In the digital age, word-of-mouth has evolved. You're probably already familiar with the power of social media influencers, but have you ever considered tapping into the potential of your own employees?

Employee Advocacy is the art of turning your employees into ambassadors for your company. Did you know that an employee is 24 times more likely to generate engagement on their social media post than the company's page itself when sharing the same message?

What is Employee Advocacy?

Employee Advocacy is more than just sharing content on social media. It's about actively promoting and defending your company's culture and values. It's a winning strategy to increase your visibility and strengthen your employer brand.

Why is Employee Advocacy important?

• Authenticity and credibility: An employee talking about your company will always inspire more trust because they represent authenticity. Consumers trust recommendations from their peers more than traditional advertising.
• Extended reach: Imagine each employee sharing your content with their own audience. Your reach is multiplied. The more people involved, the more your message will be spread, potentially reaching new customers and talents. The combined network of all employees is usually 10x larger than the network reached by the company's page.
• Improved company culture: Encouraging employees to become ambassadors also strengthens the company culture. It reinforces the sense of belonging and pride in being part of your organization.
• High engagement: Employees involved in an ambassador program are more engaged and satisfied with their work. They feel valued and connected to the company.
• Recruitment optimization: Your satisfied employees are the best ambassadors to attract new talent. An Employee Advocacy program can also help with recruitment.

How to create an ambassador program:

1. Clarify your goals: Clearly identify what you want to achieve with your Employee Advocacy program. Do you want to increase brand awareness, generate leads, or recruit new talent? Understanding your goals will help you design a tailored strategy.
2. Identify your potential ambassadors: Not everyone can be an ambassador, but some employees will be naturally more enthusiastic than others. Identify employees who are already active on social media, passionate about your company, and ready to participate.
3. Training and awareness: Organize training sessions for your potential ambassadors. Explain the benefits of Employee Advocacy, the guidelines to follow, and how they can contribute concretely. Encourage them to be authentic and share their personal experiences.
4. Provide quality content: Facilitate the task of your ambassadors by providing them with quality content: blog articles, videos, infographics, or any other type of relevant content. Make sure it is engaging, not just "purely promotional" and tailored to social media.
5. Use management tools: To simplify content distribution, use Employee Advocacy management tools. These tools allow you to schedule publications, track performance, and measure the impact of your program.
6. Encourage engagement: Reward and encourage the commitment of your ambassadors. Organize contests, offer benefits, or simply express your appreciation for their contribution. The more they invest, the more successful your program will be. If it matches your company culture, you might be interested in the principle of gamification.
7. Measure and adjust: Carefully monitor the performance of your Employee Advocacy program. Use key performance indicators (KPIs) such as the number of shares, likes, comments, or even conversions. If something is not working, don't be afraid to make adjustments: trial and error are the key words.

Employee Advocacy in action: inspiring examples:

To give you a concrete overview of Employee Advocacy, here are some inspiring examples of companies that have successfully mobilized their employees in a remarkable way:

1. IBM: IBM has a very active Employee Advocacy program called "IBM Voices." Employees are encouraged to share IBM content on their personal profiles, reinforcing brand credibility and reach.
2. Starbucks: Starbucks has a program called "My Starbucks Idea" that encourages employees to submit and vote for ideas for improving the company. This initiative has helped to create a collaborative work environment and improve customer service.
3. Dell: Dell has implemented an Employee Advocacy program called "Dell for Entrepreneurs" that allows employees to promote the company's products and services while supporting entrepreneurs.

In conclusion, Employee Advocacy is a powerful asset for any company. By turning your employees into ambassadors, you can increase your brand awareness, generate leads, improve your company culture, and attract new talent.

Ready to start your own Employee Advocacy program?