Social life

By implementing employee interpersonal advocacy, Sodexo could transform its social technique and strengthen its human relationships with clients and clients alike, says Brayden Cohen, Interpersonal Marketing and Worker Advocacy Group Lead at Hootsuite

Employee interpersonal advocacy is the advertising of an organisation by its workforce via social media marketing. Typically employees have 10 periods more combined fans on social media compared to the organisation itself, which explains why companies can make usage of the incredible interpersonal influence of their workers by empowering them to talk about content across their individual social networks.

Research demonstrates implementing a worker advocacy program, whether on social media marketing or via other stations, has lasting advantages for both organisation and the workers involved. Furthermore, with over 4.5 billion people making use of social media worldwide now, in accordance with Hootsuite’s Digital Trends 2021 report , and 43 % using the systems for brand analysis, a social technique is paramount to those desperate to reach an ever-expanding market.

Employee interpersonal advocacy could include workers sharing information regarding specific campaigns or items; sharing branded content material to peers within an organisation’s industry of knowledge; or authentically supplying a glimpse in to the company culture with an increase of organic posts-something of excellent potential worth in attracting new skill. The latter is specially useful because the mass proceed to online and electronic recruitment strategies spurred by the pandemic. Research implies that both brand health insurance and trust improve as a complete consequence of employee advocacy, with 84 % of mature organisations surveyed seeing significant success in these certain specific areas when working with employee advocacy tools.


Sodexo made a decision to commission a social media marketing audit to understand that which was functioning and what wasn’t, with desire to to then progress with a far more effective social technique to support business development and support specific goals such as constructing the social media existence of its executive leaders.

Social media marketing sits within the worldwide communications group within Sodexo, so that it was their obligation to develop a fresh social strategy in line with the results of the audit and the company’s objectives. The united team partnered with Hootsuite to implement a worker advocacy programme that could meet Sodexo’s goals.

The audit uncovered that Sodexo got a comparatively little C-suite adhering to on LinkedIn, which means this is where in fact the united team started. They focused on developing the social media marketing existence of Sodexo’s executive leaders having an executive advocacy program, in order to create the company’s get to with executive audiences and travel greater business impact. “Businesses will decide to opt for the millennial often, digital-savvy workers when launching advocacy applications,” said Kim Beddard-Fontaine, SVP Worker and Digital Communications at Sodexo. “We specifically went with senior executives because achieving the C-suite will be so very important to us in influencing crucial decision manufacturers.”

Sodexo then continued to spotlight two other key locations: utilising employee cultural advocacy to aid large, complex deals, also to engage and inform Sodexo’s own employees to be able to drive further company impact. For the previous, the communications team made a decision to build stakeholder in to the core of these social strategy outreach. Making use of Hootsuite, they ran an extremely targeted social campaign targeted at C-level executives at only one organisation, extending the achieve of the campaign by encouraging workers with connections to executives to talk about campaign articles across their private social media networks. Eventually, the campaign was successful and was among the elements in Sodexo earning a high-value agreement with the organisation involved.

Utilising Hootsuite Amplify not merely in an effort to share content material externally, but also to activate and inform its employees with corporate information and updates led to 50 % of employee advocates reading through the shared articles, which supports internal, in addition to external knowing of the company’s strategies. More training has helped worker advocates define their online believed leadership voice, such as for example when personalising content to make sure both authenticity inside relevance and tone to focus on audiences.


By putting worker advocacy in the centre of its new public strategy, Sodexo provides seen significant outcomes both and externally internally. After its executive advocacy program, which saw one thousand senior leaders included as advocates eventually, the ongoing company discovered that its global content was reaching 7.6 million people, attracting 2.three occasions as much views as content material on Sodexo’s business LinkedIn web page had previously. The program also led to a rise in Sodexo’s C-suite target audience on LinkedIn, and also doubling the rate of which it attracts brand-new LinkedIn followers general – with a leap from typically 7,monthly to a lot more than 15 500 new supporters,000.

Sodexo also drew excellent ROI from their wider worker advocacy campaigns, with content material submitted via Hootsuite Amplify today driving 30 % of all social media marketing traffic to the web site. Beddard-Fontaine praised the brand new method, stating that “Hootsuite Amplify offers been very effective in enabling us to produce a culture of posting content. Those that use it, think it’s great, and it’s driving nearly all our social visitors to our site”.