Rolling out an employee advocacy program does require planning, but with these actionable tips, you’ll make your program successful!
Employee advocacy clearly deserves to be a pillar of every business’s marketing strategy. After all, 92% of consumers trust recommendations from their peers above ads, 91% of B2B buyers are active on social media, and 45% of decision-makers across all generations start their research on solution providers on social media.
Given that you already know the benefits of employee advocacy, it’s time to implement a strategy that will help your employees share your content on social media. You’re aiming for an employee advocacy program that has a great adoption rate among employees and that actually takes your brand image to the next level.
We’ve compiled in this blog post actionable tips that will help you encourage your employees to become your best brand ambassadors!
Set Clear and Measurable Goals
Before you start launching your employee advocacy program, be clear on what you want to achieve. For example, are you aiming to drive employee engagement, improve your brand image or attract top talent?
You’ll make different decisions about your employee advocacy program depending on the goals you want to achieve. Your content strategy and distribution won’t be the same whether your main objective is to drive traffic to your website, generate leads, improve your internal communication, or attract talent. That’s why you need to be clear on the goals you want to achieve before starting sharing content with your employees.
Once you’ve set clear goals, you’ll be in a far better position to build the right content strategy for your employee advocacy program.
Build the Right Content Strategy
In order for your employee advocacy program to work, you need to share the right content with the right employees at the right time. Think about it: if all your content reaches all your employees in a single burst each week, they’re likely to feel overwhelmed. It’s going to make it difficult for them to find the information they need to complete a project on time or to catch up with the company news.
Trying to find the right data only wastes their time and raises their frustration with the program – which isn’t going to improve employee engagement!
If you want your employees to share your content on social media, you need to make it easy for them to do so. If your employees are able to find the content that relates to their particular interests at a time that is convenient for them, they will be eager to keep up with your content and to actively share it with their networks.
Measure the Success of Your Program
Measuring the effectiveness of your employee advocacy program is critical. And to do so, you’ll need to set the KPIs you’re going to track.
It’s impossible to say which metrics you should choose, because they depend on your brand, industry, and your business goals. But here are some suggestions you may be interested in:
- Check how many of your employees are actively using the communication channel you’re using for your employee advocacy program.
- Check how many employees read the content you share with them to find out what topics they are interested in.
- Track the number of clicks, comments and shares generated through your employees’ posts, and correlate this performance with your top topics.
- Track the number of people following your brand on social media vs. the number of people following your key brand ambassadors.
- Measure the rise in social media referrals to your business’s website and leads captured as a result of these referrals.
Make It Fun and Engaging
Your employee advocacy program will work if you make it engaging for your employees!
Start your employee advocacy plan off on the right foot. Make sure that the launch is appealing, creates a buzz around the program, and helps your employees to get excited about participating in the program. Even more importantly, give every employee a chance to attend a meeting where you’ll explain your program, either in person or through video conferencing.
Your employees need training in order to feel confident about your employee advocacy program. When you provide your employees with the support they need and when you share with them personal branding tips and best practices, you arm them for success. When they feel confident about their ability to grow their personal brand on social media, they’ll be more likely to engage with your employee advocacy program.
You can also gamify your employee advocacy program to reward employees for their participation. But make sure your incentives are aligned with your company culture and attractive enough to motivate your employees!
Keep Learning and Improving Your Program
Just like every other area of your business, you’ll adjust your tactics and policies according to the results you’re generating.
You might find that a particular type of content performs best for employee engagement, but doesn’t get shared as widely on social media. Or you could discover that a certain time of the week is the most effective for boosting employee engagement with the program.
By constantly tracking the KPIs you’ve set, you’ll be able to adjust and refine your program for maximum effectiveness.
In a Nutshell
You’ll need to share the right content with the right employees at the right time to make sure that they engage with your content. When you set measurable goals, choose the right KPIs to track, and provide your employees with training and support, you're on the right path to build a successful employee advocacy program!
Feeling inspired? Feel free to download our free eBook “Communicating the ROI of Employee Advocacy” where we share best practices for communicating the value of employee advocacy to C-level executives!