How to overcome the employee advocacy frictions
We daily meet concerns about employee advocacy and most of the time we share these fears. So, we have collected 3 of the most common frictions we meet in the planning process. First of all, there is a common belief that employee advocacy takes a lot, sometimes too much, effort to kickstart. The budget have to be enormous and enthusiasm among employees is non-existing.
Well, this is more a fear of failure rather than reflecting the reality.
1. Busy, busy, too busy
We are all busy people - too busy at times. The calendar is filled with meetings, deadlines and the to-do-list has no end. This means that there are almost no time for coffee and definitely no time to be ‘the good’ employee on social media. Employee advocacy seems to be doomed before launch.
Tap into the workflow
You probably think: How should it even be possible to fit more into that busy schedule without causing overtime? By choosing a tool, which instead of adding tasks to the workload, taps into the workflow employees already have. Email. The most used source of information internally and externally. By sharing content through an employee advocacy tools such as Sociuu, employees easily share content directly from their e-mail, supporting a familiar flow that they are confident with. No new systems. No new tasks. Just following the flow.
2. What content?
As responsible for employee advocacy and social media profiles, content and frequency are common concerns. Do you have enough, differentiating and delicious content that can be shared by employees. You might even encourage employees to share content already - without great success. Many see content as the holy grail of employee advocacy and social media and the only way to cut through the clutter. We fear death by dreadfull content.
We are by now all aware that organic reach on company pages are near non-exisiting and algorithms priorities person to person interactions. The life-source for content today is personal, peer-to-peer, person2person sharing. By adding a personal touch and purpose, content becomes relevant to networks and I am sure you have great content that is worth sharing. It just have to be shared by relevant stakeholders instead of being shared and sponsored by corporate.
3. Only for a small exclusive group
How do you identify the good advocates? The most obvious place to start is to involve the leaders. They are the ones that daily represent the company both internally and externally. They are a small group. They have insights on the overall company strategy, and most of the time, we know who they are.
Most employees are not leaders. However, most employees are proud and loyal to the employer with a vast professional network which they daily nurture. In the light of senior top management and the CEO, employees and particular technical experts are the most trusted sources. So even if the corporate leaders seems to be the best place to start, employee advocacy is a collective approach where everyones' voice echoes in their specific network. Employee advocacy is for everyone, include everyone and lead them with a clear message and purpose.
Relevance drives engagement
Employee advocacy does not have to be difficult when you organise it so that you engage the right people at the right time. We see that relevance drives engagement and serving it to the employees in a familiar format, you have the recipy for success. Let us help you find the right balance for your employee advocacy, contact us today.