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Feb 05, 2019

Approx. 5 min. read

How to Get Started With an Employee Advocacy Program

You’re planning to launch an employee advocacy program on social media but you don’t know where to start? Don’t worry, we’ve compiled in this blog...

You’re planning to launch an employee advocacy program on social media but you don’t know where to start? Don’t worry, we’ve compiled in this blog post key steps to make your program successful!

A recent study published by Altimeter highlights that 90% of brands have plans to start an employee advocacy program or have already implemented a strategy to encourage employees to become brand ambassadors.

Employee advocacy is a great way to boost your brand image and recognition all while helping your employees build their thought leadership. However, you can’t make your program successful without a concrete strategy. You need to craft a structured plan for your program and make sure that your employees are on board.

Here are key steps that will help you empower your employees on social media:

1. Identify Your Brand Ambassadors

Decide which employees are going to participate in your employee advocacy program beforehand. You can either get started with a small group of users and scale up your program later on or you can invite all your employees to take part in the program right away.

Your strategy will depend on your company culture, size, and organisational structure. You may want to opt for the first option if your employees are not familiar yet with personal branding tactics.

Starting your employee advocacy program with a smaller group of users will help you educate the participants and rethink your program if needed. However, employees who are not invited to join the program may feel excluded from your branding efforts which may affect employee engagement at your workplace.

employees-are-your-best-brand-ambassadors-minBy inviting all your employees to become brand ambassadors right away, you make employee advocacy a company-wide effort. Activating all your employees not only does strengthen team cohesion in your organisation, but it also helps you improve your brand’s reach and web traffic right away.

Tip: Whichever option you choose, make sure that team leaders are on board so they can share personal branding best practices with their team.

2. Set Specific and Measurable Goals

You need to set clear goals before you actually start your employee advocacy program. What are your expectations, what KPIs do you want to look at to measure the success of your program? Do you want to empower your employees on social media to boost your content marketing strategy, increase traffic to your website, generate leads or do you expect your employees to contribute to your employer brand? Setting specific goals beforehand will help you start your program in the right way and keep track of your progress.

Make sure that the KPIs you choose are clear enough and relevant to your business. Too many employee advocacy programs fail because of a lack of metrics. Share your goals and KPIs with the whole organisation so everyone is on the same page and able to evaluate the results achieved so far now.

Tip: Don’t forget your employees! Make sure that your program helps them build their personal brand and position themselves as experts in your industry. Define with your employees personal objectives they want to achieve by participating in the program.

3. Plan Your Content Strategy

Content is key when it comes to employee advocacy. How can you expect your employees to share company-related content if this content is not engaging? Include in your program content that is relevant to your employees and their networks. For example, you may want to share with your employees company news, product updates, but also tips and best practices.

Don’t forget to use in-house content but also third-party content that will sound less promotional. Indeed, Internet users tend to be fed up with corporate messaging: 83% of Internet users would like to be able to filter ads they see.

To make your employee advocacy program engaging, share with your employees blog posts, press releases, infographics and videos: according to G2Crowd, videos shared on social media generate 1200% more shares than text and image. That’s not surprising that social media platforms keep updating their algorithms to push more videos into users’ news feeds. Remember what Mark Zuckerberg already said back in 2014: “We see a world that is video first with video at the heart of all our apps and services.”

Use a content hub to make it easy for employees to find the right content. Create channels that users can subscribe to to make sure they get content they are interested in. Give them the opportunity to like and comment content available in the content hub.

Tip: Did you know that your employees could contribute to your content strategy? Your employees are proud to be associated with your brand so give them the opportunity to share their own thoughts and experience, invite them to create their own posts!

Related: What is Employee Generated Content (EGC) and How Does It Support Social Advocacy? 

4. Invest in a Proper 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 may feel insecure about the information they actually can share.

invest-in-a-proper-training-program-for-your-brand-ambassadors-minTo make the participation in the program easier for your employees, you may want to implement a structured and customised training program. This step is critical when it comes to planning an employee advocacy strategy, it will help you overcome barriers that may hold back your employee advocacy program.

Be creative in your training plan: you can for example host webinars, workshops, grant access to online courses or even organise an off-site event for the official launch of the program. Your training program will depend on your company culture and, of course, your budget!

Tip: Invite employees who are the most engaged in your program to host workshops. That way you show them that you trust them and value their expertise. After all, employee advocacy is a win-win relationship!

5. Ask for Feedback

Too many businesses forget to ask for feedback from their staff when it comes to employee advocacy while their help is essential to improve the program. You build an employee advocacy for but also with your employees so give them a voice!

You can ask feedback on several topics: the launch of the program, the content you curate for your employees, the training plan you have implemented, the way you gamify your program, or the way the goals have been communicated across the organisation!

6. Last But Not Least: Join Our Upcoming Workshop!

You would like to get more tips for building a high-performing employee advocacy program? You may then be interested in attending the workshop "Getting Started with Employee Advocacy" we’re co-hosting with Sarah Goodall, Founder at Tribal Impact, on February, 15th at the RocketSpace in London! With Sarah, we will walk you through actionable steps you can take to make your program successful. 

Nicola Gormley, Digital Manager at Carlson Wagonlit Travel will share her experience and tips to take an employee advocacy program to the next level. Don’t wait anymore, save your seat already now!

P.S. Feel free to download the Definitive Guide to Employee Advocacy if you can't attend the workshop!

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Written by

Valène Jouany

Valène Jouany

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