SD Worx overcomes social network algorithm changes with ambassador program
SD Worx started working with Social Seeder in 2017 to release the power of employee advocacy. The results are impressive and we’ll share them with you in this use case.
About SD Worx
As a leading European payroll and HR services provider, SD Worx provides a wide range of solutions to customers worldwide including payroll and HR, legal support, training, automation, consulting and outsourcing.
SD Worx has 3,900 employees, 70 years of expertise, 4.250.000 payslips per year, 63.000 clients and 397 million total turnover in 2016.
Why did they choose Social Seeder?
We use Social Seeder mostly for marketing purposes but we are working together with the HR department to start using it for recruitment as well.
Goals of the ambassador program
SD Worx had 3 clear objectives with Social Seeder:
- The first is to reach 500 ambassadors by the end of this year (2018).
- The second one is to get people to share our content and increase visits to our website.
- Our third goal is to deal with the changes social networks are making to their algorithms. Posts from family and friends are being prioritised over branded content and it is becoming extremely difficult to position content organically. With an employee advocacy programme, our ambassadors can help us spread our content on their personal channels and gain visibility on social media.
At the moment we have more than 200 ambassadors, 170 of which were active during the last month. We are sending, on average, four different campaigns per month to different segments of our ambassadors and the results, for the moment, have been great.
At the moment, we’re only recruiting internal ambassadors but we’ve already had requests from external people to become ambassadors.
We are very happy with the progress because all current ambassadors have come from one recruitment effort where we went around the New Year's Reception with an iPad explaining our colleagues what becoming an ambassador entails.
As from next month on, we will be placing posters around the office to create more awareness.
We are also planning a campaign to thank all our current ambassadors with little peppermint boxes branded as our ambassador programme: “SD Worx ambassador power mints” or “Proud to be SD Worx ambassador”. This way we try to create some internal buzz to attract more people join up for the programme.
We are expecting to recruit at least 500 of our employees to become SD Worx ambassadors.
Campaigns and results
One of our best performing campaigns was “Belonen zonder extra loonkosten”, which in English means “Reward without extra labor costs”.
This campaign contained a very interesting blogpost with different ways for employers to offer more net to their employees, without burdening their budget.
The post became really popular and the results of the campaign were great!
This campaign was sent in two languages: Dutch and French to address our ambassadors in their own language.
From the 142 invitees, more than 60% of them shared the content generating 133 shares, which means that many of them shared the post on more than one social media channel.
The campaign generated a reach of around 16,134 people and 800 unique hits. This means that each person who shared the campaign drove around 10 people to our content.
The great thing about Social Seeder isn’t just the user friendly tool but also the warm team behind it. Suggestions are received with open arms and in addition support is always very fast, friendly and correct!
Mathias Vertessen (Digital Media Expert).