The document outlines four essential elements of employee advocacy, emphasizing that only 3% of employees share company-related content, yet those who do can significantly enhance engagement metrics. Key strategies include treating employees as individuals, providing written guidelines and training, creating multi-channel content, and establishing a structured approach to measure advocacy's impact. Additionally, incorporating incentive programs and technology can further enhance employee participation and overall company performance.

1. Samantha Stone
Author, Founder & CMO The Marketing Advisory Network
FOUR ESSENTIAL ELEMENTS OF
EMPLOYEE ADVOCACY

2. Only 3% of employees
share company-related content
Source: LinkedIn
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3. But they drive a 30% increase in
total likes, shares, and comments
Source: LinkedIn
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4. Copyright 2017 Marketing Advisory Network
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5. 78%Employees say something positive about their employer
to someone else directly
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3%

6. You can eliminate 70% of the big
obstacles holding employees back
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7. #1 Treat employees as
individuals
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8. A passionate workforce drives advocacy
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9. Copyright 2017 Marketing Advisory Network
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10. #2 Write down guidelines
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11. Copyright 2017 Marketing Advisory Network
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0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Training or Guidelines Provided No Training or Guidelines
69% of the
people who
never
advocate
work for
organizations
that have no
written
guidelines or
training
It drops to
less than
40% when
guidelines or
training are
offered

12. #3 Create content for multiple
channels
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13. Provide prompts
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14. #4 Take a programmatic
approach
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15. Measure the right things
Employee Recruitment Increase participation Grow reach Increase impact
• # of qualified job applications
per open position
• # of employee referrals
• Acceptance rate on job offers
• Percent of employees
who shared work related
content each month
• Average number of work
related posts per
employee per quarter
Note: If you are focused
on a specific function or
geography be sure to
measure % change
from the previous period for
that group.
• % growth in
employee
followers by
channel (pick one
or two to focus on
initially)
• # of inbound inquiries
sourced by employees
• $ value of revenue
generated/influenced
• % of employees hitting a
minimum threshold of
engagement
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www.unleashpossible.com @samanthastone

16. Don’t forget incentives
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17. Consider a technology assist
• Measurement
• Training
• Create a feedback loop (rewards, leaderboards, gamification, engagement insights)
• Content distribution
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www.unleashpossible.com @samanthastone

18. Copyright 2017 Marketing Advisory Network
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A study conducted by the
Aberdeen Group revealed
that companies with formal
employee advocacy
programs have a 26%
increase in year over year
revenue.
Source: EMPLOYEE ENGAGEMENT TO EMPLOYEE
ADVOCACY: A NATURAL PROGRESSION” August 2016

19. 4 key take aways
• Segment employees as you
would your customer
community
• Write down social sharing
guidelines & offer training
• Provide prompts for several
channels
• Use reward programs to drive
momentum
Copyright 2017 Marketing Advisory Network
www.unleashpossible.com @samanthastone
You can do it GIF