As a brand, you can count on many leverages in order to promote your products and your company values. Over the past few years, I’ve been in touch with many companies that were really afraid of their own employees.
Obviously, it is legitimate for a company to be vigilant regarding confidentiality matters, regulation constraints due to specific market requirements (Pharmaceutical or Food Industry for instance) or considering potential communications crisis. Some don’t fear for it!
Don’t neglect word to mouth importance
Yet, word to mouth is still key when it comes to reputation and gaining new grounds or markets therefore you can rely on your own customers… But not only, your brand image as a company is also an important value that can be really important in buyers decisions… as well as to potential candidates.
My few advice in order to have a good overview on how you can leverage a real employee advocacy program would be the following:
1/ Rely on true social media policy
It requires time and resources but it’s worth it! Otherwise, how would you want to be clear in terms of expectations? You have to define, communicate , explain and sustain your own guidelines in order to raise your employee awareness regarding the benefits and the risks associated to such communications.
2/ Identify your first champions…
And challenge them (if you can!). Feed them with these guidelines, make regular meetings with them in order to feed them with key elements to share (information, infographics, etc…) or to be fed by them (I must confess I’m a big fan of AS Monaco… Congrats to AS Monaco who surprised be yesterday night against PSG… who are the league 1 champions!)
3/ Unleash the beast!
At some point, you’ll have to trust them (which does not exclude to control what they do) but the tone requires to be authentic. And you require to have some doers in your teams. Otherwise, you’ll be engaged in long time running talks that would turn to be less productive than the experience it self!
What about you, how would you proceed to do so? Are you part of an employee advocacy program in your day to day job? Would you like to?