Employee Advocacy Trends

Why Everyone’s Embracing Employee Advocacy

By Russ Fradin

April 16, 2015

Not that long ago people were skeptical about Employee Advocacy. Now everyone’s embracing it – so much so that it’s fast becoming a necessary communication component for any company that wants ongoing success. Almost every week, a new development brings much needed awareness to the category.

For those unaware, an Employee Advocacy program is a complete content and advocate management system. It makes it easy for brands to source, curate and distribute content by allowing employees to receive and post company-approved content to their social networks. Since people trust their social contacts more than official marketing campaigns, companies with advocacy programs see an uptick in areas that are universally important for corporate success, including revenue, lead generation, recruiting, brand awareness, event promotion, positive company culture and, generally, a strong sense of pride of ownership among employees.

A company’s greatest asset is its employees.

But it’s important to remember that Employee Advocacy isn’t about providing a giant “Share” button in a bright red circle. Rather, the programs help employees to grow not just their companies’ brands, but also their own personal brands, giving them an opportunity to become advocates, contributors and thought leaders.

There are many components to a thriving Employee Advocacy program. A company can’t just launch it and see what happens. They need to scale and measure the program to have global success, achieved through a winning combination of enterprise-grade technology, an expert customer success team, best practices, a knowledge base and training.

Employee advocacy and social strategy should integrate with a company’s business processes, which require business integration partnerships such as Salesforce, IBM Connections, and Adobe Marketing Cloud. For example, Domo integrated Dynamic Signal to their business platforms. They ran a marketing campaign and tracked it all the way through, which resulted in a 9.6% lead conversation rate.

But to be truly successful, companies have to trust their employees.

That means loosening their social media policies, training employees with guidelines and best practices, and letting them participate in the program however they like.

Employee advocacy is a no brainer. Workers are already on social media all the time, and they want to talk about their companies. They simply need a better content distribution channel that’s safe to use, which is exactly what Employee Advocacy programs deliver. When done correctly, the program provides convenience and relevance, delivering the right information to the right people at the right time.

As the category continues to grow, we will continue to innovate and provide more value to our clients. And for the skeptics, remember there was a time when corporations were leery of television and radio advertising. Someday soon, every company will have an Employee Advocacy program. At least the ones that want to be successful.

Post Author

Russ Fradin

Russ Fradin is the co-founder of Dynamic Signal and a digital media industry veteran with more than 15 years' experience in the online marketing world. Russ co-founded and was CEO of Adify (acquired by Cox for $300 million in May 2008) and co-founded SocialShield. He was also SVP of BD at Wine.com, EVP of Corporate Development at comScore (NASDAQ:SCOR) and was among the first employees at Flycast (acquired by CMGi for $2.3 billion in January 2000). Russ is also an active angel investor in the digital world and is on a number of boards. Russ holds a BS in Economics from The Wharton School, University of Pennsylvania.