Has Employee Advocacy not been a part of your organization’s strategy so far, then 2021 might be the year to start thinking about it. In this article, we have gathered nine tips on how to succeed with Employee Advocacy and ensure a successful startup of your Employee Advocacy strategy.
It is no wonder that Employee Advocacy is one of the big buzzwords in marketing. By activating employees, you can enhance the reach of your company’s posts and reach people you would not have before.
Get management on board
Management should also set a good example for the employees regarding the usage of social media. The management team must be represented itself, on LinkedIn etc., and thereby complying with its ambitions.
- To succeed with Employee Advocacy, it is important to create an understanding of it by emphasizing the low costs and potential organic reach when employees engage in company content compared to paid ads on LinkedIn
- Show them how it will lead to increased visibility for the company in the future.
The strategy to succeed with Employee Advocacy
If you want to succeed with your Employee Advocacy program, you will need a clear strategy and relevant goals. There are no right answers in terms of goals, but they could include:
- Increased visibility
- Increased website traffic
- Increased social engagement (likes, comments, shares)
- Lead generation (emails, meetings)
- Conversions (registrations, sales)
- More qualified applications
It does not necessarily mean that you should set specific goals for when and how much each employee should generate or share, but it could indicate what is expected for your program to succeed. Goals must reflect what the overall purpose is. There is a big difference between attracting employees, positioning themselves, and creating sales.
Create a SoMe-policy
Since it is the employees’ personal profiles that are used, it is important to develop social media guidelines. It does not have to be a strict set of rules, but simply some “do’s and don’ts” for social media use in a professional context.
Want to learn more about creating a So-Me policy? Then read: The complete guide for a SoMe-policy
Leader for your ambassador team
The next step, in order to succeed with Employee Advocacy, is to find one or more qualified leaders who want to join the program. Some responsibilities for the leader could be:
- Create interest around the Employee Advocacy program
- Share ideas and spar with the employees
- Collaborate with the employees and bring new ideas to the table
- Keep an eye on how the employees are doing
The ideal leader for your ambassador team should be able to both engage, motivate, lead others, and be strongly represented on social media.
Volunteer ambassadors to succeed with Employee Advocacy
To succeed with Employee Advocacy, the employees should feel involved and responsible. Instead of rolling the program out to everyone at once, you can start with the employees who have shown interest in participating. Preferably, choose some employees from relevant and different departments. The most important thing is that your ambassadors are motivated. It will not be successful if you push them into doing something they do not want to.
Recognize personal development
To ensure engagement and motivated employees, make sure that you reward and recognize them regularly. Create a place where you can share success stories and possibly showcase your ambassador team’s employees’ results. For extra motivation, consider contests where the best employees are rewarded.
Share content to succeed with Employee Advocacy
The next step is to make relevant content for your employees to share – both articles, infographics, videos, podcasts, etc. When working with enriching content for the ambassadors, here are some tips:
- Maybe use a “content hub” or a place where the employees can find and share approved content easily
- Give your employees specific links, pictures, and maybe some inspiration on what to write in their posts
- Inspire by showing examples of social media posts
- Invite key employees to participate in content planning
- Allow employees to contribute with content.
When it comes to succeeding with Employee Advocacy, the relevant content varies a lot. It could be anything from news regarding the company, enriching articles, employee stories, reports, job postings, case studies, etc.