Should Promoting Your Employer’s Products and Services on Social Media Be Compensated?

Almost everybody is active on social media today. Employers know that, and some employers push employees to publish posts or write articles on social media to support marketing efforts. Would you let your boss examine your social media? For many of us, the answer would be a firm no. What about allowing your manager to tell you what to post? It may sound dystopian, but increasingly, workers are willing to post on their employer’s behalf. Companies have identified marketing potential in staff’s personal LinkedIn, Twitter (now X), or Instagram profiles. In what are innocuously known as “employee advocacy programs,” employees are encouraged to share positive news about their company. But this raises an important question: Should employees be compensated for promoting their employer’s products and services on social media?

The Evolution of Social Media in Workplace Promotion

The practice of using social media to promote one’s employer is not entirely new. Since the inception of social platforms, businesses have explored ways to leverage these tools for marketing purposes. Initially, companies maintained their own profiles on platforms like Facebook and LinkedIn, posting updates and engaging with customers directly. However, as social media usage evolved, so did the strategies to harness its power. The personal accounts of employees, often perceived as more genuine and trustworthy, became the next frontier.

LinkedIn: Bridging Personal and Professional Worlds

LinkedIn, primarily a professional networking site, naturally became a platform where personal and business lives intersect. Employees sharing company updates, achievements, and industry insights on their profiles is now a common sight. This practice not only helps in promoting the company but also enhances the personal brand of the employee. LinkedIn's features, such as endorsements and recommendations, further facilitate this blend of personal and professional promotion.

Twitter: The Real-Time Marketing Tool

Twitter, with its real-time posting and wide reach, offers a dynamic platform for employees to promote their employer's products and services. Hashtags, mentions, and retweets enable a broader dissemination of company-related content. Employees tweeting about their company's latest product launch or service update can generate immediate buzz and engagement, often more effectively than traditional marketing channels.

Facebook: A Community-Centric Approach

Facebook, known for its community-centric approach, is another platform where employees can act as brand ambassadors. Sharing company events, achievements, and initiatives on personal timelines can foster a sense of community and belonging among employees and their networks. Facebook groups and pages further facilitate this engagement, allowing employees to participate in discussions and share content relevant to their employer’s brand.

Should Online Promotion Be Compensated?

The central question arises: Should employees promoting their employer’s products and services online be compensated akin to traditional marketing efforts? Advocates for compensation argue that this form of marketing utilizes personal influence and time, deserving appropriate remuneration. On the other hand, some see it as part of the evolving job role in the digital age.

The idea of compensating employees for social media promotion stems from recognizing the value of their personal networks. When employees share company content, they are leveraging their personal brand and trust within their network, which can be significantly more impactful than corporate advertisements. This personal touch can lead to higher engagement and conversion rates, providing substantial value to the employer.

Using LinkedIn's Social Selling Index (SSI) to Encourage Engagement

Employers can use LinkedIn's Social Selling Index (SSI) to encourage employees to be more active on social media. The SSI measures the effectiveness of an individual’s professional brand on LinkedIn based on four key pillars: establishing a professional brand, finding the right people, engaging with insights, and building strong relationships. By sharing SSI scores with employees and offering incentives for improvements, companies can motivate their workforce to engage more actively on LinkedIn. Training sessions focused on boosting SSI scores can educate employees on best practices, thus enhancing both their personal brands and the company’s online presence.

An Acceptable Payment Model

An acceptable payment model for this kind of marketing could involve incentives such as bonuses, recognition programs, or even direct financial compensation based on the reach and engagement of the posts. For instance, a tiered bonus system where employees receive rewards based on the performance metrics of their posts could be effective. This approach not only motivates employees but also aligns their efforts with the company's marketing goals.

Additionally, non-monetary incentives such as public recognition, additional vacation days, or professional development opportunities can also be appealing. These rewards can enhance job satisfaction and loyalty, fostering a positive work environment while encouraging employees to become active advocates for their employer.

Balancing Authenticity and Obligation

While employee advocacy programs hold significant potential, they must be implemented with sensitivity to maintain authenticity. Employees should feel genuinely enthusiastic about sharing content rather than obligated. Overly prescriptive guidelines or mandatory posting requirements could backfire, leading to inauthentic promotion and employee dissatisfaction.

To strike this balance, companies can provide employees with content suggestions and guidelines rather than rigid scripts. Encouraging employees to share their personal experiences and perspectives related to the company can result in more authentic and engaging content.

Conclusion

The rise of employee advocacy programs marks a new chapter in the relationship between personal social media use and professional responsibilities. As companies navigate this evolving landscape, striking a balance between leveraging employee influence and respecting personal boundaries will be crucial. Compensating employees for their online promotion efforts is a topic that merits serious consideration. Recognizing and rewarding the value that employees bring through their personal networks can lead to more effective marketing and a more engaged workforce. Whether through financial incentives or other forms of recognition, acknowledging the efforts of employee advocates can drive both corporate success and employee satisfaction.

Peter Auwerx, Tech Correspondent