There are so many things I love about this blog post that it's hard to pick out the one topic to add my perspective on.
Employee advocacy is often discussed from the perspective of the employer and can bypass the most critical component of such a program - the employee.
The employee voice needs to be front and centre of any advocacy program launch. Understanding the motivations behind sharing, the topics of most interest and openly communicating how the program helps both brand and employee are critical to the success of any employee advocacy program.
Training, tools and content are critical in equal measures when deploying a program. However, before all this begins you must understand how such a program can help an employee. P
I love the quote "You're renting space on your employees' social profiles. Payment for that rent comes in the form of content that's relevant to them and their network. This reinforces the bond of trust that they've build with their networks"
SO HOW DO YOU ADDRESS THIS?
1) Provide a blend of branded and non-branded thought leadership content. Use your employee advocacy tool not as a vehicle for passing through branded content. Use it as a mechanism to help employees learn and read about topics that interest them.
2) Ask your employees what kind of content interests them, what they read to keep ahead of their profession. Better still, provide a tool that helps them to tailor the content feeds to their personal preferences e.g. Grapevine 6 is a tool that does exactly that.
3) Encourage employees to contribute content. Some of the most credible content comes from the practitioner - people out there with customers that understand the issues. Tapping into this knowledge and creating content that appeals to audiences can be hugely successful.
Take a look at the full post "Adopting the Right Brand Voice For Your Employee Advocates" for more insights into this topic.
Let’s take a step back and look at the different ways people can share and engage with all types of content on social media. We’ve ranked them by “strength of endorsement” from lowest to highest: - Liking a brand post - Commenting on a brand post - Resharing a brand post to their own profile - Sharing an original post from the website itself with a thoughtful introduction As you move down the list, the level of effort increases. This means the relationship between that piece of content and your employee must increase.