How To Develop A Successful Employee Advocacy Programme

Enjoy Digital
By Enjoy Digital
5 minutes to read

In a previous post, why your employees should be sharing your company content, we discussed how a growing number of companies are utilising the potential of their employees’ and their social networks to create positive conversations around their company and brand on social media.

If developed correctly, a successful employee advocacy programme can boost a company’s visibility and credibility online. The following steps and advice illustrate how you can make it a success:

1. Define clear campaign goals

It is important to outline what you want to achieve from the outset. This will involve defining the KPI’s and how they will be measured, but also an outline of the wider long-term vision for the company.

Goals, such as a greater share of voice within your sector, brand reach and content proliferation are common objectives. Or perhaps you want your employees to share your latest promotions or your upcoming products.

2. Establish metrics for measurement

Once you have defined your goals, establishing the key metrics for measuring them will show how your programme is performing. One of the most important aspects of this process is sharing results and progress with employees on a regular basis. This will encourage and motivate your advocates, especially if you also establish a rewards system for those who are the most active, to help maintain momentum.

Here are a few examples of KPI’s you may want to track within your advocacy programme:

  • Traffic driven (from social media to your website by content shared by your advocates)
  • Volume of mentions (increase in mentions of your brand key words)
  • Sentiment  (changes in the volume of positive or negative mentions)
  • Reach (how many people are seeing your content organically)
  • Employee activity (who is the most active advocate)
  • Popular content (what types of content is being shared by your employees)
  • Engagement rate (how many people are engaging with your content)

3. Define the best tools and the processes to implement the framework internally

There is an ever-growing number of tools that have been developed to help implement the right workflows and also KPI reporting of a successful employee advocacy programme. The tools also make content distribution manageable and scalable across a large company with a high volume of employee advocates.

Typically these tools provide every employee and partner with access to a central dashboard where all brand approved content is available and shared easily.

We used an enterprise level tool for our recent advocacy campaign for a client of ours, an international recruiter. The platform offered the brand full visibility into what content is shared, which employees are sharing it and how it performs across the main social networks. It also measures the reach of content shared, so it’s possible to clearly demonstrate a financial ROI from the programme by calculating what the cost of social brand impressions would have been if purchased.

4. Select social media champions

Prior to launching any programme, it is helpful to select a group of social media champions or ambassadors who can take the lead. You can identify them by benchmarking existing staff participation to identify which employees are already actively using social media in a business or personal capacity.

This core team of ambassadors can play an active role in gradually training, coaching, and nurturing other employees who are less experienced.

5. Create a social media advocacy policy and guidelines

Develop a policy and guidelines in collaboration with your social media champions. The policy and guidelines are meant to support both parties involved; employees and employers alike, so that a mutually agreed framework is agreed.

Once a policy is developed, it’s the champions’ responsibility to ensure that all new and existing employees are aware of its existence and to support them to use the guidelines to participate successfully in the programme.

6. Provide ongoing support and resources

Once the framework is created, providing ongoing training and support ensures that employees have a solid understanding of how they can communicate effectively and responsibly when using social media on behalf of their company.

If you need help developing and implementing an employee advocacy strategy or just want more information, please get in touch.

We love all that networking and connection making, but let’s face it, you can’t beat a good old-fashioned chat over a cuppa. Just give us a call, we’ll put the kettle on.

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