Explicitly state the purpose of your employee advocacy programmes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 21, 2021, 3:31 PM UTC

Brands must first identify where the employee advocacy programme fits in with their marketing and social media campaigns.

Businesses should determine what goal they want their employee advocacy efforts to achieve. Is the programme meant to amplify key brand messages, or does it intend to highlight genuine voices? Once the purpose is clear, brands should offer employees multiple ways to advocate for the brand.

This can include creating thought leadership articles, sharing social media posts, or reacting to brand content online. Brands can motivate their employees by providing regular status updates on efforts and accomplishments.

Brands must also be clear about how they expect their employees to participate in the advocacy programme. At the same time, employees must be given the flexibility to freely participate in the programme, rather than overwhelming them with compulsions.

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