Employee Advocacy: More Than Just Marketing

If you have been tuning in to the Fanzee blog at all, you already have a pretty good idea of what social media advocacy is, and why it is powerful. Social media advocacy, however, is a pretty big umbrella term, and one area of social media advocacy that deserves careful attention is employee advocacy. Employee advocacy occurs when employees themselves become brand ambassadors, and share news, content, and support surrounding the organization or brand on their own social media profiles. By doing this, employees of an organization tap into a much larger network of people than the company could reach on the company’s social media profiles alone.

We recently shared an infographic that shed some light on just how powerful employee advocacy is. In general, most people tend to think of social media advocacy as a marketing strategy- and it is. But what many people and organizations may not realize is that social media advocacy, and employee advocacy in particular, can have a positive impact that extends beyond marketing and reaches other functions of the business. Here are some of the business functions that employee advocacy positively impacts:

  • Marketing: This one is quite obvious, but it still important to understand just how powerful employee advocacy can be from a marketing perspective. The biggest benefits of employee advocacy for marketing are increased brand exposure and engagement. For example, brand messages are reshared 24x more frequently when distributed by employees vs. by the brand! In addition, content shared by employees receives 8x more engagement than content shared on brand channels.
  • Sales: Increased brand exposure and engagement are great, but don’t mean much if they don’t lead to increased sales. Luckily, employee advocacy has been proven to have positive impacts on sales as well. It is an extremely valuable method of developing leads, as leads generated through employee social marketing convert 7x more frequently than other leads. Beyond that, customers that are referred by employee advocates have a 37% higher rate.
  • Human Resources: Perhaps an overlooked benefit of employee advocacy is the positive impact that it has on employee satisfaction and retention. Employee advocacy helps increase employee engagement and drives employees to form a deeper bond with the organization. As a result, employees of companies with employee advocacy programs are more likely to feel the company is competitive, be optimistic about the company’s future, and most importantly, stay with the company. This is important, because it can get really expensive to recruit new talent.

As you can see, the impacts of establishing a formal social media advocacy program within the workplace go far beyond simply being beneficial from a marketing perspective. Employee advocacy has a tangible positive impact on sales, and makes employees feel more connected to the company, increasing the likelihood that they will stay with it. To get the most out of employee advocacy, employers should come up with a strategy for the type of content employees should share, and communicate that clearly and regularly to the employees. Employers can also incentivize employees to share in creative ways, such as offering a prize to the most socially engaged employee.
If you are interested in learning about how Fanzee can make creating a formal employee advocacy program a breeze, click here to learn more!