Trust has become the new marketing currency in today’s digital world and online reviews can make or break a business. Modern marketers find all possible ways to engage customers, partners, and employees to promote company’s brand online. According to a report by Weber Shandwick , 33% of employees already share positive company news across their personal social channels without any formal support and encouragement from their employers.
Traditionally, there is a big problem of employee engagement across different organizations. What motivates employees at work? Is it a recognition, reward or sense of accomplishment? Trust me; this is where the gamification comes into the picture. Everyone loves games with a good competition. So, think about games @ work to spur business performance! Gamification plays a pivotal role in employee engagement.
What is gamification?
Gamification is defined as an application of game-design elements such as competition or innovative challenges into non-gamified context to encourage users’ engagement towards a product, tool or service. The main purpose of gamification is to bring a necessary change in one’s behavior for rapid adoption of new tools and technologies in today’s digital workplace.
Forrester analyst Kim Celestre advises that marketers are also starting to use gamification techniques with customer advocacy programs, to “energize brand advocacy, getting customers to share content or start positive conversations about a brand.” (Source: crmsearch)
Employee advocacy is a new-gen marketing concept in which employees are empowered to share a company’s message across their personal channels. With the advent of new workplace technologies, business leaders face a lot of challenges in adopting these tools within an organization. So, integrating gamification into an employee advocacy tool is a win-win situation for both employers and employees in the long run.
Why gamification boosts employee advocacy
Modern marketers rely heavily on social media marketing to build online brands, increase lead generation and develop brand loyalists. However, they fail to empower their employees to amplify the company’s brand and messages through their personal social channels. Gartner highlights that gamification strategies for marketing and customer retention would become “as important as Facebook, eBay or Amazon.” (Source: SocialMediaToday)
To sustain the benefits of employee advocacy programs, modern marketers should turbo-charge their advocacy initiatives through innovative challenges to drive continuous motivation and boost sharing activities of their employee brand advocates:
- Becoming a thought leader/industry expert – Empower employees to increase their competency in respective industry domains
- Bringing new businesses – Employee brand advocates can bring new businesses by sharing their expertise with their social media followers
- Creating a culture of sharing – Foster effective collaboration among employees to share the most relevant and updated social content consistently
Rewards on Gamification
Gamification enables a culture of sharing among employees bringing more fun into it. There are two types of rewards in gamification to encourage the culture of sharing in today’s digital workplaces:
- Monetary rewards – This includes discount coupons, movie tickets, free lunches and other freebies
- Non-monetary rewards – The sky is the limit to encourage your employee advocates to freely adopt the tools to promote your company’s brand reach via social media. The list includes the following:
- Participation in industry and customer conferences
- Display badges, points, and leaderboards on company’s social media accounts
- Schedule a VIP luncheon
- Best social media performer of the month and so on.
Example of gamification
The primary goal of employee advocacy is to turn your employees into trusted brand advocates. Here is a gamified approach to creating a reward point system for your trusted employee brand advocates.
Actions Reward Points
- Connect to corporate social channels – 5
- Provide feedback – 5
- Regular amplification – 20
- Content suggestion – 5
- Likes, comments, and shares – 5
- Best practices sharing – 10
Like above, the point system will enable employee advocates to actively participate in promoting company’s brand via social media. The onus lies with the Business Leaders to share and evangelize the top employee brand advocates on an ongoing basis (monetary and non-monetary rewards) using a variety of communication channels such as an internal newsletter, intranet, social channels, town-hall meetings, email communication and so on.
In a nutshell, gamification enables you to introduce a friendly competition among employee brand advocates through innovation challenges, points, and contests to address the overall business goal of this new-gen marketing initiative. So, give it a try to add a little more fun to spur your business performance and increase employees’ engagement. Go ahead and gamify your employee advocacy program! Also, be creative with your rules to reap the benefits of promoting your social brand – increased brand awareness, inbound leads, and web visitors. Let the game begin!
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