3 Steps To Effective Employee Advocacy

This may sound like an obvious one, but some employers tend to think that sending an office-wide email will do the trick. Creating the strategy is just the beginning; getting everyone on board is the important part. 

Whilst creating a new employee advocacy strategy and training existing employees isn’t impossible, it’s far easier to get employees on board from day one. So, make sure you include all your brand information and employee advocacy reasoning as a part of the onboarding or induction process for new starters – that way, it’s on their mind from day one. However, training your existing employees is where you need to focus, as changing people’s ideas or habits isn’t easy.

First of all, ensure in their training that you clarify why employee advocacy is important to the business. Particularly when it comes to sales staff and social advocacy, they may not see the true value in it unless it has their name written all over it. For this reason, you need to have examples to support what you’re trying to achieve. Show them data, such as how many people in their target market will be reached if five, ten or twenty more employees share the company’s marketing content on LinkedIn. Show them how many of their competitors from other businesses are doing the same thing on social media, meaning they could be potentially reaching and speaking to their customer base. If you have evidence to back up why employees need to be brand ambassadors and bang the company drum on social media (as well as on the phone, in email and in person!) it’ll make it far easier to digest in training.