Employee advocacy platforms
Tools that help employees share organisational updates and content on their personal networks.
In today’s digital-first world, employees are powerful ambassadors for an organisation. Employee advocacy platforms are tools that enable employees to share organisational updates, news, and content across their personal networks, enhancing the company’s visibility and credibility. These platforms streamline advocacy efforts, making it easier for employees to promote their organisation authentically.
This article delves into the role of employee advocacy platforms, their benefits, how they work, and how to choose the right solution for your organisation.
What are employee advocacy platforms?
Employee advocacy platforms are digital tools designed to simplify and enhance employees’ ability to share pre-approved company content across their personal social media networks. These platforms encourage employees to act as brand advocates, sharing updates that align with the organisation’s goals while maintaining authenticity.
Key features of employee advocacy platforms:
Content library: A central repository for pre-approved content employees can share.
Analytics: Insights into reach, engagement, and effectiveness of shared content.
Gamification: Features like leaderboards and rewards to encourage participation.
Social media integration: Seamless sharing on platforms like LinkedIn, Twitter, and Facebook.
Training resources: Guides and tips to help employees create effective content.
Why employee advocacy platforms are essential
1. Amplifies brand reach
Employees can extend the organisation’s reach by sharing content with their personal networks, which are often larger and more trusted than corporate channels.
2. Enhances credibility
People trust employees more than advertisements. Advocacy platforms help showcase authentic voices, building trust with external audiences.
3. Increases employee engagement
Participation in advocacy programs fosters pride and a sense of belonging, motivating employees to stay connected with organisational goals.
4. Drives recruitment
Employee-shared content offers a transparent glimpse into workplace culture, attracting top talent to the organisation.
5. Improves marketing ROI
By leveraging employee networks, organisations can achieve greater engagement and visibility without increasing marketing budgets.
Examples of employee advocacy platforms
Example 1: Social media content sharing
An employee advocacy platform allows employees to share pre-approved blog posts, infographics, or videos on their LinkedIn profiles with just a few clicks.
Example 2: Internal newsletter promotion
Employees share internal newsletters externally, promoting organisational updates and showcasing company culture.
Example 3: Event promotion
Employees use the platform to share upcoming events, webinars, or conferences, increasing attendance and visibility.
How do employee advocacy platforms work?
1. Content curation
Marketing or communication teams upload pre-approved content to the platform, ensuring it aligns with organisational messaging.
2. Employee access
Employees log in to access a library of content categorised by topics or campaigns.
3. Sharing
Employees share content directly to their personal social media accounts, often with customisable options to add their voice.
4. Tracking and insights
The platform tracks metrics like shares, clicks, and engagement, providing insights into the effectiveness of advocacy efforts.
5. Feedback loop
Employees can suggest content ideas or provide feedback, ensuring a collaborative and engaging process.
Benefits of using employee advocacy platforms
For employees:
Builds their personal brand and online presence.
Provides easy access to high-quality, shareable content.
Strengthens their connection to organisational values.
For organisations:
Increases visibility and credibility.
Enhances employee engagement and morale.
Drives recruitment and lead generation.
Choosing the right employee advocacy platform
Factors to consider:
Ease of use: The platform should be user-friendly to encourage participation.
Analytics capabilities: Robust analytics help measure the impact of advocacy efforts.
Integration options: Ensure compatibility with existing tools like Slack or CRM platforms.
Customisation: Look for platforms that allow branding and tailored content categories.
Support and training: The platform should offer resources to onboard employees effectively.
Popular platforms:
tchop™: A mobile-first platform enabling seamless real-time updates that encourages employee advocacy internally.
Hootsuite Amplify: Simplifies social sharing and tracks advocacy metrics.
LinkedIn Elevate: Focuses on professional content sharing for LinkedIn users.
EveryoneSocial: Offers advanced analytics and gamification features.
Bambu by Sprout Social: Provides a user-friendly interface for advocacy programs.
Best practices for employee advocacy platforms
1. Provide training
Offer workshops or resources to help employees understand the platform and best practices for content sharing.
2. Encourage authenticity
Employees should add their personal touch to shared content, ensuring authenticity and engagement.
3. Recognise and reward advocates
Celebrate employees who actively participate in advocacy programs, using leaderboards or small incentives.
4. Maintain a dynamic content library
Regularly update content to keep employees engaged and ensure relevance.
5. Monitor and optimise
Use analytics to identify successful campaigns and refine your strategy over time.
Challenges and solutions in employee advocacy platforms
1. Low participation rates
Employees may be hesitant to participate.
Solution: Highlight the benefits, provide training, and make participation voluntary.
2. Misalignment with personal branding
Employees may worry about sharing corporate content on personal accounts.
Solution: Allow customisation of content and ensure messaging aligns with diverse employee values.
3. Measuring ROI
Quantifying the impact of advocacy efforts can be challenging.
Solution: Focus on key metrics like engagement rates, reach, and conversions.
Final thoughts
Employee advocacy platforms empower organisations to amplify their messaging through the authentic voices of their employees. By fostering a culture of trust and engagement, these tools not only enhance brand visibility but also strengthen employee loyalty and pride.
Organisations that leverage advocacy platforms effectively can transform their employees into passionate brand ambassadors, driving long-term success and making their workforce a key part of their communication strategy.
FAQs: Employee advocacy platforms
What is the primary purpose of employee advocacy platforms?
The primary purpose of employee advocacy platforms is to enable employees to share pre-approved organisational content on their personal social media networks, thereby increasing brand visibility, trust, and engagement.
Are employee advocacy platforms suitable for small businesses?
Yes, employee advocacy platforms can be highly effective for small businesses. They provide a cost-efficient way to amplify reach and engagement by leveraging employees' networks, even with limited marketing budgets.
How do employee advocacy platforms ensure employees feel comfortable sharing content?
To make employees comfortable:
Provide training on the platform and social media best practices.
Allow employees to personalise messages when sharing content.
Ensure all shared content aligns with the organisation's values and is authentic.
What types of content are most effective for employee advocacy?
Effective content includes:
Company updates and achievements.
Employee spotlights and success stories.
Thought leadership articles.
Industry news and insights.
Announcements for events, webinars, or new product launches.
How can organisations encourage employees to use advocacy platforms?
To boost participation:
Highlight the personal branding benefits for employees.
Recognise and reward active participants with incentives or shout-outs.
Make the platform user-friendly and accessible on multiple devices.
Regularly refresh the content library to maintain interest.
How do employee advocacy platforms measure success?
Key metrics include:
Reach: The number of people exposed to shared content.
Engagement: Likes, comments, shares, and clicks on advocacy posts.
Participation rate: The percentage of employees actively using the platform.
Conversions: Leads, website traffic, or applications driven by shared content.
Can employee advocacy platforms be integrated with other tools?
Yes, most advocacy platforms can integrate with tools like:
CRM systems to track lead generation.
Analytics platforms for advanced reporting.
Collaboration tools like Slack for seamless communication.
Social media platforms for direct content sharing.
What challenges do organisations face when implementing advocacy platforms?
Challenges include:
Low participation: Employees may feel hesitant or uninterested.
Content saturation: Repeated sharing of similar content can reduce effectiveness.
Measuring ROI: It can be difficult to directly link advocacy efforts to tangible outcomes.
How do employee advocacy platforms differ from social media management tools?
While social media management tools focus on managing corporate accounts, employee advocacy platforms empower employees to share content from their personal accounts, extending the organisation's reach and building trust through authentic, employee-driven communication.
Are employee advocacy platforms secure?
Yes, most platforms offer robust security features, such as:
Centralised content control to ensure only approved content is shared.
Role-based access permissions.
Compliance with privacy and data protection regulations.
