Be a Market Leader: How to Elevate Visibility and Engagement with Employee Advocacy

There's a powerful strategy that can take your business to new heights – employee advocacy.

Have you ever wondered how you can boost your brand's visibility while igniting genuine employee engagement?

That's what a great well-rounded employee advocacy programme can do, so today I'm going to share the essentials when it comes to running your own employee advocacy programme.

What is Employee Advocacy?

Imagine this: your employees become your brand's biggest cheerleaders.

A lot of companies and software products will talk about this as being online - which usually is what their programmes cater for. But I always advocate the three cores of personal branding:

1) In-person relationships

2) Digital presence

3) Alignment with professional organisations

Essentially, it's all about them willingly sharing positive content about your company, products, or services.

They do it on their personal social media profiles, during events, and within their professional networks.

Authentic voices, spreading the word and amplifying your brand's reach – that's employee advocacy in a nutshell.

What's in it for you?

Statistics show the undeniable impact of employee advocacy.

• Posts shared by employees have a staggering 800% more engagement compared to the same posts shared by official brand accounts - Social Media Today?
• 76% of individuals surveyed have revealed that they are more likely to trust content from individuals rather than content from brands,- AdWeek.
• ?Leads coming from employees on social media have a whopping 700% greater conversion frequency - Marketing Advisory Network
• LinkedIn reported 75% of B2B buyers rely on social media to support their purchase decisions - so it's worth looking at leveraging the employee voice!

In short, we trust closer relationships more than distant ones...

The Power of Employee Advocacy Programs:

The power of employee advocacy goes beyond just benefiting the company – it's a transformative journey for the employees themselves and should be clearly communicated.

What's in it for them:

Personal Branding and Career Development:

• Engaging in employee advocacy allows individuals to develop their personal brand and take control of their professional identity. It's an opportunity to understand who they are and what they stand for.
• By actively sharing their knowledge, insights, and values, employees can position themselves as thought leaders in their industry. This not only opens doors to new opportunities but also contributes to their career growth and advancement.

Having a Voice and Making a Difference:

• Employee advocacy provides a platform for employees to express their opinions, share their expertise, and be heard on topics they genuinely care about.
• It connects their personal values with the company's values, giving them a sense of purpose and alignment.
• When employees have the opportunity to make a difference and contribute to causes they believe in, it enhances their job satisfaction and overall engagement.

Higher Social Visibility and Credibility:

• Through employee advocacy, individuals can increase their social visibility and expand their professional networks.
• As they engage with customers, vendors, press, and partners, positive responses and interactions build their confidence and credibility.
• This visibility not only benefits their professional growth but also creates opportunities for collaboration, learning, and gaining diverse perspectives on their specialist topics.

Relationship Building within the Industry:

• Establishing themselves as go-to experts in their industry opens doors to valuable relationships.
• By sharing their knowledge and experiences, employees create a two-way street of learning and knowledge exchange.
• Additionally, employee referrals play a significant role in talent acquisition, with a massive 88% of major employers considering them their number one source of top candidates (Source: Macleod/Clark).
• Being socially engaged and actively advocating for the company's values can also contribute to higher employee retention rates.

Making a Greater Impact:

• Employee advocacy empowers individuals to generate and attract new inbound leads, leave a lasting impression through their digital footprint, and become standout connections within their organisation.
• Networking, expanding their knowledge, and meeting new people create a ripple effect of impact in all areas of employees' lives.
• Employees become catalysts for positive change, both personally and professionally.

How to approach your programme

To help employees leverage the power of personal branding, their voice, vision, and visibility, it's important to provide training and resources.

By offering guidance on building a strong personal brand, clarifying their unique voice and vision, and understanding the significance of digital visibility, employees can navigate the world of employee advocacy with confidence and purpose.

We run these types of programmes for employees and also run a 6-week guided programme to set up your own programme. Book a call for an initial discussion and I'll happily chat through your options with you.

Investing in employee training and development in these areas not only benefits individuals but also strengthens the overall culture and brand reputation of the organisation.

It's a win-win scenario that fosters growth, engagement, and collective success.

Measuring the Impact: Tracking Success and Employee Engagement:

Numbers matter, but let's not get lost in them.

When it comes to measuring the impact of your employee advocacy program, keep an eye on the pulse of success. Track reach and engagement on social media, monitor content sharing and analyse lead generation from employee referrals.

And remember, valuable feedback from your employees is gold – it helps gauge their satisfaction and engagement levels.

Embracing Best Practices: Making Employee Advocacy Thrive:

Cultivate an environment where employees feel empowered to advocate for your brand. These guidelines will help you create a thriving environment where employees can embrace their personal brand, amplify their voice, and drive meaningful impact:

Do:

? Do encourage employees to build their professional brand.

? Do provide training to help employees on their journey.

? Do recognise and reward your social superstars.

? Do on-board your leadership team early on to encourage employees to take part.

Don't:

? Don't force participation in employee advocacy. It's important to respect employees' comfort levels and allow them to engage at their own pace. Confidence will grow naturally over time.

? Don't overlook the importance of aligning personal values with company values. Encourage employees to advocate for causes they genuinely care about, fostering a sense of purpose and authenticity.

? Don't neglect ongoing communication and support. Keep the conversation going, provide regular updates, and offer guidance and assistance to employees as they navigate their advocacy journey.

There you have it. You're now equipped with the insights to unleash the hidden potential of employee advocacy to position you as a market leader, with highly engaged employees that go the extra mile.

If this has set your mind whirring, and you want to learn more about how this could work for you, schedule a call and I'll walk you through some options.

________________________________________________________________

I hope that you found my newsletter useful!

If so, hit subscribe to be notified of my new posts and follow?me Alex Bond Burnett ?? ACC ?to see Personal Branding strategy tips in your feed.

?? If you are looking for a bespoke "done-for-you" Employee Advocacy Programme schedule an initial phone consult with me,?here

?? For tips to boost your professional profile or that of your team - check out my free quiz tool the Personal Brand Index to get your very own tailored report

#personalbranding #employeeadvocacy #talentretention #thoughtleadership