When it comes to employee advocacy, launching the platform is just the beginning. Questions that often come up in the long run include: Have we organized content in the best way? What’s the most effective form of challenge? Should we be prioritizing certain types of content over others?
In order to address questions like these, it’s essential to have a clear strategy in place; one that enables you to evaluate all aspects of your employee advocacy initiative on a regular basis, and take on board feedback from those involved. So how do you do this?
Clear Direction from the Word Go
Employee advocacy presents significant opportunities for a wide range of company departments. The most obvious is marketing, for whom it unlocks great potential in the form of increased visibility and engagement on social media. But just as important are the opportunities employee advocacy holds for HR teams, who by making all brand content readily available on a single platform can seriously boost internal communication and employees’ awareness of, and engagement in, the latest company activity.
Another group to consider is executive management. With more and more business conversations taking place not only on social media, but between individuals rather than vetted brand accounts, the value employee advocacy holds for the C-suite is the ability to create an official way of empowering employees as brand representatives on social media, complete with training, certification and the reassurance that employees’ communication is aligned with overarching brand messages.
Prior to launch, employee advocacy therefore needs to be discussed with all the relevant departments, in order to identify key objectives and decide which KPIs will be used over time to measure the program’s success.
Organization: Core Leadership meets Global Involvement
Moving forward, one of the best ways to optimize an employee advocacy program is to gather feedback from those involved. With any luck, the users of your platform will have lots of ideas about what works well, what’s missing, and what could be improved. But given the scale of employee advocacy, what’s the best way to go about gathering, prioritizing and acting on feedback?
A good way to start is by creating a core team of people who will steer the project and make key strategic decisions. Depending on your objectives this could be a specific department, such as marketing, or a hybrid group made up of representatives from different departments.
It would then be the job of this core team to gather feedback from individual employees, be it in written format or by way of discussion, and to act on it. At this point it’s important to note that how feedback is incorporated into strategy should be influenced not only by identified objectives, but also a desire to offer the best user experience for your employees. For example, if one of your key objectives is to promote LinkedIn content but your employees find Facebook posts more engaging, perhaps a balance of content is best.
Making sure you continue to produce relevant content, that it reaches the right users, and that you keep users engaged in the long run, is one of the most challenging aspects of employee advocacy. But it is also one of the most important. At Sociabble we offer a Customer Success program that provides support when identifying employee advocacy objectives, evaluating KPIs, incorporating feedback and adjusting strategy accordingly. Contact us to find out more.