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Samantha StoneAuthor, Founder & CMO The Marketing Advisory Network
FOUR ESSENTIAL ELEMENTS OF EMPLOYEE ADVOCACY
Only 3% of employees share company-related content
Source:LinkedIn
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But they drive a 30% increase in total likes, shares, and comments
Source: LinkedIn
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78%Employees say something positive about their employer to someone else directly
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3%
You can eliminate 70% of the big obstacles holding employees back
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#1 Treat employees as individuals
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A passionate workforce drives advocacy
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#2 Write down guidelines
Copyright2017MarketingAdvisoryNetworkwww.unleashpossible.com @samanthastone
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TrainingorGuidelinesProvided NoTrainingorGuidelines
69% of the people who
never advocate work for
organizations that have no
written guidelines or
training
It drops to less than
40% when guidelines or training are
offered
#3 Create content for multiple channels
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#4 Take a programmatic approach
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Measure the right thingsEmployeeRecruitment Increaseparticipation Grow reach Increaseimpact
• #ofqualifiedjobapplicationsperopenposition
• #ofemployeereferrals• Acceptancerateonjoboffers
• Percentofemployeeswhosharedworkrelatedcontenteachmonth
• Averagenumberofworkrelatedpostsperemployeeperquarter
Note:Ifyouarefocusedonaspecificfunctionorgeographybesuretomeasure%change
fromthepreviousperiodforthatgroup.
• %growthinemployeefollowersbychannel(pickoneortwotofocusoninitially)
• #ofinboundinquiriessourcedbyemployees
• $valueofrevenuegenerated/influenced
• %ofemployeeshittingaminimumthresholdofengagement
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Consider a technology assist• Measurement• Training• Create a feedback loop (rewards, leaderboards, gamification, engagement insights)
• Content distribution
Copyright2017MarketingAdvisoryNetworkwww.unleashpossible.com @samanthastone
Copyright2017MarketingAdvisoryNetworkwww.unleashpossible.com @samanthastone
A study conducted by the Aberdeen Group revealed that companies with formal employee advocacy programs have a 26% increase in year over year revenue.
Source: EMPLOYEE ENGAGEMENT TO EMPLOYEE ADVOCACY: A NATURAL PROGRESSION” August 2016
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