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How To Use Employee Advocacy Software To Boost Your Online Presence

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What is employee advocacy?

Employee advocacy means deputizing employees to share thought leadership from your company and dramatically increase your firm’s visibility. Any program that encourages workers to share company content or spread the word about your brand falls under this category. There are various types of employee advocacy, from company events to webinars to testimonials. However, the fastest, most cost-effective method of employee advocacy is to use social media to dramatically increase visibility. By its nature, an advocacy program is a grassroots movement. The potential of going viral has motivated various organizations to develop revolutionary content for years, but no technique comes close to employee advocacy in tapping a massive pool of quality leads. Companies typically invest in developing content, and they often bring their vision to life. However, the challenge lies in distribution. Finally, employers now realize the benefits of employee advocacy. Whenever they share your posts on social media, you engage a whole new group that you would have no way of reaching on your own. Recent technological advances paved the way for employee advocacy software like Clearview Social. Apart from simplifying processes, it allows companies to gamify their efforts through leaderboards and competitions. We recommend investing in your employee advocacy efforts. It’s an effective tool that adds charm to your company and eventually brings in more business.

The Power of Employee Advocacy

Marketing specialists traditionally thought of brand ambassadors as celebrities, influencers, and other such figures. However, with more and more employees signing up for social media pages in the early 2000s, game-changers realized the potential of using this group to spread the word about brands. It's pretty amazing what the combined effort of just a handful of motivated employees can do. Today, we live in a world where social media usage is part of everyday life. With a LinkedIn U.S. market of 180 million users, this platform has become a staple for many professionals.

While nobody doubts that social media is an essential part of marketing, running a LinkedIn corporate page is not enough to maximize your reach. Think about these factors:

  • Family members, friends, suppliers, and employees make up a significant percentage of your online audience. While the numbers help boost your authority, most of them are not your ideal clients.
  • LinkedIn limits the number of people who see content from business pages, but personal pages enjoy almost limitless viewership.
  • The fewer people who see your content, the lower the chances of going viral becomes.
  • The average LinkedIn users on average gets 8x the engagement from sharing a post than the average share from a corporate page.

Think of the possibilities when you utilize internal teams to create a strategic sharing system. Recent LinkedIn statistics reveal that a typical user has 930 connections, while company pages often have 1,000. Now, imagine if you have 50 employees and 30 of them have LinkedIn accounts. Even if only half of them share your content, the process translates to almost 14,000 views. We call this phenomenon the spider web effect. The more people share your content, the bigger your reach becomes. With software like Clearview Social, starting an employee advocacy platform has never been easier.

Best Practices

For almost ten years now, we have been helping companies of all sizes and industries boost their online presence through employee advocacy efforts. We have developed and improved a few core best practices. Below are four of the most crucial ones.

1. Practice Content Marketing

Content marketing focuses on creating valuable online materials such as videos, listicles, case studies, etc. It helps organizations create value for clients, stand out against the competition, and boost consistent communications. This strategy will set you apart from the thousands of ads viewers see daily.

2. Keep It Consistent

To make the most out of your employee advocacy efforts, we recommend creating a sharing calendar. It is best to post at least once a week to remain visible and maximize the impact you make on your viewers. The marketing rule of seven states a potential client has to hear your message seven times before trying a product or service. For this reason, it is essential to maintain consistency in your posts.

3. Optimize Sharing Times

The best time to share content is during high traffic points on social media sites and not as soon as you finish your content. At Clearview Social, we have artificial intelligence (AI) called PeakTime to determine these periods for you.

4. Suggest Communication Points

Providing your team with content to share is a good stepping stone toward employee advocacy success, but it would be best to suggest communication points as well. For example, your employees can respond to comments or invite people to share their posts.

Measuring Success

Apart from being your company’s most valuable assets, your employees can also be your most reliable brand advocates. After all, no other group knows your company the way your workers do. Your advocacy program should provide employees with ample training, guidelines, and messaging to engage current and potential clients. However, it’s best to learn how to measure the effectiveness of your strategy.

Below are some of the key performance indicators you can use:

  • Employees sharing content: It’s best to review how many workers participate in advocacy efforts. Getting such information can help you set goals and budgets accordingly. For instance, some organizations incentivize employees who perform such tasks.
  • Preferred content types: Sometimes, employees will not feel comfortable sharing certain content types. When you find out which ones they enjoy sharing, you can either diversify your content or focus on those that convert clients.
  • Earned media value (EMV): This component estimates how much you would have to pay to reach the same number of audiences using other advertising models. These tasks can help you prove to company decision-makers that investing in employee advocacy is worth it.
  • Engagement rates: Find out which tweets, blogs, or videos get the most engagement for your employees. It is essential to understand which content types your employees’ social circles prefer.
  • Landing page conversions: How many landing pages/webinars/or contact forms are filled out as a direct result of traffic from employee social media shares.

With Clearview Social, you get robust analytics about your posts and the engagement they receive. You won’t need to use another app or site to measure your success.

Steps for Starting an Employee Advocacy Program

Now that we’ve tackled how transformative employee advocacy is, it’s time to learn the basics of starting your program. Check out the three simple steps below.

Step 1: Create Captivating Content

Like with any social media strategy, developing content plays a crucial role in your success. The information you share should capture, engage, and move audiences into profitable action. Learn everything you can about your audience to discover what they want to see on your page. Remember that you don’t have to settle for lengthy posts. You can create videos, infographics, e-books, and other content types to keep your audience wanting more. Employee advocacy thrives when there is good content, however the opposite is also true. Organizations that don’t have any content to share will often struggle to get meaningful employee advocacy programs off the ground.

Build a Queue

Step 2: Share Your Content Where Your Potential Clients Are

Contrary to popular belief, LinkedIn is not the only reliable site for professionals. We would also recommend using Facebook and Twitter if your target clients use them. It would be great if your employees are already present where you want potential customers to see your content. While LinkedIn has an amazing number of professionals as members, the usage statistics for Twitter and Facebook are dramatically higher. Translation: people spend hours a day on Facebook and Twitter, whil only spending a few minutes a day on LinkedIn. Don’t miss out on the opportunity to spread your message where potential clients are spending most of their time.

One Click Share

Step 3: Use employee Advocacy Software

Employee advocacy provides companies with many benefits, including boosting brand awareness, recognition, and loyalty. If you want to achieve your goals as quickly and affordably as possible, we recommend using our employee advocacy software. There are dozens of choices out there for employee advocacy software, but Clearview Social is unique because of it ease of use. You can quickly paste in your content, share your content, schedule your posts, and measure results. Automating this process can boost your online presence in no time. Once users are logged in, they can schedule their entire week of content in just a couple of clicks.

Build a Queue

Benefits of Employee Advocacy

Trust has become a differentiator in today’s business environment. There’s no group more qualified to boost consumer trust than your employees. The increase in trust customers feel toward your brand can do wonders. Check out some of the benefits of employee advocacy below.

Enhance Consumer Communications

Facebook survey results reveal a colossal communications gap between businesses and clients. For instance, according to the survey, 70% of entrepreneurs believe they communicate effectively with their clients using Facebook’s internal platforms like Messenger and stories. However, only 20% of consumers agree. Employee advocacy is an effective tool in bridging this gap, which builds more meaningful relationships. It’s essential in enhancing consumer interactions.

Boost Leads

Recent employee advocacy statistics reveal that a lead generated through an advocacy program is seven times more likely to close versus those from other tactics. Additionally, 45% of salespeople who share content achieve or exceed quotas. Consumers trust employee posts more than brand posts because they look like personal recommendations instead of planned strategies. We recommend working with experts to strengthen your relationship with your clients.

Attract Quality Talent

Nowadays, passive candidate pools far exceed active ones. If you want to attract the best talent who might not be looking for roles, it’s best to use employee advocacy strategies. When your employees keep posting about your company’s culture, potential hires get a peek from an insider’s point of view.

Frequently Asked Questions

Today’s modern era requires businesses to practice engagement economy to thrive — a strategy focused on delivering personalized and authentic consumer experiences. To succeed in such a feat, we recommend shifting your brand strategies into something more natural and warm.

An employee advocacy strategy can help you gain consumer trust by sharing organic content across various social media platforms. Below are steps for building employee advocacy in any setting:

  • Define your goals and key performance indicators (KPIs).
  • Understand which content types get the most engagement.
  • Select your advocates.

These three factors should be enough to begin your advocacy journey.

According to Neilsen, a whopping 92% of consumers trust recommendations from people they know. When you develop an employee advocacy program, you unify your word-of-mouth social media efforts into one powerful strategy.

Additionally, these programs boost morale and productivity. They can help you save massive amounts on advertising dollars while enjoying high return levels.

An employee advocate is a workplace hero who helps organizations achieve their goals. In a social media setting, these individuals act as brand representatives by sharing content and providing audiences with high-level engagement.

No matter your business size or industry, including this strategy in your planning sessions can help you take your company to new heights.

Maximize Your Digital Presence

Let’s face it: Organizations need social media platforms to succeed. There are several cost-effective ways to achieve your online marketing goals, including employee advocacy. At Clearview Social, we’ve helped hundreds of clients take their businesses to new heights using this online strategy.

If you’re ready to maximize your digital presence, request a demo from our social media specialists. It’s one of the fastest ways to achieve massive visibility in your market.

Quote

You literally couldn't make social media any easier.

Mike Montagna, Business Development & Marketing, Benesch, Friedlander, Coplan & Aronoff LLP