When you think of employee brand advocacy, what comes to your mind? A company’s marketing department working hard to get employees to generate positive online chatter about the brand? While that is one aspect of it, employee brand advocacy is so much more. In this post, we’ll explore what employee brand advocacy is and how your company can benefit from it.
We’ll also look at the steps you need to take to get started. So, whether you’re just getting started with employee advocacy or you’re looking for ways to improve your program, read on!
What Is Employee Brand Advocacy?
Employee brand advocacy is when employees use their personal social media channels to promote their employer’s brand. It’s a modern form of word-of-mouth marketing that can be extremely effective, since employees are considered more trustworthy than the brands themselves. And, since employees already have an established social media following, there’s a built-in audience for the brand message.
Employee brand advocacy can take many different forms. Employees might share company news, blog posts, or product information. They might also post photos or videos from company events, or give their personal testimonials about why they love working for the company. No matter what form it takes, employee brand advocacy is all about giving employees a platform to share their own positive experiences with the company.
Who Are Employees Brand Advocates?
As consumers become savvier and savvier, they are increasingly looking for brands that align with their values. In fact, a recent study found that over 60% of consumers would switch to a brand that is associated with a cause they care about. This shift has placed a new emphasis on corporate social responsibility, and as a resu
lt, many companies are looking to their employees to act as brand advocates.
Employees can play a key role in promoting a company’s commitment to social responsibility, both internally and externally. For example, they can encourage customers to support the company’s charitable initiatives, share positive reviews online, and promote the company’s environmental sustainability efforts.
Brand advocates can also help to attract and retain top talent, as potential employees are increasingly interested in working for companies that are making a positive impact. Ultimately, employees who act as brand advocates can help to create a strong connection between the company and its customers, leading to increased loyalty and sales.
Types Of Employee Advocacy Programs
There are three primary types of employee advocacy programs: social sharing, brand ambassador, and content creator.
Social Sharing
The most popular and well-known type of employee advocacy is social sharing. In this type of program, employees share company content on their personal social media channels in order to increase their reach and visibility.
Brand Ambassador
A brand ambassador is an employee who agrees to represent the company in a positive light both online and offline. This can involve anything from attending events and tradeshows on behalf of the company to participating in customer service interactions.
Content Creator
As the name suggests, a content creator is an employee who creates original content for the company. This content can be in the form of blog posts, social media posts, videos, or any other type of content that can be published online.
The best employee advocacy programs will feature a combination of all three types of employees in order to maximize their reach and effectiveness. However, not all companies have the resources or need for all three types of programs. The key is to identify which type(s) of employee advocacy will work best for your company and then implement a program accordingly.
How Can I Run A Successful Employee Brand Advocacy Program?
Employee advocacy is a type of marketing that relies on employees to promote a company’s products or services. The idea is that employees are more likely to be trusted than paid spokespeople, and they can reach a larger audience through their personal networks.
However, running successful employee advocacy programs is not as simple as it sounds. There are a number of factors to consider, such as which platform to use, how to measure success, and how to get employees onboard. Here are a few employee advocacy strategy tips for running a successful employee advocacy program:
Choose the right platform
There are a number of different platforms that can be used for employee advocacy, such as social media, blogs, and email. It’s important to choose the platform that will reach the most people and have the greatest impact.
Set clear goals
Before launching an employee advocacy program, it’s important to set clear goals. What does success look like? How will you measure it? By setting clear goals from the start, you’ll be able to better track and measure the success of your program.
Get employees onboard
Perhaps the most important step in launching an employee advocacy program is getting employees onboard. Employees need to be convinced that they will benefit from the program, and they need to be given the tools and training they need to be successful.
Measure success
As with any marketing initiative, it’s important to measure the success of your employee advocacy program. How many people are reached? How many employees are participating? What is the ROI? By measuring success, you can make adjustments to ensure that your program is as effective as possible.
Employee advocacy can be a great way to promote your company and reach a larger audience. However, it’s important to carefully consider all of the factors involved before launching a program. By following these tips, you can set your program up for success.
Best Employee Brand Advocacy Methods
When it comes to employee advocacy, there are a few key tools that can make all the difference. Here are the best employee advocacy tools to consider for your business:
Social Media Monitoring Tools
Keeping an eye on social media activity is critical for any business, but it becomes even more important when you’re relying on employees to help promote your brand. A variety of social media monitoring tools, such as Hootsuite Insights and Sprout Social, can help you track employee social media activity and measure its impact.
Employee Advocacy Platforms
There are a number of different employee advocacy platforms on the market that can help you manage and monitor your employee advocacy program. Some of the top platforms include SocialChorus, Percolate, and the employee advocacy platform from IBM.
Employee Engagement Tools
If you want to encourage employees to get involved in your employee advocacy program, it’s important to make sure they’re engaged with your brand. Many employee engagement tools are available that can help you keep employees engaged, such as Yammer and TINYpulse.
Brand Ambassador Programs
Another great way to encourage employees to get involved in promoting your brand is to create a brand ambassador program. Brand ambassador programs incentivize employees to promote their brands, such as discounts or rewards.
Employee Advocacy Training
To make sure your employees are prepared to promote your brand effectively, it’s important to provide them with some training. Several different employee advocacy training programs are available that can help you teach employees how to best represent your brand online.
Making the most of employee advocacy requires the right tools. By using the right mix of social media monitoring, employee engagement, and brand ambassador tools, you can set your business up for success.
Conclusion
We’ve seen that employee brand advocacy is a powerful way to create trust and boost sales. When employees are invested in the company, they become powerful brand ambassadors who can help promote your products or services to their friends, family, and social media followers. By creating an engaging employee experience, you can encourage your team members to become advocates for your business. What tactics have you used to cultivate employee brand advocacy? Let us know in the comments below!