5 Reasons To Implement An Effective Employee Advocacy Program

Published on 
June 13, 2021

The question of the day - what is employee advocacy? A quick definition of employee advocacy - “when employees share content that is positive about their employer, their products, or their services with their professional peers, other employees and the general public.” 

But in short: it is a powerful and influential method of marketing that is much less costly than traditional advertising. 

Employee advocacy also gives potential customers a more human, personal approach to a brand that they may not be familiar with. Not to mention the benefits employee advocacy has for human resources teams. According to a study done by Glassdoor, 55% of job seekers say they use social media to research a potential new employer before accepting an offer.

Here are 5 ways to get started with an employee advocacy program for your business.

Understand the value of employee advocacy 

Employee advocacy is a powerful way to engage with your customers - when done right. If your company has a social media presence, it's likely that your employees are on it. Whether it's your CEO or the barista who makes the best coffee, your employees are an integral part of your business, and your online reputation. 

So why aren't they posting? A few reasons. But mostly, because they aren’t aware of the power their posts have for the business, and because they don’t have the resources behind them to post. So you’re not alone - you've probably noticed that your employees aren't posting as much as you'd like them to. 

According to a survey done by Sprout Social, only 5% of businesses have a dedicated employee advocacy program, and while many companies understand that employee advocacy is important, they just don't have the time or resources to dedicate to it.

Enable your employees with powerful content

No one likes to be forced to do anything. And when it comes to corporate social media, it's the same deal. If you're looking to encourage employees to post for you, they need to be doing it because it's something they want to do, not because they are being forced. 

When you give employees the choice to post about your business on social media, it can be a great way to gain positive word of mouth for your brand or company. The best way to encourage employee advocacy is to have them participate in the brainstorming process.

And not only that. We believe you should take it another step further. Providing your employees with a post library of carefully curated content is a great way to simplify the employee advocacy process, and enable them with the best tools at their disposal. 

But what’s in it for my employees?

A fair question - and the answer is, a lot! By having employees push out approved, high quality company content, the image of the business will improve - and therefore have positive impacts on the employees reputation and role. And not to mention the added benefits when leveraging advocacy to implement social selling across the sales arm of the company.

Here’s a few of the ways that businesses are getting buy-in for employee advocacy program:

  • Including a section in your employee handbook that explains what employee advocacy is.
  • Sending emails to your employees introducing the program, and ongoing emails which focus on the benefits it will have to both them and the business.
  • Scheduling a meeting or “launch party” with your employees to discuss your approach to employee advocacy, and educating them on how they can be involved.
  • Implementing a dedicated employee advocacy platform to manage content for the program, and manage all of the great content ideas from your employees.
  • Educating employees about the benefits of employee advocacy 
  • Creating a dedicated Slack channel for employee advocacy ideas

Curating your strongest content

When it comes to employee advocacy, the term "content" might bring to mind things like blog posts and expert roundups. But there are actually many different types of content, and they can be used to create different types of engagement.

Content is one of the most important things you will leverage across your employee advocacy program. You can use content in many different ways to engage employees and get them involved - whether it’s uniquely curated for your employees, or existing content from your website to help get them talking. At the end of the day - the best way to get your people talking is to create something inspiring. Inspire your employees to talk about your company, your products, your services, your brand, or your mission through content.

There are plenty of ways to use content to help your employee advocacy program. Consider the below list of content when building your employee post library for your advocacy program:

  • Product/service updates
  • Upcoming webinars
  • Upcoming online/in-person events
  • Blog posts
  • Infographics
  • Videos
  • Industry news
  • Company announcements
  • New role openings
  • Press releases
  • Time sensitive offers
employee advocacy

The must knows of employee advocacy

Know your message. This sounds like a no-brainer, but one of the most important things you can do to ensure your program has success. You need to know the audience you are speaking to, what motivates your people and what they want to achieve by being involved. It’s important to understand the motives of your employees, so you can develop the best way to get them posting.

Know your goals. Defining your goals is a must, and they should align with your employee advocacy program. Are you looking to increase product sales, create brand awareness or help recruit new talent? It’s important to know what you want to achieve, so you can build a program that fits your needs. 

Know your values. What do you stand for? What is your brand’s reputation? What are your core values? Knowing your values is essential to developing a successful employee advocacy program. If your employees don’t know what your values are, then they can’t properly represent your brand. 

When implemented correctly, employee advocacy programs can be very useful for business growth - whether it’s through increased sales, hiring the best talent, or simply building a business everyone admires. Learn more about Curatebase, a dedicated employee social media and advocacy solution. 

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