Employee Advocacy: Why Company Content Alone Isn’t Enough
When you launch an employee advocacy program, aggregating and promoting company content alone isn’t enough. When we say this, we don’t mean “enough” in terms of quantity; your company may well produce loads of content, especially if you have multiple entities. No, we mean “enough” in terms of what will enable you to get the very most out of your employee advocacy program.
Here are three key areas of employee advocacy that make the incorporation of third-party content a no-brainer.
Let’s face it, even your most enthusiastic employees won’t want to share company content and nothing else. That’s why it’s important to draw in content from third-party sources (such as blogs written by industry commentators); content that your employees will be genuinely interested in, that relates to what they do, and that they will want to share with their own connections. Ultimately, it is knowing that they can access a variety of pertinent, insightful content from a range of sources that will keep users engaged on your employee advocacy platform.
Social media audiences have come to expect a lot from companies, and are more receptive to those that don’t just wax lyrical about their own products. When your employees share relevant, insightful industry content, it demonstrates that they are experts in their field; that their knowledge goes beyond the company itself. Given the choice between a company whose employees demonstrate individual thought leadership and one that just pushes brand messages through official accounts, there’s no questioning where the competitive advantage lies.
A major aspect of many employee advocacy programs, social selling demands the aggregation of third-party content. Why? Because ahead of selling products and services, sales teams must first develop an image of expertise; they need to win audiences’ attention by demonstrating that they know and understand the market at large. This means having access to pertinent third-party insights that help them to fine-tune their own industry awareness, and that can be used to instigate and nurture conversations with clients and prospects.
Some companies might feel uneasy about integrating third-party into their employee advocacy program. What if it endorses competitors? How will it be moderated? What if it contrasts official brand messages? Having an employee platform in place actually helps address such concerns, by enabling those who pilot the program to adjust content settings on the platform according to company needs, however compliance-heavy these may be.
Contact us to find out more about how we work with clients to tailor the aggregation of brand and third-party content to their employee advocacy needs.
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