What Strategies do Companies use to Transform Employees into Social Media Advocates?

Abstract

There is an overwhelming consensus among researchers that employees have the potential to become excellent social ambassadors for their company. Readers of social media sites believe employees to be credible representatives of their organization, and therefore positive employee social media posts can create the image of a gratifying work environment and attract valuable talent to a particular organization. To capitalize on that recruitment advantage, an organization must initiate a process that enables and encourages employees to speak about the positive aspects of their work environment on social media platforms.