Active employees represent a golden way for the company to create meaningful marketing. In this article, you will learn how your employees and the work with employee advocacy can be beneficial.

And it is not just the companies that work with employee advocacy who benefits. It can also be as beneficial for employees to be active on LinkedIn and strengthen their personal brand.

New ways are (perhaps) necessary

Research shows that 52%  have more confidence in an employee than a CEO, and employees have 10 times more 1.st, connections than a Company Page has followers in total.

If only 3% of your employees share content from the company, they are able to generate 30% of the impressions and clicks on that particular content – that is worth including when thinking about the tough algorithms on the various social media.

In addition, customers largely ignore content that includes advertising, and thus, ordinary sponsored posts can have the opposite effect.

Content marketing and HR

If these two disciplines are to be combined, one of the main elements is good content – so good that the employees want to share it and convey it in their own words. Therefore, such efforts require collaboration with other departments.

And it is not just marketing that should be producing content. There might be an employee with a passion in a particular area who has the ability to convey it. Therefore, there is an opportunity to ask for help from dedicated employees who can produce content themselves – but it should be an offer, not a requirement.

But before the employees can get started, there are first and foremost some guidelines that the employees need to know. These are described below.

Set clear goals and start out strong

What would you like to achieve with your posts? Would you like to create brand awareness, increased sales or maybe hire new people? The important thing is that the purpose with your posts are clear and you are working towards these goals.

It is important that a number of interested people, who wants to participate in the project, are selected. But it must voluntary – otherwise, it won’t work.

Tell them about the benefits they can achieve:

  • Build their personal brand
  • Positioning themselves as a “visible expert” in the areas in which they have knowledge
  • Get new followers and connections

By building success stories with employee advocacy and sharing it with the other employees, new candidates can be attracted, thereby further spreading the company’s messages. In this way, the company and the people behind can obtain the exposure that otherwise would not be possible.

Develop a policy

When your employees are about to start sharing content on social media, it is a good idea to have a solid SoMe policy that sets up guidelines for sharing, and how an organization and its employees should behave online. The policy is there to protect your company’s reputation and encourage employees to share the company’s messages responsibly. A SoMe policy:

  • Secures you against legal and security risks
  • Creates consistency across your channels
  • Allows employees to share with peace in mind

It is important, that your employees know about the document, which should be introduced when “joining” the employee advocacy programme. Find a complete guide on how to make a SoMe policy here.

Teach them how to

Besides having a SoMe-policy, it is a good idea to host a workshop, where the employees can learn the basics. In this way, you ensure your company against unwanted posts and create the best starting point for the employees when sharing.

Remind them
Sharing regularly may not be as easy as it sounds. Therefore, it might be a good idea, in addition to holding workshops, to host small “status meetings” on how things are working out. In this way, you can keep the employees on track, support them and the employees can share their experiences – both good and bad.

Measure and inform

As with most other social media efforts, measurement is essential to improve performance. Measure the effect of employee sharing on behalf of your business. Demonstrate the increased reach that the company (probably) has achieved. Keep your employees motivated by showing how their posts have benefited them with eg. more relevant connections, recognition and more. You can thus create a collaboration with your colleagues across HR and marketing in order to optimize the overall effort.

So, if you work with marketing, you might want to get some good friends in HR, and vice versa if you’re in HR, then maybe you should start thinking about how marketing can help your department reach the best talents.

The article is written with inspiration from this and this article.

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