22M in reach and $600k in earned media value. Ok Buffer, we see you! 😮💨 Employee advocacy programs: we all know em, love em. Also know how hard it is to ACTUALLY incentivize your employees to ACTUALLY post. We obviously had to find out how, exactly, Buffer did it. So caught up with Sabreen Haziq who leads brand + creator strategy to get her play-by-play. Their secret weapon = a “Team of Creators” initiative Which means instead of begging people to reshare the company announcement, Buffer helps its teammates build their own audiences, on their own topics, in their own voice. Someone in finance posts about beating their fear of LinkedIn. Someone in support shares an AI experiment. Nobody's required to talk about Buffer at all. Quick stats here, and dropping the full download for you below:
Interestingly, one of the screening questions when you apply for a job at Buffer is 'How do you use Buffer yourself?', not 'how would you use Buffer...' – automatically ensuring that employees are already users/advocates for Buffer from Day 0.
THe companies that embrace this and encourage their employees to build their own personal brands will benefit from fuller sales & recruiting pipelines with higher quality talent than those who don't. If you trust your employees to talk to customers and prospects, but you don't trust them to post on Linkedin, why did you hire them? (yet) another reason I love Buffer
Damn it I had a post queued on this. Bravo for speed.
Saved this so fast
See the full playbook here: storyarb.com/playbook/buffer-team-of-creators?utm_source=linkedin&utm_medium=social&utm_campaign=abby