11 Employee Advocacy Best Practices from 11 Marketing Experts

11 Employee Advocacy Best Practices from 11 Marketing Experts

Employee advocacy sparked a new wave of influencers.

Influencers who share your company content across their Twitter, Facebook, or LinkedIn profiles, which ultimately results in amplified social reach and better engagement.

While everyone agrees that employee advocacy is the icing on your marketing cake, why is it that some programs fail and others succeed?

The truth is, you’re probably doing something wrong.

Whether you’re providing irrelevant content, failing to incentivize employees, or not using an actual advocacy platform, your efforts could crumble.

In light of this, here are 11 valuable insights and best-practices from 11 marketing experts on ways to:

  • Onboard employee advocates
  • Provide the right content
  • Increase employee engagement
  • Train employee advocates
  • Make data-driven decisions

Note that these marketers not only come from different industries and regions of the world, they are also very well-versed in the realm of employee advocacy. Based on personal experiences, they shared with us their honest opinions about what makes their company’s advocacy program truly successful.

Onboarding Advocates

1. Ryan Ofek, Digital Marketing Manager @ NICE

“A good place to start is by identifying a small group of influencers within your organization who already actively share company content and represent your company’s best interests. These guys will be your “early-adopters”. The ones who set the tone for future onboarding initiatives. Make sure they get the best possible experience. Explain to them how easy and quick it can be to discover and share content. And don’t forget to highlight how participating in advocacy can help boost their follower-base and position them as thought leaders in the industry. They will soon spread the word to others in your company.”

2. Iris Tsing, Social Media Manager @ MapR Technologies

“Pick a person who can lead your employee advocacy program. Someone who truly understands your product or service and has your company’s best interests at heart. This individual can kick off your program and provide support for other employees. Without leadership, it can be extremely difficult for a company to move forward.”

Content is King

3. Dan Hanna, Marketing Manager @ Civis Analytics

“Listen to your advocates! Post content they are interested in sharing, from sources they trust. And when dealing with branded content, make sure it aligns with the company’s agreed-upon voice and best practices, so advocates feel comfortable pushing it to their individual networks.”

4. Colin Day, VP – Global Demand Centre & Marketing @ FIS

“Social is sometimes to most under utilised channel when it comes to engagement and lead generation. Employee advocacy helps to address that. But… it requires quality content. Content is the heart of your advocacy program, which is why it needs to be engaging but not overly self-promotional.”

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Keep it Simple

5. Daniel Klaus, Senior Manager Digital Marketing @ Fujitsu

“Employees already have a lot of tasks on their plate. That’s why a successful program starts with an easy-to-use platform that makes it extremely simple and quick for employees to discover, filter, and share content anywhere they go.”

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Recognition & Motivation Are Everything

6. Shadi Kassis, Marketing Specialist @ Munters

“Give your employee advocates a reason to participate. Show them the real numbers they’re generating so they have a better understanding of how their efforts are impacting the company’s results. This level of transparency will make them feel valued and more motivated in the long-term.”

7. Rachel Young, Marketing Manager @ Xylos

“It’s always a good idea to remind employees why they joined the program in the first place – how sharing content benefits them individually. Stress the idea of thought leadership, company rewards, public recognition, expanded professional network, and so on.”

8. Andreas Rudl, Head of Marketing @ Commerctools GmbH

“Inspire your fellow employee advocates and highlight their value and contribution to the overall communication and company success!”

9. Clémence Lafond, Digital Communications Officer @ Atos

“Not all of your employees are going to stay invested in the program. But, if you foster an environment where they constantly feel involved and recognized for their effort, the chances of them staying engaged will be much higher!”

Check out these relevant sources:

Don’t Forget to Train

10. Erika Childers, Content Marketing Coordinator @ UserIQ

“Train your employees well and don’t forget to remind them to post. They are often excited to help but can get caught up in their day to day work and forget to post. A simple reminder typically does the trick.”

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Make Data-Driven Decisions

11. Daniel Kushner, Co-founder & CEO @ Oktopost

“As with all things marketing, your employee advocacy program needs to be closely monitored and measured. By keeping an eye on some key metrics like reach, engagement, and conversions, you can gain clarity on the program’s overall success and optimize it for even better performance. The more you dig into those conversions, the more accurate you’ll be at proving your advocacy program’s ROI — and ultimately turning employees into the biggest source of sustained company growth.”

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Ben Green Ben is the Director of Operations at Oktopost, prior to which he built the lead demand activities for Nolio, where social media played a key role in the lead generation program. He rides his bike to work and takes way too much vacation!