When you launch an employee advocacy initiative, the main aim of gamification isn’t to get employees to share as much as possible. It is, of course, to increase user engagement by providing an additional incentive for sharing. But the ultimate aim is to promote content strategically, and to accompany employees in their own digital development by rewarding thought leadership activity.
As you may know, Gamification is the system of integrating game mechanics into a website, an enterprise application, online community, etc, to motivate participation, engagement, and loyalty. This could mean rewarding of badges, integrated campaigns or challenges, and other game theory techniques.
So, here are four key areas to focus on, in order to make sure you get the most out of gamification.
1 – Know Your Objectives
First and foremost, it’s crucial to know what you want to get out of gamification. Chances are you have two key objectives: to valorize specific content by awarding additional points for sharing, and to help employees to boost their own visibility by encouraging them to share content on a regular basis. The question is, what sort of content do you want to promote through gamification initiatives? Do you want to focus on new company publications, event-related communication, or recruitment opportunities and employer brand content? What’s important to consider is that user engagement can tie directly to the pertinence of available content. So not only is it a good idea to promote a wide range of content, but it is also worth creating gamification initiatives for specific user groups.
Data is also important in relation to your objectives. You need to know if things are working and fulfilling your vision, but how do you know if they are? Data. You can’t optimize your gamification process and tactics if you don’t know how well they are or aren’t working. Collect information on how engagement has improved, what works the best, what gamified parts aren’t helping, etc. Through this you can add or remove certain tactics and optimize your gamification to work more towards your initial objectives.
2 – Communication Is Key
When there’s a gamification campaign or challenge underway, communication is paramount. Beyond the initial announcement, daily or weekly notifications – both on the employee advocacy platform and via email – should be used to inform employees of new content that is available to share, as well as leaderboard updates that spur on competition between users.
3 – Mix Things Up
If you want gamification to consistently drive engagement, don’t always stick to the same format. As well as varying the content users promote, you can change the system you use to select winners. Consider rewarding not just the people who finish top of the leaderboard, but an “out of the hat” selection taken from the top 20, or the top performer from each department. This last option is a particularly effective way of encouraging company-wide engagement.
4 – Appoint Top Ambassadors
This goes beyond gamification, and concerns the progress of your employee advocacy initiative as a whole. Think about appointing program ambassadors: those employees who are regularly at the top of leaderboards; or who consistently generate end user engagement. Invite them to share their tips and best practices with others. How has their sharing activity boosted their interaction with audiences on social media, and the achievement of business objectives? Is the engagement they achieve thanks to personalized messages, well timed shares, or content that is chosen for specific networks? The more employees know about the value and best practices tied to social business, the more they will take action on the platform, and participate in the latest gamification initiatives.
Injecting a little competition goes a long way to driving employees’ continued motivation, and boosting the effect their sharing activity has on your achievement of objectives that are tied to your employee advocacy program. Check out these articles for more on the topic: