How to get employees to engage on social media

Why should employees engage with your company’s social media?

Have you wondered why employee engagement on social media matters? When your employees share company posts, they extend your brand’s reach exponentially. This happens because their personal networks see the content, widening your audience beyond just your official followers.

Employee social connections can:

• increase brand visibility by reaching diverse groups,
• attract higher-quality leads through trust in peer recommendations,
• drive more traffic to your website, and
• boost recruitment by showcasing your company culture authentically.

For example, IBM encourages staff to share tailored content about products and culture. This approach has helped them reach millions globally. Similarly, Salesforce employees actively post about new initiatives and success stories, aiding in talent attraction and customer engagement.

Encouraging your team to post can be tricky. Many forget about social media during work. However, with the right strategies, you can make engagement a natural part of their routine.

How can you encourage employees to interact with social media pages?

What is a social media policy and why create one?

A social media policy clearly states how employees should behave online when representing your company. It explains what is acceptable and what isn’t.

Why does this matter? Without clear guidance, employees might unknowingly post content that harms the brand. For instance, a comment that seems harmless internally could offend online communities, leading to backlash.

Dell’s social media policy is a great example. It outlines do's and don’ts, helping employees feel safe and informed about sharing posts.

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Having a policy protects your company and empowers employees. It builds their confidence to post. They know the boundaries and won’t hesitate to engage.

How to share social media goals with your team?

Is your team aware of your social media goals? Being transparent about your mission helps employees understand why posting matters. When they see the bigger picture, they’re more likely to join in.

If your goal is to increase brand awareness, tell employees. Provide shareable content that highlights your brand in a positive light. When launching a new product, supply ready-made posts and images. Employees love sharing exciting news they can be proud of.

For example, Google shares clear social media milestones and invites employees to contribute updates on achievements. This over-communication fuels enthusiasm.

how to track and update employees on their social media impact?

Do employees know the difference they make? Sharing monthly social media reports is motivating. Show how their efforts increase followers, website traffic, or engagement rates.

Include key metrics such as:

• top contributors: who is most active?
• organic reach: how many views come from employee shares?
• engagement: likes, comments, and shares on posts,
• traffic: clicks driven to the company website.

Spotify uses internal newsletters to celebrate social media champions, encouraging others to get involved. It creates friendly competition and boosts morale.

how to encourage employee activity without pressure?

Can you force employees to post on social media? No. But you can encourage them by creating a positive environment. Focus on sharing success stories and praising engagement.

Offer training sessions to build confidence on different platforms. Highlight how social media can benefit their personal brands as well.

For instance, Adobe organises monthly social media workshops, helping employees navigate LinkedIn and Twitter effectively. Many find this support invaluable.

Remember, engagement is more effective when it feels voluntary and rewarding.

conclusion

Employee engagement on social media is a powerful way to expand your company’s reach and impact. Start by setting clear policies, sharing goals, and recognising efforts. Support your team with training and encouragement rather than pressure.

To learn more about building brand visibility, see marketing strategies. For advice on internal communications, check internal communications tips. Explore ways to improve social recruiting in our social recruiting guide.