Employee advocacy has become a buzzword in today’s digital workplace. Due to the proliferation of digital technologies, employees have an umpteen number of digital tools for improving productivity, internal and external collaboration. Recent studies identify the importance of employee advocacy as follows:
- Employee advocacy results in a 5x increase in web traffic and 25% more leads (Source: Inc).
- Brand messages are re-shared 24 times more frequently when distributed by employees’ vs the brand (Source: MSLGroup).
The primary goal of any employee advocacy program to transform your employees into trusted brand advocates. As you are aware, your employees are the biggest untapped marketing assets within your organization. In order to make employee advocacy programs successful, your employees must be equipped with the right platform to take-off and drive business outcomes. It helps your organization generate tons of positive messages for your brand by tapping employees’ personal social channels.
The responsibility lies with the business leaders to choose the right employee advocacy platform for their organization. Here are 6 key features for selecting an employee advocacy platform:
Supports Major Social Networks
Needless to say, employee advocacy platform should support all major social networks such as Twitter, Facebook, LinkedIn, Pinterest and Instagram. Because your employees are already part of these networks they are available to amplify your branded content successfully through these channels. This is a win-win situation for both employers (improving social brand reach online) and employees (improving their personal brand).
Mobile Device Compatibility
Your employees are on the go. So, the employee advocacy platform must be available as mobile apps in iOS and Android. It allows employee brand advocates to share branded content at their convenience and offers more flexibility to amplify company messages through their personal social channels. In a nutshell, it should be mobile friendly to spur the maximum adoption of the platform for the overall success of your employee advocacy program.
Onboarding and Customer Success Experience
Select a potential employee advocate and form a pilot team to evaluate different employee advocacy tools. Go ahead and ask for a trial period to get feedback from your employee brand advocates about the ease of use and user experience of the platform. Choose the right employee advocacy tool which provides easy onboarding and 100% customer success support to kick start your employee advocacy program successfully. Else, it hinders adoption in future.
The customer success team should help your organization with admin and employee training, user guides and on-site support when required. The bottom-line is to get employee brand advocates comfortable using the platform. After initial training and onboarding, use them to amplify branded content through the platform from day one of implementation.
The main purpose of gamification is to bring a necessary change in one’s behavior to rapidly adopt new tools and technologies in today’s digital workplace. Rewards and recognition play a pivotal role in employees’ intrinsic motivation. Look for an employee advocacy platform that has built-in gamification engine to spur adoption levels across the whole organization. It should allow you to design and redeem rewards, create points system and leaderboards for showcasing the top performing employee advocates. It creates a culture of collaborative sharing and friendly competition among employee brand advocates to reap maximum benefits.
Ease of Integration
As you are aware, content is king in today’s digital world. An employee advocacy platform provides real-time content feeds that are relevant and contextual to your organizations’ content requirements. Therefore, the platform should easily integrate with content curation tools for a steady flow of quality content into the platform. It boosts your amplification efforts and lets your employee brand advocates enhance their personal brand to get new followers. Moreover, the platform should be readily available and flexible enough to integrate with other enterprise application such as your CRM, gamification and so on.
Customer Success Stories and Use Cases
Before selecting an employee advocacy vendor, ask for information regarding customer success stories, use cases and testimonials in using their platform across industries. This helps you gauge the performance and adoption of their platform globally. At the same time, it supports you to get the best practices and share them across your organization for initial adoption after your final roll-out of the employee advocacy platform.
In a nutshell, an employee advocacy program has a strategic business potential in the digital world. There are a number of employee advocacy tools available in today’s marketplace such as Smarp and so on. Go ahead and look for features that benefit your organization. Selecting and investing in an employee advocacy platform required proper planning, resource allocation and time for training. Choose the right employee advocacy platform to generate the desired business results: increased brand presence, inbound leads, web traffic and brand awareness.