{"id":9139,"date":"2023-01-18T08:56:00","date_gmt":"2023-01-18T06:56:00","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=9139"},"modified":"2023-02-17T16:48:53","modified_gmt":"2023-02-17T14:48:53","slug":"can-social-media-be-used-to-communicate-your-brand-through-employee-voices","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/","title":{"rendered":"How social media can be used to communicate your brand through employee voices"},"content":{"rendered":"\n<ul class=\"has-medium-font-size wp-block-list\">\n<li>As corporations struggle to attract talent, the role of social media in brand communication has become increasingly influential.<\/li>\n\n\n\n<li>At the same time, organisations are losing sway over their brand because many brand-related messages on social media come from its employees.<\/li>\n\n\n\n<li>Here are four potential benefits and challenges to consider to help your employees become powerful allies and brand advocates on social media.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-columns h-tc is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/lorena-blasco-escp-business-school.jpg\" alt=\"Lorena Blasco-Arcas\" class=\"wp-image-5843\" width=\"137\" height=\"137\"\/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/almudena-canibano-escp-e1611759875244.jpg\" alt=\"Almudena CA\u00d1IBANO\" class=\"wp-image-2410\" width=\"137\" height=\"137\" srcset=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/almudena-canibano-escp-e1611759875244.jpg 343w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/almudena-canibano-escp-e1611759875244-300x300.jpg 300w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/almudena-canibano-escp-e1611759875244-150x150.jpg 150w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/almudena-canibano-escp-e1611759875244-96x96.jpg 96w\" sizes=\"auto, (max-width: 137px) 100vw, 137px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/hsin-hsuan_meg-lee.jpg\" alt=\"Hsin-Hsuan (Meg) Lee\" class=\"wp-image-8831\" width=\"137\" height=\"137\" srcset=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/hsin-hsuan_meg-lee-150x150.jpg 150w, https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/hsin-hsuan_meg-lee-96x96.jpg 96w\" sizes=\"auto, (max-width: 137px) 100vw, 137px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns h-tc is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><p><span class=\"h-fs-18 h-fw-700 h-cl-blue\">Lorena Blasco-Arcas<\/span><br>Associate professor of marketing at ESCP Business School<\/p><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top\"><p><span class=\"h-fs-18 h-fw-700 h-cl-blue is-layout-flow wp-block-column-is-layout-flow\">Almudena Ca\u00f1ibano<\/span><br>Associate professor of management at ESCP Business School<\/p><\/div>\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><p><span class=\"h-fs-18 h-fw-700 h-cl-blue\">Hsin-Hsuan (Meg) Lee<\/span><br>Associate professor of arketing at ESCP Business School<\/p><\/div>\n\n<\/div>\n\n\n\n<p class=\"has-drop-cap has-medium-font-size\">In a very competitive job market where corporations struggle to attract talent, <mark>employer branding and brand communication have become key aspects to consider for corporations.<\/mark> We give employers a few tips to turn employees into powerful allies and brand advocates<em>.<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Social media: contributing to the employer brand communication<\/h4>\n\n\n\n<p>Employer branding entails utilising marketing techniques to develop and disseminate a distinctive employee value proposition, which can attract and retain workers. Originally, this was a unidirectional process, in which organisations built and communicated their brand in ways that were almost entirely under their control. However, <strong>with the success and exponential growth of social media, things have turned around.<\/strong><\/p>\n\n\n\n<p>Increasingly, organisations are losing sway over their brand because many brand-related messages do not arise from the company but from its employees. People share their work experiences in their own social media profiles or in specialised review platforms such as Glassdoor, making their messages difficult for employers to manage. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>More than 50% of job seekers look for company information in social media, and consider the employees\u2019 voices more credible than the CEOs\u2019 when it comes to talking about work-related aspects in that company.<\/p>\n<cite>Glassdoor<\/cite><\/blockquote>\n\n\n\n<p>Yet, <strong>this information, which is readily available for job seekers, can affect their intentions to apply for jobs and join organisations. <\/strong>Indeed,&nbsp;<a href=\"https:\/\/www.glassdoor.com\/employers\/resources\/hr-and-recruiting-stats\/#employer-branding-and-recruiting-hiring-and-retention\" target=\"_blank\" rel=\"noreferrer noopener\">more than 50% of job seekers look for company information in social media<\/a>, and consider the employees\u2019 voices more credible than the CEOs\u2019 when it comes to talking about work-related aspects in that company.<\/p>\n\n\n\n<p>As a result, employers are increasingly encouraging employees to contribute to the employer brand communication in order to reach new audiences and potentially interesting professional profiles beyond the company\u2019s network.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How to build an employer brand through employee communication<\/h4>\n\n\n\n<p>Our own research in this interesting area pinpoints some of the&nbsp;<strong>potential benefits and issues to consider when leveraging employees\u2019 social media communication to build an employer brand:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Identify those employees active in professional social media and monitor the content they publish.<br><br>Needless to say, <strong>not all employees are regularly active on social media and not all the content they post might be relevant or benefit the employer brand dissemination.<\/strong> Companies need to identify and incentivise those whose content better aligns with the employer brand\u2019s strategic focus and values.<br>&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li>Understand what motivates your employees to post work-related content on social media.<br><br>Identifying why employees share company-related content is key, and goes beyond the reputational strength of the employer brand.<strong> <\/strong>Generally, we can identify two key motivations for employees to post on social media: motivations related to the employee\u2019s organisational identification, and motivations related to the employee\u2019s professional brand building. <strong>Understanding employees\u2019 motivations will help the company to develop a better incentive system when creating an employee ambassadorship programme.<\/strong><br>&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol class=\"wp-block-list\" start=\"3\">\n<li>Consider that employees manage multiple identities on social media.<br><br><strong>Involving employees in employer branding can be challenging because they have multiple identities beyond being an employee.<\/strong> The increasing demand for employee implication in the construction of employer brands has coincided with the development of professional self-branding, and the effect of distinct employee self-branding communication toward the employer brand is still not clear.<br><br>In one of our studies, we extracted over 34,000 social media posts and, using text-mining techniques, we explored the use of self-referencing terms such as personal pronouns to see how employees express themselves when posting work-related content. Our findings showed that impersonal forms of communication \u2013 like merely sharing the employer\u2019s brand posts on social media \u2013 predominate, but <strong>more personal forms of communication, using the pronouns \u201cI\u201d and \u201cwe\u201d for example, seem to be more effective to leverage not only the employee\u2019s professional profile but also the employer brand.<\/strong><br>&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol class=\"wp-block-list\" start=\"4\">\n<li>Closely monitor potential negative or harmful social media content.<br><br>While employees might be interested in posting positive work-related content about their company in their social media sites, <strong>the emergence of company reviews and rating websites in which content is posted anonymously has increased the presence of negative content in these media.<\/strong> Careful monitoring and a clear policy on how to respond to those reviews help to diminish the potential negative impact on the employer brand.<br>&nbsp;<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\">Powerful allies and brand advocates<\/h4>\n\n\n\n<p>To sum up, in the current competitive job market social media communication is becoming a pervasive and unavoidable media to disseminate the employer brand, even more so to attract young talent. Employees in these media are powerful allies and brand advocates, but <mark>leveraging their social media posts for the benefit of the employer brand needs to be carefully managed to be successful.<\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-yellow-color has-alpha-channel-opacity has-yellow-background-color has-background is-style-wide\"\/>\n\n\n\n<p><br>This article was originally published by the&nbsp;<a href=\"https:\/\/www.weforum.org\/agenda\/2022\/07\/social-media-and-employee-voices-opportunity-or-risk-for-building-and-communicating-the-employer-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">World Economic Forum<\/a>, under a Creative Commons license.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Profs. Lorena Blasco-Arcas, Almudena Ca\u00f1ibano and Hsin-Hsuan (Meg) Lee give employers a few tips to turn employees into powerful allies and brand advocates.<\/p>\n","protected":false},"author":1,"featured_media":9209,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-9139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tomorrow-choices","category-14","description-off"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How social media can be used to communicate your brand through employee voices - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"Profs. Lorena Blasco-Arcas, Almudena Ca\u00f1ibano and Hsin-Hsuan (Meg) Lee give employers a few tips to turn employees into powerful allies and brand advocates.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How social media can be used to communicate your brand through employee voices - The Choice by ESCP\" \/>\n<meta property=\"og:description\" content=\"Profs. Lorena Blasco-Arcas, Almudena Ca\u00f1ibano and Hsin-Hsuan (Meg) Lee give employers a few tips to turn employees into powerful allies and brand advocates.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/\" \/>\n<meta property=\"og:site_name\" content=\"The Choice by ESCP\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ESCPbs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-18T06:56:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-17T14:48:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"674\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"The Choice Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ESCP_bs\" \/>\n<meta name=\"twitter:site\" content=\"@ESCP_bs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lorena Blasco-Arcas, Almudena Ca\u00f1ibano &amp; Hsin-Hsuan (Meg) Lee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/\"},\"author\":{\"name\":\"The Choice Team\",\"@id\":\"https:\/\/escp.eu\/thechoice\/#\/schema\/person\/d777675eb749ba0781e5ac5b056ea5c3\"},\"headline\":\"How social media can be used to communicate your brand through employee voices\",\"datePublished\":\"2023-01-18T06:56:00+00:00\",\"dateModified\":\"2023-02-17T14:48:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/\"},\"wordCount\":877,\"publisher\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/#organization\"},\"image\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg\",\"articleSection\":[\"Tomorrow's Choices, Today\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/\",\"url\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/\",\"name\":\"How social media can be used to communicate your brand through employee voices - The Choice by ESCP\",\"isPartOf\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg\",\"datePublished\":\"2023-01-18T06:56:00+00:00\",\"dateModified\":\"2023-02-17T14:48:53+00:00\",\"description\":\"Profs. Lorena Blasco-Arcas, Almudena Ca\u00f1ibano and Hsin-Hsuan (Meg) Lee give employers a few tips to turn employees into powerful allies and brand advocates.\",\"breadcrumb\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage\",\"url\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg\",\"contentUrl\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg\",\"width\":1200,\"height\":674,\"caption\":\"Group of multicultural people connected by using digital devices.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/escp.eu\/thechoice\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How social media can be used to communicate your brand through employee voices\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/escp.eu\/thechoice\/#website\",\"url\":\"https:\/\/escp.eu\/thechoice\/\",\"name\":\"The Choice by ESCP\",\"description\":\"The new media dedicated to choice makers\",\"publisher\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/escp.eu\/thechoice\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/escp.eu\/thechoice\/#organization\",\"name\":\"ESCP Business School\",\"url\":\"https:\/\/escp.eu\/thechoice\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/escp.eu\/thechoice\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice-main-image-logo.jpg\",\"contentUrl\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice-main-image-logo.jpg\",\"width\":1200,\"height\":800,\"caption\":\"ESCP Business School\"},\"image\":{\"@id\":\"https:\/\/escp.eu\/thechoice\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ESCPbs\/\",\"https:\/\/x.com\/ESCP_bs\",\"https:\/\/www.instagram.com\/escpbs\/\",\"https:\/\/www.linkedin.com\/school\/escp-business-school\/\",\"https:\/\/www.youtube.com\/c\/ESCPBusinessSchool\",\"https:\/\/fr.wikipedia.org\/wiki\/ESCP_Business_School\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/escp.eu\/thechoice\/#\/schema\/person\/d777675eb749ba0781e5ac5b056ea5c3\",\"name\":\"The Choice Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/escp.eu\/thechoice\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice_avatar.png\",\"contentUrl\":\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice_avatar.png\",\"caption\":\"The Choice Team\"},\"sameAs\":[\"https:\/\/escp.eu\/thechoice\"],\"url\":\"\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How social media can be used to communicate your brand through employee voices - The Choice by ESCP","description":"Profs. Lorena Blasco-Arcas, Almudena Ca\u00f1ibano and Hsin-Hsuan (Meg) Lee give employers a few tips to turn employees into powerful allies and brand advocates.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/","og_locale":"en_GB","og_type":"article","og_title":"How social media can be used to communicate your brand through employee voices - The Choice by ESCP","og_description":"Profs. Lorena Blasco-Arcas, Almudena Ca\u00f1ibano and Hsin-Hsuan (Meg) Lee give employers a few tips to turn employees into powerful allies and brand advocates.","og_url":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/","og_site_name":"The Choice by ESCP","article_publisher":"https:\/\/www.facebook.com\/ESCPbs\/","article_published_time":"2023-01-18T06:56:00+00:00","article_modified_time":"2023-02-17T14:48:53+00:00","og_image":[{"width":1200,"height":674,"url":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg","type":"image\/jpeg"}],"author":"The Choice Team","twitter_card":"summary_large_image","twitter_creator":"@ESCP_bs","twitter_site":"@ESCP_bs","twitter_misc":{"Written by":"Lorena Blasco-Arcas, Almudena Ca\u00f1ibano &amp; Hsin-Hsuan (Meg) Lee","Estimated reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#article","isPartOf":{"@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/"},"author":{"name":"The Choice Team","@id":"https:\/\/escp.eu\/thechoice\/#\/schema\/person\/d777675eb749ba0781e5ac5b056ea5c3"},"headline":"How social media can be used to communicate your brand through employee voices","datePublished":"2023-01-18T06:56:00+00:00","dateModified":"2023-02-17T14:48:53+00:00","mainEntityOfPage":{"@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/"},"wordCount":877,"publisher":{"@id":"https:\/\/escp.eu\/thechoice\/#organization"},"image":{"@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage"},"thumbnailUrl":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg","articleSection":["Tomorrow's Choices, Today"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/","url":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/","name":"How social media can be used to communicate your brand through employee voices - The Choice by ESCP","isPartOf":{"@id":"https:\/\/escp.eu\/thechoice\/#website"},"primaryImageOfPage":{"@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage"},"image":{"@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage"},"thumbnailUrl":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg","datePublished":"2023-01-18T06:56:00+00:00","dateModified":"2023-02-17T14:48:53+00:00","description":"Profs. Lorena Blasco-Arcas, Almudena Ca\u00f1ibano and Hsin-Hsuan (Meg) Lee give employers a few tips to turn employees into powerful allies and brand advocates.","breadcrumb":{"@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#primaryimage","url":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg","contentUrl":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/adobestock-pathdoc.jpg","width":1200,"height":674,"caption":"Group of multicultural people connected by using digital devices."},{"@type":"BreadcrumbList","@id":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/can-social-media-be-used-to-communicate-your-brand-through-employee-voices\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/escp.eu\/thechoice\/"},{"@type":"ListItem","position":2,"name":"How social media can be used to communicate your brand through employee voices"}]},{"@type":"WebSite","@id":"https:\/\/escp.eu\/thechoice\/#website","url":"https:\/\/escp.eu\/thechoice\/","name":"The Choice by ESCP","description":"The new media dedicated to choice makers","publisher":{"@id":"https:\/\/escp.eu\/thechoice\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/escp.eu\/thechoice\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/escp.eu\/thechoice\/#organization","name":"ESCP Business School","url":"https:\/\/escp.eu\/thechoice\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/escp.eu\/thechoice\/#\/schema\/logo\/image\/","url":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice-main-image-logo.jpg","contentUrl":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice-main-image-logo.jpg","width":1200,"height":800,"caption":"ESCP Business School"},"image":{"@id":"https:\/\/escp.eu\/thechoice\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ESCPbs\/","https:\/\/x.com\/ESCP_bs","https:\/\/www.instagram.com\/escpbs\/","https:\/\/www.linkedin.com\/school\/escp-business-school\/","https:\/\/www.youtube.com\/c\/ESCPBusinessSchool","https:\/\/fr.wikipedia.org\/wiki\/ESCP_Business_School"]},{"@type":"Person","@id":"https:\/\/escp.eu\/thechoice\/#\/schema\/person\/d777675eb749ba0781e5ac5b056ea5c3","name":"The Choice Team","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/escp.eu\/thechoice\/#\/schema\/person\/image\/","url":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice_avatar.png","contentUrl":"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/the-choice_avatar.png","caption":"The Choice Team"},"sameAs":["https:\/\/escp.eu\/thechoice"],"url":""}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/posts\/9139","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/comments?post=9139"}],"version-history":[{"count":8,"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/posts\/9139\/revisions"}],"predecessor-version":[{"id":9460,"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/posts\/9139\/revisions\/9460"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/media\/9209"}],"wp:attachment":[{"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/media?parent=9139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/categories?post=9139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/escp.eu\/thechoice\/wp-json\/wp\/v2\/tags?post=9139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}