weapon
Enhanced Employer Branding
Employer branding often hinges on trust. While organisations can invest heavily in professional videos and PR campaigns, candidates increasingly seek authentic insights into what it’s really like to work somewhere. Employee testimonials, whether in person or online, provide this authenticity.
For example, a software developer sharing their positive experience at a tech company offers far greater credibility to a prospective hire than an official corporate statement. Candidates feel reassured when they see real employees vouching for the organisation.
Reaching Passive Candidates
Passive candidates—those not actively looking for a new job—often make up the most skilled segment of the talent pool. However, these candidates are notoriously difficult to engage with traditional recruitment methods. Employee advocacy bridges this gap. When employees share job openings or talk positively about their workplace, their posts often reach passive candidates within their networks.
For instance, an employee sharing a LinkedIn post about their organisation’s culture might inspire a passive candidate to consider applying, even if they weren’t initially looking for a new role.
Cost-Effective Recruitment
Employee advocacy can significantly reduce recruitment costs. Traditional recruitment campaigns often involve hefty budgets for ads, job boards, and marketing agencies. By encouraging employees to share openings and insights, organisations tap into a cost-free channel that delivers tangible results. A 2019 study by Glassdoor found that referred candidates not only cost less to hire but also tend to stay longer at the company, reducing turnover costs.
How to Unlock the Power of Employee Advocacy
Empower Employees with the Right Tools
Many employees want to share insights about their workplace but may not know how or what to share. Recruitment tech platforms can play a pivotal role in streamlining this process:
- Employee Advocacy Platforms: Tools like Hootsuite Amplify or LinkedIn Elevate allow organisations to curate shareable content for employees, such as job postings, news, or culture stories.
- Internal Portals: Providing employees with access to job listings, social media templates, or branded content makes it easier for them to advocate on behalf of the organisation.
Foster a Culture of Advocacy
Advocacy thrives in organisations with strong internal cultures. Employees are more likely to promote a workplace they genuinely enjoy being part of. Leaders can foster advocacy by:
- Encouraging open communication and listening to employee feedback.
- Celebrating employee contributions publicly, whether through internal newsletters or social media.
- Sharing stories that reflect the organisation’s mission, vision, and values.
Recognise and Reward Advocates
Acknowledging employees who actively advocate for the organisation reinforces their efforts and encourages others to follow suit. Some recognition strategies include:
- Featuring top advocates on company newsletters or social media.
- Offering incentives such as bonuses or gift cards for employees who successfully refer candidates.
- Hosting events or awards that celebrate advocacy efforts.
How Recruitment Tech Amplifies Employee Advocacy
Recruitment tech can supercharge employee advocacy by automating processes, providing insights, and expanding reach. Here’s how:
Tracking and Measuring Advocacy Success
Recruitment CRMs and analytics tools enable organisations to measure the impact of employee advocacy campaigns. For example, tracking how many candidates apply or get hired through employee referrals can help quantify the return on investment (ROI) of advocacy efforts. Tools like LinkedIn Talent Insights can also analyse engagement with advocacy-driven posts.
Streamlining Referrals
Employee referral programmes are a cornerstone of advocacy. Recruitment platforms like SmartRecruiters or Workday make it easy for employees to refer their networks by providing seamless referral workflows. Automated notifications also remind employees to share specific job openings.
Facilitating Employee Testimonials
Modern recruitment platforms often integrate with career page builders, allowing organisations to feature employee stories, quotes, or videos prominently. By showcasing real voices, these platforms add authenticity to the employer brand.
Real-World Examples of Employee Advocacy in Action
- Microsoft: Microsoft empowers employees to share curated content through its employee advocacy programme. By providing clear guidelines and access to content libraries, the company has successfully increased its reach and strengthened its employer brand.
- Adobe: Adobe encourages employees to use their social media platforms to highlight their work experiences. The company’s referral programme also rewards employees who refer successful candidates, incentivising advocacy.
- Zappos: Known for its unique culture, Zappos actively involves employees in branding efforts. Employees frequently share stories about the company’s workplace culture, creating a buzz that attracts high-quality talent.
The Future of Employee Advocacy in Recruitment
As recruitment becomes increasingly driven by authenticity, employee advocacy will continue to play a critical role. Organisations that invest in creating positive employee experiences, supported by recruitment tech, are poised to unlock unparalleled benefits. From enhancing employer branding to reducing recruitment costs, the potential of employee advocacy as a recruitment tool is immense.
By blending human insight with the power of technology, organisations can amplify their employees’ voices, creating a ripple effect that attracts the best and brightest talent to their doors. In a world where every hire counts, employee advocacy truly is recruitment’s secret weapon.