How sompanies win with employee advocacy

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Episode summary

A company’s employees are its most valuable assets. A workforce that is happy, productive, and engaged leads to growth, retention, and an incredibly strong company culture.

But many B2B organizations today are not fully tapping into the true potential of their colleagues – and for good reason, it’s not easy. However, in a world driven by digital and social media, employee advocacy is becoming an essential tool in every marketer’s toolbelt.

Joining the Radically Transparent podcast is Joe Morris, Head of Social Media and Employee Advocacy at Capgemini, a global leader in partnering with companies to transform and manage their business by harnessing the power of technology

Throughout the episode, Joe dives into how he has rolled out a successful program at Capgemini. He confesses that maintaining an advocacy program isn’t always smooth sailing and even reveals some of the challenges he’s faced getting his colleagues to want to be part of such an initiative.

Joe also explains why it’s important to get the business to support, understand and prioritize the program from a top-down approach and how he continues to maintain excitement in the program to keep advocates sharing.

Hot topics of this episode include:

The biggest challenge when leading an advocacy program and how to overcome it
How to measure the success and impact of an advocacy program on the business
Powerful reporting methods to share with employee advocates to keep them engaged quarter over quarter

Meet Joe

Joe Morris is the Head of Social Media and Employee Advocacy at Capgemini.

He started his professional career as a copy editor, learning how to perfect a message so it reaches its intended audience; twenty-plus years later, his job is still basically the same, albeit in formats that were unimaginable back then.

Joe has a passion for social media. It’s constantly evolving: algorithms get updated, audience expectations change, new features arrive, and trends come and go; what worked yesterday may not work tomorrow. Organic or paid, Instagram Story or LinkedIn Live, micro-influencer or employee advocates – there is a myriad of options available today.

When Joe isn’t thinking about social media strategy, employee advocacy, or paid media tactics, you can find him hanging out with his family or admiring his record collection.

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Frequently Asked Questions

How do B2B companies effectively launch an employee advocacy program?

Successfully launching an employee advocacy program in a B2B setting requires strategic top-down support and understanding from leadership. Gaining executive buy-in is crucial to prioritize the initiative, overcome initial hurdles in colleague participation, and ensure a smooth rollout across the organization.

What are the primary challenges in implementing B2B employee advocacy and how can they be addressed?

A significant challenge is motivating colleagues to actively participate and consistently share company content. This can be addressed by continuously demonstrating the program's value, maintaining excitement through effective reporting, and providing ongoing support and recognition to keep advocates engaged and sharing.

How can B2B organizations accurately measure the ROI and impact of their employee advocacy efforts?

Measuring success involves identifying key metrics that align with specific business objectives. It's crucial to utilize powerful reporting methods that not only track performance but also provide tangible insights to both leadership and individual advocates, clearly demonstrating the program's contribution to brand reach, engagement, and business growth.

What methods can B2B marketers use to maintain high employee engagement in an advocacy program over time?

To sustain excitement and participation, it's vital to consistently show advocates the impact of their efforts. Sharing powerful reporting methods quarter over quarter helps them understand their personal contribution and keeps them motivated to continue amplifying valuable company messages and insights.

Why is employee advocacy considered an essential tool for modern B2B marketing strategies?

Employee advocacy is essential because it leverages a company's most valuable assets – its employees – to authentically amplify messaging in a digital-first world. This strategy drives growth, improves retention, strengthens company culture, and taps into a highly credible source of brand promotion often underutilized by B2B organizations.