How to get Employees to Care About Your Employee Advocacy Programme
The most common challenge organisations face when rolling out their advocacy programs is the engagement of their employees. In order to get your employees engaged, they need to understand why they do it and what the benefits are. How to do an employee advocacy program for employees and how to engage them?
Leading by example
Company initiatives stand a better chance of success when backed by a managing team. It’s not about leadership and telling others what to do, it’s about managing people actively participating in the program.
Motivate your employees to share content.
When your employees embrace the concept of an advocacy programme, they will most likely need some encouragement here and there to share content. After all, they do have more things to do during working hours.
That’s why it’s never bad to remind them of the payoffs that go hand in hand with an advocacy program. When they share content with their network they will:
- Build their personal brand and establish themselves as thought leaders
- Drive revenue generation
- Boost brand awareness for the company
Let them be ‘social’ at work
You want employees to feel empowered and free to share content. But this is not possible when companies discourage the use of social media during working hours. If this is the case in your organisation, you need to make clear that the company is backing employees' participation and trusts them to use social media.
Trust your employees and give them online freedom. Your program will work better if your company has a transparent online culture.
To be sure everything goes right you can create some social media guidelines. This is just to be sure that your brand’s message is communicated in the right way. You should not aim to control your employees’ online behaviour, but some clear guidelines will help your employees communicate your organisation’s message in a better way.
Provide the right tools
A tool that is dedicated to employee advocacy will make it a lot easier for your employees to get involved. It’s easier for them to share content because the right content they are allowed to share is provided.
If you are looking for a tool to implement or improve your advocacy programme, make sure it has the ideal mix of features that answer the needs of your program.
The most important features are generally:
- An easy way to recruit new advocates
- Segmentation tools
- Easy content sharing system
- Employee engagement features
- Customizable branding
- Multi-language options (for international organizations)
Acknowledgement goes a long way
It’s important to measure and communicate the results of your program with your employees. This way, they can see the impact of their efforts.
And a little acknowledgement goes a long way. If your advocates know that they are making a difference and that you appreciate them for this, they’re more likely to stay involved and keep sharing.
Getting your employees engaged in your program will always be a challenge, but leading by example and showing the real benefits it has for the employee itself will help you get an engaged army of employees who spread your content on social media.
Trough employee advocacy, employees will be able to develop their personal brand and they will be considered as thought leaders.