What I Learned at the AMPlify Employee Advocacy Conference
I attended my first GaggleAMP conference, and my first conference dedicated to employee advocacy, in Boston this month. I’ve done some pilot program development and execution for employee advocates in a previous company, but it had been a few years, and I know that a lot can change quickly in the digital space. Because I’ve been tasked with developing and launching an employee advocacy program in my new role, I decided this was a great opportunity to learn about what others are currently doing in the space. There are new ideas, new tools and new trends out there that people are using to engage their employees online, and I was able to network with people who are already implementing them.
The general consensus was that this type of a program needs to be part of an organization’s overall marketing strategy, and not just a one-off side project. Here are some of the top points I’m taking with me as I work to develop a pilot program and get both leadership and employees on board.
Make it about the employee: This can help you secure their interest, cooperation and participation in your program. When you make it about them, it may look different for a sales team member versus and HR rep. Be sure to highlight the benefit(s) THEY will get from the program, like being seen as an industry expert or developing relationships with potential sales leads.
Maintain momentum with consistent communication: Once you get an excited, engaged group involved in the program, it’s important to keep that excitement going. Consistent communication can be key to keeping people actively engaged with employee advocacy. Keep the program top of mind as they go about their day, so they remember to post when they get a break. By keeping the program active, you can even turn the participants into advocates for the program, so they will recruit their coworkers to join them!
Recruit active social media users for a pilot program: When starting out, it can be easy to find pilot program participants who are already at least a little active on social media. Look for people who already regularly repost or engage with content shared to company channels. You can also mix in some social newbies if they want to be involved and are willing to take chances and learn something new.
Define your metrics: This is important in any marketing campaign, but can really help prove the value of an employee advocacy program. Metrics can include anything from audience acquisition and lead generation to engagement (likes) and amplification (shares). By taking a programmatic approach and measuring the most important things to your organization, the employee advocacy program can stand out with a positive impact.
Stay compliant: Depending on where you are, your industry or what you do as far as program incentivization goes, there may be specific rules and regulations you’ll have to follow. Work with legal if needed to ensure your program stays in compliance with all regulations you may be subjected to.
Some of these may seem obvious, but it was a nice reminder and helpful to hear how other organizations are putting these tips into action and seeing positive results.