An employee advocacy program can be surprisingly effective. Business solutions provider Edelman did a study that showed lower cadre staff are likely to be twice as likely to be trusted by the public as senior staff. The study also showed that the average employee has about 250 Facebook friends and 75 Twitter followers. These are small numbers when seen alone but considerable when combined. A small business of 10 employees would be exposed to 2,700 people. But an employee advocacy program can only be successful when some elements are in place.
An efficient and functional employee advice platform
An employee advocacy platform generates common content for the employees to put out. It also serves as an interaction platform for lower and senior staff. It integrates communication and productivity tools to support the efforts of the employees.
Clear goals and objectives
What does the employee advocacy program aim to achieve with the program? Is it more social mentions of the brand or highlighting a new product? Having clear goals and objectives has every member of the team pulling in one direction and putting out the same message.
Social media training
Using social media effectively can be very powerful in brand advocacy. But social media is a double-edged sword where wrongly posted and damaging content can do a lot of harm to the brand image. Employee need to be trained on social media best practices.
Have the right point men
Point men are there to inspire and set good examples. Point men can be of varying profiles. They could be the people who are more knowledgeable than others on social media, or witty people who lead with funny and viral content. They rally the rest of the staff in the campaign.
An employee advocacy program’s success can only be deemed successful if the team understands the achievements that are being made. How many social mentions did the brand get in a month? How many more Instagram followers have been gained? How many visitors are going to the new product’s page? Numbers never lie and it is only possible to tell of a successful program if there are good analytics.
A positive attitude
Brand advocacy comes out as more genuine and trustworthy when the employees say it with genuine affection for the brand. A positive attitude needs to be maintained to have everyone feel that they are doing it out of their own volition but not under pressure.
An employee advocacy program has more than brand building benefits. It also makes a stronger team that is ready to work for better results for everyone