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Teams and leadership

Why your employees don’t share your content on social media


Having your employees share your content on their social networks can give  that content a  unique touch of authenticity and reach new, interested audiences. It’s what’s known as employee advocacy, and it’s one of the most important  trends in human resources and communication for 2019.

Each employee has a social community made up of family and friends who trust them and trust their messages.   Combined, that means that your message can reach many more people.

And, according to a Nielsen survey, 84% of consumers trust the recommendations of people they know over advertisements.

employees social media

According to a Nielsen survey, 84% of consumers trust the recommendations of people they know over advertisements.

5 reasons why your employees don’t share content

1 – They don’t know what you want them to do

According to a study by Sprout Social, 21% do not know if their company wants them to share its content.

That’s why the company’s first step is to tell the employees that they can share content, and that you want them to do it.  This doesn’t mean you just send them an email. Schedule a meeting(s) and actively listen to their ideas.

Also, remember to involve new employees in your employee advocacy programs.

2 – They are not rewarded for their efforts

Not all companies can easily turn their employees and collaborators into brand ambassadors. It all starts with the corporate culture, it continues with the CEO setting an example,  and the communication team needs to provide support.

However, incentives can be key in motivating  participation.  For example, every time employees share something, they earn a point, which they can redeem  for incentives.

3 – They don’t know how

If you start an employee advocacy strategy, you also have to offer a support or style guide so that your employees have the knowledge they need to faithfully communicate your values.

Explain to them the importance of building their personal Brand, and always respect that employees will  communicate in their own words. You will never succeed if you force them to do something.

4 – They don’t care about the content

Not all employees of a tire company may be passionate fans.  But it’s important to work on finding content they want to share. Making your employees proud of what they do sends a powerful message. To achieve this, separate your employees into groups, based on their location or department, and select content only for that group.

In addition, consider the purpose of the content.  Is it for CSR, or can it help your sales team?

5 – They don’t have time

This is a classic excuse in every office. The daily workload is already enough without  incorporating one more activity. The CEO has to lead by example, and the process cannot be complex  or costly.

The SocialReacher platform solves all of these problems. With SocialReacher, collaborators and employees will be able to share the publications suggested by the company in just a matter of seconds. After publishing the content that interests them on their social networks, they will receive points that they can then redeem for incentives. And administrators will  have the statistics available to let them evaluate their ROI.

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