Every company wants to its employees to be its best ambassadors but few succeed. You do not know how many companies ask me how they turn their employees into advocates. But what they do not realize is the WIIIFM factor it requires to get employees to share.
The whole concept of Employee Advocacy is good, but it being implemented with the wrong approach. Companies are looking at quick fixes with a LinkedIn, Twitter or even social media training or implementing a piece of software to easily share content but this does not get employees to move.
Why? Because it is not about:
- Forcing your employees to share content on their personal channels
- Asking them to share (un)authentic content (because sharer wants to be authentic!)
- Only share company branded content
- Gamifying the sharing process
In one word: WIIIFM (from the sharer’s point of view) is completely missing
Employee advocacy will only happen if you invest in your employees both offline and online. If the culture is not right, people with not share (in the real world as well as in the new world).
Where should your focus go to?
- Have your employees create content (“what I create I share!” increase WIIIFM) – I dare you to let go!
- Create corporate content that makes your employees look good when they share – it is not about you but about them!
- Share employee content of corporate accounts to show you cherish them – Give and Receive!
- Give them the freedom to create content but provide guidance and training to up the quality – Trust!
Another key component is your management buy-in, support and of course, lead-by-example. If your management is absent or not sharing why should your employees?
Over the course of the next weeks, I will be sharing more tips on how you can setup your employee advocacy programs. In the meantime, I love to hear your biggest hurdles with employee advocacy.