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Employee Advocacy : Turn your employees into better brand ambassadors

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Scandals, trust shifts, abuse... while trust towards Executive positions keeps depleting, the employees' influence rose to a level where it now has surpassed its superiors'.

In just twenty years, the employees' voice has evolved from a rather silent opinion to being the most effective communication channel for a company, thus deeply redefining corporate communication stakes and speech mechanisms internally as well as externally.

Employees embody trust, proximity and transparency and can now use their newly-acquired power through very simple and accessible (yet powerful) digital means.

A question has therefore to be asked:
How to take advantage of this new power of influence to serve a company's best interests?

This is what we invite you to discover by reading our latest study: "Employee Advocacy: Turn your employees into better ambassadors"

Published in: Marketing
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Employee Advocacy : Turn your employees into better brand ambassadors

  1. 1. 1 Employee Advocacy : Turn your employees into better brand ambassadors
  2. 2. 2 AGENDA 1 / Introduction 2 / Employee Advocacy program 3 / Which vision to embrace? 4 / How to build an employee advocacy program? 5 / Our recommendations
  3. 3. 3 1 / INTRODUCTION
  4. 4. Employee Advocacy is the mechanism by which a company or a brand turns its employees into ambassadors not only in their professional lives but also in their daily lives, especially on social media. EMPLOYEE ADVOCACY
  5. 5. A – THE ORIGIN OF EMPLOYEE ADVOCACY
  6. 6. 6 How Employee Advocacy has become so important?
  7. 7. 7 Employee Advocacy chronology 1 / INTRODUCTION 7 2000 Although they were more, employees had limited visibility. Media (newspapers, TV, web…) being the main way of communication, only the ones on top (spokespersons, C-levels) could take advantage of it. Visibility C-Levels Executives Employees The employee, the silent majority
  8. 8. 8 Employee Advocacy 1 / INTRODUCTION 8 2010 The advent of social media transformed the media landscape. The employee has now a powerful mean of communication, which enables him to build his digital identity, his own brand. That’s Personal Branding. The paradigm changes : The employee can now take the floor, show attachment (or not) to his company. This leads to an important transformation internally, as the expression « Tweets are my Own », used as a disclaimer for brands and individuals… The employee, a voice that counts
  9. 9. 9 561%8X Employee Advocacy chronology 1 / INTRODUCTION 9 2019 The employee has become the most effective communication channel ENGAGEMENT REACH LEADS The leads generated thanks to employees’ social marketing convert 7 times more than any other lead The content shared by employees generates 8 times more engagement than the content shared by brands Messages shared by employees have a reach 561% higher than a similar message shared on a channel belonging to brands 7X
  10. 10. 1 0 The Bottom-up approach, a confidence vector 1 / INTRODUCTION 10 Trust C-Levels Executives Employees In 2019, according to Edelman Trust Barometer, executive positions are the less credible voices in a company, while employees have a better credibility since they inspire confidence. Then, the importance of a voice does not depend on the visibility offered by a position but rather on the confidence it inspires.
  11. 11. 11 To sum up: employees’ voice is on the rise 1 / INTRODUCTION 11 2000 2010 2020 The employee, the silent majority The employee, a voice that counts The employee, a strong voice
  12. 12. 1 2 B – WHICH CHALLENGES?
  13. 13. 1 3 The employee, a white collar gold? 1 / INTRODUCTION 13 / The employee is then the most credible alternative: human, personal, he embodies authenticity and closeness. And it is above all a resource you already have! / However, generate engagement from employees is not easy…
  14. 14. 1 4 To engage your employees, here are the challenges you should address: 1 / INTRODUCTION 14 Do your employees believe in your speech? Are your employees ready to commit? Are you ready to turn your employees into your brand’s lawyers? Credibility Engagement Confidence
  15. 15. 1 5 THE ISSUE: How to engage your employees to serve your brands’ interests?
  16. 16. 1 6 To address this challenge, there is a methodological tool which enables the brand and its employees to face it
  17. 17. 1 7 Employee Advocacy program 1 / INTRODUCTION 17 / An Employee Advocacy program is thought to enable employees to easily interact with the content shared by the company, turning them into « advocates » / This program is then made to help employees to develop their personal branding, making their voice stronger and useful for the company
  18. 18. 1 8 Through this study, we will see how to reflect on and build an Employee Advocacy program to transform your employees!
  19. 19. 1 9 2 / EMPLOYEE ADVOCACY PROGRAM
  20. 20. 2 0 Which are the objectives? 20 / First, we need to answer several questions before implementing any Employee Advocacy program:  Which are the top priorities for the company?  How your employees could help you to reach them? 2 / EMPLOYEE ADVOCACY PROGRAM
  21. 21. 2 1 A – OBJECTIVES
  22. 22. 2 2 Which are the objectives? 2 / EMPLOYEE ADVOCACY PROGRAM 22 Employer brand Brand image Social selling Employee advocacy benefits to employer brand: your employees are your first brand amabassadors. You can also benefit from their social networking to reach new talents. Your employees give credibility and values to your company as a whole: values, work, missions..
  23. 23. The companies counting on engaged employees on Social Media are 58% more likely to hire top talents. %
  24. 24. 2 4 Exemple of HubspotLife 24 / To convey its company culture and value work within its company, the American brand opened an Instagram account dedicated to its employees / They can take the floor on the platform: by sharing content on the brand or having editorial meetings. / This way, Hubspot gives a young and active image of its brand 2 / EMPLOYEE ADVOCACY PROGRAM https://www.instagram.com/hubspotlife/
  25. 25. 2 5 Which are the objectives? 2 / EMPLOYEE ADVOCACY PROGRAM 25 Employer brand Brand image Social selling Generate engagement from your employees will enable you to get more visibility and notoriety with a large audience.
  26. 26. Although only 3% of employees share content on their companies, these shares increase total engagement by 30%. %
  27. 27. 2 8 Which are the objectives? 2 / EMPLOYEE ADVOCACY ADVOCACY 28 Employer brand Brand image Social selling By sharing content on your brand or enriching it with comments, your employees can become lead « traps » Your strategy should highlight the expertise and professional excellence of your company and thus of your employees
  28. 28. 75% of B2B buyers use social media to take purchase decisions %
  29. 29. 3 0 Exemple of Oracle 30 / Oracle humanizes its B2B marketing on LinkedIn. With more than 3 million followers, the company is on the top 10 on LinkedIn. / Oracle knew how to create a true community on the platform, by publishing relevant content linked with its professional activites and giving the floor to its experts. 2 / EMPLOYEE ADVOCACY PROGRAM
  30. 30. 3 1 How about your digital transformation? 31 / Employee Advocacy also plays an important role in a digital transformation process. / The employees who support the digital transformation of their company, internally or externally, are a great opportunity for CTOs, who know the important role played by employees in a succesful digital transformation. 2 / EMPLOYEE ADVOCACY PROGRAM
  31. 31. 3 2 To reach the objectives of the brand, we should consider an equally important challenge, employees’ engagement. Let’s get back to employees’ expectations:
  32. 32. 3 3 B – EXPECTATIONS
  33. 33. 3 4 What are your employees’ expectations? 2 / EMPLOYEE ADVOCACY PROGRAM 34 Personal Branding Recognition Development Succeed in developing their image, valuing their work and their abilities with theirs peers
  34. 34. 3 5 Quelles sont les attentes de vos collaborateurs ? 2 / LE PROGRAMME D’EMPLOYEE ADVOCACY 35 Personal Branding Recognition Development The value and appreciation of their work and personality is a high expectation on their side
  35. 35. l 78% of employees consider that appreciation is the main motivation at work. Yet, 52% are not satisfied by the appreciation showed by their companies and 69% recognized they will put more effort into it if they felt more appreciated. 78%
  36. 36. 3 7 What are your employees’ expectations? 2 / EMPLOYEE ADVOCACY PROGRAM 37 Personal Branding Recognition Development They expect the company to support them in their development, especially through trainings.
  37. 37. « 40% of the employees who are not correctly trained leave their jobs over the first year » 40%
  38. 38. 3 9 39 Social Selling Brand image Recognition Development 2 / EMPLOYEE ADVOCACY PROGRAM Employer brand Personal Branding The company and the employee at the heart of the program
  39. 39. 4 0 3 / WHICH VISION TO EMBRACE?
  40. 40. 4 1 Which vision to embrace? 3 / WHICH VISION TO EMBRACE ? 41 WHICH VISION? WHICH ENGAGEMENT? Before defining your Employee Advocacy program, it is necessary to chose which vision to embrace:
  41. 41. 4 2 WHICH VISION?
  42. 42. 4 3 A program open to everyone or a program for selected profiles only? Which perception do you want to give to your program?
  43. 43. 4 4 Different visions: 3 / WHICH VISION TO EMBRACE? INCLUSIVE VISION There are two main visions of Employee Advocacy program: SELECTIVE VISION 4 4
  44. 44. 4 5 Selective vision 3 / WHICH VISION TO EMBRACE? SELECTIVE VISION / A « close » program, boosted by ambassadors carefully selected (after running a test, checking a file…) / It is based on a limited panel of advocates, who will reinforce the legitimacy of the content published by the brand, enhance its image… A suitable vision for « risky » markets (pharmaceutical, financial…) A suitable vision if you want to enhance your know-how through your advocates 4 5
  45. 45. 4 6 Dell Champions 3 / WHICH VISION TO EMBRACE? 46 / Dell implemented an Employee Advocacy program to recruit the brand’s « Champions » / These champions have to spread Dell’s culture on social media and play an « insider » role for the general public / To become a Dell Champion, you should get an internal certification from Dell, after attenting a specific training / Dell has now more than 1200 Champions in 84 countries
  46. 46. 4 7 Inclusive vision 3 / WHICH VISION TO EMBRACE? VISION INCLUSIVE / A program open to any employee who wants to join the Employee Advocacy program and get involved as he pleases / This program, based on a large panel , gives more opportunities in terms of reach. A suitable vision if you want to enhance your employer brand, by highlighting the working conditions of your employees for instance. But risking to lose control 4 7
  47. 47. 4 8 WHICH COMMITMENT ?
  48. 48. 4 9 When it comes to the commitment expected from employees, you should first define a framework:
  49. 49. 5 0 Which commitment are you expecting from your employees? 50 « A weak commitment » « A strong commitment » 3 / WHICH VISION TO EMBRACE?
  50. 50. 5 1 Which commitment are you expecting from your employees? 3 / WHICH VISION TO EMBRACE? 51 / Here you are expecting your employees to simply share the contents published by the brand. Benefits: control your speech and your content Risks: not very spontaneous communication, looking de facto suspiscious... « A weak commitment » « A strong commitment »
  51. 51. 5 2 Which commitment are you expecting from your employees? 3 /WHICH VISION TO EMBRACE? 52 / Here, you are expecting from your employees more than just sharing, you would like them to get involved by creating content Benefits: more impactful, more personal messages and thus more authentic Risks: your employees must have a good knowledge of your speech, your values as well as the use of social media which means for you time to train « A weak commitment » « A strong commitment »
  52. 52. 5 3 4 /HOW TO BUILD YOUR PROGRAM?
  53. 53. 5 4 Our methodology relies on two specific phases: the definition of the program and its life cycle
  54. 54. 5 5 PHASE 1 – DEFINITION OF THE PROGRAM
  55. 55. 5 6 Defining your program 4 / HOW TO BUILD YOUR PROGRAM? 56 II - BUILD III - CREATE To develop your Employee Advocacy program, you have to follow different steps, which will enable you to build your program according to your company and employees’ image. I - EMPATHIZE
  56. 56. 5 7 A – EMPATHIZE
  57. 57. 5 8 Defining your program 4 /HOW TO BUILD YOUR PROGRAM? 58 The audit process has to be launched internally and should enable the company to collect employee insights:  Their perception of the company and its communication  Their engagement  Their digital maturity II - BUILD III - CREATEI - EMPATHIZE
  58. 58. 5 9 HOW ABOUT YOUR DIGITAL TRANSFORMATION? If your brand has started its digital transformation, you probably already have the answers to some questions, meaning less time and resources needed on your side.
  59. 59. 6 0 Step 1 – Speech perception 4 / HOW TO BUILD YOUR PROGRAM? 60 / This first step is key in the definition of your Employee Advocay program: how do your employees see your brand and your speech? / The lessons we should learn fom this step: Vision of the culture and values of the company Opinion on the communication of the company Authenticity of speech
  60. 60. 6 1 Vision of your company’s culture and values 4/ HOW TO BUILD YOUR PROGRAM? 61 Why? To generate engagement, the Employee Advocacy program cannot reflect the perception of the brand by its leaders but rather by its employees. Which questions to ask?  Which are the main values of the company?  Among them, which ones are closer to the company?  What do you think of your company culture? Is it present enough?
  61. 61. 6 2 Opinion on your company’s communication 4 / HOW TO BUILD YOUR PROGRAM? 62 Why? When it comes to communication (both internal and external), if your employees do not agree with your content, it would be difficult to get them involved. Understanding their expectations in terms of communication will enable you to identify the most suitable media. Which questions to ask?  According to you, does your brand communication enhance your job / expertise?  Do you consider that your company’s communication reflects your vision of the company?  According to you, which are the components that are not valued enough in your company’s comunication?
  62. 62. 6 3 Authenticity of speech 4 / HOW TO BUILD YOUR PROGRAM? 63 Why? Authenticity and transparency are key in an Employee Advocacy program, if your own employees are not convinced, how to convince your public? Which questions to ask?  Do you consider your brand is transparent enough in its communication?  Do you consider your brand is authentic enough in its speaking?  Do you consider your brand’s communication corresponds to its values?
  63. 63. 6 4 HOW IF MY EMPLOYEES DO NOT BELIEVE IN MY BRAND? If the conclusions of the audit show a rejection of the brand’s speech and a distrust regarding its authenticity, the brand should convince its employees: by implementing an Employee Advocacy program, we give them the opportunity to get involved in the evolution of their brand.
  64. 64. 6 5 Step 2 – Involvement 4 / HOW TO BUILD YOUR PROGRAM? 65 / Here, we are trying to understand the degree of involvement of your employees regarding your content strategy and your speech:  Are your employees ready to get involved with your content?  Which are their main motivations to share your content?  On the other hand, which could be the main reasons not to share your content?
  65. 65. 6 6 Example: How Vodafone identified barriers to engagement 4 / HOW TO BUILD YOUR PROGRAM? 66 / Vodafone UK launched an Employee Advocacy program some years ago. / During its audit, the brand revealed several interesting learnings:  The employees are open to the idea of sharing the content shared by the brand, because it corresponds to their vision of the company  Although they are not sure which information they can share or not on social media  The multiplicity of channels complicates the sharing of information
  66. 66. 6 7 Step 3 – Digital maturity 4 / HOW TO BUILD YOUR PROGRAM? 67 / For this third step, we should first define a global affinity score to the use of social media for your employees / This score can be defined through different points of analysis:  Which social media do they use professionally?  Are they active on social media?  Do they master the codes of the patform? To run this test, you should ideally confront the user to use- case, to understand his reaction and behaviour.
  67. 67. 6 8 In addition to this step… 4 / HOW TO BUILD YOUR PROGRAM? 68 / In addition to this maturity audit, you should also audit the way your employees talk about you online (on social media, forums…) / This e-listening process will enable you to get valuable information:  Spot the « ambassador » profiles with a good audience and engagement rate on social media  Detect the risky practices (weak speech, sensitive speaking…)
  68. 68. 6 9 B – BUILD
  69. 69. 7 0 Defining your program 4 / HOW TO BUILD YOUR PROGRAM? 70 Once the audit done, you will have to define the « Employee Culture » of your program, which means the philosophy of your program and its rules. II - BUILD III - CREATEI - EMPATHIZE
  70. 70. 7 1 Defining your philosophy 4 / HOW TO BUILD YOUR PROGRAM? 71 Your philosophy can be the combination of your employees’ expectations and yours. EXPECTATIONS Company EXPECTATIONS Employees COMMON VISION
  71. 71. 7 2 Defining your philosophy 4 / HOW TO BUILD YOUR PROGRAM? 72 Regarding the expectations of your company, it’s a matter of objectives: develop the social selling? Reinforce the employment brand? EXPECTATIONS Company
  72. 72. 7 3 Defining your philosophy 4 / HOW TO BUILD YOUR PROGRAM? 73 The internal audit would enable the company to define its expectations regarding its employees and their motivations to get involved: be valued? better working conditions? EXPECTATIONS Employees
  73. 73. 7 4 Defining your philosophy 4 / HOW TO BUILD YOUR PROGRAM? 74 This common vision can be declined in different ways: manifesto, mantra.. Very often with an hashtag representing this global philosophy (which enables to create a symbol of belonging on social media) EXPECTATIONS Company EXPECTATIONS Employees COMMON VISION
  74. 74. 7 5 One of the first brands which built an Employee Advocacy program was Starbucks, let’s have a look to the definition of its philosophy
  75. 75. 7 6 Defining your philosophy 4 / HOW TO BUILD YOUR PROGRAM? 76 Since 2010, the brand has gone through many crisis: its implementation abroad may be complicated. The brand wants to value its employees and working conditions at Starbuck. EXPECTATIONS Company
  76. 76. 7 7 Starbucks’ philosophy 4 / HOW TO BUILD YOUR PROGRAM? 77 Being a barista or a café manager at Starbucks is not as valued as in a traditional café although the employees feel very proud of working at Starbucks. They want their passion to be recognized. EXPECTATIONS Employees
  77. 77. 7 8 Starbucks’ philosophy 4 / HOW TO BUILD YOUR PROGRAM? 78 Starbucks has then launched in 2010 its program « Starbucks partners », the employees are no longer considered as simple employees but as passionate partners who work with Starbucks to convey this passion. #Tobeaparner is the hashtag which brings this community together. EXPECTATIONS Company EXPECTATIONS Employees COMMON VISION
  78. 78. 8 0 Defining your rules 4 / HOW TO BUILD YOUR PROGRAM? 80 / The rules of an Employee Advocacy program go further in terms of engagement than simply defining some rules for social media. Employee’s global behaviour is central:  Their role, regarding the brand, the community, general public  Their commitments, regarding stakholders  Their ethics, the speech they may have regarding different players, the transparency
  79. 79. 8 1 Example: Intel rules 4 / HOW TO BUILD YOUR PROGRAM? 81 / Intel defined specific guidelines for its employees on social media. / These guidelines are based on 3 rules:  Disclose: The first rule imposed by Intel involves encouraging employees to show transparency on social media, especially using the hahtag « #IamIntel »  Protect: The first duty of employees is to protect the brand’s integrity and de facto their professional image  Common sense: Meaning the behaviour and the attitude to have: representing Intel values: values, community...
  80. 80. 8 2 C – CREATE
  81. 81. 8 3 Defining your program 4 / HOW TO BUILD YOUR PROGRAM? 83 EMPATHIZE BUILD CREATE The last step consists of creating engaging content to mobilise it employees. This final step reflects the vision the brand wants to give to its Employee Advocacy program.
  82. 82. 8 4 How to create your content? 4 / HOW TO BUILD YOUR PROGRAM? 84 WHICH TYPE? WHICH FORMAT?
  83. 83. 8 5 Different types of content: which challenges? 4 / HOW TO BUILD YOUR PROGRAM? 85 WHICH TYPE? / There is no specific type of content, you should create your content according to your objectives and employees’ expectations. / Of course, meeting your employees’ expectations in terms of content is key: it is the best way to « easily » generate engagement on your channels. / In order to better understand the levers which push them to share and engage with content, we took a deep look to a recent study from the New York Times « The Psychology of Sharing »
  84. 84. 8 6 Defining your type of content 4 / HOW TO BUILD YOUR PROGRAM? STAND OUT Which are the reasons that push people to share content on social media? DEVELOP THEIR RELATIONS BE RELEVANT BE FULFILLED 8 6
  85. 85. 8 7 Defining your type of content 4 / HOW TO BUILD YOUR PROGRAM? Which are the reasons that push people to share content on social media? 94% of internet users think that the information they share will be useful to their network Is your content relevant for your advocates’ audience?BE RELEVANT 8 7
  86. 86. Example of content: Sharing your employees’ expertise is, for instance, a way to offer quality content to your network and value your employer / job.
  87. 87. 8 9 Defining your type of content 4 / HOW TO BUILD YOUR PROGRAM? Which are the reasons that push people to share content on social media? 68% of internet users share content to give a better idea of what they are and what they care about. Do you propose content which enables your employees to stand out? STAND OUT 8 9
  88. 88. Example of content: For the #MemorialDay, Blizzard let one of its employees take the floor. This speaking was then relayed on social media.
  89. 89. 9 1 Defining your type of content 4 / HOW TO BUILD YOUR PROGRAM? Which are the reasons that push people to share content on social media? 73% of internet users share content because it helps them to communicate with people who share the same interests Does your content encourage interaction? DEVELOP THEIR RELATIONS 91
  90. 90. Example of content: The brand encourages its employees to share their creations for the Pride Month. This content enables to enhance employees’ involvement, as well as their value / vision, and to exchange with other « partners »
  91. 91. 9 3 Defining your type of content 4 / HOW TO BUILD YOUR PROGRAM? Which are the reasons that push people to share content on social media? 69% of internet users share content because it enables them to feel more involved. Does your content enable your employees to feel more involved? BE FULFILLED 9 3
  92. 92. Example of content: This post, which purpose is to value the CEO, highlights the role of the employees and the vision carried by the company.
  93. 93. 9 5 Which format for your content? 4 / HOW TO BUILD YOUR PROGRAM? 95 WHICH FORMAT? / Unless your company is specialized in a specific format, you should adapt your formats according to your touchpoints. / Your Employee Advocacy program touchpoints should meet two challenges: / How do your employees use them? / Which are your objectives? / The internal audit enabled you to define your employees’ habits: they are for instance really present on Instagram and you want to develop your employer brand? Go for this channel then!
  94. 94. 9 6 Example: Reebok & Instagram 4 / HOW TO BUILD YOUR PROGRAM? 96 / Reebok implemented a specific hashtag for its employees: #Fitasscompany, the employees sharing pictures with this hashtag can be reposted on the Instagram of the brand. / Like their core target, Reebok employees share a certain love for social media, their image and sport. / The brand encourages thus its employees to get involved on social media and develops its business potential to peer groups. "Nearly 80% of our workforce is part of our target demographic – the millennial generation that is out there doing the things that we talk about every day”
  95. 95. 9 7 STEP 2 – LIFE CYCLE
  96. 96. 9 8 Your strategy is defined! Now, you should bring it to life daily following these key steps:
  97. 97. 9 9 The life cycle of an Employee Advocacy program 4 / HOW TO BUILD YOUR PROGRAM? 99 Deploy NurtureLearn / Once defined, the Employee Advocacy program lives through this cycle of iterative project. / It needs a participation and a constant follow-up from the company to perform.
  98. 98. 1 0 A – DEPLOY
  99. 99. 1 0 How to insure a good deployment? 4 / HOW TO BUILD YOUR PROGRAM? 101 Naturally, the deployment of your progam is a transitional step. To ensure a good launch, you should consider these two important points: TEST PANEL PLATFORM
  100. 100. 1 0 Launching your program: test panel! 4 / HOW TO BUILD YOUR PROGRAM? 10 2 TEST PANEL / Launching an Employee Advocacy program which has not been tried and tested can be risky (and the risk gets higher depending on your sector, the history of your company…) / The best way to go is to launch your program to a restricted panel, and this can be done in different ways: / By selecting different profiles within your company / By selecting a specific office if you have several
  101. 101. 1 0 Test panel benefits 4 / HOW TO BUILD YOUR PROGRAM? BETTER FOLLOW-UP Launching your program to a restricted panel gives you flexibility: BETTER MANAGEMENT By following this test logic, you will get more agility and could thus easily adapt your program You get a better follow-up, enabling you to easier analyse the performances 10 3
  102. 102. 1 0 A platform to facilitate sharing? 4 / HOW TO BUILD YOUR PROGRAM? 10 4 PLATFORM / One of the main issues faced by employees is the access to content. / It is easy to solve, depending on your structure:  The small startup with digital profiles will just need an optimised slack channel for instance  Whereas a bigger structure, with many offices or an unequal knowledge of digital tools, will face more difficulties. / To face thi last issue, many dedicated platforms were created.
  103. 103. 1 0 The rising of Employee Advocacy platforms 4 / HOW TO BUILD YOUR PROGRAM? 10 5 / These platforms are designed as an accessible space (through navigator, an app) for you employees. / They will find a content approved by the company, to share on social media / The platforms offer many gamification tools to involve employees even more (leaderboards, score, badges…) / Finally, each platform offers tools to measure efficiency and the scope of your programs.
  104. 104. 1 0 Focus on LinkedIn Elevate 4 / HOW TO BUILD YOUR PROGRAM? 10 6 / LinkedIn Elevate takes advantage of the presence of your employees on the eponymous network to boost the visibiliy of your content. / Besides the content you could share on Elevate, the platform will propose content in affinity with your sector. / Employees can suggest content from LinkedIn Elevate / The employees and the company have dashboards to follow the performances
  105. 105. 1 0 Choosing the platform 4 / HOW TO BUILD YOUR PROGRAM? LARGE COMMUNITY Choosing a platform to ensure the publication and the access of your content can be really useful: MATURITY OF YOUR TEAMS Designed to be user-friendly, this kind of platform is even more relevant if your employees have a good digital knowledge. If your program is made for many employees, the platform is essential to access the content. YOUR RESOURCES The platforms have a cost: by subscription, setup fees for some… You may consider this cost according to your resources. 10 7
  106. 106. 1 0 B – NURTURE
  107. 107. 1 0 Nurture your program! 4 / HOW TO BUILD YOUR PROGRAM? 10 9 Once launched, your program will need to be brought to life in a positive and engaging way! ENGAGELISTEN ANIMATE
  108. 108. 11 0 Listen what you employees have to say 4 / HOW TO BUILD YOUR PROGRAM? 110 LISTEN Employees being at the heart of the program, you must give them the opportunity to exchange with the company easily and quickly.  Get a critical opinion on the content proposed by the company  Get the global perception, to measure the degree of acceptance of your employees to your content strategy  Get new content ideas to improve efficiency / To get these precious insights, you should get personally involved: by creating an internal chat channel, choosing a leader who will collect feedbacks from colleagues…
  109. 109. 11 1 Involve to improve engagement! 4 / HOW TO BUILD YOUR PROGRAM? 111 ENGAGE To get employees’ engagement, you should value them and reward their engagement:  Propose digital trainings (write for the web, personal branding)  Invite the employees who attend events (like fairs…)  Give the floor to the employees who are getting involved in content creation or something else (during a job fair for instance) / These different levers reflect the importance you give to your employees, which is appreciated by those who are getting involved but also by their colleagues, who see all the benefits to get involved in the program.
  110. 110. 11 2 Animate all year long 4 / HOW TO BUILD YOUR PROGRAM? 112 ANIMATE Finally, to guarantee emulation internally and give a playful touch to your program, you should animate it all year long, via gamification levers:  Internal challenges: bring a topic to life during a month (Customer Care for instance) asking your employees to share it while enriching it with their own anecdotes, opinions…  Rewards: congratuale the employees who are fully getting involved by valuing them internally / To find new ideas, you can ask your employees!
  111. 111. 11 3 SHOULD WE REWARD OUR ADVOCATES? Some companies do, although the repercussions in terms of image, like Amazon, can make a dent in the speech and authenticity of your brand and employees. We recommend then to bet on the levers introduced previously, which guarantee more transparency, to value your employees.
  112. 112. 11 4 C – LEARN
  113. 113. 11 5 Learn from your program 4 / HOW TO BUILD YOUR PROGRAM? 115 To learn efficiently, you should consider 3 inseparable elements, which will give you important learnings: MEASURE CONTROLWHICH KPI ?
  114. 114. 11 6 Define the good KPIs 4 / HOW TO BUILD YOUR PROGRAM? 116 According to the priorities defined by your program, you should monitor performances via measurable KPIs. Let’s differentiate two kinds: QUANTITATIVE KPIS QUALITATIVE KPIs Traffic generated on the website Traffic generated on the pages « Careers » - Generated leads – Contact request Candidacy – employees engagement rate KPIs are not objectives. They are made to measure the evolution of your objectives but should not be considered as such.
  115. 115. 11 7 Measuring, it is tracking. 4 / HOW TO BUILD YOUR PROGRAM? 117 / The tracking of your content is essential if you want to measure the efficiency of your Employee Advocacy program. / If you use a platform, you will de facto benefit from a tracking system of your content. / If you do not use any platform, you may implement a good tracking of your content (Bit.ly, UTM tags…)
  116. 116. 11 8 The need to constantly monitor 4 / HOW TO BUILD YOUR PROGRAM? A GOOD FOLLOW-UP E-listening is key, besides the insights that could be identified thanks to a constant monitoring, watching your program brings other benefits: A DETAILED ANALYSIS Through the monitoring of the open- web, you could draw key lessons: network of influence, key profiles… By monitoring the hashtag of your campaign, you could follow the visibility and impact of your content on the open-web. BRAND SAFETY If your speech, content or one of your advocates faces some problems, a good monitoring will enable you to detect it and quickly act. 11 8
  117. 117. 11 9 And now, how to develop your program? 4 / HOW TO BUILD YOUR PROGRAM? SPEECH Thanks to the lessons from the previous steps, you could adapt your program: STRUCTURE According to customs, you could develop your internal Social Media guidelines, content… Do your speech and speaking correspond to the expectations of your employees and your audience? Let’s adapt it! OBJECTIVES New objectives in mind? It is the occasion to develop your program and add a new objective. 11 9
  118. 118. 1 2 Once this learning process is done and the lessons are drawn, the program should evolve:
  119. 119. 1 2 An iterative methodology: 4 / HOW TO BUILD YOUR PROGRAM? 121 Step 1 - Definition DEPLOY NURTURE LEARN BUILD CREATEEMPATHIZE Step 2 Life cycle
  120. 120. 1 2 5 / OUR RECOMMENDATIONS
  121. 121. 1 2 The success of an Employee Advocacy program is based on the engagement, to a different extent, of the company and its employees
  122. 122. 1 2 On the heart of the program: a balance between the company and its employees 5 / OUR RECOMMENDATIONS 12 4 Contribution Involvement Likes Sharing Post E-Wom … Resources Content Structure Listening …
  123. 123. 1 2 An Employee Advocacy program well executed brings major advantages to your brand:
  124. 124. 1 2 5 / OUR RECOMMENDATIONS Spreading a strong brand speech to an extended audience, with the endorsement of employees on their network. 12 6 A VISIBLE BRAND
  125. 125. 1 2 5 / OUR RECOMMENDATIONS Get the engagement of your employees implies to be approved and thus maintain the guideline and vision of the company. 127 A VALUED BRAND
  126. 126. 1 2 5 / OUR RECOMMENDATIONS An employee who echoes his company, it is the clear sign of a company where one can flourish 12 8 A HEALTHY BRAND
  127. 127. 1 2 The first phase of a Brand Advocacy strategy… 5 / OUR RECOMMENDATIONS 12 9 EMPLOYEE To implement a global strategy of Brand Advocacy, you should mobilise your employees through a specific process to turn them into the first defenders and ambassadors of the brand. However, implementing a Brand Advocacy strategy implies much more than just mobilising your employees…
  128. 128. 1 3 Customer Advocacy, the complementary phase 5 / OUR RECOMMENDATIONS 13 0 CUSTOMER But you must also mobilise your clients who, unlike employees, are not this easy to catch and less faithful… We will soon published the rest of this study!
  129. 129. Do you want us to introduce this study, without obligation, within your offices? Contact us via contact@vanksen.com A PRESENTATION AT YOUR OFFICE?
  130. 130. 1 3 Thank you To get further information, follow us on: Romain WILMET COMMUNICATION OFFICER rwilmet@vanksen.com Jeremy COXET PARTNER jcoxet@vanksen.com Study carried out by: Guillaume Dollé Guillaume Cloux Romain Wilmet @Vanksen @DatawordsGroup@87Seconds
  131. 131. 1 3 OUR SOURCES
  132. 132. 1 3 OUR SOURCES 13 4 Slide number Sources 4 https://www.definitions-marketing.com/definition/employee-advocacy/ 7 https://blog.cubesocial.com/2012/07/6-examples-of-twitter-profile-disclaimers/ 8 https://www.sociabble.com/blog/10-stats-impact-employee-advocacy/ 9 https://www.edelman.com/trust-barometer 22 https://business.linkedin.com/content/dam/me/business/en-us/elevate/Resources/pdf/official-guide-to-employee-advocacy-ebook.pdf (Page 9) 23 https://www.instagram.com/hubspotlife/ 25 https://business.linkedin.com/content/dam/me/business/en-us/elevate/Resources/pdf/official-guide-to-employee-advocacy-ebook.pdf (Page 4) 26 https://www.tribalimpact.com/blog/lessons-from-amazon-why-employee-advocacy-needs-authenticity 28 https://business.linkedin.com/content/dam/me/business/en-us/elevate/Resources/pdf/official-guide-to-employee-advocacy-ebook.pdf (Page 6) 29 https://www.demandgenreport.com/blog/a/5-b2b-brands-that-show-us-how-social-media-should-be-used 30 https://business.linkedin.com/sales-solutions/case-studies/real-estate/jll 31 https://lareclame.fr/brainsonic/realisations/campagne-social-media-sage-accelere-sur-les-reseaux-sociaux 37 https://www.salesforce.com/blog/2012/09/how-to-motivate-employee.html 39 https://fr.slideshare.net/hootsuite/mdias-sociaux-tendances-et-enjeux-pour-les-entreprises-en-2016
  133. 133. 1 3 OUR SOURCES 13 5 Slide number Sources 47 https://influencermarketinghub.com/8-employee-advocacy-examples/ 65 https://linkhumans.com/vodafone-employee-advocacy/ 75 http://www.slate.fr/story/33915/starbucks 78 https://www.instagram.com/mystarbuckspartners/ 80 https://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html 86 https://foundationinc.co/wp-content/uploads/2018/12/nyt-final.pdf (page 17) 88 https://foundationinc.co/wp-content/uploads/2018/12/nyt-final.pdf (page 18) 90 https://foundationinc.co/wp-content/uploads/2018/12/nyt-final.pdf (page 19) 92 https://foundationinc.co/wp-content/uploads/2018/12/nyt-final.pdf (page 20) 95 https://fr.slideshare.net/SocialChorusU/how-reebok-uses-employee-generated-content-to-amplify-advocacy 105 https://www.socialmediaexaminer.com/how-to-use-linkedin-elevate-manage-employee-advocacy-program/

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