Ready to start with employee advocacy? Here are the steps you need to get started.
1) TRUST AND FREEDOM:
An employee advocacy plan will only work if your company has a transparent culture of trust and freedom. Advocacy can’t be forced, nor can it be bought.
2) SET KPIS:
Just like with everything else in marketing, start this program by setting goals and KPIs, i.e., what you want to achieve, and how you will measure your achievements. These KPIs will tell you whether you’re reaching your goals, and how well you’re doing so. KPIs aren’t just any metrics – these are key metrics you’ll rely on to tell you how your plan is performing.
So, what are your goals? What do you want your employees to advocate for? More importantly: what do you want your employees to share? Besides “spreading the word”, perhaps you want your employees to share your latest deals or your upcoming products.
The good news is if you already have clear marketing objectives and brand KPIs, you’ve already done half your homework. Your employee advocacy objectives feed directly into your existing goals:
These are just some examples of objectives, but they’ll differ for every company – while some brands focus on ROI and sales, others focus more on traffic and sentiment, leading to the infamous NPS (Net Promoter Score).
3) SET CLEAR GUIDELINES:
Have clear guidelines, but not too restrictive to counteract our first point on trust and freedom. Don’t impose guidelines, but if you can, crowdsource them. Make the guidelines easy to understand, easy to follow. You need guidelines that enable advocacy instead of restricting it: guidelines on what to share, how to share, ideas on where to share content, and an outline of the incentives that employees can benefit from.
Don’t neglect training and support: feel free to appoint a point of reference (an “employee advocacy champion” if you wish) who can assist and give advice should your employees need it. Make sure everything’s covered.
Of course, one of the first things to consider is: what would you like your employees to share?
Remember: what your employees want to share is entirely their prerogative. Whether you want them to share your latest deals, information about your products and services, or the most recent articles from your content site, it needs to be something that your employees consider relevant to them and their followers. If your employees don’t feel that your content is relevant to them or their network, the chance of a share will be very, very small. This is why you need to make sure that the content you want to be shared encompasses an array of interests, to reflect the diversity of interests, opinions, and voices among your employees. This diversity has the potential to increase engagement, making sure that there’s a diverse selection of content available to your employees, content that’s fit for them and their own social/online networks.
So, how do you find content for your brand and your employees? For your employees to share your content, this needs to tick at least one of the following criteria:
If your content doesn’t tick any of those three boxes or at least strike a good balance between them, rest assured that your employees will not share your content – it’ll look uninteresting, spammy, and unlike them.
4) EMPLOYEE ADVOCACY TOOLS:
There are several employee advocacy tools out there. Do you need one? Not necessarily.
As long as you have ways to measure advocacy and return on investment, nothing is stopping your employees from using great tools like REENs Elevate or Bambu to share content. However, a tool dedicated to employee advocacy makes it a lot easier for you to view our performance, and for your employees to share your content.
If you’re looking for a tool, or if you’re interested to see what an employee advocacy tool can do for you, here are a few personal recommendations to get you started:# Moblie # Work # Marketing
15 May, 2018