Nominated for the marketing buzzword bingo of 2018: Employee Advocacy ! Is it complete nonsense? No on the contrary! So put your possible resistance over and look at the opportunities and possibilities. What is Employee Advocacy? Our simple definition: Employee Advocacy is promoting your company by your employees. That is not new. On the contrary. Employees were probably prouder of their employer at the beginning of the last century and often promoted whether it was at parties, in the pub or along the line. But due to the rise of online and especially social media, the chances have increased enormously. Think of employees who share a vacancy (“do you become my new colleague?”) Or employees who invite their personal contacts to an event of your organization. This can happen spontaneously, but there are also many ways in which you can facilitate employees to bring your company to the attention of their network. Employee Advocacy is promoting your company through your employees. From the examples you can already test that you are not just all organizational content suitable. Employees asking to share the latest offers with their personal network every day will not be received with enthusiasm (not even through the connections of the employees). Not every employee will be at the front of the line to share business content in all their networks. Incidentally, marketers and managers can also be the inhibiting factor: “how do I know that they say the right things and do not detract from our image by saying wrong things or saying wrong?” In this blog I describe the starting points, the most important forms and a number of tips including a number of tools to benefit from the opportunities of Employee Advocacy. Employee Advocacy: the starting points. Employee advocacy starts with actually enthusiastic employees. Employees who are intrinsically positive about the organization as an employer, as well as the products and services of the organization. Do you really have any idea if they are satisfied? Ask them with the classic NPS question: “On a scale of 1 to 10, how likely is it that you recommend our organization as an employer to acquaintances? And how big is the chance that you recommend our products and services to acquaintances? ” Are not many people really satisfied? Then I think you have to do other things first. A small example: A few years ago I gave a presentation about the opportunities with the use of social media when recruiting staff for a large insurer. If you searched in Google for ‘working with’ in combination with the company name, on page 1 there was a social media profile that started every Friday with: “Happy weather almost weekend”, but also every working day started counting down. “Only 5 days then it’s almost weekend again”. The listeners then still looked for the legal possibilities to stop this person. Of course they are there, but I personally think that a good conversation with his supervisor and whether this person is in the right place works better. The best thing is of course if all employees are potential ambassadors, but you can also start with a smaller group. Another basic condition is that you and your employees make clear what you stand for. What are your core values? And how can you translate that into your update. What do we do and do not. And that without losing the authenticity of the updates. An example: within Loyals is one of the core values: ‘ahead of the game’. We want to lead in our field and how beautiful it is to see when an employee goes to a congress, realizes that we think it’s important to stay ahead and decides to share an update on social media about his visit to the conference and end with #loyals #aheadofthegame. Employee Advocacy is for my organization The employee as ambassador When we talk about the employee as ambassador, we distinguish three different forms: the employee as an advertiser, as an advisor and as an author. We will discuss all three below, including the most important considerations. Employees as advertisers The free (organic) visibility of business pages on platforms such as LinkedIn, Facebook and Instagram is getting lower and lower. A personal update with, for example, a link to a vacancy has a much higher reach and often more involvement in terms of reactions. Simply put, the use of employees is a good way to get more free reach and much cheaper than advertising. The deployment of employees is a good way to get more free reach. But a weekly e-mail to all employees with the request to like and preferably share all corporate content does not really help to make the difference. It may be a good start, but also has many risks. Are they actually going to do it? Probably only a small percentage. And what if we make it part of their KPIs, assessment and remuneration? And / or make it very easy for our content marketers to propose a standard update and push them to all employees via a smart tool? Before you know it, all employees do it because you have to and you get a bunch of ‘content parrots’ that pump around exactly the same message. Super for your reach, but whether you really achieve your goals? However nice the chance is to reach many more people via your own employees, I would like to entice you not to treat the employees as an advertiser but as an advisor. Employees as advisers People trust a recommendation from a friend much more than a company update and / or paid promotion. Employees who are enthusiastic about a new product or workplace have much more impact than the standard promotion. “Have you already read our 5 must-do activities in Milan? Super nice tips. Number 3 and 4 are my favorites! And an insider tip: from December we have sharp offers again and you book a return ticket for less than 100 euros. ” In short: give employees the space for an authentic recommendation. Give them the choice to share what, where and when. Encouraging to make it personal and to give it its own twist and not be afraid of it (after all, they share it on their own channels). Give employees the space for an authentic recommendation. Another example: an employee of a company was asked to help with looking for a new colleague. She did not choose the sample text, but provided the link to the vacancy page of her own photo of the empty chair opposite her and used the text: “Do you dare to occupy this empty chair and from now on 32 to 40 hours a week with to sit in a room? ” Where the organization benefits from the visibility of and through the employee, the employee also has relatively more visibility and a greater chance of being seen as an advisor. And that without having to discover or create all content. And do not be mistaken: we do not mean that you should only use your advisors for this role. It can be done in almost every role. Employees as authors How beautiful is it if these employees not only become a channel of the organization, but also become more visible themselves? So not only share the updates of the organization, but also create content yourself. In short: the employee as an author. Think of writing blogs and vlogs. This form of employee advocacy is closely linked to topics such as: social selling and personal branding. After all, most organizations are the sum of the individual employees and the better they are personally on the card, the better this is for the organization. Most organizations are the sum of the individual employees. “Yes, but not everyone can and wants to write, let alone vlog!” But you can help your employees. From a training blogging or vlogging to ghostwriting . Or simply by not letting them write themselves, but interviewing them. In short, even more authentic visibility for both the employee and the organization. Another short side note: before you know it you focus on the account and sales departments, but this can also work well from the shop floor: in the production process, at the delivery or the service department. Here, too, is an example: the crane operator who makes a nice picture every morning of his view of the city during the new construction of an apartment complex, thus even comes into the newspaper and indirectly creates attention for both his profession and the project and company concerned. Ghostwriting for your employees? CopyRobin helps. Place a free trial 5 tips to take advantage of Employee Advocacy In conclusion 5 tips for organizations that want to do more with Employee Advocacy. Tip 1: Knowledge Many organizations choose to facilitate the employees (or the pilot group) by helping them to better use their individual social networks. Linkedin is usually the start, because this is a business network. But helping employees to also create and use platforms such as Facebook, Twitter and Instagram smarter is a great opportunity. Certainly in the case of a new vacancy, the chances are relatively high that it is precisely the personal network of the individual employee that leads to new candidates. Oh yes: a training is no longer just about the buttons of the social media platform, you also take employees into how they can network online, use their phone to take good pictures and of course the most fanatical you learn too blogging and vlogging. Tip 2: Content Yes, you have them: competent and positive employees who are ready for action! Make it as easy as possible for them and share the content that is suitable for distribution. In our opinion, these are not all expressions of the organization. Especially the blog and vlogs of the colleagues are interesting. But do not forget your commercial interest: a vacancy or case also works well. Do you have enough ambassadors? Make that a selection in which content you send to whom. A case or vacancy at your own department or branch is of course much more fun than one where you yourself are not involved. Tip 3: Tools There are various tools available that make it easy to provide employees with content that they can share with a few clicks on their own social networks of choice. Often there is even a suggestion for the text that they can use when sharing. Some adapt it, but most will adopt the suggestion. This creates a natural selection from the more creative texts of the people who want and can do so and the people who go for convenience and distribute the desired information in a quick way. There are many tools that offer more or less comparable functionality. I myself have the following 3 good experiences: SMARP Not only has a desktop login, but also an own app that works perfectly to share content with colleagues, to suggest content, to invite other colleagues and works super easy. Social Seeder Suitable for when you invite several people to become ambassadors. Good onboarding for these people and, in addition to employees, can also be used for, for example, customers or collectors of a good cause. SoWorker Relatively new Dutch initiative similar to SMARP, but without own app (but responsive). Excellent price / quality ratio (much cheaper than the rest) and active and pleasant support. If you want to work with one of these tools, let me know then I like to think along with you. Tip 4: Rating Show and see that you appreciate the contribution. Use the platforms to see the update. Most tools have a gamification element in which employees can see each other, who have made the most likes, shares or even conversions. We are not in favor of a huge reward (although that can be justified in financial terms), but prefer to opt for stimulation, for example by offering the most active participants a training course, or by having a conference (and discussing it). write of course). Or just something playful. Example: within Loyals employees can exchange their accrued points for a day of driving in the car of the founder, in addition to training and merchandising. Tip 5: Regular content is often already good Not every update needs to be something special. An employee who simply shares what he is doing at the time with a nice photo and a short text is very authentic and exudes job satisfaction and commitment, without him or her having to do it. But precisely these kinds of updates are highly appreciated and ensure that people continue to experience the total as authentic. The Business of Employee Advocacy Do not be fooled by the buzz, but watch how you can take advantage of the possibilities yourself! Are your preconditions already well-filled? Then it is a shame not to take the next step and to encourage and facilitate your employees in creating and distributing content in a good way in order to achieve the goals of the organization easier, cheaper, more fun and better. Need help? Loyals trains and guides at Employee Advocacy. Inquire about the possibilities Let’s block ads! (Why?)

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