I recently organized an event together with “ADM – Where Business meets ICT” on the subject of Employee Advocacy. It is a hot topic for many companies as the low hanging fruit for brand ambassadors has not been picked yet.
Here is what members of ADM taught us. The full list of questions are below in the appendix
Q1: What words come to mind when you hear the word “Employee Advocacy”?
Here is what the audience thought….
We all know that Employee advocacy” is a term used to describe the exposure that employees generate for brands & company using both their own online and offline assets.
Q2 – Q4 pertained to current Employee Advocacy
About 2 out 3 companies that took part in the on line survey during the event had a program in shape or form for EA. Most of the Advocacy seemed to happen on LinkedIn (45%) while Twitter and Facebook came in 2nd with about 23%. In most companies between 15% and 25% of employees are being advocates.
Q5: What Employee Advocacy programs do you know?
One thing that is clear is that even though there are many platforms out there, people seem to know few of them.
Q6 – Q8 pertained to who drives the EA initiative
Though marketing seems to be the biggest driver (46%), HR and communications are close seconds. Even though we seem to hear that incentives are the key to successful EA, most of the companies in the survey disagreed. Less than 30% offer incentives to their employees.
Now with Employee Advocacy comes the danger of having things go wrong so having a clear up to date social media policy is key. As my other research has shown about 50% of companies are not paying attention and have no or an outdated social media policy.
Q9: Who is responsible for the content that will be shared through Employee Advocacy?
The obvious answer seems to be marketing but stories from and by employees seem to be the trick to successful EA.
If your company want to start with an Employee advocacy plan a few steps need to taken:
- Make sure you have a culture of sharing and openness
- Update your social media policy
- Have your employee create content
- Implement an employee advocacy platform
- Encourage sharing through a smart incentive plan
What are your thoughts, feedback and experiences? Love to hear from you
Appendix: questions asked to about 70 companies during the event
- What words come to mind when you hear the word “Employee Advocacy”?
- Does your company have an Employee Advocacy program?
- On what platforms is your advocacy happing?
- What % of your employees participate in advocacy?
- What EA platform are you using or know of?
- Which department drives EA?
- Are people incentivized for being an advocate?
- Do you have an updated social media policy?
- Who is responsible for creating content to be shared via EA?