These benefits might seem self-evident to you, but they are most likely not that obvious to your colleagues. Having a central hub that employees can visit to stay informed and easily share pre-approved content from pays off. Employee advocacy platforms are essential for running a successful advocacy program! Employee Advocacy Metrics [How to Best Measure Your Program] Influitive made sure its customers and partners knew that by having Ari lead webinars, interviews, and events. They started an employee advocacy program in 2014, called EA Insiders, with the objective of bringing employees together and creating a more cohesive company culture. Social Media Engagement to see which kinds of content get the most engagement and which employees are getting the most engagement and why. Employee engagement and level of participation in the program. The majority of Reeboks employees are part of their target market young, fit, and very active on social media. Trusted by employees at 800+ of the Fortune 1000. The employee advocacy process was completely streamlined after implementation. The tools that power the PostBeyond platform. How To Create a LinkedIn Employee Advocacy Program In fact, 86% of employees in firms with a formal employee advocacy program say that their involvement on social media for professional purposes has helped their career. The 7 Metrics You Need to Measure Your Employee Advocacy Program It is also important to include participants in the tracking and measuring of success so they can see the fruits of their labor and be motivated to keep doing going. They provide internal and external content to share, as well as company-approved content generated by employees themselves. Random gift cards just to say thanks? In this way, the program has been more collaborative and creative from the outset. 1. An employee advocacy program, also referred to as employee ambassador program, identifies internal brand advocates who actively and purposefully share authentic employee content to a targeted audience to create visibility and awareness of your organization as an employer. This will allow you to do more of what works and less of what doesnt. Discover best practices, tips and the latest news. 6 of the best employee advocacy program examples are: Dell, Adobe, EA Games, Reebok, Starbucks and Vodafone. If youve set up to start an employee advocacy program, you will definitely benefit from documenting your strategy first. There are countless others for different regions and disciplines a truly mammoth social presence! Nearly 86% of employees involved in a formal advocacy program say it had a positive effect on their careers. You can go as basic as having everyone sign up for the company newsletter to find content to share on their own, or Use a done-for-you employee advocacy platform to distribute approved content, easily share to their profiles with one click, and seamlessly measure the ROI and results. A recent study by Hinge Marketing shows that employee advocacy increased brand visibility for 79.1% of brands, brand recognition for 65%, and inbound web traffic for 44.9% via social networks. More a Its 2023 and were well and truly into the age of social media. Approve PTO requests, track who's off, and let employees view their balance, Time tracking software that saves you from wasted time and human error, Track time accurately and efficiently with our mobile time tracking app, Streamline your workflows with a company-wide time off calendar, Keep essential data secure and organized with employee timesheets, Use time off reports to quickly sort through time tracking data, Eddy's team of experts can handle your payroll so you don't have to, Save time and money with automatic payroll tax filing, Unlock workforce insights with payroll reports, Learn about our community and how to get involved, Get a glimpse of all the projects we're working on, Democratizing HR knowledge, one term at a time, Weekly interviews with small business HR pros, Follow our page and #hrmavericks on LinkedIn to see our content. Make sure to document them well, so that its easy for you to communicate them to other stakeholders. As a result, the company was fragmented and there was no sense of community between different offices and no cohesive company culture. Things were no different for Dynatrace as John Rocker, their social media manager, sought out to implement an employee advocacy program that could deliver an impact on results that truly mattered. EA gamified their program, with challenges and competitions to achieve specific metrics, which change frequently. Allow yourself to explore employee advocacy to see if they can solve some of your biggest organizations challenges. Employees participating in the program are known as Dell Champions. Sustainable programs are ones that focus on the benefits to the employees. These leaders should be independently motivated and have good relationships with employees so as to be able to encourage them to go above and beyond what is asked of them at work. Share stories of how employees are making a difference through advocacy. Employees tend to have 10 times the network reach of brands. Employee Advocacy: How to Mobilize Employees to Share You hbspt.cta.load(4986491, 'ecc198b4-1451-4707-9eb6-4a6943cba2f4', {"useNewLoader":"true","region":"na1"}); First up on our list of employee advocacy case studies is Gainsight, who primarily uses employee advocacy to promote thought leadership among their employees. What is Employee Advocacy? Benefits & Key Elements | Sprinklr They need to feel connected to the brand and invested in its success. Employee advocacy is the promotion of an organization by its workforce. Your employees intimately know what the culture of the organization is like and can share valuable insights from a unique perspective. Content needs to be curated and on-brand, relevant and timely. Eddy is the all-in-one HR Suite built to help local businesses easily manage their people, payroll, and hiring processes. This may be in person, online, and on social media. 10 Employee Advocacy Examples [Brands That Are Crushing It] The personal captions and company branded swag speak more about the human side of the company than a pre-approved mass message ever could. This sets the program apart from programs that do not encourage employees to generate content themselves. Leverage your employees natural passions and aspirations for authentic content creation and enthusiastic engagement with social media, Collaboration with employees in decision making and content creation processes fosters ownership and cooperation from employees and boosts employee engagement. The real key to getting your employees to share? This role can be taken on by anyone working for the company. And as we all know, clearly set goals mean measurable results. According to Evolue Consulting, When an employee is given swag, they are sent subliminal messages that they belong, that the organization is invested in them, and that they have something to be proud of.. Since youre asking something from your employees, its only fair to offer something in return. Who is developing a personal brand using social media? Participation in the program needs to be quick and easy for employees. If they can find relevant content and share it quickly, theyre much more likely to participate regularly. But no one likes being paid only in exposure, right? A strategic approach to employee advocacy helps you with internal selling as well. Your employees on the front lines know what customers want. Real employees are trusted over official brands when it comes to opinions about an organization. Offer content that helps your employees build their online image as industry experts. This benefits the creators and fosters greater ownership and engagement with the program as a whole. (Orem did not cut back on such benefits for other city employees.) Strategy creation includes setting objectives and KPIs. You may see an initial flurry of social shares when you launch your employee advocacy program. Let your industrys top job seekers know that theyll get positive and impactful experiences with your company from the first point of contact. Join our free community of HR professionals. Learn how Hootsuite customers, including Sodexo and Georgia State University, capture more value from social media. Not only that, Dynatrace was able to correlate social sharing to more impactful marketing metrics such as website traffic, webinar registrants, new leads and website conversions. As an ex-agency strategist turned freelance WFH fashion icon, Michelle is passionate about putting the sass in SaaS content. Going back to our previous step, one of the key motivators for employees to share about their company is internal communication. Top 13 Employee Advocacy Programs To Increase Your Brand Reach in 2023 You know the old phrase, People dont leave jobs, they leave managers? Its true. . Outsourcing would reduce this trust. Things employees can participate in and then share on social media, while also boosting employee engagement within the company. Here are a few ideas for employee rewards for participation. It bolsters the employees genuine presence in that space. Here are several motivators for your company to use employee advocacy: a popular vacation ownership program, and an award-winning guided family adventure business. Instead, involve your employees in content planning. Employee Relations Mgr at DISNEY - Working at DISNEY Overly restrictive guidelines also stifle creativity and genuine interest or enthusiasm from participants. Whether your program is intended to increase sales or to widen your talent pool, identifying goals is the best way to get started. Next on our list of employee advocacy case studies is Randstad, the global leader in the human resources service industry. To build an effective employee advocacy program, you can take inspiration from the brands that have fully embraced social. Employee advocacy programs are nothing without measurable results. Determine Your Program Objectives A good employee advocacy program begins with clearly defined objectives. Rising leaders play a huge role in driving conversations and defining narratives. Disney's global consumer products operations include the world's leading licensing business across toys, apparel . If you want employees to represent your brand well, they need guidelines to help them know the best way to advocate. Employee advocacy is used in many ways and can serve multiple purposes, including recruiting, marketing, and sales. The point is that your HR or People Ops team spent years crafting a stellar recruiting, hiring, and on-boarding process for your company. The company needed a simple and effective way for their employees to get this content out to their own followers. The program drives over 6000 engagements each month. Watch on Chieh H. - Associate - MT LAW LLC | LinkedIn Content can be segmented and curated for different sectors within the company. There are many ways for employees to advocate for their organization. Vodafone recognizes high achievers and displays them on the leader board. | Terms They also wanted the program to connect the employees with their community of players. When possible, she seeks out opportunities to expand her knowledge and give back to her community. Employee advocacy programs also help to boost employee engagement, productivity and innovation, employee retention and even recruiting top talent. blog. Get notified before anything expires. What Is Employee Advocacy? - Forbes Like others, the company was looking for a way to curate a vast library of shareable content organized in an accessible way. Vodafones employee advocacy program, Go Social, is run through Dynamic Signal and is managed by Vodafones in-house Social Comms Team. Book a personalized, no-pressure demo to see it in action. Mobilize channel partners to drive demand. We created a calculator to measure how much your organic reach could grow. They started with sentiment analysis and social media monitoring but then scaled that into a fully-fledged employee advocacy program. However, they were distributing shareable content via emails for a long time. We are already asking them to assist in advocacy, but we need to guide them to the content so they arent spending time searching for it, becoming frustrated and possibly losing interest in the program. Measure, optimize and report results all in one place. Next on our list of employee advocacy examples is one of the fastest-growing technology companies, NVIDIA. Step 1: Set your program goals and content strategy Step 2: Select your employee audience Step 3: Demonstrate the value to employees Step 4: Launch your program Step 5: Keep employees. Save money on advertising. Their Twitter account has more than 50000 followers and their Instagram account his 127000 followers. Adobe was one of the first to implement an employee advocacy program, around 2013. Contact 1.866.878.3231. Letting those same employees know when the content is being released or has been released is helpful as well. With all of their content centralized, BCG employees were sharing nine times as frequently, greatly aiding the brand in their goal of becoming a more social company. While gamification and program-specific incentives can be a great way to keep employees engaged, they should not be the sole incentive to participate. hbspt.cta.load(4986491, '66d9983b-c935-4b52-910e-f6836d0ce92d', {"useNewLoader":"true","region":"na1"}); Next up on our list of employee advocacy case studies is Shopify. Another way to encourage employee advocacy is to promote employee voices. Theres a reason Google teaches all their corporate leaders communication lessons from Silicon Valleys famous Trillion Dollar Coach, Bill Campbell: It works. When your target audiences see your employees as leaders, theyll feel good about putting their business in your hands. Ask your employees what questions customers are asking them. Consider offering answers to questions such as: When offering this type of direction, it is important to remember that you are creating guidelines, not strict rules. What is Employee Advocacy? Benefits, Examples and Strategies - LumApps According to Forbes, [Employee advocacy] is important because 52% of consumers trust employees at a company more than the company or brand itself.. A strong employee advocacy program will have a team lead who helps to determine what content should be earmarked as part of the program for sharing and even who should share it (extremely beneficial for larger companies with various facets of business and multiple departments). Clear guidelines also help protect your companys reputation and avoid security risks. Chang accused New Taipei City Mayor Hou You-yi () of concealing information about . When employees do so, they advocate for their organization. An employee advocacy program is never a one-man job: you will need help from the IT function, as well as HR, marketing, and internal communications. This is especially effective as employees develop their own social media following and provide valuable insights to the industry. Its also important to include your CIO in the process since they have the best knowledge of the technical aspects of implementing new software. Toronto, ON, M5V 1V6, Canada, Copyright 2023 PostBeyond (And remember that trust is a critical component for employees to become advocates.). Theyre a great example because every employee believes in the power of social media including their CEO, Nick Mehta. You can create a centralized portal for content access and sharing, provide suggested captions, and employees can share directly from there with a few clicks. 3 Employee Advocacy Incentives: What Are The Benefits? Create and regularly update a content library of these types of always-relevant resources so employees can find them easily. It is also critical to measure the results of your employee advocacy program and make adjustments accordingly. Browse and apply for Software jobs at Honeywell or number of social media connections? Set out your goals and objectives for the employee advocacy program at the outset. Interested in engaging with the team at G2? Who is the public face of your company, either in their role (speaking engagements, PR, etc.) Still have questions? Industry-leading courses and certifications to advance your skills. An additional benefit of the program was helping current employees to think about their why. Why work for GE? Hootsuite Amplify makes it easy for your employees to safely share your content with their followersboosting your reach on social media. Its hard enough to get executive buy-in, and much more so if it wont support your corporate goals. Or if your sales reps are interacting with younger and social-savvy customers then enable your sellers with content like Penske. Bumping your organic reach is always nice, but dont neglect the offline impact of employee advocacy. For example, Hootsuites employee advocacy programs content categories are: internal announcements, product announcements, thought leadership, and recruitment. }); Why leading companies choose PostBeyond for employee advocacy. Many organizations utilize swag to help their employees develop a sense of connection. Leads, conversions, and sales as a result of the program. With employee advocacy, everybody wins. The program bridged the divides between employees in different locations and created a highly engaged community. It focuses on employees showcasing their own fitness journeys and activities, while wearing Reebok gear, and encourages employees to generate content for the program. In some cases, employees want to participate but arent sure how. Dells employee advocacy program is one the long-term success stories in employee advocacy. Where will they find content to share? When employees are sure of what they can and cant share, theyre more confident and less anxious about saying the wrong thing, which can be a barrier to participation. Some of the incentives provided by Adobe to drive participation and engagement include: Adobes initially small advocacy program has scaled to 900 employees. Step 1: Get leadership on board Employee advocacy on LinkedIn is a long play. A chance to build professional relationships and networks, A chance to provide value to the organization or to improve their work culture by bringing in strong talent. hbspt.forms.create({ Research from LinkedIn shows users who share advocacy content receive 600% more profile views and grow their networks three times faster. People want their companies to do well, so they are more than happy to share employers content if they know it will drive better business results, so you need to make sure you communicate the overall business objectives of advocacy program to all the employees, not just the management. Percent of Employees Sharing Content. Because they know that your employees are passionate problem solvers wholl take their businesses to the next level. Unlike other employee advocacy examples, Shopify doesnt curate an extensive library of branded content for employees to share. Its the benefits employee advocacy provides for all parties involved in the program. 1. Find what motivates your team and do it. undermines the pivotal role of free . BCG consultants were already familiar with LinkedIn so they easily explored to employee advocacy. An engaged and passionate workforce is a strong driver of successful employee advocacy programs. Several key factors determine the success of employee advocacy including executive support, content strategy, metrics and engaged employees. Sure, it doesnt involve Jamfs own blog or other marketing assets. "Praise is our best incentive," says Salis. It takes great content, the right tools, and buy-in from a multitude of stakeholders within your organization. If 10% of new leads are asking a seemingly boring accounting question, well, so be it: Time to create a seemingly boring, but effective, piece of content about accounting. With our employee advocacy program, you'll see a big improvement in post engagement, helping you reach your goals on social media. Workplace culture, employee engagement, and retention all improved with the program. Theyre are already very busy and dont necessarily have much time or energy to put into the program daily. It is also very important to provide clear and comprehensive guidelines for social media use. Lets look at a few examples of employee advocacy. How will they find out about new content? PostBeyond's blueprint on employee advocacy. Starbucks leveraged employee engagement and company culture as the incentive to participate, rather than making program-specific incentives. Consider who is already advocating for your organization on social media or in their personal/professional networks. Starting out with a disengaged and unmotivated workforce is not going to work. Take care of your people and protect your business, Improve efficiency with digital time tracking and PTO management, Easier full-service payroll for small businesses, We'll design a custom price quote for you, Automatically post to all top job boards in a single click, Showcase your company culture with a custom career page, Save time in the hiring process with self-scheduled interviews, Eliminate bias from the hiring process with interview guides, Store candidate information in digital profiles for a faster, more efficient hiring process, Speed up the hiring process by streamlining candidate communication, Post jobs internally to collect referrals and hire from within, Make your job posts more visible with job board promotion, Track and improve key metrics with automated hiring reports, Send and collect electronic signatures for a seamless onboarding experience, Set employees up for success with customizable new hire packets, Simplify your onboarding with new hire task lists, Welcome new hires with a customizable first-day message, Organize work contacts in a company-wide employee directory, Store important employee information digitally, Visualize your companys structure with an org chart, Keep employee information secure with digital document management. Employees should be free to use their voice and couch content from their perspective for it to be truly authentic. Source: Hootsuite employee advocacy reach calculator. Promote employee advocacy by engaging with employees and leadership across the Disney Parks, Experiences, & Products organization. It is better if sharing is part of employees personal social media strategy. 8 Practical Steps for Building an Employee Advocacy Strategy - G2 Some employees may already be sharing, but many arent sure what exactly to share, or why it matters to the company. Nearly 50% of brands find it difficult to keep their employees motivated to participate in the advocacy program, which is why its so important to take the time to communicate the value of employee advocacy to the staff. Track anything with an expiration or renewal date. Before spending the time and effort to implement employee advocacy, its helpful to know how the benefits. Communicate the value of the program to the organization and the value for employees who participate. Value to employees may include: Keeping employees engaged can be challenging. Book a demo to see how easy it can be. Step-by-Step Guide: Creating an employee advocacy program - Act-On By empowering employees through certifications and training, and giving them the agency to select relevant content of their own, Dell created a highly engaged and responsible program. Largely fuelled by their employees posts and content, Reeboks Official Facebook page has over 10 million followers, their Instagram over has 2.7 million followers, and their Twitter account has over 700000 followers. Hootsuite Amplify Employee Advocacy Tool Why? 2 What Is An Employee Advocacy Platform? Tracking has allowed them to evaluate and tweak the program over time to make the most of it. Source: Hootsuite and Altimeter Research, Social Transformation Report. Employee advocacy is the promotion of an organization by the employees. How often should they post? Making a list of dos and donts can help employees gain a better understanding of what is expected of them. Keep it simple. Now, lets move on to the steps to creating a killer employee advocacy strategy. Learn the difference between a social media policy and social media guidelines and check out some examples from other brands. An employee advocacy program recognizes and leverages that by equipping employees with curated and relevant content to share. Another benefit of brand ambassadorship for the employees that is often overlooked is the overall business growth. In this guide, were looking at 6 of the best employee advocacy programs, and key takeaways you can use in your program for success in 2023. Lai apologizes to sex abuse victims - Taipei Times Launching your advocacy initiative at the same time as you start promoting these endeavors can give a massive push to your employee engagement. Shopify asks employees to speak for themselves online about their product and their workplace. Such consistent feedback made it even easier to gain employee buy-in on a new platform. Thats important because those followers know your employee more than they know your brand (for now). Taking the time to train participating employees on best practices such as tagging, sharing or retweeting with comments, and the best time of day to do so is not only beneficial to the employee and can make them feel that the company is investing in them, but is also advantageous for the company as the content may go further when sharing is optimized. Investing in employees drives participation, pride in their company and passion for their work, which shows in their customer interactions and social presence. Start small, track ROI and progress, and then scale from there. Another was an overall willingness to participate if it was easy to do so and didnt take too much time. Another group of stakeholders that are always involved in the implementation of the program is the IT function. For the latest examples of policy change and advocacy to support workers and create positive social and environmental impact, B The Change reached out to B Corps on the B Hive, an online platform for members of the B Corp . Following these steps will help you create a successful employee advocacy strategy for your business: You will never succeed in getting your employees to share content if you dont have a clear vision of why you need them to do that in the first place. Almost two thirds of people think societal leaders, including CEOs and corporations, are purposefully attempting to mislead people. The branded content exists, but they focus their energy on asking their employees to be the expert and speak for themselves. Expertise from Forbes Councils members, operated under license. Once you have defined your goals and objectives, develop a strong content strategy to support them. They also provide training and guidance and allow for individuals to create content to be approved and shared with the program for other employees to share. Recognize and reward those who do well and encourage and educate those who are falling behind.

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