Polski
(Polski) Omega Communication – polityka kadrowa
24 May 2024
Sorry, this entry is only available in Polski.
Sorry, this entry is only available in Polski.
Sorry, this entry is only available in Polski.
We are strongly focused on developing our skills in digital marketing. Therefore, we are pleased to announce that Ola Grendys-Tomczyk has obtained the DIMAQ Professional Digital Marketing Qualification certificate confirming high skills in this field. Congratulations!
Sorry, this entry is only available in Polski.
Mateusz joint our team almost two years ago to support our communication activities for technology clients. He has developed his competences in fields of PR, executing video content and also social media projects for this industry. Congratulations and best wishes!
There are people who makes world around looking better. Let us introduce Ola Piątek, now Senior Graphic Designer. Ola takes care about graphics and animations for our clients. Ola – congratulations!
Promotions at Omega Communication
This is the kind of news we are always delighted to share. Agnieszka Iwanowska and Michał Borkowski were promoted to Senior Account Manager positions, Marta Ulatowska to Account Executive.
They all work in the B2B technology sector.
Congrats and a lot of satisfaction with continuing successes!
Omega Communication – PR and marketing communications agency. We develop and execute complex communications campaigns. We effectively combine tools, channels and media of communication, ensuring our clients achieve their goals successfully. We build long-term relationships with our clients, very often starting with a small project and developing together more complex programs. Programs that change brand perception and enhance business.
Communication? Let’s talk!
Omega Communication – PR and marketing communications agency is looking for a person for the position of: digital campaign specialist
What you might expect:
Creating concept and planning digital projects for recognized brands
Coordinating digital campaigns (social media, google, youtube)
Effectiveness assessment, creating presentations
Ongoing cooperation with the client
What we expect:
Knowledge of social media channels and trends
Experience in running paid campaigns (minimum 2-3 years), Facebook, Linkedin
Knowledge of advertising tools, Facebook, Linkedin
Knowledge of analytical tools (Google Analytics, Adobe Analytics would be advantageus)
Strategic thinking – the ability to identify challenges, analyze situation, set goals and evaluate effectiveness
Strong self-motivation, ease of communication, good manners
Very good command of English (B2 / C1 level)
Additional value: expertise in Google Ads and content management on social media (e.g. Sprinklr), as well as experience in B2B segment
What we offer:
Stable work based on an employment contract
Interesting, developing projects
Work in a small, well-coordinated team
Office in the city center
Submit your resume and a brief explanation why we should meet you: kariera@communication.pl Thank you!
Nowadays, savvy employers are implementing employee advocacy programs on social media that respond both to the needs of companies, as well as those related to building the personal brands of employees. Based on the example of LinkedIn, the communications platform most frequently used for this purpose, what steps should be taken to implement an effective employee advocacy program that will help to develop business?
In the era of modern communications channels and ubiquitous information access, the split into business and individual marketing does not make sense any more, as the same tools, channels or even strategies are used in both cases. The rise of social media has blurred other boundaries as well. Brands competing for online attention have been forced to have a more human face, in the literal meaning of the word. It has long been known that people are more strongly influenced by activity on personal profiles than by the communications conducted on company websites. Based on statistics, the content published on personal profiles has up to 8 times greater reach than the same publication on the company page, which should actually not be so surprising as employees have 10 times larger social networks than company websites[1]. This clearly demonstrates that we prefer to read about the experiences of individuals and specific real life examples, rather than view messages perfectly prepared by marketing departments. People trust people (their peers, colleagues at work, relatives) much more than brands that have no emotions or experiences, just logos supporting them.
Why LinkedIn and employee advocacy?
LinkedIn is increasingly becoming a place where one is looking for business partners, opinions and information on companies. However, LinkedIn is not only a social medium. As a matter of fact, its social function has only recently made itself known. Until recently, this portal had been regarded in Poland as a place to search for jobs and employees. Meanwhile, LinkedIn focuses on the individual and definitely prioritizes areas related to building a personal brand. More so than company profiles. It is the user, being an expert in a specific field, who is able to reach many people with the given message and encourage other participants to interact.
On the other hand, companies and brands need ambassadors who will support them in building credibility and recognition on social networks, in accomplishing business goals, as well as in promoting the employer’s brand. Employees are the most obvious ambassadors of any company. Building of trust in a company or brand by its employees on social networks is one of the shortest definitions of employee advocacy. Why are employees the core of the employer’s brand communications? They know their own company best. They also have knowledge of the industry, trends, and are true experts on the topics they are dealing with on a daily basis as well.
Bilateral benefits of implementing employee advocacy
The workforce and their contact networks are therefore one of the best communications channels to be used to build trust in the company. By sharing content on their social networks employees are helping to expand the reach and trust in the company and its products on the market. Therefore, the benefits for the company or brand are obvious. The voice of employees on social media leads to a better perception of the company, increases referrals and recommendations, can impact the interest of new potential customers, generate orders and attract new employees. Also for employees, it is an opportunity to build and promote their personal brand, share expert knowledge, expand their reach, establish new business relationships and extend the network of business contacts.
EA is not for everyone
However, not for every company “employee advocacy” programs stand a chance of becoming successful. Before implementing such a program, a company should analyze whether it is ready for it, whether it has in place solid foundations for its launch. Employees should not only share the same values as the company or brand, but also feel that their basic needs are met at their workplace. An adequate organizational culture based on trust and understanding is important. On the other hand, the content they share should be based on real commitment, identification with the company’s culture and communications. However, it often happens that the implementation program fails because employees feel under pressure. They have no support whatsoever, while there is a strong belief within the company that social media are supposed to generate sales. It is worth realizing that even the best employee advocacy program will not work if employees do not share a true conviction regarding what they are doing. So how to launch and run effective employee advocacy activities on LinkedIn? Here are some tips.
Good employee advocacy practices on LinkedIn
Employee advocacy, like any program, requires preparing a good action plan, including defining the goals to be accomplished. Do you want to raise brand awareness? Generate a higher turnover? Support recruitment activities? Or maybe you will have several goals? This should be clearly stated from the outset. The goals may vary for different departments and for different employees. It is important that they are understandable for all those concerned, measurable, achievable and timed.
During the introductory meeting with the workforce, explain why it is important and necessary to implement the program at your company. Demonstrate the personal benefits, the values of the program. On the one hand, it will be easier to achieve professional goals – the salesperson is no longer anonymous, the content available on Linkedin builds his/her position as an expert and consultant in the eyes of current and potential customers. The incentives may also include additional elements, such as training on building an expert’s brand online, but also, for example, additional benefits for the most active employees. It is worth linking the program with media activities, taking advantage of the greater recognition and attractiveness of selected experts.
Remember that there is no need to force all employees to take part in the employee advocacy program. Select a project leader and people who will commit to cooperate in developing relevant content on a regular basis. Encourage regular activity. Employees are much more willing to publish and share the content they are involved in creating. In addition, they are specialists in their fields and valuable content is the basis of any activity on social media. Therefore, make sure they have an impact on the content they will be promoting on their LinkedIn channels.
If you want commitment, you need to provide adequate support for the participants. Help them set up profiles, develop contact networks. Explain what the goal of the activities is and what the expectations are. Make sure that the activities undertaken are clear to everyone. If required, organize adequate training sessions, regular discussions about new ideas, but also, in case of objections or doubts arising during the program’s implementation, be open to feedback. Offer advice on how to be successful. Also, provide support in the form of helping in the preparation or editing of the texts.
Performance results can be measured with the use of dedicated employee advocacy tools that are plentiful in the marketplace. Such tools are also used for easy content management, checking reach, generating reports. By tracking the reach, engagement, but also conversions or the impact of specific employees on the business goals accomplished, you can draw conclusions from the results achieved and appreciate the relevant results and actions, but also modify your marketing plans. To move forward you need to know where you started.
The employee advocacy program is an investment in development and long term activities instead of temporary measures. Transparency and the introduction of an effective program may, in the long run, affect many areas of the company’s operations, but this will only happen if it turns into an organizational culture, and not just another form of raising sales figures or an opportunity to recruit new employees.
[1] source: https://business.linkedin.com/content/dam/me/business/en-us/elevate/Resources/pdf/official-guide-to-employee-advocacy-ebook.pdf
“Hybrid” might just be one of the key defining words of the last two years. Hybrid work, hybrid school, shopping that combines online and in-store experience. Not to mention hybrid cars, which continuously grow in popularity. We have also already been living in the era of hybrid events, which are believed to be the perfect combination of what live and virtual events have to offer.
From offline to online – how the event organizers adapted to COVID-19
We all know it, we have all been there – the COVID-19 pandemic has changed the world drastically, in many ways. In the PR sector, one of the most affected areas of our work has been, without a doubt, organizing events as a part of the communication strategy. Limitations, restrictions and the ever-changing global situation have forced many of us to postpone or entirely cancel conferences, workshops and exhibitions – practically overnight. The severity of the situation meant that, if we wanted to keep those events as an important communication channel for our clients, we needed to quickly – and efficiently – adapt to those new conditions. And for the most part, that meant moving our events into the virtual world.
The concept of virtual events is not a new one, but it was never as popular and omnipresent as it is today. A report by Grand View Research indicates that the global virtual events market size is estimated to reach USD 504.76 billion by 2028, which amounts to an estimated 24% of annual growth rate[1]. According to another research, by Wild Apricot, the number of organizations planning virtual events doubled in 2020[2]. All of this means that online events have become the norm. Their organizers have learned to make them happen in an effective way that is also attractive for the audience, and the participants have learned to use them to their fullest.
However, the COVID-19 pandemic has been here for almost two years now and it is probably the time to ask ourselves: are those entirely virtual events really here to stay?
From online to hybrid – what the future holds
The answer to the above question would be: not likely. Why? Because people still long for that direct personal contact, now probably even more than before. Yes, virtual events have a whole lot of advantages, but at the same time it is clear that live features will always be an important part of any solid event agenda. The opportunity to acquire new contacts and establish new business relationships is an especially highly valued benefit of the in-person events. Participants point out their need to have direct contact with the speakers – and other attendees – which allows them to discuss important topics, cooperate, compare experiences and establish important new relationships for the future. This is just a part of the feedback that we as Omega Communication received from the participants of events organized for our clients, such as the annual “Automotive” conference by Siemens. While they appreciated the possibility to participate in the event at all in those challenging times, many of them pointed out that they would’ve preferred an in-person meeting if they had a choice.
Taking all that into consideration it seems that the new era of events will have to include “best of both worlds”, i.e., benefits resulting from both the online and the offline format. The industry is already leaning more and more towards what we know as hybrid events, that combine the most valued attributes of the in-person and the virtual experience.
Hybrid events: why they are worth it
A hybrid event basically means organizing your regular live event, with everything you’ve planned for it: the discussion panels, the exhibitions, the lectures and the audience – and adding a virtual side to them. This way, you are inviting both participants that value the direct personal contact and the ones that prefer the flexibility of the online format. It is really a win-win situation for everyone. Events that are held both in-person and virtually end up gathering a bigger audience and increasing their reach, which, of course, is important for you as the organizer. But your participants will appreciate this format too – they get to choose which way of participation is more beneficial for them, which makes it easier to organize their schedules and thus, they will be more likely to attend. You are basically giving them a more optimized experience that they can individually adjust to their needs. At the same time, you are also ensuring that your event is more diverse and inclusive – because you are not limiting it to a specific region, you can invite both speakers and the audience from all over the world. You will also be pleased to find out that the hybrid events are typically less costly than the live, in-person ones, while they maintain – or even enhance – the participants’ experience and engagement. And last but not least – hybrid events might be well positioned both in content and lead generating process. They can be sensibly integrated into the entire digital strategy of a company.
Go hybrid, but remember the big picture
Are you sold on the idea of organizing a hybrid event? Great! There’s still a few things that are worth remembering. Primarily, do not forget that an event – no matter the online, offline or hybrid format – is never a goal in itself, nor does it exist in isolation. It is always a part of a bigger picture and should function in a specific business context. Deciding which topics are interesting and sought after on the market and defining who your target audience is, is extremely crucial for your event to be successful. Your audience will come to talk about the topics that they find important and to build relationships with other specialists interested in the area.
Now that we have this basic, but particularly important aspect covered, let’s talk about hybrid events – and how to make them successful. First of all, remember to ensure that your live and online audiences are treated equally – if the in-person participants get to ask questions, so should the virtual ones. Make sure to prepare opportunities well-tailored to the way of participation. Prepare live chat rooms and virtual maps for the online audience and if you are planning to invite your live participants for an evening dinner or concert – perhaps you can engage the virtual audience in them too. Send them a pre-packaged cocktail set or a meal delivery voucher – anything to make them feel like they are welcome and not forgotten during your big evening gala. Remember the big picture but also do not forget technical details.
Into the post-pandemic times
The most important takeaway from the time of the pandemic is that we can get very creative when we need to. We have our ways to adjust to sudden changes and still make our events happen – and be successful. For the future, it seems like the hybrid formula is the way to go. We can derive a number of unprecedented benefits from it, using the knowledge and experience we have acquired during online events in the pandemic. Is it going to be challenging? Of course! But if we learned anything from the last two years is that we can face any challenge and end up being better than ever before.
[1] https://www.grandviewresearch.com/press-release/global-virtual-events-market
[2] https://resources.wildapricot.com/virtual-event-research-report
