Brand advocacy isn’t a new idea. For years brands have been using their network of customers and connections to help raise awareness and expand reach across their social channels. This approach is extremely successful - according to statistics, 92% of online consumers trust recommendations that come directly from their social circles. With such strong statistics, brands have evolved and realised their best advocates can be found closer to home – their employees.
BENEFITS OF EMPLOYEE ADVOCACY
Employee advocacy is one of the most effective ways to build brand trust, attract talent and even generate leads for your business. Your employees are your greatest fans and you can empower them to develop awareness through their own network on social media. Employees can share company news, discuss their professional achievements, share their expertise and industry insights - raising the brand profile immensely.
Did you know that 52% of consumers trust employees at a company more than the company or brand itself?
By educating and immersing your employees in your business offering and culture, you are actively building advocates for your brand. An employee can amplify your messages 24 times more than brand direct messages. Employees can also create more business opportunities - the leads developed through employee social marketing convert 7 times more often than other leads.
The benefits of employee advocacy are not just for the organisation - employees can also benefit. Advocacy can help team members increase their visibility and credibility as a subject matter expert. They can also build a quality network of industry-relevant connections and boost their lead generation, particularly when they leverage the largest professional platform - LinkedIn. The key to success is to invest in the skills and give them the confidence to do so.
SHARE YOUR STRATEGY
The first step to developing employee advocates is to clearly define your business goals and share them with your team. Sharing your internal communications strategy will help you foster collaboration and a sense of commitment toward common goals. When your employees have a good understanding of your vision, strategic goals and company culture, they are more likely to work towards taking the business to the next level.
Did you know that 95% of employees do not fully understand the company’s goals or what is expected from them to achieve these goals?
No matter if your goal is to increase awareness or you are launching a new product - help your employees understand these objectives. Then by creating shareable content, it will be easier for your employees to help spread the message. Develop open communication on when your content is released. There is nothing more frustrating for employees than spending time searching for company content to share - many will end up losing interest.
Share your company’s social media guidelines and educate employees on social media best practices. These guidelines should help them determine how to tag, craft their commentary, respond and offer recommendations on what, where and how to share.
EMPOWER THEM TO SPEAK FOR THE BRAND
You want the message they share to be professional, but don’t stifle their creativity either; it needs to be authentic. Encourage them to share what excites them personally about their workplace. Let them know of the benefits to them by participating.
Did you know LinkedIn found the employees of a company tend to have 10 times more followers than the company itself?
LinkedIn also found that around 2% of employees reshare their company’s social posts. But when they do, they are responsible for 20% of overall engagement!
Help your employees to develop their tone of voice, unique industry insights and share their expertise. Invite them to spend time connecting with potential prospects, engaging in online discussions and networking in industry-relevant groups. All will attract attention to your brand.
SET THEM UP FOR SUCCESS
Our LinkedIn Masterclass is a the perfect first-step to set your employees up to be skilled and confident employee advocates. Encouraging them from the outset to speak for the brand and share the company messages will set your expectations.
We create highly engaged employees by connecting your brand to your people on LinkedIn. Our LinkedIn training is delivered in 3 practical modules, is tailored for all employees; it is easy to follow and a quick to implement program.
Our LinkedIn Masterclass is the brainchild of marketing expert, Lucy Bingle. Lucy has provided LinkedIn consulting services and LinkedIn marketing training globally since 2015. Lucy created this program to help organisations create outstanding employee advocates.