Interest in Employee Advocacy has grown 191% since 2013, with 45% of marketers naming it a top objective.* It’s a proven, widely accepted method for companies to increase brand awareness and sales leads, promote events, and form trusted relationships. And it’s all happening simply by having employees share company content with their personal social media connections.
But some are still skeptical, which is why we’ve put together this guide. If you’re trying to get others to see the benefits of Employee Advocacy, review these five key use cases to win them over.
Through Employee Advocacy your company can:
Anything new will always be met with caution. Leaders will say the company lacks the time and the policies to implement an Employee Advocacy program. More importantly, they won’t immediately recognize the value - that’s why it’s critical to clearly illustrate the benefits of Employee Advocacy to your peers.
Start by pointing out its potential to foster a specific departmental or company goal. For example, if a Human Resources leader wants to better engage employees, direct them to the “HR and Company Culture” use case. If a Marketing leader wants to improve how they support sales, have them review the Social Selling, Lead Generation and Brand Awareness use cases.
Although you need to have specific goals in mind, to achieve buy-in on a company-wide Employee Advocacy plan, project owners must collaborate across functional groups. As Altimeter states in “The 2014 State of Digital Transformation” report, the root of digital transformation lies with grassroots leaders taking a step outside of their daily role to become a change agent.
Yet because employee social media activity will directly affect sales and marketing, those departments must be equal partners when seeking overall organizational buy-in for an Employee Advocacy program. This collaboration creates genuine consensus about goals, which not only helps to launch a successful first program, it’s also a smart way to plan a successful phased rollout.
“A new generation of enterprise social networks and Employee Advocacy platforms promised a new approach, but to date they still struggle to connect activities to the creation of business value.” ~ Altimeter
No one – especially company leaders – will care about a program where an employee uses Facebook to tell 450 “friends” about a new product. You need to convey the tangible, bottom-line business value, not only to get stakeholders excited, but also so you can measure the performance of the program. The number of employees who participate is the most commonly sited “metric.” However, that merely represents adoption of the program, not its actual results. Get specific.
When carefully and strategically executed, an Employee Advocacy program can deliver the business benefits that leaders care about the most:
You can buy the best Employee Advocacy technology solution, create a smart program and get every department on board. But if employees don’t participate, it’s all wasted time and money.
Here are some ways to get employees motivated: