Employee advocacy: what is it?

Employee advocacy: what is it?

Manon Razier

Community manager

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Have you ever heard of “Employee advocacy” ?

Employee advocacy is the new phenomenon affecting corporate e-reputation.

In short, it is quite simply when a company or a brand mobilizes its employees to become ambassadors, not only in their professional life, but also in their everyday life in sharing content on their social networks. It is therefore a question of encouraging employees to participate in the communication of their company.

But why resort to this strategy?
If you want
develop your presence on social networks, employee advocacy is a way of reach a much larger audience and thus create visibility and virality around your company.

Besides… Did you know that a message has up to 20 times more impact when it is not the brand promoting it? And yes ! If the message is sent by one of your employees, your customers or one of your ambassadors, it will be considered to be much more credible. This is another good reason to implement it within your company!

Today, companies are already very present on their social networks. These have become theirs essential channels, both for their notoriety and visibility as well as for their e-reputation. And their presence on social networks could intensify with this new strategy!

How to build and deploy an employee advocacy strategy?

Are you ready to begin your strategy and want to put the odds in your favor? Let’s see how to do it.

Step 1: Identify your employees already on social networks

First of all, you should know that an employee advocacy strategy is something that starts gradually and especially, on a voluntary basis (from your employees). Not all of your employees will become ambassadors. Some will not want to, and you should respect their choice.

At the outset, it is important not to try to get the whole company on board in the program, nor to force your employees to participate.

We recommend that you go find those who are already present on social networks and then solicit them by explaining to them first of all, why does the company want to launch this strategy and how it wants to implement it with them. .

However, the employee advocacy program does not only concern company employees, this can concern both internal employees (sales, marketing teams, etc.) and external employees. For example, you can count on your best customers, your distributor networks, etc.

Step 2: Take the time to train and explain the employee advocacy program

Once you have selected the first ambassadors and they are ready to participate, you will still need to train them.

Indeed, on the one hand, your employees do not all have the same knowledge on social networks and on the other hand, you will have to explain to them the objectives you want to achieve, the expectations regarding their contribution and the operational implementation.

At this stage, explain to them that the interest of employee advocacy is twofold. On the one hand, for the company, this will allow it to generate leads and strengthen your employer brand. On the other hand, from the employee’s point of view, by investing in the company’s digital communication, this will allow him to participate in its development, which, of course, promotes a positive work environment. , and helps to develop collaboration as well as transparency.

Step 3: Provide high added value content

This step is fundamental. Here, the idea is to make it clear to your employees that it is not a question of directly advertising your company or transmitting product information. No ! The idea is rather to share impactful and engaging content that will elicit a reaction from the reader.

This step, where content curation is inevitable for employee advocacy, will then allow various forms of content to be shared, for example: blog articles on the employee’s various social networks, comments on forums mutual assistance in connection with the activities of the company, sharing of company announcements or certain Twitter or Facebook statuses, or Linkedin publications. It can also be incentives to download a white paper, quotes (very trending on the networks), polls, etc. If you are lacking inspiration for finding content, check out our article: 10 examples of content to publish on social networks.

Anyway, to provide high added value content, communicate these 4 tips to your employees:

  • Tell them to find the keyword or theme which will give its readers the desire to go further.
  • Tell them to be themselves, even in writing!
  • Tell them to talk about their personal experience, their speech will generally be perceived as more sincere than that of your company. It will have the value of testimony. Those close to them, like Internet users, know that they are talking about their own experience, and because they want to.
  • Tell them to always offer new things and impactful content! They must always have the word that will make the difference. The important thing is to have the opportunity to exchange with your community, to know their doubts, their fears and their successes.

And if your employees are ever short of ideas, do not hesitate to tell them about the 9 ways to recycle company content on their social networks. The main thing is that the 4 tips above are respected.

Step 4: Equip yourself with powerful tools for an effective strategy

Creating quality content is one thing, making it visible to your target audience is another. This is why it is necessary to equip yourself with powerful tools to succeed in your employee advocacy strategy.

For example, there is the platform Flexible, which is a real marketing automation tool, which supports your employees in their monitoring and helps them organize and schedule content sharing intelligently on their networks. The platform allows content to be centralized by theme to allow your employees to have easy access to it, to be able to read it and share it on their networks in one click. On this point, you should know that regular Limber users get on average 9 times more traffic on their content, that’s the tempting promise of this tool!

However, there are also other platforms like Social card, which supports you in your quest for visibility, notoriety, and time. It is an automated content distribution tool on social networks that will allow you, on the one hand, to deploy powerful strategies for monitoring and curating content, but it will also allow you to integrate UTM codes to track your traffic and insert Call-to-Action on your publications. On the other hand, it also goes allow you to measure the effectiveness of your system by analyzing the engagement of your employees and the relevance of your content.

In short, you will understand, these tools are essential in the development of your employee advocacy program!

Step 5: Animate, thank, “gamify”

Araoo_employee advocacy_recompense

To create enthusiasm and motivation around this new lever, it is important that you run the employee advocacy program, whether you bring it to life. For this, you can highlight those who have had the best results, you can reward them. The idea is obviously to show your gratitude and therefore thank them to have played the game of collective effort.

For example, you can encourage them to download an application that allows them to earn points to win coupons, a breakfast at the local bakery, an activity, a restaurant, tickets to a concert, a movie, a sports match or a festival, in short … That’s up to you, but rewarding your employees for their commitment, it will mobilize and motivate them around your company.

What are the advantages of employee advocacy?

There are several advantages to implementing this strategy in your business, let’s see which ones:

Initially, employee advocacy obviously allows increase your audience by rallying the audience of your ambassadors. The audience reached through employee ambassadors is both better targeted and more receptive.

  • Give credibility to the messages you want to convey

In addition, an effective employee advocacy strategy will allow you to give credibility to the messages you want to convey. And yes, keep in mind that it always seems more sincere when it’s a collaborator talking about your brand, rather than you directly.

  • Enhance the human capital of your company

Without a doubt, this strategy also enhances your human capital. Indeed, your brand will be all the more perceived as a brand where it is good to work if your employees speak on their own on their social networks for it. This proves on the one hand their commitment and on the other hand strengthens your brand image.

  • Create a digital culture of engagement

Employee advocacy is a collective approach who allows you to create a digital culture of engagement on social networks and exponentially amplify your company’s presence on the web. Thus, this will allow you to develop the notoriety of your employer brand.

  • Reduce your recruitment costs

Finally, this strategy also allows you to reduce your recruitment costs. Indeed, the costs for a recruitment campaign by publication of job offers are still quite high! Thus, employee advocacy will inevitably save you money in the medium and long term on this point.

To conclude, if we had to remember only one thing, it is that promoting your business on the networks is good. But promoting it with the help of its employees is even better! This is Employee advocacy.

Now, you know more about employee advocacy and you have all the cards in hand to implement this strategy in your company. So go ahead and get started!

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