An employee advocacy program enables colleagues to share company messages within their own network. Setting up such a program requires a clear strategy, the right tools, and engaged employees.

Short Answer

Starting an employee advocacy program begins with defining clear business goals and conditions. Then, actively involve employees by providing them with relevant content and freedom in communication. Support this process with user-friendly software that simplifies message sharing.

In this article:

• Step-by-step plan for employee advocacy

• What does the data say about How to start an employee advocacy program?

• Related topics

Step-by-step plan for employee advocacy

1. Define conditions and goals

Before you start, formulate what you want to achieve with the program. This can range from increasing brand awareness to generating leads or attracting new talent. Establish clear guidelines for social media use. This gives colleagues clarity on what they can and cannot share online. Additionally, ensure that management fully supports the initiative to set a good example.

2. Involve employees from the start

An effective program relies on the intrinsic motivation of your colleagues. Ask them about their interests and the type of content they want to share. Offer training on personal branding and effective social media use. Give employees the space to adapt messages to their own communication style. Do not make participation mandatory, as this undermines credibility.

3. Create a clear content strategy

Develop a content calendar based on the business DNA and the needs of your target audience. Ensure a variety of company updates, industry news, and personal achievements of colleagues. This approach, also known as mass personalization, keeps the content relevant and engaging. Make it easy for employees to access this content through a central library.

4. Choose the right software

Use a specialized platform to facilitate the sharing process. Software solutions like Soworker make it easy to set up content and send notifications to employees. Colleagues can then share the message with a single click on their own channels. This lowers the barrier to participation and helps you measure the results.

What does the data say about How to start an employee advocacy program?

Data from Soworker shows that employee advocacy has a measurable impact on reach and lead generation.

• 31% of the fastest-growing companies have an active employee advocacy program.

• 55% of employees indicate they want to participate in such a program.

• Messages shared by employees generate an average of 561% more reach than identical content through company channels.

• 64% of employees indicate that they attract new customers through an employee advocacy program.

• A program focused on internal micro-influencers is 3.5 times more effective than a general approach for all employees.