When you launch an employee advocacy initiative, your aim is to encourage employees to engage with content, right? You want them to like, share and comment on the posts that are available to them on your company’s employee advocacy platform. But in order to achieve this, one question needs answering before any other: does your content provide value for your employees?
You Can’t Force Employees to Engage with Content
If the content you publish doesn’t interest your employees; if they don’t see value in it, then there’s no way you’ll achieve long-lasting engagement. Employees’ interaction with content is a sign of their appreciation; an indication that content is of value to them. This can be because it entertains them, educates them, or makes them think about something from a different point of view. Perhaps they’ve been looking for an argument that responds to a client’s needs, and find it in a piece of content. Alternatively, maybe a post they discover gives them an insight into unfamiliar aspects of the company, or the industry at large.
In any case, it is the value provided by the content you make available that will determine whether – and to what extent – employees engage with that content. Employee advocacy isn’t about forcing employees to share content; it’s about making content they want to engage with readily available. Of course, well planned campaigns and gamification are valuable engagement incentives, and a great way of making your employee advocacy initiative more dynamic. But the main driver of engagement must be the fact that employees have easy access to up to date, valuable content.
Employees Are Your Primary Target Audience
Ahead of external audiences, employee advocacy is about informing and engaging employees themselves. Successful employee advocacy therefore goes beyond making content available for employees to share; it involves making sure the content you produce provides value, and implementing communication initiatives that allow you to collect feedback and gage whether or not this is the case.
When launching employee advocacy, the first thing you should make sure you’re doing is producing content that resonates with your employees. Because only then can you expect the latter to truly engage with content. Value is a prerequisite for engagement.