How to Get Started with Employee Advocacy Program
Are you planning to launch an employee advocacy program on social media, but don’t know where to start? Don’t worry, let’s meet on this blog.
Are you planning to launch an employee advocacy program on social media, but don’t know where to start? Don’t worry, in this blog post we’ve listed the most important steps for the success of your program!
Employee advocacy is an effective way to increase brand awareness, drive sales, build trust, and optimize employer-to-employer initiatives.
Therefore, 90% of brands are planning to launch an employee advocacy program or have already implemented a strategy to encourage employees to become brand ambassadors.
With the increase of limited work and social distancing restrictions, people are using social media more than ever before. For this reason, advocacy for employees on social media is becoming one of the most effective ways to improve business performance.
What is the team’s advice?
In short, employee advocacy is the promotion of a company by its employees. By sharing company-related content, such as industry news or product updates, employees contribute to the image of the company and make it easier to hire social workers.
Employee advocacy is a great way to increase your brand image and recognition and help employees build their own innovative leadership.
However, you cannot make your brand ambassador program successful without a concrete strategy. You need to create a structured plan for your schedule and ensure that your employees participate in it.
Steps to Implement an Employee Advocacy Program
According to Entrepreneur, social media content shared by employees gets 8 times more engagement than content shared on the brand’s social channels, 25 times more.
However, creating an effective defense of employees can be a challenging task for organizations. However, there are some steps that need to be taken. Effective change communication is one of the most important prerequisites for promoting employee engagement and leadership development.
If you can engage employees and help them understand the benefits of employee advocacy, you are more likely to participate in the program and achieve a high ROI.
Here are the key steps that will help your employees develop your social media strategy:
1. Identify your brand ambassadors
Decide in advance which employees will participate in your employee advocacy.
You can start with a small group of users and shorten your schedule later, or you can invite all your employees to join the program right away.
Your strategy depends on the culture, size, and organizational structure of your company. You can choose the first option if your employees do not have a personal brand.
If you support employees for a smaller group of users, you can train participants and possibly reconsider your planning.
However, employees who are not invited to participate in the program may feel excluded from branding efforts that could affect employee engagement in the workplace.
By inviting all your employees to become direct brand ambassadors, you change your advocacy for employees across the company.
Activating all your employees not only strengthens the cohesion of the team but also helps to immediately improve your brand and web traffic.
2. Set specific and measurable goals
Before you really start working with employees, you need to set clear goals.
What are your expectations, which KPIs do you want to analyze to measure the success of your program? Do you want to enable employees on social media to promote your content marketing strategy, generate traffic to your website, generate leads or do you want your employees to contribute to your employer brand?
By setting predetermined goals, your right foot helps you track your progress. Make sure the selected KPIs are clear enough and relevant to your business. Many employee advocacy programs fail due to a lack of statistics. Share your goals and KPIs across the organization so everyone is aligned and can measure results achieved so far.
3. Plan your content strategy
Content matters when it comes to employee advocacy. Think about it: How can you expect your employees to share business-related content if the content isn’t compelling?
The key is to include content in your schedule that is relevant to your employees and their networks.
For example, you want to share company news, product updates, but also tips and best practices with your employees.
Remember to use internal and third-party content that looks less promotional. On the contrary, Internet users are often fed up with commercial messages: 83% of Internet users want to filter the advertisements they see.
Share blog posts, press releases, infographics, and videos with your employees to make your employee advocacy program attractive. According to G2Crowd, videos shared on social networks generate 1200% more shares than text and images.
Use an employee advocacy platform to make it easy for employees to find the right content. Create channels that users can subscribe to make sure they get the content they care about. Give them the opportunity to find and comment on content they find interesting.
Remember, you need to make it easier for your employees to find industry-related content and their knowledge so they can easily share it with their personal networks. Promoting your content is the key to adoption and engagement.
4. Invest in a good training program
Some of your employees may not be familiar with personal branding tactics, and others may be willing to share company-related content with their networks, but they may not know what information they are actually sharing.
To make it easier for your employees to participate in the program, you can implement a structured and personalized training program.
This step is critical when it comes to planning an employee defense strategy. This will help you overcome obstacles that can hinder your employees’ defenses.
Be creative in your training plan: for example, you can organize webinars, workshops, access online courses or even host an external event for the official launch of the program.
The idea is to help your employees build their personal brand on social media. Think about it: if your employees position themselves as industry experts, they can successfully build brand trust.
Your training program will depend on your company’s culture and, of course, your budget!
5. Ask for feedback
Many companies forget to ask their employees for feedback when it comes to advocacy when their help is essential to improve the program.
You create an advocacy program for your employees, but also with them, so give them a voice!
You can ask for feedback on various topics: the introduction of the program, the content you have put together for your employees, the training plan you have implemented, the way you manage your program, or the way your goals are communicated within the organization!
6. Implement the right technology
Planning, implementing, and managing a successful employee advocacy program is impossible without the right technology. Fortunately, there are solutions designed to make defense marketing more efficient, leaner, and easier for employees.
If you are considering implementing an employee advocacy program in your organization.