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5 ways to transform your employee advocacy programme in 2019

While there have been a number of debates this year on LinkedIn and Twitter about how to do employee advocacy well, one of the biggest shifts I've seen over recent months is the general consensus that employees know their company, products and services better than anyone.

By empowering employees to advocate for their company – not to be a voice box, but to genuinely share  their expertise and insight, cultural insights into working life, career stories and jobs – you will significantly increase authentic reach, engagement and trust around your brand, as well drive up employee engagement.

See the Qubist technology behind successful employee advocacy programmes  globally

2019-goals

The stats stack up:

  • People are 24x more likely to engage with employee shared content compared to content shared by a brand
  • Employee shared content can achieve 10x reach compared to brand content
  • Employee shared content is twice as likely to be clicked on than a brand

If you’re considering a programme, here are some of the main learnings from our latest work at Qubist taking into account the latest platform algorithm changes, costs of paid media and resulting ROI, decreasing trust in brands from consumers and an ever more fragmented and complex customer and candidate journey.

1. Put your employees first 

There’s been a lot of talk on LinkedIn this year about focusing on exactly what’s in employee advocacy for your employees. If you don’t communicate the benefits early on, they’ll lose interest quickly. This is probably one of the biggest differentiators when it comes to finding the right advocacy platform for your company.

Choose one that allows you to offer lots of different content to different groups of advocates – everyone sharing the same thing won’t chime with your audience, and your employees will quickly get bored of the corporate tone of the content they are being asked to share. Think beyond just curated content and get creative with the content challenges you ask them to share. When employees can use their own voice and be creative, they will be more motivated to engage and be personally invested.

Contact us for more on how to recruit the best advocates into your programme

 

2. Use tech early on

Companies that implement an advocacy tech solution early on in their programme are more successful. It's very difficult to scale up your advocacy programme if you run it manually. If your staff are going to engage on an ongoing basis, you need to make it as easy as possible for them to share content regularly.  Scale up your programme using the smartest tech so they can access content on their mobile wherever they are. For you managing the programme, it means no more juggling spreadsheets and circulating content on a Monday morning via email. The other major benefit of using a tech solution like Qubist is you can measure your results consistently over time. If you can’t measure results, you can’t measure impact.

Our employees share already - why will an advocacy tech platform help?

 

3. Why a pilot helps build your business case

At Qubist, many of our clients run a pilot to build their proof of concept. With a smaller group of early adopters, your pilot is about establishing if an advocacy programme is the right cultural fit for your company, if your employees want to be part of it and share content on an ongoing basis, and what type of content works best for different groups of employees. Having a successful pilot gives you huge momentum to build your programme and your business case, to get further buy-in across the whole business.

See 'Employee Advocacy Programmes: What data do we get to measure progress?'

 

4. Getting buy in from C-suite

To get full buy in to roll out and scale up your programme, you will need to present your business case to your Exec team. Using your own data and analysis from the pilot will significantly impact on the chances of you getting senior buy in and budget to fund a full programme.  At Qubist, we work closely with our clients during the pilot phase to test assumptions and learn quickly what’s working and what doesn’t. Then we’ll work with the client team to review the results and help you build your business case going forward.

Now read: How employee advocacy drives talent acquisition

 

5. Measure your results to optimise

See above – you need to be measuring your results to optimise the performance of your programme to ensure you meet your KPIs and prove the value of the programme. Key metrics for a programme include: impressions, engagements, click through rates and AB testing on different content to refine the language you use, for example, as you roll out your employer brand proposition.

Once your programme has been running for a few month, you can then measure the sustainability and success of the programme – what's the drop off rate, and how are your advocates engaged and happy with the programme? You will be able to create teams of internal ambassadors to drive peer to peer influence, and your early adopters from the pilot will be some of your best internal ambassadors as you roll out across the company.

See 'How employee advocacy increases marketing reach and engagement'

 

 

Qubist is an employee advocacy app which enables companies to execute a brilliant - authentic - social media recruitment strategy through their employees.

Learn more about Qubist: Request a demo today

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Want to see Qubist in action? Get in contact and request a demo today

 

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Caroline Jory
Caroline Jory
Sales and Marketing Director at Qubist

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