Many of our clients are using or plan to investigate the use of employee advocacy platforms.
We are quite typically asked about what success looks like and as this post is titled 'how do we make it sustainable?'. Clearly this is a challenge.
Below is an article from LinkedIn and their take on how to make your program successful. I picked up on what I think is the most important aspect.
As the article says, people want to share content that is of relevance and supports their role. The most obvious use case here are those trying to influence deals (or hires).
Having spoken with a number of senior sales and account leaders, I hear that they do not always find the content supplied relevant enough to share to their network. There is also a concern that the content will not reflect their personal brand in a consistent manner and therefore not create a sustainable habit.
Think about yourself. Are you more likely to share something delivered to you that is authored by someone your trust, that is an expert in what they do and can influence a conversation you are currently having OR the opposite, generic, varied content from a source you don't recognise?
This is why indigenous, client-relevant content that is created by your team of experts is needed for your team to fully engage.
I fear that by not doing this, the sustainability of an employee advocacy program or any joint content strategy between marketing and sales will suffer.
My recommendation in this instance would be to start with those in sales, run a stakeholder mapping exercise, understand who they want to influence and what topics would be of value. Use this as the basis for the content to feed your program.
How Can I Make Employee Advocacy Sustainable? The long-term success of your employee advocacy program is up to—you guessed it—your employees. You could mandate sharing as part of their job description, but that leads to uninspiring, corporate-sounding shares. To keep enthusiasm up, give employees content they want to share, and let them see how their sharing is affecting the business. People want to share content that they find genuinely interesting. Let your employees have a voice in choosing content that resonates with them, as well as holding value for the audience. Make employees part of the curation process, and you will get more engagement down the line.