Whether you want it or not, in an age of social networking, your employees are going to be the most influential brand marketers out there in their new grad jobs. The good news is that you can manage that influence to create unofficial army of online advocates, through Facebook and other social networking sites, which add to your positive image online and help you gain new customers. All it takes is a little planning, by both empowering your employees, even as you contain the message to approved standards.
How to Empower Employees
If you have engaged employees, they can be your biggest fans, both online and off. You can empower entry level job employees by:
Encouraging Social Sharing - Cultivate thought leaders online, whether they be CEOs or an HR representative, and feature them in in-house communications so that others can emulate them.
Increase Social Collaboration - If employees see CEOs sharing online or with a Twitter account, they may naturally emulate that behavior.
Provide the Tools Needed - Provide the information and tools fresh graduate job employees need to collaborate with approved online channels so they can help to distribute company information.
How to Contain Employees
It’s important to also manage the message online so that you empower only positive brand associations. Here's how.
Provide Content - You can manage the message by asking for shares on approved content only, whether they be the latest company press release or the CEO’s Twitter announcement.
Issue Guidelines for Sharing - In order to make sure your brand advocates carry forward the message you want to hear, provide written guidelines for appropriate behavior online.
Scale Things Slowly - You can try out a brand campaign in-house and slowly release it into a public domain later. This gives you time to measure feedback and decide whether it is a good message or not.
If you want to jumpstart an online sharing culture in your company, hire Millennials at FirstJob.com. They are a cohort that already know the ins and outs of online sharing and can be tremendous brand advocates given the right direction.