By Anonymous • October 12, 2020•Careers, Other Career Issues, Issues, Balancing Private and Professional Life
We live in a technological revolution. The majority of the masses are on their smartphones, browsing through different social media platforms. Social media has taken the tech world by storm. Using social media to gain traffic is not a foreign concept. In fact, it is arguably the most favored mode of content marketing.
In recent years, we have seen the emergence of leveraging Employee Advocacy as a new means of social media marketing, and living in a world where peer influence is predominant, a company’s employees are the avenues to engage and interact with the consumers. We have shifted from conventional ways to an environment where social media pioneers.
Employee advocacy has become a staple for enterprises. Organizations that recognize their employee’s potential to increase their brand’s awareness and in turn, formulate an action plan to utilize this, are the ones that rise above the rest.
Here is your ultimate guide to fully apply employee advocacy to your organization.
What is Employee Advocacy?
Many people are guilty of a handful of humble-brags or shameless self-promotions on social media, tagging their posts with #blessed. They are eager to tweet about the latest happenings in their social lives and share amusing anecdotes from their fun nights out. These are all examples of employee advocacy.
Employee advocacy has become the center of attention in the social media marketing world. It refers to the promotion of an individual business or organization by its employees. In the past years, it has taken the form of email marketing, forum board discussions, and most recently, through social media, undoubtedly the most common and efficient means.
The aim is to educate and enlist the workforce to keep up-to-date with the latest information, allowing them to advocate and represent their brand in a positive and engaging light. This strategy is to help boost the company’s reputation, increase employee engagement, and improve customer satisfaction.
Benefits of Employee Advocacy
Trust Issues, Solved
Trust plays a vital role in digital marketing. Online ratings and reviews can make or break almost any enterprise nowadays. People have learned to trust the honest opinions of their family and friends before making any online decisions.
Statistically speaking, consumers are more inclined to transact with a business when their online customer reviews are satisfactory. According to a recent survey, 66% of the respondents relied on the business’ overall rating before making a purchase. 63% of the interviewees took into account the ratio of positive to negative reviews.
Leads pursued from advocate referrals resulted in an increase in sales of 31%. Aside from revenue growth, businesses also experienced shorter sales cycles, which means that sales are coming in more frequently.
Referrals are more likely to spur the consumer to purchase or avail of the services since the establishment of the business' trust rating. An ethical and trustworthy business brings in more customers.
Increased Brand Awareness
Some businesses have reported various significant changes in their social media engagements after incorporating a formal employee advocacy program in their companies. They experienced an increase in brand visibility by 79.1% and increased brand recognition by 65%.
Brand awareness and an excellent blogger outreach platform are essential since these drive more potential customers to a website. Lack of brand awareness, in particular, is the bane of all marketing burdens. It results in zero leads and no customer engagement. Entrepreneurs certainly don’t want that for their websites.
Since trust plays a pivotal role in establishing customer relations, it is important to develop your advocates to bring in more referrals for the establishment. Leads developed through social media advocates are also more likely to convert more frequently. Increasing customer retention results in a rise in profits and less customer churn rate.
What Makes for a Good Employee Advocacy Program?
Employee advocacy has been around for a long time. Throughout the years, its popularity has increased rapidly, and it is now a top player in the social media marketing niche. As with all other business strategies, it is essential to plan for your program.
Here are six tips to help you get started:
Establish a workplace culture.
Employee advocacy on social media isn’t a one-hit overnight success. It is rooted in nurturing the employees and developing a positive workplace atmosphere. Companies should organize various team-building opportunities to build camaraderie among their personnel. The employees must love their jobs more than they love their paychecks.
You must have a clear picture of what you want to achieve in your business. Do you want to increase the drive traffic? Do you want to lower the marketing overhead? These goals will help you direct the roadmap to help you get there.
Enact a VMGO.
Lay down your program’s vision, mission, goals, and objectives. Set the foundation of your program and the things you want to achieve, how you’re going to accomplish them, and the changes you want to see in the future.
Reward efforts and Fair benefits.
People can’t all be as selfless as you want them to be. Sometimes, just helping the company won't be much of a reason to convince the employees to market your services. That is why incentives and benefits are crucial. According to top work injury lawyers perth, it’s important that each company workers understand what’s on their contract and how the company can help them in tough times or in an instance of an accident at work. It will help them be more willing and enthusiastic about involving themselves in the program.
Some of the most effective reward programs are the potential for career growth, rewarding incentives for top performers, and gamifying the workplace to reduce the stress and make the program more enjoyable. In addition, most employee advocating companies give a fair share of compensation for work injury-related claims.
Train your employees.
Your employees should be equipped with the right skills to execute their jobs effectively. Orient your staff about their responsibilities and how they should do them. Organize different specialized teams for the division of labor forces, from human resources to marketing. Each team should have their vision and means to achieve these.
Help your employees embrace their duties. Guide them in attracting, and of course, keeping, more customers. Make sure that they know the program’s metrics and the implications that come from violating them.
Optimize the program.
Monitor your employee advocacy program to ensure that it’s staying on track. Make sure your employees are adhering to the program’s guidelines, and they are not running amok on social media. After all, they are representing your brand.
People are continuously evolving, so should your employee advocacy program. Refine your program again and again as you observe your employees and as you learn more from your market and buyer persona. Use this information to your advantage and improve your program.
Whether it’s an online solution company, printing business, or you’re just providing guest posting services, having an employee advocacy program can be the deciding factor in setting your company apart from the competition. The fine line between a good and a great company may lie in their employees.
Empowering your employees is one way to bolster your business’ reach, sales, overall trust rating, and customer satisfaction. Equipped with the right skill set, you can drive your employees to grow your company further. Invest in Employee Advocacy programs and watch your business grow.