Employee Advocacy Has Gone Mainstream

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When we started Dynamic Signal in 2010, we knew that eventually Employee Advocacy would go mainstream. We’re happy to say that moment has arrived.

It happens to be the perfect time for us to rebrand. Since we literally created the category, we wanted to elevate the conversation so more companies can be exposed to the benefits of Employee Advocacy. Those benefits are distilled in our new brand theme, “Excite to Ignite.” You excite employees when you trust them to be the voice of the company. In turn, you ignite the business with increased awareness and revenue.

The rebrand also felt right based on market conditions. Consider that 88% of companies are undergoing digital transformations. Digital will take up over 75% of marketing budgets. 69% of marketers are creating more content than they did in 2014.

All of those changes, all of that content, are a reaction to the fact that social media is now essentially social business.

88% of companies are undergoing digital transformations via @ altimetergroup #ExciteToIgnite Click To Tweet

On top of that, companies have developed a heightened awareness of the “Employer Brand.” This is the organization’s reputation as an employer, not how they’re perceived by consumers or business people. According to a Harvard Business Review article, “Leaders now place primary responsibility for the employer brand with the CEO or marketing, rather than with recruiters and HR.”

That makes sense, since marketers and communicators are experts at creating compelling messages. But marketing leaders understand that organic social is on life support, and that paid advertising has limited reach and ROI. They know that people react to authenticity and ignore slick messaging. In that light they’ve realized, “Let’s partner with the company’s greatest asset – our employees – to strengthen the brand through their social networks.”

As for employees, they get a social platform that helps them with their jobs and builds their personal brands. In a study by Weber Shandwick, 50% of employees already post company messages, and 33% post without any encouragement from their employers. They’re already talking about the workplace. An Employee Advocacy program supports them to do so, and supplies great content to stretch their voices even farther, to create even more impact.

This is why Employee Advocacy is now a question of “when”, not “if.” In fact, I believe that over the next 12 months, every Fortune 1000 company, plus thousands of mid-sized companies, will choose an Employee Advocacy partner.

I believe in next 12mos #Fortune1000 + thousands of mid-sized companies will use #EmployeeAdvocacy. -@rfradin Click To Tweet

Employee social networks, combined, have 10-25x further reach than a company’s social handles, which is 10-25X more potential customers ready to hear the message. Ignore Employee Advocacy and you might lose revenue, miss the opportunity to strengthen the brand, and even put the company’s future in peril.

But you can’t just start a program and see what happens. For long-term value you need to scale and measure the program, which requires enterprise-grade technology along with best practices and training. Most importantly, your program has to be built from the employee perspective, be extremely easy to use, and allow employees to post authentic comments. That’s always been our point of view.

On that note, when Dynamic Signal opened its doors we applied 20 years of digital marketing expertise to our technology. We saw how social media was becoming an essential communication platform, and how online markets were making people more loyal to individuals and less loyal to brands. Those were the forces that motivated us to develop our new positioning statement: Dynamic Signal redefines how companies communicate with the world.

.@Dynamic_Signal redefines how companies communicate with the world. #EmployeeAdvocacy #ExciteToIgnite Click To Tweet

The Employee Advocacy segment will continue to flourish. No matter what changes, Dynamic Signal will continue to help our clients develop award-winning social media programs. After all, when you have a vision you have to see it through.

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.