employee advocacy program

They can help guide your employee advocacy strategy and provide honest feedback. In this video, we dive deeper by defining how employee advocacy can supercharge your social strategy and show you how to start a successful program in five steps. Do you hope to expand your reach and obtain more followers, or are you looking to find more sales leads? Starbucks leveraged employee engagement and company culture as the incentive to participate, rather than making program-specific incentives. Content needs to be curated and on-brand, relevant and timely. portalId: "4986491", Resideo is another great example of utilizing employee advocacy. hbspt.forms.create({ The company implemented employee advocacy as an easy way for their sales reps to share content with a younger audience. 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After all, thats what employee advocacy is about - getting your employees excited enough about your content to share it with their close circles. Once again, it comes down to having a culture great enough to make your employees want to share. undermines the pivotal role of free . Find more qualified candidates, streamline your internal hiring processes, and improve your candidate experience with Eddy. Hootsuites own research shows employee advocacy on social networks is directly related to higher brand health metrics, including positive sentiment, value, and share of voiceespecially among mature organizations. It is also very important to provide clear and comprehensive guidelines for social media use. To encourage and support your employees in starting their activity as brand ambassadors, you need simple and intuitive software that will make sharing easy. Make sure to regularly check back on the analytics to see how your content is performing and, if some regions or types of content do not perform as anticipated, take the time to analyze the data and decide areas of improvement. They need to feel connected to the brand and invested in its success. Who is passionate and enthusiastic about your organization and/or industry? Let your industrys top job seekers know that theyll get positive and impactful experiences with your company from the first point of contact. The content strategy should also include initiatives from the company that will generate opportunities for good content to cover those initiatives. They started an employee advocacy program in 2014, called EA Insiders, with the objective of bringing employees together and creating a more cohesive company culture. On how the program can further their career aspirations and position them as thought leaders or experts in their field. This allows their employees to create their own spaces as experts in the field and allows Shopify to provide further training opportunities rather than content alone. If you know how many employees are distributing content, you can better understand where your share . An employee advocacy program is a carefully planned, strategic, well maintained and monitored marketing and employee engagement program. BCG recognized that its consultants possessed a much larger audience than the brand had on its own. The intention is to: share lived experiences, Dell was one of the first employee advocacy programs that allowed participants to find and share content, rather than just sharing what was provided by the company. Overall, your employee advocacy program seems to be performing well. Step 1: Outline Your Strategy The first part of your strategy involves deciding what the program's goals and KPIs are, and how they will be measured. How To Create a LinkedIn Employee Advocacy Program 3 Employee Advocacy Incentives: What Are The Benefits? Our program earns over 4.1 million organic impressions per quarter! Employee Advocacy and Social Content in 2021 Report tracks down the most shared, engaged, and talked about social posts shared by employees on LinkedIn. The authenticity of content sharing can also be compromised if sharing is done solely for points in the program. Interactive sessions with the brightest minds in social. Company culture, a sense of community and unity are important for success. Giving employees a hashtag to mention can help with recruitment and brand sentiment goals by showing off your company culture. Employee advocacy leaders help make sure advocacy is an ongoing focus. What Is Employee Advocacy? Gift a prize to the winner, or for a more fair chance for everyone, put everyone who shared the campaign into a draw. Separately, DPP New Taipei City Councilor Chang Chin-hao () said that a female employee at the New Taipei City Government committed suicide in 2020 after allegedly being sexually abused by a superior in a case investigated by the Control Yuan. In some cases, employees want to participate but arent sure how. Employee advocacy and employee advocacy programs are being implemented in companies as a way to not only foster a boost in team morale, but also to assist businesses and brands in awareness and even sales. Like with any great employee program, its important to reward employees and measure the success of the program. An effective employee advocacy strategy can amplify your best marketing campaigns and provide a human touch to each social post. With a good tool, it wont take you long, but it would make a huge difference in how your advocacy initiative develops. Leads, conversions, and sales as a result of the program. Related : Learn how edtech company Instructure revamped their employee advocacy strategy and In just two months, grew its users by 336% and shares by . Vodafone recognizes high achievers and displays them on the leader board. Communication, community, and employee engagement are important for long term success. Lai apologizes to sex abuse victims - Taipei Times PepsiCo takes another approach as they spotlight employee success to encourage advocacy. The Role Of Culture In An Employee Advocacy Program - Forbes Identifying your key stakeholders and getting them on board before the launch of the program is crucial for a successful advocacy initiative. Find out why being an employee advocate is worth your time. Then create a leaderboard to show whos getting the most impressions or engagement for the hashtag. We are already asking them to assist in advocacy, but we need to guide them to the content so they arent spending time searching for it, becoming frustrated and possibly losing interest in the program. He has an active social media presence and through his actions, he has set the tone for the entire organization. City employees like all of us have a right to criticize government decisions; OREM, Utah, June 2, 2023 We've heard of librarians shushing loud-talkers. It also provides an easy-to-use platform to access and share content and provides structure and guidelines on how to use social media effectively. Next on our list of employee advocacy case studies is Randstad, the global leader in the human resources service industry. Consider offering answers to questions such as: When offering this type of direction, it is important to remember that you are creating guidelines, not strict rules. The hardest part of employee advocacy is often the execution. As a global company, Dell Champions around the world share content with fellow employees and the general public. They shared a sense of camaraderie and responsibility that helped them accomplish a staff turnover rate that is just 20% of the industry average. Share stories of how employees are making a difference through advocacy. Ask if employees want specific resources to use in their daily jobs. Rather than creating participation incentives, they offer employees opportunities to further their skills development and gain qualifications. How will they find out about new content? Increase reach, keep employees engaged, and measure resultssafely and securely. Are there any aspects of your brand that you want to be upheld (such as colors, fonts, or hashtags)? By streamlining access and making content shareable, he allows these employees to write the story themselves. When thinking of that, you should consider the following questions: A large consumer brand might prioritize Facebook and Instagram in their general marketing efforts, but if their employee advocacy is aimed at employer branding, then a professional network like LinkedIn would be a better choice for their employee advocacy program. When this is not entirely possible, identify which employees or employee groups should participate. When employees do so, they advocate for their organization. Second, this gives your employees a real incentive to share your content. Rising leaders play a huge role in driving conversations and defining narratives. This led to a cycle in which employees shared more content because they could see the impact that it had and know it was worth doing. Guidelines should be very clear but also flexible. Employee advocacy programs also help to boost employee engagement, productivity and innovation, employee retention and even recruiting top talent. These protect both the company and the employee and form a solid foundation for a successful program. In this way, they have achieved a huge social media presence that simultaneously focused and niche appropriate for different audiences. When your target audiences see your employees as leaders, theyll feel good about putting their business in your hands. Perhaps your employees are already consultants and you need a way to amplify their subject matter expertise like BCG. They have a leader board so participants can see where they stand and engage in friendly competition. Weve looked back at years of experience in running billion-dollar advocacy programs and collected eight practical steps for building a successful employee advocacy strategy. Another benefit of brand ambassadorship for the employees that is often overlooked is the overall business growth. Using the employee advocacy program EveryoneSocial, they set out to: Importantly, their focus was not solely on marketing benefits for the company. It has also reduced staff turnover significantly. It takes great content, the right tools, and buy-in from a multitude of stakeholders within your organization. Consider your brand. In fact, 86% of employees in firms with a formal employee advocacy program say that their involvement on social media for professional purposes has helped their career. To build an effective employee advocacy program, you can take inspiration from the brands that have fully embraced social. Hootsuite Amplify Employee Advocacy Tool . Letting those same employees know when the content is being released or has been released is helpful as well. And make your entire employee advocacy program fun to participate in. Here are some examples of the employee advocacy goals you might want to achieve: Just like a marketing strategy, an employee advocacy strategy needs to clearly identify the channels you want to focus on. Lastly, clearly identify the value behind the advocacy for the employees. This is where analytics comes in handy. Getting employees on board with your program can be challenging in some industries, so identifying the value behind employee advocacy for your employees before the program launch helps you better communicate the perks of participation to your employees and, hence, get higher engagement. Reeboks employee advocacy program has been a huge success. Employee Advocacy on Social Media: What is it and How to Do it Right Always has the company's best interests in mind. Clear guidelines and training on how to post appropriately on social media make employees more comfortable and confident sharing content connected to the brand. Find what motivates your team and do it. An employee advocacy program, also referred to as employee ambassador program, identifies internal brand advocates who actively and purposefully share authentic employee content to a targeted audience to create visibility and awareness of your organization as an employer. So what does the why means in this case? The two key motivators for an employee to want to become an advocate are: Its a win-win situation: Happy employees want to share about their company, and those who share about their companyand get rewarded for itbecome even happier employees. Making a list of dos and donts can help employees gain a better understanding of what is expected of them. Looking at the highly successful employee advocacy examples above, there are five key aspects to take into consideration when youre planning and implementing your program: It is important to start with clear objectives and clear means of measuring success. Instead, involve your employees in content planning. The least you could do is buy em a coffee card once in a blue moon, eh? We have all the tools and downloadable guides you need to do your job faster and better - and its all free. Leverage your employees natural passions and aspirations for authentic content creation and enthusiastic engagement with social media, Collaboration with employees in decision making and content creation processes fosters ownership and cooperation from employees and boosts employee engagement. For the employer, there is huge organic social reach, up to 8 times more engagement, increased brand awareness, increased trust, and a host of new ways to generate leads and sales. Learn how Amplify can help grow your organization today. Save money on advertising. The employee advocacy process was completely streamlined after implementation. But for you to really sell advocacy to your staff members, you need to spell out what is the value behind personal branding: it helps grow the professional networks, advances career development, enables people to take control of how their professional connections perceive them, and so on. Employee advocacy is the promotion of a brand or company that an individual works at. Providing training and certifications creates experts, who can become thought leaders and authorities on their subject, Involving high-level executives drives participation from employees and engagement from the public, Help employees know what content they can share externally, Provide the tools to employees get better at leveraging their social networks, Connect internal employees and create a space for content sharing and creation, Create a workplace community and build employee engagement. They also took a collaborative approach, which allowed employees to generate content and take a more active and creative role in the program, which fostered ownership and engagement. Still have questions? After all, your employees are giving you tons of free organic reach. This type of advocacy could encourage others to apply for open positions. True to form, EA then gamified their entire program to keep employees engaged and active. Employee advocacy isnt about getting your workforce to spam social media with content. September 29, 2021 7 minutes You've shared your content through the proper internal channels. Expand your knowledge. Your employee advocacy program should motivate every member on your staff to participate. How to build an employee advocacy program on social media: 7 steps, Amplify your best employee advocacy platform choice, Download a free employee advocacy toolkit, How to Write a Social Media Policy (Free Template + Examples), Why Piggybacking on Your Brands Social Posts is Great for Your Career, How to Create Effective Social Media Guidelines for Your Business, How These Hootsuite Customers Achieved Social Transformation, It positively impacts sales due to increased brand awareness and favorable perceptions (. 2023 Hootsuite Inc. All Rights Reserved. Start with market research, peer-to-peer review sites like G2 are the best source of insight here since they base their rankings on the opinion of the existing customers. It bolsters the employees genuine presence in that space. An effective employee advocacy strategy can amplify your best marketing campaigns, provide a human touch to each social post, Influitives VP of Customer Marketing and Advocacy, Ari Hoffman, 76% of people trust content shared by individuals, branded content reaches 561% more audience. This also encourages employees to be resources for potential candidates in recruiting. It shouldnt be a boring, 50-page, all-text document. Clear guidelines also help protect your companys reputation and avoid security risks. Lets look at a few examples of employee advocacy. In this case, Influitives VP of Customer Marketing and Advocacy, Ari Hoffman, is a trailblazer and thought leader in his space. Engage them in defining and communicating campaigns, setting goals, and creating incentives. If they arent engaged with the company or lack dedication or loyalty, then start by addressing the company culture. Michelle Martin March 31, 2022 Employee advocacy is one of the most effective ways to boost your public image and employee engagement. Additionally, as you learn more about the needs of the organization, what employees respond to, or what hasnt been working, dont be afraid to make changes to your program strategy. This is your complete guide. Create engaging experiences for customers that drive loyalty and adoption. Employees can also enhance their credibility and position themselves as industry experts. An effective employee advocacy program provides employees with: A formal employee advocacy program involves encouraging . They worked to get buy-in from execs and other employees alike and managed to turn the campaign into an important recruiting tool. Vodafones employee advocacy program, Go Social, is run through Dynamic Signal and is managed by Vodafones in-house Social Comms Team. Starbucks is another employee advocate case study to learn from. The term employee advocacy refers to the notion of empowering employees to promote their workplace outside of their job. Tips and tricks from the worlds most widely-read social media marketing No doubt, the employee advocacy examples well showcase in this post will spotlight the potential of such a program. Learn from your industry peers in the various approaches theyve taken. Reach out to employees to ensure that they have what they need to succeed in advocating and answer any concerns. Get access to our latest and greatest content on employee advocacy! We often hear that Employees are a companys #1 asset. While this phrase refers to how employees drive revenue and maintain organizational culture, it also suggests that employees can be a valuable tool in recruiting and promoting brand awareness. We created a calculator to measure how much your organic reach could grow. Cut through the noise and dive deep on a specific topic with one of our curated content hubs. The most commonly highlighted benefit here is normally personal branding. Make it easy to participate Reebok uses a mobile app to share content with employees. At Hootsuite, we have a 94% adoption rate for our employee advocacy program and a 64% share rate. It is important to regularly reinforce the goal and the impact of the advocacy program. Ask or help them post consistently on LinkedIn for at least 60 days. Then, work with your advocacy leaders to identify potential beta testers before launching your program company-wide. What are the Types of Employee Advocacy? We have already briefly touched upon some of the points an employee advocacy strategy includes. Employee advocacy programs empower employees to share company content, and their own, to engage customers and prospects in a way that builds employees' personal brands and advances the company . Gamification and incentives boost engagement and active participation, A centralized program can work well for companies operating in different locations. It would be almost impossible to create such a presence through company handles and accounts alone. In this way, the program has been more collaborative and creative from the outset. How do you get hundreds and thousands of employees excited enough about your company updates to share them with their friends? (And yes, that includes you.) For example, create a hashtag to promote a specific employee advocacy campaign. Merck is a great example of using social media and employee advocacy to improve the hiring process. A typical employee advocate does the following: Uses online methods (and offline ones) to raise awareness of their company's brand and generates positive reception. Dells employee advocacy program is one the long-term success stories in employee advocacy. Whether your program is intended to increase sales or to widen your talent pool, identifying goals is the best way to get started. Tracking has allowed them to evaluate and tweak the program over time to make the most of it. For examples specific to your industry, try searching for employee social media policy + (a company name or your industry): Once you have goals and guidelines in place, its time to reach out to employees. Things employees can participate in and then share on social media, while also boosting employee engagement within the company. Track anything with an expiration or renewal date. Overly restrictive guidelines also stifle creativity and genuine interest or enthusiasm from participants. If you'd rather have this in a downloadable guide to read and share with your team, you can go here to snag the complete resource. They started with sentiment analysis and social media monitoring but then scaled that into a fully-fledged employee advocacy program. Realistically, not every employee is going to be thrilled to participate, which is why it is important to get started with your employee advocacy program by offering the opportunity to join and not mandating it as part of anyones job. According to Evolue Consulting, When an employee is given swag, they are sent subliminal messages that they belong, that the organization is invested in them, and that they have something to be proud of..

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