Employee Advocacy (n.) [em-ploi-ee ad-vuh-kuh-see]
A term used to describe the exposure that employees generate for brands using their own online assets.
No, there isn’t an official dictionary definition for “Employee Advocacy”, but if you combine those two words, you get one of the hottest trends in our industry today. I pulled the above definition from Wikipedia, but the origin of this term is beside the point.
For years, the idea of “investing in employees” has cemented itself as a core building block of any successful company. Employees are, after all, what makes the company go (and grow). You could have the coolest product idea around, but if there are no marketers to help market it, no engineers to build it, no office manager to help manage the workspace of those marketers and engineers, and so on, what’s the point? Investment in employees is important.
Investing in employees has always been important – and with the rise of Employee Advocacy, that statement has never rang more true.
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In short, the hype behind this industry buzzword is very real – and brands everywhere are turning to their employees to be key ambassadors to raise awareness and exposure.
But does this tactic really work? Brands are proving that it does.
A recently released report from Dynamic Signal proclaimed that employee-authored content is shared 4.5 times more than social influencer posts.
VMware, a global leader in cloud infrastructure and business mobility, is just one of many companies turning to employee advocacy to increase engagement and awareness around the brand. With their employee advocacy initiative, their sales organization was able to reach out to customers and prospects with a new voice – VMware employees. Their first employee advocacy project proved very successful, driving 14% of registrations for their customer conference, VMworld.
For a conference that drives tens of thousands of registrations, that’s quite a lot of engagement! And engagement, as we know, is a major key to success. One Hootsuite white paper saw that socially engaged companies are 40% more likely to be perceived as more competitive, 57% more likely to get increased sales leads, and 58% more likely to attract top talent – all very impressive measurements. Don’t miss out on these opportunities by not implementing an employee advocacy program for your brand.
The best and strongest brands are those that are not only able to grow their customer base, but by strengthening it. Employee advocacy enables this. No advocacy, no exposure. Know advocacy, know exposure.
Want to learn more about employee advocacy? Stay tuned to our blog on November 14th, which also happens to be my mom’s birthday (Hi Mama!), for more insights and tools to start activating your employees.