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A smarter way to implement employee advocacy programsDialogue Review

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By Dialogue Review | on 19 September 2016 | 0 Comment


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Theres an emerging trend in the business world right now called


employee advocacy, and big brands like Salesforce, Humana and IBM
are leading the charge when it comes to successful implementation of
such programs. Essentially, employee advocacy programs rally
employees to actively promote their companys messages as part of
their job function. With these programs, employees a companys
greatest asset become a crucial arm of marketing and brand building.
Employee advocacy programs are increasingly attractive to business
owners and executives, but successful implementation comes with a

http://dialoguereview.com/smarter-way-implement-employee-advocacy-programs/

03/11/2016

A smarter way to implement employee advocacy programsDialogue Review

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fair set of challenges. According to the 2016 JEM State of Employee


Advocacy Survey of 134 companies, 40 percent expressed neutral or
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reactions to their programs. Challenges outlined include not

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dissatisfied

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Respondents to the JEM survey cited the goals of employee advocacy


the market, expand brand reach and improve employee engagement.

tools are most likely already widely used by employees. But employees
social media platforms arent easy to monitor, making it more difficult
to track progress, review messaging and gauge participation.
The ideal platform for executing employee advocacy is one thats
collaborative, open and combines content, network and tools. This type
of platform offers a simple, more targeted solution to achieving
employee advocacy goals. Such platforms address most of the
challenges outlined earlier and also encourage companies to take an
outside-the-box approach to sharing their messages one that uses
learning and content marketing to achieve optimal results.
Heres what a collaborative platform can provide employees to help
maximize their brand-building efforts:
1A unique approach to disseminating messages: In order for
content to resonate with audiences outside of your business,
employees have to share meaningful content. Developing impactful
content from scratch on an ongoing basis is difficult, even for the most
seasoned employee. Through an open learning platform, employees
have access to thousands of expertly produced resources covering
topics relevant to a wide array of industries. Pairing expertly produced
content with your own company messages not only simplifies content
creation, but it also balances promotion with learning. For example, an
employee may be trying to build a relationship with a prospective client
specializing in the legal industry. The employee could search the library,
piece together published works relevant to an industry trend (maybe a
video, and a chapter or two from popular legal books), add his or her

http://dialoguereview.com/smarter-way-implement-employee-advocacy-programs/

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A smarter way to implement employee advocacy programsDialogue Review

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own comments to the compilation of content and disseminate the


bundle of content to the customer. By presenting messages in this way,
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customer not only learns more about the trend, but he or she

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the

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2An avenue to garner feedback from customers: By sharing

participation,
the more employees use these types of platforms, the
W
easier it is to pinpoint natural leaders within your organization. Those

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the latest works covering the topics most relevant to them, theyll be
able to engage more easily with your employees in a natural, non-salesoriented way.

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The traditional way to promote a brand is to have the marketing and


sales team push out blog posts and promotional pieces that lack
specific industry content. But as employees continue to take on the role

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of marketing as brand advocates, it makes sense to equip them with


the proper tools that combine content, network and collaboration. With

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this structure, opportunities to promote the company brand and to


better service customers at the same time, are limitless.

The case for curiosity


16 December 2013 - 5
Comments

Mike Conner is Chief Evangelist of BlueBottleBiz, a collaborative


learning platform for business professionals. [Editors disclosure:] LID

A softer hand for a


hard-wired world

Publishing, the publisher of Dialogue is related to Knowledge in Action

18 December 2015 - 4

the owner of the BlueBottleBiz platform.

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