How to start an employee advocacy programme
We often meet interest and excitement about employee advocacy but a big concern is where to start. We all like to be prepared and it will take some effort to know your position before you launch. You need to know how you differentiate and where you need to spend some time. It is not hard or complicated.
Identify your ‘sweet spot'
Start by taking the temperature of the corporate culture and ensure that it is aligned with the brand. The culture and brand should also support the business strategy and here you can find the topics that your EA programme should prioritise. These key subjects can also give an indication of the market, the competition and your online presence. When you have found your sweet spot, you can outline a roadmap for how to reach our goals.
Map your activities
Excel existing content to map it according to the prioritised subjects. This gives you an overview of the content you have, needs to rewrite/refocus and if there are need to produce new content. In this process include a column to indicate the internal stakeholders that have to be involved and whether external resources are needed e.g. copywriters, videoproducers, graphic designers to produce infographics and other visuals and do you have enough high-resolution pictures?
Know your audience
Know your audience by creating personas of the people you are trying to reach out to. This is important to be able to create content with the right tone of voice and focus. Focusing on the personas also increase relevance because content is created to fit micro-segments.
These segments and niches should reflected the prioritised areas and indicate whether you already have contact to your audience or if you are to establish a new network. The content then also addresses specific needs and challenges. When you know your audience, it should also be clear which channels you can prioritise and which formats they prefer.
Make a new spreadsheet that lists how your brand is positioned compared to competitors. LinkedIn has a social listing tool and data to view your position compared to your industry. Search engines also show how you perform on specific keywords and whom that are dominating the debate. There are other online tools too that can give you a clear indication of keyword and SEO performance.
Social listing also include mapping which media that you are competing with. Beyond online platforms you might compete with established media, industry media and other blogs - so be aware how do you can differentiate.
Think of employee advocacy as an on-boarding to your company’s universe. Content on social media often leads to paywalls or have non-responsive links, if they have links at all. Some is even just plain boring; for instance job-postings.
With employee advocacy you offer colleagues corporate content to share. In return, they vouch for it with their personal brand. So, it is essential that you consider how ready your content is for employee advocacy and how it is represented when employees share it.
Keep it simple
Preparing can take some time - But sharing should be easy - otherwise, why bother. Book a workshop and we can help you kick-start employee advocacy - I am sure your colleagues are great advocates!
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