The Alpega Group is a leading logistics and software company active globally. They provide solutions for all transportation needs, including transportation management services (TMS) and freight exchanges.
They joined forces with Ambassify in 2022, and after almost a year of working with our platform, we decided to have a quick chat about the reasons why they chose our solution to lead them in their employee advocacy journey and find out how the program was performing, and their ambitions for the future.
We had a pleasant chat and online interview with Sven Bally, E-commerce Marketing Consultant at Alpega. Let’s dig in!
Alpega produces a lot of content regularly, so our goal was to nurture the content flow continuously and, when it comes to distribution, go beyond paid media.
Before implementing Ambassify, our content team would usually produce content in different formats, which would then be shared on LinkedIn as a first outlet channel. The results, however, were what we wanted – not really what we wished to see — we only had minimal likes and not enough engagement to account for the team's effort.
On top of that, our team would work on producing the same content assets in translation — German, Italy, Spanish, and French —so the same content pieces would appear in several languages. So typically, we‘d start by creating content, and then it was all about scheduling posts in our calendar.
That’s where the idea of leveraging the engagement and trust of our employee came from, basically. Why not work together with the employees?
We talked to the Marketing and HR team about this, and they immediately saw how profitable and beneficial such a program would be, you know — think about content distribution, sharing vacancies, and talent acquisition. And that’s when Ambassify first came up in conversation.
We currently have three use cases with Ambassify: Marketing, HR, and Employer Branding.
Right now, we see, on average, 6-7x more engagement on content shared on social media. There was an initial peak for sure, in terms of engagement and activation rate, and now we need to focus more and more on engaging users — boosting usage and encouraging employees to be active more active on a weekly or daily basis. We really need to put more and more effort into increasing motivation and ensuring we provide relevant content for them, the content they want to engage with.
What we also want to work on is repurposing content; as I said, we produce a lot of it, but we have for a long time, so employee advocacy is now for us also a way to do that. We have a lot of employees, so it turns into a collective effort that can have a more significant impact.
As I mentioned, we really want to go beyond paid media: our KPI was to have more traction on content. That’s why we are now tracking that more closely, and we have noticed that we have leads coming in through Ambassify. Our goal is to maximize all the channels we use, of course, and we are seeing an increasing number of leads coming in organically, which is good because we don't have to pay for those. We work in a very niche industry, so any lead coming in organically is a massive achievement for us, and we see very pleasing results thanks to Ambassify.
On the HR side, what they are doing is sharing vacancies and especially those that are a bit harder to fill — data mining and development side, for example — and they gave us good feedback; they have been able to get more talent onboard now. This is, for them, a much more sustainable way to acquire talent and recruit candidates than using headhunters and interim agencies, so we consider that a big win too.
I already knew Ambassify, I was in contact with Rik Lagey already, so I knew what to expect from your service. I also had a second call with another similar option to compare offers, and when I got back into conversation with Rik, we made the final choice to go with Ambassify.
Single sign-on was a technical thing that really convinced us to go in Ambassify’s direction. Other platforms work with a key, and it would be a mess for us to reach out to all employees. So this was a major positive point in your favor, a valid point, for sure.
Ambassify also has a very structured onboarding process and provides a lot of guidance along the way — they helped us set everything up and define the goals… It’s very customized, too, and that makes it so much easier to work with remote teams, and for us, that’s extremely important because our team is spread across the globe, so we need that kind of flexibility.
Another thing we really liked about Ambassify was how fast it was to implement and integrate everything with the platform. Today we can also say that the solution has been and is helping us do what we want to do, and the whole implementation, onboarding, and launch went smoothly, so we are pretty satisfied with our choice, and we have wide internal approval.