{"id":44941,"date":"2023-02-22T12:00:22","date_gmt":"2023-02-22T19:00:22","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/employee-advocacy-2023\/"},"modified":"2024-09-30T17:45:37","modified_gmt":"2024-10-01T00:45:37","slug":"employee-advocacy","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/employee-advocacy\/","title":{"rendered":"How to Power Up Your Content Distribution with Employee Advocacy"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">One of the responsibilities of the modern-day marketer is to champion the company on all public-facing fronts. This responsibility shines through in the way marketers consistently share content on their social channels to help spread the word \u2014 it\u2019s automatic, a part of your content distribution you could practically do in your sleep. By default, you are a brand advocate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether you have an entire marketing team at your disposal or you&#8217;re a team of one, there are others at your organization who can help make an incredible impact&#8230; your co-workers. But that might take a little motivation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enter employee advocacy programs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Employee advocacy programs are a win-win for your organization. It\u2019s not just about that Kumbaya feeling of bringing everyone together for a common cause. It\u2019s a way to amplify your content to help your organization stand out in a crowded space, setting you apart from your competition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll cover what you need to know about employee advocacy, how it impacts content marketing success, and what you need to do to get buy-in from your co-workers.\u00a0<\/span><\/p>\n<h2>What is Employee Advocacy?<\/h2>\n<p><span style=\"font-weight: 400;\">Employee advocacy is the active promotion of company content and messages via social media by staff members. Simply, it turns your employees into brand advocates.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most effective employee advocacy programs have easy-to-understand social media guidelines, abundant and relevant content for team members to share, and technology to facilitate the social sharing experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some common employee advocacy program goals include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing brand awareness<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Building brand reputation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.clearvoice.com\/resources\/building-content-with-your-audience\/\"><span style=\"font-weight: 400;\">Improving customer engagement<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Driving sales<\/span><\/li>\n<\/ul>\n<h2>How Employee Advocacy Impacts Content Marketing Success<\/h2>\n<p><span style=\"font-weight: 400;\">Of course it\u2019s great (and necessary) to have your CEO sharing your content, but since it\u2019s his or her company, the effectiveness factor is very different than when an employee is the voice of the company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In today\u2019s marketing landscape, customers, more than ever, want to purchase from brands they trust. <\/span><a href=\"https:\/\/blog.gaggleamp.com\/branding-statistics\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">81 percent of consumers<\/span><\/a><span style=\"font-weight: 400;\"> say brand trust is a deciding factor when making a purchasing decision. And almost half are willing to pay more for brands that they do trust.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In <a href=\"https:\/\/www.clearvoice.com\/resources\/content-marketing-investing-in-consistent-content-creation\/\">content marketing<\/a>, trust equals authenticity and transparency. Consumers want to feel personally connected to your brand, which is where the value of an employee\u2019s voice comes in. It puts a human face on your business, establishes credibility, and helps amplify your content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing the value of an employee\u2019s voice is prompting leading companies to integrate this tactic into their content marketing strategy. Employee advocacy not only brings credibility to your brand, it amplifies your content. Having your team members advocate via social media is a relatively simple and cost-efficient way to level up your distribution plan. But first, you have to get them on board.\u00a0<\/span><\/p>\n<h2>How to Get Buy-in From Your Team<\/h2>\n<p><span style=\"font-weight: 400;\">Follow these steps, and you\u2019ll get your colleagues promoting your content in no time.\u00a0<\/span><\/p>\n<h3>1. Be prepared for push-back<\/h3>\n<p><span style=\"font-weight: 400;\">Your co-workers are busy with their own priorities, so understand that not everyone is going to be as jazzed as you are about this innovative employee advocacy content strategy. From their perspective, it\u2019s another task \u2014 and an ongoing task at that, since content never stops. You might hear:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Our company is already sharing, why should I?<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">I don\u2019t use social media<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">I only use social media for fun<\/span><\/i><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">No matter the reason, they\u2019re all really asking the same question: <\/span><i><span style=\"font-weight: 400;\">What\u2019s in it for me?<\/span><\/i><span style=\"font-weight: 400;\"> So&#8230;<\/span><\/p>\n<h3>2. Create incentives your team can\u2019t resist<\/h3>\n<p><span style=\"font-weight: 400;\">Coffee gift cards are easy but played out. You\u2019re a marketer \u2014 get creative. A few ideas here include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A work-life balance reward, like an extra day of PTO or remote working perks<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use a service like <\/span><a href=\"https:\/\/www.virginexperiencegifts.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Virgin Experience gifts<\/span><\/a><span style=\"font-weight: 400;\"> to gift anything from race car driving, and rock climbing to a hot air balloon ride<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gift cards for Amazon, restaurants, or spa packages<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Obviously, check with upper management for approval before you make any promises, but these incentives can be excellent motivators with a hard-working crew and can even help establish a strong <a href=\"https:\/\/www.clearvoice.com\/resources\/create-content-marketing-culture-within-organization\/\">content marketing culture<\/a> within your company.<\/span><\/p>\n<h3>3. Make content relevant on their terms<\/h3>\n<p><span style=\"font-weight: 400;\">The \u201cwhat\u2019s in it for me\u201d goes beyond the participation rewards. Help your team understand the impact, so they can care about the content as much as you do. Try to avoid a passionate marketing spiel here by making the content relevant on their terms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, your salespeople get the <a href=\"https:\/\/www.clearvoice.com\/resources\/value-of-content\/\">value of content<\/a>, but they prefer the kind that will help them close deals, not marketing fluff. You have to tread lightly with their time by sharing content that enables them to do their job better and faster.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, don\u2019t even think about using the word \u201cawareness\u201d with your sales team. Give them success stats that speak their language. Go with the numbers, not warm fuzzies.<\/span><\/p>\n<h2>How to Bring Your Employee Advocacy Program to Life<\/h2>\n<p><span style=\"font-weight: 400;\">Alright, you\u2019ve got your colleague on board. Now you have to implement the program. These steps will keep your operations smooth.\u00a0<\/span><\/p>\n<h3>1. Avoid friction with a simple and efficient process<\/h3>\n<p><span style=\"font-weight: 400;\">Make everything as easy as possible for your team. Expecting them to hunt down the latest blog post and share the link on their social channels is a pipe dream. It\u2019s up to you to communicate and empower your team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have the budget for an employee advocacy tool, by all means, go with this option to make everyone\u2019s lives (including yours) easier. If you need one and aren\u2019t sure which one to choose, this <\/span><a href=\"https:\/\/sproutsocial.com\/insights\/employee-advocacy-tools\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SproutSocial article<\/span><\/a><span style=\"font-weight: 400;\"> on some of the top employee advocacy tools will get you started.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like any marketing technology, there is no shortage of advocacy platforms, but most will:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integrate seamlessly with all your social channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Allow you to customize content to maintain branding control over content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offer customizable options, such as sending relevant content to a particular department<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offer one-click options, so your team doesn\u2019t have to copy and paste<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide tracking analytics, so you can reward your content champions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you can\u2019t afford an employee advocacy platform, all is not lost. Though communication will be more challenging without a tool, consistency is going to make or break your program.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few manual workarounds that will get the job done:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Send an email with the latest blog post information with: a link, brief description, and sample posts for each social channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Or, if your company&#8217;s on<\/span><a href=\"https:\/\/slack.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> Slack<\/span><\/a><span style=\"font-weight: 400;\">, create a channel and post the same information in it<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include free and simple social tools (<\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/hootsuite-vs-buffer-put-2-social-media-posting-tools-test\/\"><span style=\"font-weight: 400;\">like Buffer or Hootsuite<\/span><\/a><span style=\"font-weight: 400;\">) in the P.S., so they can schedule their posts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Thank your team at the end of your request and give shout-outs for shares<\/span><\/li>\n<\/ul>\n<h3>2. Integrate employee advocacy into your planning<\/h3>\n<p><span style=\"font-weight: 400;\">We know you like to nerd out on your <a href=\"https:\/\/www.clearvoice.com\/resources\/your-content-distribution-needs-a-checklist-heres-why\/\">content distribution<\/a> flow chart, so make sure to map out your employee advocacy master plans as well. Depending on the diversity of your content and the size of your organization, you might consider a different plan for each department.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Create a social media how-to guide, rather than a stuffy policy, to set some parameters and ensure your brand is being represented at its best. This is a great place to give a refresher on <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-brand-consistency\/\"><span style=\"font-weight: 400;\">brand consistency<\/span><\/a><span style=\"font-weight: 400;\">, with some real-life social media examples that align with your organization\u2019s messaging strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Always make sure your team knows what to do, whether that means incorporating employee advocacy into onboarding or hosting a quarterly lunch-and-learn to connect with your team and answer questions. Remember, not everyone is a marketer \u2014 the things that are second nature to you are not that way for everyone else.<\/span><\/p>\n<h3>3. Use a few solid tools to track your team\u2019s success<\/h3>\n<p><span style=\"font-weight: 400;\">Just like with any marketing program, you\u2019ll want to use analytics to know what\u2019s working and what\u2019s not. Also, if you\u2019re going to make good on your promise with incentives for your A-players, you need a way to track success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re one of the lucky marketers able to purchase an employee advocacy tool, pay special attention to the tracking features. Again, most should come with, but make sure the analytics make sense to you and that they are showing the metrics you\u2019re aiming for.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers going with a more manual approach will want to create specific UTM tracking codes for internal sharing links that you can track in <\/span><a href=\"https:\/\/marketingplatform.google.com\/about\/analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Analytics<\/span><\/a><span style=\"font-weight: 400;\">. To view your results, go to Acquisitions. <\/span><a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Add UTM tracking parameters to URLs here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on the size of your company, you may want to create UTMs per department (larger teams) or per individual (smaller teams). This will end up shaping any incentive programs you create, of course, since you will need metrics to track progress.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A little healthy competition between departments can be fun, and it will certainly be easier if you\u2019re at a bigger organization without an employee advocacy platform. Be sure to share the correct links with your coworkers, so the tracking is accurate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter which method you\u2019re using, share results with your team on a weekly basis, like website traffic or sales leads attributed to social efforts. Announce this in an all-hands meeting or include an update in the new blog communication you send out. Showing your team how their efforts are making an impact will keep them motivated.<\/span><\/p>\n<h2>Empower Your Employees to Elevate Your Marketing Success<\/h2>\n<p><span style=\"font-weight: 400;\">When done right, employee advocacy can provide a wealth of benefits, including increased brand visibility, greater reach, and higher engagement with your target audience. By establishing the core components discussed in this article, you can set your company up for a successful employee advocacy program that drives results and helps skyrocket your marketing efforts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, employee advocacy is just one part of an effective content marketing strategy. And that advocacy won\u2019t matter if you don\u2019t have high-quality content. If you\u2019re looking for a partner to help produce content that your employees will be amped to promote, ClearVoice has your back. Our managed solutions customize a content creation plan that fits exactly what you need when you need it.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\"><span style=\"font-weight: 400;\">Talk to a strategist today<\/span><\/a><span style=\"font-weight: 400;\"> to see how. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the responsibilities of the modern-day marketer is to champion the company on all public-facing fronts. This responsibility shines through in the way marketers consistently share content on their social channels to help spread the word \u2014 it\u2019s automatic, a part of your content distribution you could practically do in your sleep. By default, [&hellip;]<\/p>\n","protected":false},"author":116,"featured_media":29512,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[148,138,143],"ppma_author":[254],"class_list":["post-44941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-content-distribution","tag-content-marketing-strategy","tag-content-operations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Employee Advocacy to Power Your Content Strategy | ClearVoice<\/title>\n<meta name=\"description\" content=\"Unlock the potential of your workforce with a strategic employee advocacy program. 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