Employees are a valuable part of your company and their role as advocates can be just as beneficial. Though, deciding whether or not it is time to engage your employees in your marketing strategies is at the heart of your evaluation.
Watch the video below to learn more about evaluating your readiness for employee advocacy.
The first step in knowing if your company is ready involves examining your company’s culture. The main part of this step is knowing someone’s affinity for becoming an advocate for your company. For instance, some employees would make great advocates for a small aspect of your organization while others would be suitable for speaking on behalf of your entire organization.
The next step to evaluating your company’s readiness is looking at what type of employees you have:
- Knowledge workers
- Factory workers
- Distributed across multiple sites
- Located in one office
- Human Resources
Depending on your company, this list could go on and on. Each employee type should be individually evaluated, as the role of each will have a different impact on the ability to communicate what you specifically want them to do as an advocate for your company. For instance, if an employee works in the factory, they may not have access to the internet to share content with potential customers, while someone in HR may be able to spend time each day sharing on social media.
Once you understand the culture of you company, take a step back and ask:
Do I have the affinity level in this organization to make an employee advocacy program happen where I'm actually engaging my employees to be part of my digital marketing strategy?
The answer to that question should then drive any plan you create that includes some or all of your employee advocates.
Download our Perspective Paper to learn more about creating authentic engagement and how to improve and scale audience engagement.