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Transform your advocacy program
Only 3% of employees share company content, but they generate 30% of all engagement.
That stat alone is enough to make any brand take notice. It's clear that employee engagement is crucial. However, most companies struggle to unlock this potential.
We rolled out an advocacy program to change that. The goal was simple: amplify employee voices, build trust, and make sharing what mattered easier.
The challenge of uniformity
While our intent was right, things started to feel a bit... expected.
Everyone was sharing the same updates. They used the same captions and shared at the same time.
It was polished, sure, but it wasn’t personal. This uniformity made the program feel flat.
Why most programs feel flat
Too often, advocacy programs launch with a strict directive: share this, say that, and always stick to the plan.
But the best employee voices don’t follow templates. They adapt and personalize their messages. They communicate in their own tone and connect with real people.
When everyone uses the same message, the audience tunes out. It becomes just another version of marketing tactics.
A better approach
So, what is the better approach? Create strong content foundations, then invite colleagues to make it their own.
By giving structure without dictating the story, you allow creativity to thrive. Employees can engage authentically, which resonates more with the audience.
Ready to build trust?
You don’t need a script. You need a spark.
Start with the Employee Advocacy starter kit. This brief guide is packed with practical tips to make your rollout feel more human from day one.
Expand your resources
Once you’re ready to delve deeper, consider these options:
Get the Influencer Edge pack. This practical framework helps you activate real voices, not just brand mouthpieces.
Dive into Mastering LinkedIn, a training resource designed to enable your team to show up with confidence and clarity.
Find what works for you
Pick what fits your organizational culture. Use what works. Make it your own.
The importance of authenticity
An authentic voice is essential for a successful advocacy program. Employees should feel empowered to express their viewpoints.
This personalization fosters genuine connections. Engagement levels rise as employees invest in sharing their experiences.
Metrics to measure success
Consider tracking these metrics:
Engagement Rates: Monitor likes, shares, and comments on shared content.
Participation Rates: Track how many employees are actively participating in the program.
Brand Reach: Analyze how far your brand message spreads through employee networks.
Overcoming resistance
Sometimes, employees may hesitate to participate due to fear of repercussions or misunderstanding their role in the advocacy program.
Address these concerns directly. Communicate the value of their participation, and offer examples of positive outcomes.
Celebrating success stories
Highlight success stories within your organization. Share how employee advocacy has positively impacted both individuals and the company.
These narratives can inspire others to engage. When employees see their peers reaping benefits, they are more likely to join in.
Continuous improvement
Finally, remember that a successful advocacy program is not static. Regularly seek feedback from participants to keep enhancing the initiative.
Stay attuned to changes in communication trends and employee needs. Adapt your strategies accordingly.
In conclusion, while only a small percentage of employees share company content, their influence on engagement is significant. By empowering your team and fostering an authentic narrative, you can transform your advocacy program into a powerful tool for brand communication.
With the right approach, you can encourage more employees to share their stories. The impact on overall engagement can be remarkable.
