Employees and Volunteers as Ambassadors on Social Media: From Employee Advocacy to Volunteer Advocacy

Autor: Haar, Anna Kronborg, Hansen, Signe Kaliszan
Přispěvatelé: Christensen, Emma
Jazyk: dánština
Rok vydání: 2021
Předmět:
Popis: Begrebet Employee Advocacy fylder mere og mere inden for kommunikationsområdet i praksisbøger og konsulentfirmaer, efterhånden som det bliver mere udbredt i virksomheder. Dog har Employee Advocacy ikke været undersøgt tidligere eller brugt i en NGO- eller frivilligsammenhæng. Derfor undersøger dette speciale implementeringen af Employee Advocacy i en dansk sammenhæng samt hvordan konceptet kan overføres til de frivillige i caseorganisationen; Røde Kors Hovedstaden. I forlængelse af dette udvikler vi et nyt begreb; Volunteer Advocacy, der dækker over de frivillige som ambassadører på sociale medier.I forhold til caseorganisationen undersøger vi, hvordan Employee Advocacy bliver implementeres, og hvordan LinkedIn frames af medarbejderne og de frivillige. Dette vil føre til en analyse af, om der er potentiale til at implementere Volunteer Advocacy i Røde Kors Hovedstaden.Undersøgelsesdesignet er et single casestudie. For at besvare forskningsspørgsmålene har vi gennemført semistrukturerede interviews med kommunikationschefen, fire medarbejdere og fire frivillige i organisationen samt to observationer. Vi har også haft adgang til supplerende dokumenter.Vi konkluderer, at Employee Advocacy er implementeret i Røde Kors Hovedstaden gennem to frivillige workshops om LinkedIn, positiv framing fra kommunikationschefen samt etablering af et fællesskab og løbende sparring blandt medarbejderne. I caseorganisationen bliver LinkedIn framet som noget positivt, men også skræmmende eller mystisk. Dette speciale viser, at de frivillige i Røde Kors Hovedstaden har et højt niveau af engagement og et godt generelt forhold til organisationen. Da de interviewede frivillige allerede fortæller om deres frivillige arbejde på sociale medier, finder vi, at der er et potentiale til at implementere Volunteer Advocacy i Røde Kors Hovedstaden.
The concept of Employee Advocacy is gradually becoming more dominant within the field of communication in practice books and consulting firms as it becomes more prevalent in companies. However, Employee Advocacy has not been investigated or used in an NGO or volunteer context before. Therefore, this thesis investigates the implementation of Employee Advocacy in a Danish context as well as how the concept can be transferred to the volunteers of the case organization; Røde Kors Hovedstaden (Red Cross Copenhagen). In continuation of this we develop a new term; Volunteer Advocacy, which covers volunteers as ambassadors on social media.In relation to the case organization, we investigate how Employee Advocacy is implemented and how LinkedIn is being framed by the employees and volunteers. This will lead to an analysis of whether there is a potential to implement Volunteer Advocacy in Red Cross Copenhagen.The research methodology is a single case study. To answer the research questions, we have conducted semi-structured interviews with the Communications Director, four employees and four volunteers in the organization as well as two observations. We have also had access to supporting documents.We conclude that Employee Advocacy has been implemented in Red Cross Copenhagen through two voluntary workshops about LinkedIn, positive reinforcement from the Communications Director as well as establishing a community and ongoing sparring amongst the employees. In the case organization, LinkedIn is being framed as something positive, but also intimidating or mysterious. This study finds that the volunteers of Red Cross Copenhagen have a high level of commitment and a good overall relationship to the organization. Since the interviewed volunteers already post about their volunteer work on social media, we find that there is a potential to implement Volunteer Advocacy on a broader scale in Red Cross Copenhagen.
Databáze: OpenAIRE
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