Debunking The Top 6 Myths about Employee Engagement and Advocacy: Lessons from the Frontline at Carnival Cruise Line
Often employees don’t know how to prioritize emails, find the content that actually applied to them, and feel overloaded. In a constantly changing work environment due to several variables, contact center employees need to be reached in a timely matter with information that is relevant to them. How do you engage employees who feel disconnected or bombarded?
SocialChorus CEO Greg Shove talked with Lemar Ingram, Digital Engagement Manager for the Call Center at Carnival Cruise Line, about his philosophy on employee engagement and six myths that surround it. Ingram noted in the high paced Call Center sales environment, employee engagement should be similar to customer engagement. If you provide great consistent content that employees are interested in, and that is targeted to them specifically, they will want to engage.
Myth #1: Employee Advocacy Drives Leads
False: Employee advocacy stimulates conversation to generate interest
Employee advocacy objectives energize existing personal social networks for employees, retain customers and keep employees engaged regarding all aspects of the industry. First Mate, Carnival’s employee communication app powered by SocialChorus, allows for consistency with branding and provides a platform for sharing and engagement. But that engagement needs to be nurtured.
“Customers create leads through their extended networks as opposed to employees creating leads.”
Myth #2: Employee Networks are the Most Powerful
False: It’s the extended network
An average Facebook user has about 300 friends that lead to about 100 impressions. It is important for the employees to share content that will then be shared with their immediate networks so that the content is shared exponentially and doesn’t just stop after one customer. Ultimately, customers will see the content from other social media users, not just the employee.
“When they engage with their network, now you have the network of the customer, the network of their friends, then you really see exponential results. So the objective of the employee is to really engage their network and go after the leads generated from the extended network.”
Myth #3: You Can Mandate Employee Engagement and Advocacy
False: it needs to be nurtured
Engagement must be optional. If it is not done properly, then it won’t be effective. Customers notice the difference between a corporate message that has been pasted into their news feed, or an article that an employee is interested in. It is important to teach employees why sharing is the key to engagement and not just send out a mandate.
“One of our biggest objectives: long term engagement. Peoples staying involved in your program and staying effective with your program…the key is to explain the why.”
Myth #4: Great Content Drives Engagement
False: Engagement creates engagement
It is not effective to just post content and expecting others to engage when you are not interacting with your audience. Providing content will be a secondary function. Employees should see increased engagement due to reciprocity. You have to consistently engage and participate, not just copy and paste company promotions.
“And if I don’t give as much as I receive it comes off as you don’t care about me, this is simply promotion, it’s not authentic. And authenticity is everything in social spaces.”
Myth #5: Employees Don’t Want Notifications From Their Company
False: Employees want relevant and timely notifications
SocialChorus has a notification acceptance rate of over 70%. But if notifications become excessive and irrelevant to them, employees will be inclined to turn them off. Don’t imitate the mass communication methods of email. Instead personalize content to employees and they will want to be in the know.
“By personalizing and humanizing it, makes a big difference.”
Myth #6: Communicators Don’t Have Access to Metrics
False: Real time data enables program optimization
SocialChorus users have access to analytics that help them continue to improve their communication program and further engage employees. Communicators can view retention rate, engagements, and impressions to provide employees with the best content to share.
“When we look at our metrics, we can see the impact as far as the amount of impressions we’re getting, amount of interactions we’re getting, and the level of retention from employees. It’s very obvious to us that it’s effective.”