Third-party endorsements bring more customers and brand recognition. Sponsored posts reach people in your target demographic. Company-sourced social media updates help spread the word about products, services and brands.
But there’s another way to reach and influence people. It’s an often-untapped resource that’s right under our nose: employee advocacy.
What is employee advocacy?
Employee advocacy refers to the promotion of an organization by its workforce. It can take many forms, but today, the most common and effective channel is social media.
Word-of-mouth remains the top influencer for buyers. Studies show that employees are more than twice as trusted as a CEO, senior executive, or activist consumer. Cisco notes that employees’ social posts generate eight times more engagement than posts from their employers. People are 16 times more likely to read a post from a friend about a brand than from the brand itself.
In addition, employees often already have social media profiles. And it’s likely that they’re on some platforms that your brand isn’t.
Plus, employee advocacy is as effective for small businesses as it is for large corporations. According to Pew Research Center, the average U.S. internet user has 200 Facebook friends and 61 Twitter followers. A staff of 20 means a potential reach of 5,000.
There are sideline benefits to employee advocacy as well. An employee might be able to create publicity, attract top professionals, or be interviewed for a news story.
And it’s not just your company that benefits. Employees can get something out of advocacy too.
But perhaps the most important reason to consider employee advocacy is this: it’s still in its early days. By starting a program sooner rather than later, you can get in on the ground floor of this young, and effective, marketing tool.
Here is an outline for creating an employee advocacy program that inspires your employees to be your best brand advocates.
How to create an employee advocacy program in 7 steps
1. Make workplace culture a priority
For employees to become brand ambassadors, they need to love more about their jobs than just their paychecks. In one study, 18 percent of employees said that corporate culture would increase their loyalty and engagement with a company.
This is especially true of millennials. In 2016, a Fidelity study found that workers in that generation willing to take a pay cut of up to $7,600 for “an improved quality of worklife.”
To this end, develop a high-trust culture. This means making authentic connections with employees. It also means providing access to an array of learning and development opportunities. Demonstrating fairness in promotion and advancement decisions also engenders trust.
Linking employees’ work and contributions to a broader purpose also earns trust. Of course, not all businesses have a higher social purpose—or at least, an obvious one. To help employees connect to their work, you can offer different frames. These might include:
- Identifying your company or brand as an industry disruptor that inspires innovation
- Giving back (i.e., through initiatives that show environmental responsibility or charity work)
- Focussing on service
- Showing support for employees in times of need
- Emphasizing your company’s reputation as an industry leader
Also, encourage in-house communication. This not only spreads company news but can also bring employees together. A custom or enterprise social network like Tibbr or Facebook’s Workplace can help people keep up-to-date with projects and colleagues. It can also connect coworkers who share hobbies and professional pursuits.
2. Get employees on-side
You’ve created an attractive, interactive workplace environment. Now, you need to get employees to advocate on your behalf. Here are some methods to increase advocacy in your workforce.
Show how it can benefit them. For one thing, their stock goes up as thought leaders in their field. Promoting your brand on social media might lead to promotions and more recognition.
Recognize their work. In a recent study, 72 percent of businesses said that recognition for high performers had a significant impact on employee engagement. An “employee of the month”…
