Employee advocacy a sure-fire approach to make your brand connect with larger audiences. However, there are regular stumbling blocks that might hinder the process.
From large scale enterprises to small scale enterprises, various companies irrespective of their size, desire to promote their brand and content. So, employee advocacy tools are the best to execute it. Employee’s social media accounts have the power to reach wider audiences and deliver valid content compared to the brand’s account. Posts from employees get more engagements than when the same posts are broadcasted from corporate accounts because people tend to trust employees’ post more.
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While employee advocacy is a potent charm to use, there are some regular concerns that can discourage employees from participating in an employee advocacy program.
In the next few paragraphs, you will find out the common obstacles and appropriate measures to take.
1. Employees feeling reluctant to share brand contents
Some employees do not like to share brand content on their social media accounts. According to a recent survey, about 30% who do not share work-related content on their social media responded they keep business matters away from social media. Also, about 15% responded they don’t want to ruin the social media fun or flood their feeds with brand contents while an additional 15% responded they don’t want to look like an automated advertising channel.
. Personalization of brand contents
Employees must have access to modify contents before posting them so they can have content unique to their personality. This will make them confident to share and eradicate the thought of becoming a promotion channel.
. Blending with third-party contents
Companies should blend brand messages with suitable third-party content for employees to share. This will eliminate monotony and introduce diversity in the content shared. Besides, they will be seen as a reliable source of intuitive information about their field and industry.
. Freedom to choose type of content
The freedom to select a type of content, time to post, and duration of posts also eliminates the automated advertising channel thought and flooding their timeline with brand messages. You can also put a reward plan in place to encourage employees. The reward plan can be cash awards or other incentives to further motivate them.
2. Absence of social media presence
You cannot promote a brand on social media without a personal social media account. This problem may not apply to the all employees but the more employees you have in your employee advocacy program, the higher its chances of success.
According to a research, those born in the 70s and later will likely share content on their social media when compared to those born in the 60s and earlier. The positive point is that most of the workforce today is made up largely of people born in the 70’s and later.
Some employees might have stayed away from social media altogether. Give them the necessary training and educate them on the advantages of being on social media.
Reward plans will let the employees discern that they are getting something in return for the help they rendered to their organization. Training will equip them on how to carry out the assigned tasks in the employee advocacy program. However, there is no 100% guarantee that training and compensation will transform a non-user of social media into an advocate overnight.
MarketBeam’s leaderboard recognizes the top influencers within a company. These influencers are rewarded by the marketing team.
3. Absence of technical know-how
There are categories of employees who are eager to promote the brand but do not know how to go about it. Some of them might have referred to your brand a couple of times while others are just aloof due to the consequences of doing something inappropriate. This is where a good employee advocacy policy comes in handy.
. Employee advocacy policy
Communicate the appropriate content to share, content ideas, followers, post engagements, and recommended social media platforms. Providing content ideas with a suitable caption for a post simplifies the tasks for them. They will be eager to participate with a desirable outcome.
. Share customer testimonials
The importance of feedback and recommendations cannot be emphasized enough. Any employee is proud to share good words from their own customers. Employee engagement improves when they are aware of the true problems they are solving for their own customers. Many times, these are lost in communication. So, employee advocacy also acts as an employee informative tool.
4. Lack of relevant content to share
Provided you have members in your employee advocacy program, you need to provide regular content for them.
In as much as you desire to promote personal content, sharing third-party content is recommended. Similarly to how you would rather avoid those who only talk about themselves, you would ignore those who only promote themselves on social media as well. You would experience a hard time gaining followers if you limit your posts to personalize content and projects.
. Newsletters and publications
It is easy to curate your content but you also need to scoop authentic and reliable third party content. You can achieve that through sign-ups on newsletters from publications specific to your field, visiting web links in publications about your topic of interest, and following people who share rich content about your field on social media.
. MarketBeam solutions
MarketBeam has the necessary tools in place such as “Easy and Efficient Social Media Amplification” to help you curate content for your employee advocacy program. Their social media marketing amplification system will empower employees to directly contribute to building organic leads.
Those are the usual obstacles that can thwart employee advocacy programs but good a strategy in place will enable you to overcome them.
A potent employee advocacy tool such as the one provided by MarketBeam can proffer solutions to the aforementioned problems and others related to your employee advocacy program.