Thoughts On Advocacy Part 2: Ways To Measure Employee’s Success

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For a minute here I thought about being cliché and starting this post out with the definition of success. Lets be real though, we all know what success is, even though it looks different and is defined uniquely by everyone depending on the task at hand. So let’s dive right in, what are some ways to measure an employee’s personal brand success from your employee advocacy program?

Success Measurements

Here’s a list of some basic measurements, for those that like to skim through posts and not read them :


This is a pretty common way to measure influence in social. It’s not perfect, but it is a useful tool to measure growth and give comparative data to other people. According to Klout the average user has a Klout score of 40 and those with a score of 63 are in the top 5% (Im almost there! Sitting at 60 average). To effectively measure this have employees sign up and check their Klout score as it is, then compare its growth every month or quarter. Kudos to any tools or software that allows the employee advocacy program manager to run this data themselves and auto update :). Is the employee’s Klout score growing? If so then they are indeed improving their social presences and personal brand.

LinkedIn SSI

This one is interesting to me, but another way to measure growth specifically in LinkedIn. The LinkedIn SSI (Social Selling Index) is a tool that is based on four pillars:

  • Establishing Your Professional Brand
  • Finding The Right People
  • Engaging With Insights
  • Building Relationships

More details on that here. I wish there was a popular SSI that incorporated all networks, or that LinkedIn would open it up.


Ok so this is new to me, but not a new concept. Shawn Pfunder introduced this to me recently and I’m totally fascinated by it. (BTW that’s your second shout out in the past two posts Shawn!). Basically universities use this formula to measure how influential and impactful their professors are. It’s based on the number of citations they receive, number of cited works they have and more. This is a simplified version of it. Now the universities H-Index is a good basis for a social-index, which I want to define as this:

  • Number of mentions by influencers in social (citation equivalent)
  • Number of completed requests to participate in 3rd party content (blog posts, speaker requests, podcasts, hangouts/blabs, twitter chats, etc.)

The above bullets will also increase your Klout and SSI score, the tricky part is sometimes you need the Klout and SSI to get a better social-index. So start creating content and engaging, to improve your scores and get noticed by others.


This is the easiest metric, it’s how many followers do you have on your social profiles. Also what is your follower to following ratio. Are you following 1,000 people and only have 100 followers? I try to have a curated follower list, and not exceed following more people than are following me. Please don’t ever buy followers.

Engagements And Conversations

Is the amount of conversations you’re having increasing on a regular basis?Are users finding and engaging with your content more than before? Maybe your early social posts got one or two likes, now they get ten.

Have conversations and interact with other people’s content to increase engagement on your own content.

Employee Perception

This one is really cool. After using the employee advocacy program regularly, as well as improving your personal brand and engagement strategies your peers and friends will start to notice. From an admin perspective this is hard to track, but for the employee its not. It’s all about feeling. They will get comments in the office, people in the company will start to look to them in meetings and other settings for their opinions. Now they are being viewed as knowledgeable in their topics of focus.

Requests To Take Part (Part Of H-Index)

I mentioned this above, but if you’re killing it in social and becoming a topic expert you will get more requests to take part in 3rd party events and content. In the beginning you might have to apply to speak at an event, when you’re the expert events ask you to speak. If you’re a really big influencer then they ask you to speak and pay for all your expenses.

The Finish

All the metrics have one thing in common. They are leveling up the employee. As I covered in my first article in this series, it’s all about the employee’s success and not the company’s.

Have any measurements of success that you think would be valuable to add? Let me know in the comments, on Twitter, or wherever I am.