Employees as Social Ambassadors

Though the 2015 18th Annual HR Tech Conference in Las Vegas is behind us now, and early plans are already under way for next 488576383 -- social mediayear’s conference in Chicago, one session from Las Vegas that didn’t get written up on this site deserves to be.

In a Tuesday (Oct. 20) afternoon session, titled Tapping Employees as Social Ambassadors to Strengthen and Grow Your Workforce, Laurie Zaucha, vice president of HR and organizational development for Rochester, N.Y.-based Paychex; and Joe Schaeffer, Paychex’s social-media program manager, double-teamed on a pretty interesting story about how their company turned its employee-engagement levels and employer-brand awareness around with social media.

About five years ago, the term “Paychex Proud” was a little-known theme of an internal company meeting, one intended to grow engagement levels — or at least start the conversation about doing so — but one that wasn’t getting enough attention.

That all changed in early 2014, when Paychex’s HR and marketing forces launched their first small-business jobs index by taking over the Times Square Nasdaq tower in New York and asking employees to do simple show-and-tells (postings that were then aired) on the tower about what made them “Paychex Proud.”

The effort, said Schaeffer, required a good bit of encouragement. Like in many companies, he said, “people didn’t even think they were allowed to go on social sites,” let alone submit posts during business hours.

But submit some did. And as more caught on, and saw the images of Paychex employees broadcast for all New Yorkers to see, posts started flowing in, resulting in 200 overall and reaching 300,000 users.

“The goal was to get that word out,” said Zaucha, “that people at Paychex truly do have fun, that we’re a fun place to work.”

Next on the agenda was the company’s 2014 Paychex Sales Conference, where Zaucha and Schaeffer and their teams were able to enlist the social-media posting energies of HR and marketing staff, and attendees — again, to tell their stories and champion their company as a fun place to work — to the point where, by week’s end, the campaign boasted 2.5 million impressions and more than 1,400 posts.

By encouraging postings about Paychex on all social-media sites, including even Pinterest, said Schaeffer, “we’re seeing our sales people actually becoming more educated about our company; they’re now following us on Twitter and it is a happening.”

Through these two efforts, not only have engagement figures skyrocketed (from 56 percent of people saying they were highly engaged in 2012 to 63 percent saying the same in 2015), but the company’s Instagram, Facebook and Twitter followers have also multiplied exponentially.

“If you can figure out a way to harness the art of marketing [into your HR efforts] and have highly engaged employees,” Schaeffer said, “they really can be ambassadors for the company.”