Employee Advocacy 2017-11-30T06:00:07+00:00

Employee Advocacy

Employee Advocacy is the next megatrend. But what does it mean exactly? Why it is important? Who is it for? How to succeed with it? Keep on reading to learn more. This is the complete 101 guide to Employee Advocacy!

Companies are becoming increasingly aware of Employee Advocacy and its potential for different departments and the company as a whole.

Employee Advocacy has become familiar to organizations, as the rise of social media and digital word-of-mouth have expanded communications across different departments and created a space where employees can contribute to the brand’s image.

It is an initiative that can benefit the entire organization, as well as the individuals working for it. According to Altimeter’s study on Employee Advocacy from 2016, 90% of brands surveyed are already pursuing or have plans to pursue some form of Employee Advocacy.

Companies are becoming increasingly aware of Employee Advocacy and its potential for different departments and the company as a whole.

Employee Advocacy has become familiar to organizations, as the rise of social media and digital word-of-mouth have expanded communications across different departments and created a space where employees can contribute to the brand’s image.

It is an initiative that can benefit the entire organization, as well as the individuals working for it. According to Altimeter’s study on Employee Advocacy from 2016, 90% of brands surveyed are already pursuing or have plans to pursue some form of Employee Advocacy.

Companies are becoming increasingly aware of Employee Advocacy and its potential for different departments and the company as a whole.

Employee Advocacy has become familiar to organizations, as the rise of social media and digital word-of-mouth have expanded communications across different departments and created a space where employees can contribute to the brand’s image.

It is an initiative that can benefit the entire organization, as well as the individuals working for it. According to Altimeter’s study on Employee Advocacy from 2016, 90% of brands surveyed are already pursuing or have plans to pursue some form of Employee Advocacy.

What is Employee Advocacy?


By definition, Employee Advocacy is the promotion of a company’s messages by its employees. Employee Advocacy today takes increasingly place online, with social media as the main medium for brand ambassadors.

Employees have extensive networks of friends, followers, and connections on social media who can be reached and influenced with a click of a button. By sharing valuable content to their networks, employees can increase the company’s reach and credibility by generating meaningful conversations about the business. At the same time, they are also building their personal brands online.

Put simply, Employee Advocacy is knowledge sharing for people within and outside the organization.

What is Employee Advocacy?


By definition, Employee Advocacy is the promotion of a company’s messages by its employees. Employee Advocacy today takes increasingly place online, with social media as the main medium for brand ambassadors.

Employees have extensive networks of friends, followers, and connections on social media who can be reached and influenced with a click of a button. By sharing valuable content to their networks, employees can increase the company’s reach and credibility by generating meaningful conversations about the business. At the same time, they are also building their personal brands online.

Put simply, Employee Advocacy is knowledge sharing for people within and outside the organization.

What is Employee Advocacy?


By definition, Employee Advocacy is the promotion of a company’s messages by its employees. Employee Advocacy today takes increasingly place online, with social media as the main medium for brand ambassadors.

Employees have extensive networks of friends, followers, and connections on social media who can be reached and influenced with a click of a button. By sharing valuable content to their networks, employees can increase the company’s reach and credibility by generating meaningful conversations about the business. At the same time, they are also building their personal brands online.

Put simply, Employee Advocacy is knowledge sharing for people within and outside the organization.

Why Employee Advocacy?


A significant shift has taken place from restricting social media use at work towards encouraging it. A growing number of companies have realized the massive potential of their employees’ networks and started to move away from compliance management to empowering and enabling their employees.

Nearly 40% of people spend 1-5 hours per week on business-related social media activities, while on average nearly 60% of employees in formal Employee Advocacy programs spend more than 5 hours each week on business-related social media activities (Source: Hinge & Social Media Today). It is an arena where the majority of employees feel comfortable operating, whether in an established brand ambassador program or not.

With employees able to create conversations around the company and the brand on social media, Businesses have realized that when it comes to activating the company’s employees as micro-influencers spreading word-of-mouth, the opportunity outweighs the risks. “In the end, the choice becomes: Do we invest in our employees with the risk of them leaving, or do we not invest in them and thus not get the best result for both the company and employee,” Smarp’s CEO Roope Heinilä points out.

Why Employee Advocacy?


A significant shift has taken place from restricting social media use at work towards encouraging it. A growing number of companies have realized the massive potential of their employees’ networks and started to move away from compliance management to empowering and enabling their employees.

Nearly 40% of people spend 1-5 hours per week on business-related social media activities, while on average nearly 60% of employees in formal Employee Advocacy programs spend more than 5 hours each week on business-related social media activities (Source: Hinge & Social Media Today). It is an arena where the majority of employees feel comfortable operating, whether in an established brand ambassador program or not.

With employees able to create conversations around the company and the brand on social media, Businesses have realized that when it comes to activating the company’s employees as micro-influencers spreading word-of-mouth, the opportunity outweighs the risks. “In the end, the choice becomes: Do we invest in our employees with the risk of them leaving, or do we not invest in them and thus not get the best result for both the company and employee,” Smarp’s CEO Roope Heinilä points out.

Why Employee Advocacy?


A significant shift has taken place from restricting social media use at work towards encouraging it. A growing number of companies have realized the massive potential of their employees’ networks and started to move away from compliance management to empowering and enabling their employees.

Nearly 40% of people spend 1-5 hours per week on business-related social media activities, while on average nearly 60% of employees in formal Employee Advocacy programs spend more than 5 hours each week on business-related social media activities (Source: Hinge & Social Media Today). It is an arena where the majority of employees feel comfortable operating, whether in an established brand ambassador program or not.

With employees able to create conversations around the company and the brand on social media, Businesses have realized that when it comes to activating the company’s employees as micro-influencers spreading word-of-mouth, the opportunity outweighs the risks. “In the end, the choice becomes: Do we invest in our employees with the risk of them leaving, or do we not invest in them and thus not get the best result for both the company and employee,” Smarp’s CEO Roope Heinilä points out.


The main advantages of Employee Advocacy can be divided into three categories


Reach

Employees have the potential to reach more people than their employer corporate social media pages combined. What’s more, Employee Advocacy spans beyond the platforms companies are using, as employees are also active on networks their employers might not have heard of.

The potential reach of an Employee Advocacy program can be estimated with this simple formula:

Number of employees  x  Size of their networks  =  The potential reach

Authenticity & Credibility

People trust other people – they tend to rely on their family, friends and peers when searching for information to make decisions. Employee generated word-of-mouth plays a substantial role in online marketing, as it is perceived more credible and trustworthy, compared to advertising and marketer-generated content.

Employee Engagement

Today’s employees expect meaning in their work. Expectations for a job have, indeed, increased vastly. People want to grow, learn and develop on the job, and they are looking for opportunities to make a difference in the organization. The more meaningful the job, the greater the effort and commitment.

An Employee Advocacy program has the potential to increase employee engagement by tying employees more closely to the company, and to also create internal collaboration between different parts of the company. By empowering employees to act as brand ambassadors, employees get the the authority to influence others and make a difference as well as find meaning in their work.


The main advantages of Employee Advocacy can be divided into three categories


Reach

Employees have the potential to reach more people than their employer corporate social media pages combined. What’s more, Employee Advocacy spans beyond the platforms companies are using, as employees are also active on networks their employers might not have heard of.

The potential reach of an Employee Advocacy program can be estimated with this simple formula:

Number of employees  x  Size of their networks  =  The potential reach

Authenticity & Credibility

People trust other people – they tend to rely on their family, friends and peers when searching for information to make decisions. Employee generated word-of-mouth plays a substantial role in online marketing, as it is perceived more credible and trustworthy, compared to advertising and marketer-generated content.

Employee Engagement

Today’s employees expect meaning in their work. Expectations for a job have, indeed, increased vastly. People want to grow, learn and develop on the job, and they are looking for opportunities to make a difference in the organization. The more meaningful the job, the greater the effort and commitment.

An Employee Advocacy program has the potential to increase employee engagement by tying employees more closely to the company, and to also create internal collaboration between different parts of the company. By empowering employees to act as brand ambassadors, employees get the the authority to influence others and make a difference as well as find meaning in their work.


The main advantages of Employee Advocacy can be divided into three categories


Reach

Employees have the potential to reach more people than their employer corporate social media pages combined. What’s more, Employee Advocacy spans beyond the platforms companies are using, as employees are also active on networks their employers might not have heard of.

The potential reach of an Employee Advocacy program can be estimated with this simple formula:

Number of employees  x  Size of their networks  =  The potential reach

Authenticity & Credibility

People trust other people – they tend to rely on their family, friends and peers when searching for information to make decisions. Employee generated word-of-mouth plays a substantial role in online marketing, as it is perceived more credible and trustworthy, compared to advertising and marketer-generated content.

Employee Engagement

Today’s employees expect meaning in their work. Expectations for a job have, indeed, increased vastly. People want to grow, learn and develop on the job, and they are looking for opportunities to make a difference in the organization. The more meaningful the job, the greater the effort and commitment.

An Employee Advocacy program has the potential to increase employee engagement by tying employees more closely to the company, and to also create internal collaboration between different parts of the company. By empowering employees to act as brand ambassadors, employees get the the authority to influence others and make a difference as well as find meaning in their work.

What’s in it for the Employees?


Employee Advocacy can help employees to be more successful in what they do. By acting as brand ambassadors, employees are able to enhance their professional brand, become thought leaders, improve the results of their work, and also expand their networks. 85.6% of employees in firms with a formal Employee Advocacy program say that their involvement on social media for professional purposes has helped their career (Source: Hinge & Social Media Today).

We strongly support having an employees-first approach to advocacy programs. Employees should be the driving force in making the program work. When employees recognize the value of the initiative on an individual level, the company can benefit as a whole.

What’s in it for the Employees?


Employee Advocacy can help employees to be more successful in what they do. By acting as brand ambassadors, employees are able to enhance their professional brand, become thought leaders, improve the results of their work, and also expand their networks. 85.6% of employees in firms with a formal Employee Advocacy program say that their involvement on social media for professional purposes has helped their career (Source: Hinge & Social Media Today).

We strongly support having an employees-first approach to advocacy programs. Employees should be the driving force in making the program work. When employees recognize the value of the initiative on an individual level, the company can benefit as a whole.

What’s in it for the Employees?


Employee Advocacy can help employees to be more successful in what they do. By acting as brand ambassadors, employees are able to enhance their professional brand, become thought leaders, improve the results of their work, and also expand their networks. 85.6% of employees in firms with a formal Employee Advocacy program say that their involvement on social media for professional purposes has helped their career (Source: Hinge & Social Media Today).

We strongly support having an employees-first approach to advocacy programs. Employees should be the driving force in making the program work. When employees recognize the value of the initiative on an individual level, the company can benefit as a whole.

Departmental Benefits of Employee Advocacy


Employee Advocacy should be a company-wide effort for the program to result in benefits on an organizational as well as individual level. However, there are specific benefits that can be tied to marketing, HR, communications and sales.

Departmental Benefits of Employee Advocacy


Employee Advocacy should be a company-wide effort for the program to result in benefits on an organizational as well as individual level. However, there are specific benefits that can be tied to marketing, HR, communications and sales.

Departmental Benefits of Employee Advocacy


Employee Advocacy should be a company-wide effort for the program to result in benefits on an organizational as well as individual level. However, there are specific benefits that can be tied to marketing, HR, communications and sales.

Marketing

The organic reach of company social media pages is continuously declining, with social media platforms increasingly limiting the organic reach of corporate-generated posts. This, coupled with the rising prominence of ad blockers, has resulted in a major headache for marketers. When content no longer reaches the same audiences and ads become ineffective, marketers need to find new and alternative ways to reach their audiences.

Employee Advocacy is an efficient way to increase the reach and visibility of a brand. While it is a form of spreading content, it is not considered advertising and thus not blocked by ad blockers. The organic reach of employee-shared content is also better, compared to content posted by a company; social media platforms prefer content that is posted by an individual.

Fact: according to our data, one employee share generates about 4 clicks on Facebook on average.

Smarp

Communications

Employee Advocacy is considered word-of-mouth marketing; people expressing their opinions and creating conversations around the brand. This boosts authenticity and trust, as the messages are reported by people, not brands. According to 2017 Edelman Trust Barometer, trust in authorities and media is drastically declining, and a person like yourself is considered the most credible spokesperson.

Employee Advocacy is also tied with internal communication. By leveraging shared technology and solid guidelines, Employee Advocacy can help align employees with the company mission and increase cross-departmental collaboration through content. With everyone working towards the same goals, internal as well as external communication can be significantly boosted.

“An average employee advocate is 2x more trusted than a company CEO”

Edelman Trust Barometer

Sales

Today’s buyers operate in an online setting, where they look for information about purchases. 75% of B2B buyers are said to leverage social media to support their decision-making (Source: Schaub). Indeed, social media has become an integral part of sales. Social networks help in researching potential buyers and building revenue-driving relationships. Social selling, powered with Employee Advocacy, is an effective way to drive revenue and generate sales.

Think about it. LinkedIn has half a billion users globally (Fortune.com), while Twitter boasts over 328 million users (Statista) who use the site monthly. It’s a place to find out more about prospects, connect with them and participate in discussions. Using a social selling tool can make this a whole lot easier.

“12% increase in brand advocacy generates a 2x increase in revenue growth”

Reichheld

HR & Recruitment

Successful recruitment in today’s highly competitive market is a challenge. The demand for resourcefulness has increased, and recruiters must adopt new ways of doing talent acquisition. Employee referrals are one of the most effective ways to capture top talent. The most potential candidates are probably in your existing employees’ networks. Referrals are also credited as the highest-quality hires.

“Referred employees are faster to hire, perform better, and stay longer in the company.”

Global Recruiting Trends 2017, LinkedIn Talent Solutions

Marketing

The organic reach of company social media pages is continuously declining, with social media platforms increasingly limiting the organic reach of corporate-generated posts. This, coupled with the rising prominence of ad blockers, has resulted in a major headache for marketers. When content no longer reaches the same audiences and ads become ineffective, marketers need to find new and alternative ways to reach their audiences.

Employee Advocacy is an efficient way to increase the reach and visibility of a brand. While it is a form of spreading content, it is not considered advertising and thus not blocked by ad blockers. The organic reach of employee-shared content is also better, compared to content posted by a company; social media platforms prefer content that is posted by an individual.

Fact: according to our data, one employee share generates about 4 clicks on Facebook on average.

Smarp

Communications

Employee Advocacy is considered word-of-mouth marketing; people expressing their opinions and creating conversations around the brand. This boosts authenticity and trust, as the messages are reported by people, not brands. According to 2017 Edelman Trust Barometer, trust in authorities and media is drastically declining, and a person like yourself is considered the most credible spokesperson.

Employee Advocacy is also tied with internal communication. By leveraging shared technology and solid guidelines, Employee Advocacy can help align employees with the company mission and increase cross-departmental collaboration through content. With everyone working towards the same goals, internal as well as external communication can be significantly boosted.

“An average employee advocate is 2x more trusted than a company CEO”

Edelman Trust Barometer

Sales

Today’s buyers operate in an online setting, where they look for information about purchases. 75% of B2B buyers are said to leverage social media to support their decision-making (Source: Schaub). Indeed, social media has become an integral part of sales. Social networks help in researching potential buyers and building revenue-driving relationships. Social selling, powered with Employee Advocacy, is an effective way to drive revenue and generate sales.

Think about it. LinkedIn has half a billion users globally (Fortune.com), while Twitter boasts over 328 million users (Statista) who use the site monthly. It’s a place to find out more about prospects, connect with them and participate in discussions. Using a social selling tool can make this a whole lot easier.

“12% increase in brand advocacy generates a 2x increase in revenue growth”

Reichheld

HR & Recruitment

Successful recruitment in today’s highly competitive market is a challenge. The demand for resourcefulness has increased, and recruiters must adopt new ways of doing talent acquisition. Employee referrals are one of the most effective ways to capture top talent. The most potential candidates are probably in your existing employees’ networks. Referrals are also credited as the highest-quality hires.

“Referred employees are faster to hire, perform better, and stay longer in the company.”

Global Recruiting Trends 2017, LinkedIn Talent Solutions

Marketing

The organic reach of company social media pages is continuously declining, with social media platforms increasingly limiting the organic reach of corporate-generated posts. This, coupled with the rising prominence of ad blockers, has resulted in a major headache for marketers. When content no longer reaches the same audiences and ads become ineffective, marketers need to find new and alternative ways to reach their audiences.

Employee Advocacy is an efficient way to increase the reach and visibility of a brand. While it is a form of spreading content, it is not considered advertising and thus not blocked by ad blockers. The organic reach of employee-shared content is also better, compared to content posted by a company; social media platforms prefer content that is posted by an individual.

Fact: according to our data, one employee share generates about 4 clicks on Facebook on average.

Smarp

Communications

Employee Advocacy is considered word-of-mouth marketing; people expressing their opinions and creating conversations around the brand. This boosts authenticity and trust, as the messages are reported by people, not brands. According to 2017 Edelman Trust Barometer, trust in authorities and media is drastically declining, and a person like yourself is considered the most credible spokesperson.

Employee Advocacy is also tied with internal communication. By leveraging shared technology and solid guidelines, Employee Advocacy can help align employees with the company mission and increase cross-departmental collaboration through content. With everyone working towards the same goals, internal as well as external communication can be significantly boosted.

“An average employee advocate is 2x more trusted than a company CEO”

Edelman Trust Barometer

Sales

Today’s buyers operate in an online setting, where they look for information about purchases. 75% of B2B buyers are said to leverage social media to support their decision-making (Source: Schaub). Indeed, social media has become an integral part of sales. Social networks help in researching potential buyers and building revenue-driving relationships. Social selling, powered with Employee Advocacy, is an effective way to drive revenue and generate sales.

Think about it. LinkedIn has half a billion users globally (Fortune.com), while Twitter boasts over 328 million users (Statista) who use the site monthly. It’s a place to find out more about prospects, connect with them and participate in discussions. Using a social selling tool can make this a whole lot easier.

“12% increase in brand advocacy generates a 2x increase in revenue growth”

Reichheld

HR & Recruitment

Successful recruitment in today’s highly competitive market is a challenge. The demand for resourcefulness has increased, and recruiters must adopt new ways of doing talent acquisition. Employee referrals are one of the most effective ways to capture top talent. The most potential candidates are probably in your existing employees’ networks. Referrals are also credited as the highest-quality hires.

“Referred employees are faster to hire, perform better, and stay longer in the company.”

Global Recruiting Trends 2017, LinkedIn Talent Solutions

Let us not forget that Employee Advocacy also allows for relationship between the employer and employee to develop in a novel way. The employer can judge the employee by the type of information that only materializes in the world of social media.

Let us not forget that Employee Advocacy also allows for relationship between the employer and employee to develop in a novel way. The employer can judge the employee by the type of information that only materializes in the world of social media.

Let us not forget that Employee Advocacy also allows for relationship between the employer and employee to develop in a novel way. The employer can judge the employee by the type of information that only materializes in the world of social media.

How to Succeed with Employee Advocacy


So how does this work in practice? What are the components of Employee Advocacy that affect how well the program will succeed?

Pay attention to these steps.

How to Succeed with Employee Advocacy


So how does this work in practice? What are the components of Employee Advocacy that affect how well the program will succeed?

Pay attention to these steps.

How to Succeed with Employee Advocacy


So how does this work in practice? What are the components of Employee Advocacy that affect how well the program will succeed?

Pay attention to these steps.

About Smarp


Smarp is a fully featured Employee Advocacy and knowledge sharing platform using the latest cutting-edge technology. The platform delivers all the features needed to run a successful employee advocacy program and has been built with user experience and intuitive design at its core. All of our features are extremely easy to find and use which ensure low threshold for employee participation. Founded in 2011, Smarp helps hundreds of organizations and their employees to humanize their brands.

About Smarp


Smarp is a fully featured Employee Advocacy and knowledge sharing platform using the latest cutting-edge technology. The platform delivers all the features needed to run a successful employee advocacy program and has been built with user experience and intuitive design at its core. All of our features are extremely easy to find and use which ensure low threshold for employee participation. Founded in 2011, Smarp helps hundreds of organizations and their employees to humanize their brands.

About Smarp


Smarp is a fully featured Employee Advocacy and knowledge sharing platform using the latest cutting-edge technology. The platform delivers all the features needed to run a successful employee advocacy program and has been built with user experience and intuitive design at its core. All of our features are extremely easy to find and use which ensure low threshold for employee participation. Founded in 2011, Smarp helps hundreds of organizations and their employees to humanize their brands.