Most companies’ CEOs don’t know much about employee advocacy and how they could use it to their advantage. Basically, it means that your employees will be working to promote your company, in most cases on social media.
Your employees are your best advocates out there, and I will tell you why.
First, they love your brand (I assume) because otherwise they wouldn’t be working with you. Second, people trust your employees more than they trust the company itself (it’s a fact). And lastly, your employees’ messages on social networks are not filtered as much as those that your company sends.
Nowadays, audiences relate the most to human interaction, not to brand interaction. Many people have stopped believing in brands, in the content they share, and in what they post.
Social media is probably the easiest and most personal way to reach out to your audience and engage them in conversations.
Even today, some companies still have that nonsense policy that doesn’t allow their employees to use Facebook, Twitter, or any other social network. And that’s a total waste for the company.
First, it’s a waste because it limits the employees’ freedom and, second, because the company loses a great opportunity.
I’m not saying that all your employees should be on social media and using it actively during work hours, but those who can influence your audience should, like your marketing, sales, customer service, and of course, social media departments.
That’s why companies need to move towards building a social business and using their employees to regain trust. Employees are also a very important part of the promotion of your business and of building influence.
Employee advocacy can help you build a stronger social media marketing strategy, which will not bring benefits for your company in the short term but will in the long term.
At the same time, your employees can reach a much broader audience on social media, which means more customers for you.
People tend to trust employees that don’t have executive positions. According to this fun infographic, a customer is more likely to buy a product if it’s recommended by someone they trust. At the same time, the engagement will be much higher when an employee shares something on social media.
Probably the most important fact is that the traffic generated by one of your employee advocates will convert twice as many customers than what your brand would.
Aside from getting you more customers, your employees’ activity can also attract people that are interested in working with you, and that will help you keep this advocacy culture going.
Do you believe in the long-term benefits of employee advocacy? Is this a better strategy than the traditional marketing methods? Let me know if you’ve ever used your employees’ influence to build the influence of your business.