Employees as brand ambassadors

Transcription

1 2011

2 Employees as brand ambassadors A majority is proud of the company they work for. There is clearly potential to get more proud employees talk on social media. On social media, people in Europe do not talk that much about the company they work for. Talkability is limited to 19% on a European level and 13% for. If they talk about their job, people like to share information about new products or services and announce company events.

3 Company pride and talkability Q : Are you proud of the company you re working for? Q : To what extent do you talk about your job / employer on social media? Company pride (top2%) Talkability (top2%) 65% 13% Company pride (top2%) Talkability (top2%) 61% 19% 70% 17% 59% 16% 59% 21% 64% 21% N = 485 / F = If member of social network(s) and active working person N Europe = 2787 / F = If member of social network(s) and active working person 10%> EU 10%< EU

4 Information to share by employees Q : What kind of information would you like to share about your job / employer on social media? I would like to... vs Europe 0% 25% 50% 75% 100%...announce events of my company...share vacancies for a job...share information on (new) products / services...tell stories about the company culture...share information on new campaigns about (products / services of) my employer...share news about new hired employees...announce promotions 10%> EU 10%< EU Europe West North East South N = 65 / F = If member of social network(s) and active working person, talking about heir job / employer on social media

5 Majority employees is not allowed to use social media. Two third of the European social networkers have (limited) access to social network sites at work and that is not different for : 41% has no access at all. Current attitude of companies towards social media is quite formal and does not feel very emotional. Given the fact that social networking is all about relationships, it seems wise to have a more human approach on social media. Employees can contribute in these. 28% of the Belgians is open to share information about the company they work for among their contacts on social networks, if that s beneficial for the company..

6 Acces to social media at work Q : To what extent do you have access to social network sites at your work? 22% complete access limited access no access at all 34% 21% Would like to have access (top2%, 1-5) 15% 48% N = 485 / F = If member of social network(s) and active working person N Europe = %

7 Company policy vs Europe Like to get help from employer 0% 25% 50% 75% 100% To what extent would you like that your employer helps you in these conversations (e.g. by providing information to share)? (top2%, 1-5) Written social media policy Does your company have a written policy you can consult about social media usage in the working environment? (%yes) Social media training Did you receive training about how to use social media in the working environment? (%yes) N = 485 / F = If member of social network(s) and active working person N Europe = 2787

8 Company attitude Q : What do you think of your employer s attitude concerning the accessibility to social network sites? (top2%, 1-5) Q : Please think about the way your company thinks and acts about social media usage at work. Below you see a couple of choices your company can make in their thinking and acting towards social media usage. Could you please indicate which choice suits best when thinking of your company s attitude and/or actions towards social media usage at work? BE: gender BE: age Europe male female < >35 Likeability 42% 39% 45% 39% 42% 41% 45% Understanding 47% 44% 48% 47% 46% 47% 48% Mild / soft Severe / hard Vague Clear Punishing Rewarding Explain proactively Wait for questions Rational Emotional Detailed General Conservative Progressive Formal Informal Guesswork Well thought-out Has little knowledge on how to do this N = 485 / F = Social networkers, employed Has a lot of knowledge on how to do this

9 Employee attitude vs Europe 0% 25% 50% 75% 100% Gender & age m f < >55 In my social network environment, I like to make a clear distinction between my professional (e.g. colleagues) and my personal life (e.g. family) 62% 69% 57% 50% 68% 74% I m open to share information about the company I work for among my contacts on social networks, if that s beneficial for my company 28% 28% 28% 31% 26% 26% I like to share information about my job among my contacts on social networks 13% 10%> EU 10%< EU Europe West North East South 10% 15% 15% 11% 12% N = 485 / F = Social networkers, employed N Europe =

10 Augmented reality Europe 4% 3% I m a current user of augmented reality I ve used augmented reality in the past, but am not using it I know what augmented reality is, but I ve never used it I have never heard of augmented reality 27% 66% 23% Unaided awareness 64% Aided awareness 34% 72% 27% 64% 34% 70% 33% 72% N = 122 / F = If smartphone with internet / data subscription 36% 79% 10%> EU 10%< EU