Connecting With Your Workforce Online

M Habron

By Madalynn Habron, NSSGA

 

There are 4.7 billion social media users around the world, and that number is only growing. These users are not just individuals, but also corporations and organizations that are trying to expand their digital presence. With more people connecting online, businesses are using social media channels to reach existing and new audiences.

 

NSSGA has three such social media platforms: Facebook, LinkedIn and Twitter. These three platforms have specific and varied target audiences. Facebook is a venue that NSSGA uses to connect with official member pages and industry friends. LinkedIn is NSSGA’s primary method for connecting with NSSGA members. Twitter is NSSGA’s method to share breaking news of key policy updates and legislative information to our members, industry stakeholders and lawmakers. NSSGA uses these platforms to connect with NSSGA members, potential new members and the general public, and want to pass on what has worked well for the association.

Why is it important to connect with your workforce online? After all, establishing and monitoring social media channels takes planning and work, however, it also provides many valuable benefits. Organizations that have active social media accounts can connect with employees and increase engagement with the business.

 

Employee engagement on social media channels is critical, as it demonstrates on a public level that individuals are emotionally invested in their work and take action because of those feelings. This is valuable to show off work culture, company benefits and the industry when looking to recruit new hires. Engagement can also help internally inspire new ideas, build collaboration, personalize an organization and even streamline processes for the benefit of employees and customers alike. Gallup’s State of the Global Workplace: 2022 Report showed that companies with high employee engagement have higher productivity, customer loyalty, profitability, better safety and lower turnover.

 

While in-person engagement methods are just as important, integration of digital engagement to social media marketing plans reinforces existing efforts. It also creates opportunities for every employee to find something to engage with on social media platforms. Employees can connect across departments and locations to find similarities and build relationships. Someone who works in the office can see what’s happening in the field, and vice versa!

 

First to get started, consider surveying employees to ask their social media channel preferences and find out who is active with the company’s social media platforms. Then, you can take the opportunity to promote your social media pages. Some employees may not even know there is a company page they can follow!

 

Analyze the survey results. Do most employees have Facebook accounts but not Twitter accounts, or vice versa? Use this information to plan which platform to use and implement engagement efforts. With multiple accounts, each platform’s audience has different expectations, so it is important to deliver targeted content on the reach page. For example, on LinkedIn NSSGA posts graphics, opportunities to engage with the association and industry updates. One post that gained a lot of engagement thanked legislators for their support of the 2022 Mining Schools Act and a NSSGA letter supporting the 2022 Mining Schools Act was liked by 213 people and seen by 6,331 people.

 

What kind of posts might your employees be excited to engage in? Look at your existing social media numbers to see what posts get high rates of engagement. NSSGA members typically like group pictures and opportunities to see themselves on the association’s social media. It’s important to note that you don’t have to spend lots of time finding the right equipment to get quality photos. Most smartphones are equipped with strong cameras that can capture an image well.

 

As you consider implementing these ideas into your social media marketing plan, use the hashtag #RocksBuildAmerica in posts so NSSGA can share your story. Don’t forget to follow @NSSGA on Facebook, LinkedIn and Twitter! We look forward to engaging online and promoting important industry work.