1
Employee Advocacy :
Turn your employees into better
brand ambassadors

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
1 / INTRODUCTION

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

A – THE ORIGIN OF EMPLOYEE
ADVOCACY

6
How Employee Advocacy has become so important?

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
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
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

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
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

1
2
B – WHICH CHALLENGES?

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…

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

1
5
THE ISSUE:
How to engage your employees to serve your brands’ interests?

1
6
To address this challenge, there is a methodological tool
which enables the brand and its employees to face it

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

1
8
Through this study, we will see how to reflect on and build an
Employee Advocacy program to transform your employees!

1
9
2 / EMPLOYEE ADVOCACY
PROGRAM

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

2
1
A – OBJECTIVES

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..

The companies counting on engaged employees on
Social Media are 58% more likely to hire top talents.
%

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/

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.

Although only 3% of employees share content on their
companies, these shares increase total engagement by 30%.
%

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

75% of B2B buyers use social media to take
purchase decisions
%

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

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

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:

3
3
B – EXPECTATIONS

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

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

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%

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.

« 40% of the employees who are not correctly trained leave
their jobs over the first year »
40%

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

4
0
3 / WHICH VISION TO
EMBRACE?

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:

4
2
WHICH VISION?

4
3
A program open to everyone or a program for selected
profiles only? Which perception do you want to give to your
program?

4
4
Different visions:
3 / WHICH VISION TO EMBRACE?
INCLUSIVE VISION
There are two main visions of Employee Advocacy program:
SELECTIVE VISION
4
4

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

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

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

4
8
WHICH COMMITMENT ?

4
9
When it comes to the commitment expected from employees,
you should first define a framework:

5
0
Which commitment are you expecting from your employees?
50
« A weak commitment » « A strong commitment »
3 / WHICH VISION TO EMBRACE?

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 »

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 »

5
3
4 /HOW TO BUILD YOUR
PROGRAM?

5
4
Our methodology relies on two specific phases: the definition
of the program and its life cycle

5
5
PHASE 1 – DEFINITION OF THE
PROGRAM

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

5
7
A – EMPATHIZE

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

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.

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

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?

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?

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?

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.

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?

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

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.

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…)

6
9
B – BUILD

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

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

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

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

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

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

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

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

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

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

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...

8
2
C – CREATE

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.

8
4
How to create your content?
4 / HOW TO BUILD YOUR PROGRAM?
84
WHICH TYPE? WHICH FORMAT?

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 »

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

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

Example of content:
Sharing your employees’
expertise is, for instance, a way to
offer quality content to your
network and value your employer
/ job.

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

Example of content:
For the #MemorialDay, Blizzard let one
of its employees take the floor.
This speaking was then relayed on
social media.

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

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 »

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

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.

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!

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”

9
7
STEP 2 – LIFE CYCLE

9
8
Your strategy is defined! Now, you should bring it to life daily
following these key steps:

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.

1
0
A – DEPLOY

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

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

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

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.

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.

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

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

1
0
B – NURTURE

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

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…

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.

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!

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.

11
4
C – LEARN

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 ?

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.

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…)

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

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

1
2
Once this learning process is done and the lessons are drawn,
the program should evolve:

1
2
An iterative methodology:
4 / HOW TO BUILD YOUR PROGRAM?
121
Step 1 - Definition
DEPLOY
NURTURE
LEARN
BUILD CREATEEMPATHIZE
Step 2
Life cycle

1
2
5 / OUR
RECOMMENDATIONS

1
2
The success of an Employee Advocacy program is based on
the engagement, to a different extent, of the company and its
employees

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
…

1
2
An Employee Advocacy program well executed brings major
advantages to your brand:

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

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

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

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…

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!

Do you want us to introduce this study, without obligation, within your offices?
Contact us via contact@vanksen.com
A PRESENTATION AT YOUR OFFICE?

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

1
3
OUR SOURCES

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

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/