Launching an employee advocacy program can be an important part of how your company shows that employees are valued members of the team. These kinds of programs can allow for professional development and thought leadership, and also contribute to employee engagement. If not done correctly, though, your advocacy program may not give you the social selling and social media marketing boost you're looking for. It also may not encourage employees and get them interested in being team players. Here are three vital things to consider before you launch your employee advocacy program.
1). What type of team building goals your company has
Employees who work as a team often enjoy that work, but not every employee is going to be a team player. Some employees keep to themselves more than others, and there are some types of jobs that simply lend themselves to more solitary work. However, that doesn't mean that employees won't want to talk to people in their same field, or that they might not be interested in working in groups where they can share knowledge and information. Those employees may also want to build teams online, rather than in person, so sharing content and using social media should be encouraged.
2). What will make employees want to share content
Sharing content shouldn't feel like an obligation for your employees. They should want to share content and information, and they should enjoy reading about new things that they can pass along to other people. The more they share valuable content with others, the more they get known - and the more your company gets known. When your employees are big advocates for their industry and the company they work for, they make a good impression on everyone they come into contact with and they tell a lot of people about the value of what your company has to offer. It's hard to get a better endorsement than happy employees who like what they do and who they work for. When employees share that type of content on social media and in other settings, the entire company benefits from their advocacy.
3). How to promote team members as thought leaders
An employee advocacy program should promote your team members as thought leaders in the industry. The more they know about what they do and the company they work for, the easier it will be for them to showcase the value and importance of their work. Anyone who sees their content should see that they understand the work they do, and that they know the industry well. When they can show that, it reflects well on your company and everything you're trying to do as you move forward. Thought leaders make great advocates for your company, as they come up with new and interesting ways to challenge the industry and keep customers excited about everything your company can offer them. When people see your team members as thought leaders, they also develop a level of trust in them that can mean more business for you and your company, as well.