(Image: blog.changeboard.com)
We live in a strange era; borders are fallen, distance is crushed, and connections is immense. The internet allows for many wonders and miracles, one of such miracle is activism. You see, activism are even more popular due to the fact that internet allows for quick updates on various platforms where many people can access and see it.
Contents, opinions, and arguments on an issue are created everywhere on the internet like popcorn made out of nothing. A nobody can become a thought leader just because she is good at writing something. A Loser can become a hero just because she posted a touching picture that demand changes. Activism is everywhere; promoting social changes to pampering oblivious political agenda. But one of the most unique phenomena on this subject is: Employee Activism.
Companies spend humongous resources and time driving customers and stakeholders to give their support. However, companies might do better by spending at least some of its time by investing on their employees. The statements of employees, compared to experts, executives or such is considered among the most trustworthy and credible!
Now that employees have the power of social media to spread company news, insights and information, employees can either be your best reputation-crushers or saviors. These company defenders (or crushers) are part of a rising social movement called employee activism.
Employee activists are more than just engaged employee (or employees with privilege). They make their engagement clear, defend their employers from criticism and act as advocates, both online and offline, spreading ‘holy’ words about their company like a faithful acolytes. In an era marked by unrest in the workforce, employers have a pressing opportunity to exploit their powerful supporters to fight detractors who have the potential to ruin company reputations.
A research by Weber Shandwick, in partnership with KRC research reveals some delightful facts about employee activism. The study revealed that social media is critical to employee engagement and drives employee activism. It found that 50% of employees post messages, pictures or videos in social media about their employer and more than a third have shared positive comments online about their employer! Also, a third of employees posted messages, pictures or videos about their employer without any encouragement from their employer.
On the negative side, 16% of employees have shared negative comments online about their employer. As employee activists gain strength and popularity organizations need to be prepared to facilitate the activism of its employees. Company storytelling is not just for media anymore; Company needs to ensure that employees are informed and have something meaningful to say about their employers.
The research also indicate a factor that actually drives employee activism in a company. It found that leadership is most important factor for influencing employee activism! Leadership plays a critical role in driving employee support whether that is making the company an employer of choice or building a reputation of trustworthiness.
Also, internal communications and corporate policies play a major role in shaping employee activism. If a company support their employees with positive policies, employees are most likely to become an employee activist.
The research also reveals six segments of employees, see the detailed explanation below:
- Inactives
Little or no employer support nor detraction behaviors. Inactives put little effort into their jobs and few can explain to other what their employer does.
- Detractors
Take only negative actions against their employer. Distrustful and least engaged to the leadership. Not social, so damage is mostly contained offline.
- Reactivists
Mostly take positive actions but also have high propensity to be detraction. Have an average level of engagement. Very critical of workplace conditions. Highly social.
- Proactivists
The embodiment of employee activism. Conduct the most positive actions with no negative actions. Highly social.
- Preactivists
Mostly take positive actions, but not as much as Proactivists. Sometimes take negative actions. Not as social as Proactivists.
- Hyperactives
Have the potential to help or damage employee reputation. Half of them have posted something about their employer that they regret. Highly social.
The next question: How can we create more Proactivists? We will answer that question on the upcoming in the near future. So, stay tune!
