How to Measure Employee Engagement
As a company launching an ambassador program or an employee advocacy program, you'll have specific goals you want to reach. Measuring employee engagement may be one of those goals, but it might seem difficult. After all, how can you quantify employee engagement?
For each ambassador campaign that you send through Social Seeder, we provide detailed metrics so that you can measure your performance and your progress towards your business goals.
Defining employee advocacy goals
- Defining business goals
Business goals typically represent the larger purpose of a company, particular departments, employees, or managers. They formulate the desire to achieve something in a set time period. Common goals of brand ambassador programs are:
- Become a more attractive employer: Attract and retain talent.
- Gain online visibility via your employees.
- Have more people buy a certain (range of) product.
Business goals are usually translated into several narrower business objectives that define how to achieve them.
- Measuring achievement with KPIs
A KPI (Key Performance indicator) helps you indicate the progress you make towards your objectives and goals. It is a quantitative measure against which you can monitor achievement. For example, to see if a company is gaining more online visibility via its employee ambassadors, we measure the clicks each ambassador generates. The more clicks there are, the more people visit your site. We know how many people went to a landing page, or company website, and we know what impact this creates for your image. These are the kind of rolling KPIs we measure continuously.
- Phased progress
When measuring success, rolling KPIs and business goals are essential. However, the road towards attaining specific goals is one of evolution and learning. This is why you also need a third type of metrics, which is commonly overlooked: the phased progress. These are smaller KPIs and subgoals towards the phases every program goes through. For example, you know that in your ambassador prgoram you will have to get everyone comfortably on board in the first phase. Another phase will be creating a community, realizing co-creation, etc. You need to measure those sub-goals within your ambassador program too. This kind of KPIs are set at the beginning of a program, and you can measure them at the end of each phase to decide if the transition to that phase was successful or not. For instance, you can measure employee engagement by comparing the number of employees you asked to join your ambassador program, against the muber of those who joined.
Widespread employee advocacy and ambassador metrics
Many tools out there track reach. Reach is an estimate of how many people potentially saw or interacted with your post. In the context of an ambassador program, however, reach is a flawed metric for determining how well content performs. Why? Because it's hard to translate it into real value. What did you actually reach? What value did reach bring you? Reach doesn't translate into sales. You can reach a big audience and still sell nothing. The only information this metric brings is how many people enter your funnel.
Measuring how many people you reach is only useful when you look at other metrics, too: the number of clicks, for example. Reach combined with clicks will give you an idea of how many people you need to show a post to get a click.
Clicks are a great metric, but when people click on your content, do they take action on your website? Do website visits lead people to make a purchase, download a resource, or request a demo? Our platform allows you to track these conversions and assess how many clicks you need to make a conversion. When you're analyzing your campaign data, it's clear that it's unwise to draw conclusions based upon just one metric. Instead, consider how metrics relate to each other. For example, you may have an ad with an exceptionally high click-through rate but a dismal conversion rate.
- Participation level
Say you've been running an ambassador program for a while. You'll notice different forms of participation among your ambassadors.
- Active ambassadors: they joined the program and remained equally active in sharing content over time.
- Latent ambassadors: they enrolled as ambassadors, but they stopped sharing at some point or share less than they used to.
- Inactive ambassadors: these joined the program but never took part. They haven't shared content, although they've had the opportunity to do so.
Monitoring and boosting participation levels
It's essential to monitor these engagement levels. Define what an active ambassador is in your company's case. (For example: Define an active ambassador as someone who shares at least 1 per month, a latent ambassador as someone who hasn't shared for the last two months, and a non-active ambassador as someone who enrolled but never took part.) Export the data you've gathered on the subscriber of your program and categorize them. The question now is, what to do with this data.
- Handling your active ambassadors is easy. Give them pats on the back for sticking to their engagement.
- Try to re-engage latent ambassador. For this, you'll need to ask them the right questions, so you get more insights on why they lost interest and redirect your program accordingly.
- Inactive ambassadors will offer you the most knowledge of any shortcomings your program may have. They had a very high momentum when subscribing, and somehow that momentum vanished. It would be best if you researched the reason this happened.
Finally, remember: the biggest advantage of your ambassador program is not only to measure your employee engagement, but to learn and adapt your program based on data.