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By Admin 2019-10-17 06:59:20 2 Comments Technologhy, Design

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.

  • Trust motivates shares, it encourages genuine conversations, and it builds the confidence in your employees that you trust their judgment. A specialist employee advocacy tool can’t make that for you – it needs to come from within your brand before any further steps.
  • Freedom is closely tied with the previous point of trust: while you may want your employees to advocate for you and your brand, you have to recognize that you can’t force them to do so, and that’s ok. One of the benefits of employee advocacy is that people will trust your employees more than they trust your brand, as long as your employees have the confidence to share your content freely, out of their own will.

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:

  • Who do you want to reach?
  • What is your target audience?
  • Do you want to reach your existing demographic, or do you want to reach out to a different demographic?
  • Do you want to increase brand awareness?
  • Do you aim to increase the positive perception towards your brand?
  • Do you want to focus on customers (including potential customers)?
  • Do you want to drive more traffic and leads?

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:

  • It supports your brand
  • It’s share-worthy
  • It has value to them

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

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