What content will work best to boost employee advocacy?
Many companies wait until after they’ve implemented a program to ask that—and the answer is anything but simple.
It largely depends on the company’s objectives. Is the aim of employee advocacy to:
- Promote marketing content, or promote engagement on social media platforms?
- Cash in on recruitment opportunities?
- Drive traffic to your website?
- Increase conversions?
Your strategy might cover many objectives. Though not impossible, managing several types of content can become confusing—for employee and administrator alike.
Consider these content sources:
1. Third-party content
Employees might not always want to share company content. A good read from another website can inform your audience and improve your share rates. Plus, sharing content from noteworthy sites enhances your organization’s credibility and widens its industry reach. It also encourages brand advocates to stay engaged with updates.
2. Marketing content
This type of content must provide value to your employee advocacy program. Don’t focus solely on your product or service. Rather, tell a story that employees would like to share. Employees shouldn’t be told to advertise for your company; they should want to do so on their own. The best way is by sharing industry insights that support your business.
3. Employee-brand content
This builds engagement and promotes a positive work culture. Tell stories about your employees, showing your company in action. Try creating and sharing a video showcasing a day in the life of an employee—citing examples from various departments as part of a “Inside look at the company” series. Share images of team bonding activities. This shows the people behind the brand making it all happen. Potential employees can gain a glimpse into your culture, and it adds a personal touch to the brand for consumers.
4. Product-focused content
Constant bombardment of product-focused promotions can come off as needy or pushy—and employees might balk at continually sharing product content. Still, well-timed product promotions can be beneficial, especially to sales prospects. Your audience wants to be the first to know about product launches—and you want them to have that information.
5. Watercooler content
Ask your audience open-ended questions. Post puzzles related to your product. Offer relevant quotations and fun facts. The goal here is to offer engaging content. It shouldn’t feel like you’re talking only about your product.