Employee Advocacy has emerged as a go-to strategy thanks to companies like Salesforce, Humana, Vodafone, IBM, and hundreds of others across the globe who are pioneering the way with successful programs. In fact, 90% of brands are now pursuing Employee Advocacy, a 2X increase from 2015. (Source: Altimeter)
Marketers know that employees are an incredibly valuable asset to a brand, and there is an opportunity to partner with them to drive awareness, reach, and tangible business outcomes for their company.
Employees are already using social media, and are certainly vocal about their professional lives as a part of that activity. Companies are taking a big risk if they do not get involved and support their employees on the platforms and networks where they are most comfortable. The likes of Facebook, Twitter, LinkedIn, and Instagram are dominating when it comes to mobile presence. That is where companies must focus in order to remain top of mind with their workforce.
In order for employees to have confidence in what they say and share on social media on behalf of the company they must first have a solid understanding of why it matters in the first place.
Employee Advocacy offers a number of benefits that reach far across the organization. Many of these effect the company at large, but there are also significant benefits for the employees themselves who engage with such a program.
In this eBook we will teach you how to train your employees to be effective advocates for your company on social media. Successful training will provide employees with the guidance, safety, and tools necessary for them to become champions for your brand. These early adopters will pave the way for others, enabling you to grow and scale an Employee Advocacy program that has significant impact for the company.
The first step when training employees for your advocacy program is to ensure you have proper guidelines in place. The guidelines should act as an outline for your employees, defining how they should utilize social media within the workplace. They should be easy to understand and provide self assurance for your team. By establishing the do’s and don’ts up front you will create an environment that encourages sharing and authenticity, not one that restricts it.
The best way to do this is to create a set of guidelines that support your social media efforts and empowers employees. This does not have to be a long form document that overwhelms your coworkers. Simply start by creating a single page with a set of company “rules” or directions as to how social media is (and is not) to be used in relation to the workplace. These guidelines are the starting point for your Social Media Policy, which is a more formalized document that your company will need at some stage, but it is not necessary to have one to launch an Employee Advocacy program.
There are essential ingredients that every company should include within their guidelines.
It’s important to align your guidelines with your company’s goals and culture so that employees feel comfortable. Keep them simple and straightforward. You do not want to control the voice of your employees, you only want to ensure their safety and compliance.