The master's thesis addresses the promotion of active employee engagement in organizational communication activities of the B2B organization, on social media. The concept of employee advocacy is based on leveraging internal resources, where employees share their employer's values and goals on their personal social media profiles, thereby enhancing the brand's presence and reputation. The thesis is based on a case study of a Slovenian organization operating in the B2B market. I addressed three research questions related to understanding employee advocacy and the motivational factors influencing the use of social media. The empirical research relies on a mixed-methods approach, including social media analysis, interviews, and a survey among employees. The analysis of the organization's social media presence indicated that LinkedIn is a key platform for building a professional network and increasing visibility. Survey results revealed low employee activity on social media, primarily due to a lack of training and awareness about the benefits of using social media for marketing purposes. Interviews with three employees showed that they understand the importance of employee advocacy, but the organization has not yet developed a strategy to encourage it. The main findings highlight the need for a comprehensive employee advocacy strategy that includes training, encouraging personal commitment among employees, and increasing social media presence. Employee advocacy offers numerous benefits, including greater brand recognition, increased employee engagement, and improved relationships with business partners. I concluded with recommendations for improving employee ambassadorship in the observed organization.
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