How to Create an Employee Advocacy Training Program
Employee advocacy is a marketing approach that leverages the power of employees to promote a brand’s message. It involves training employees to become ambassadors for their organization, encouraging them to share positive experiences and content on social media platforms. When done correctly, employee advocacy can have a significant impact on a company’s marketing efforts, helping to increase brand awareness, drive engagement, and ultimately, boost revenue.
To create a successful employee advocacy program, organizations must first develop an effective training program. Here are some steps to help you create an employee advocacy training program:
- Define Your Objectives
The first step in creating an employee advocacy training program is to define your objectives. What do you hope to achieve through employee advocacy? Are you looking to increase your brand’s social media presence, drive traffic to your website, or generate more leads? Your objectives will guide your training program, so it’s important to be clear on what you want to achieve.
- Identify Your Advocates
The next step is to identify the employees who will participate in the program. Consider which employees are most active on social media and are passionate about the company. These are the employees who are most likely to become effective brand ambassadors.
- Train Your Advocates
Once you have identified your advocates, the next step is to train them in the basics of social media, content creation, and brand messaging. Your training program should cover topics such as social media best practices, how to write compelling content, and the company’s brand voice and tone. You can also provide them with a list of pre-approved content to share and encourage them to create their own content.
- Set Guidelines and Rules
It’s important to establish guidelines and rules for your employee advocacy program. This can include guidelines on what employees can and cannot share on social media, how often they should be sharing content, and what types of content they should be sharing. It’s also important to establish rules around the use of hashtags and tagging the company in their posts.
- Provide Ongoing Support
Employee advocacy is an ongoing process, and it’s important to provide ongoing support to your advocates. This can include regular check-ins to ensure they are following the guidelines and rules, providing feedback on their content, and recognizing their efforts. You can also provide them with new content to share and encourage them to share their own experiences.
- Measure Your Success
Finally, it’s important to measure the success of your employee advocacy program. This can include tracking the number of posts shared and engagement metrics like likes, comments, shares, and clicks. You can also track metrics related to lead generation and sales, such as the number of leads generated, or the amount of revenue generated from social media referrals.
To measure the success of your employee advocacy program, you need to set clear goals and benchmarks from the outset. This will help you track your progress over time and make adjustments to your program as needed.