Why Measurement Is Critical for Employee Advocacy Success

Why Measurement Is Critical for Employee Advocacy Success


Every modern marketing department knows and understands the importance of measurement.

After all, how are you supposed to improve your campaigns over time if you aren’t tracking metrics and assessing your performance along the way?

Your employee advocacy program should be treated just like any other marketing campaign, where the ultimate mission is to drive tangible results that tie into your business objectives.

Before getting started, identify a handful of measurable goals you have for your program. These should drill into what it is you’re truly hoping to accomplish, ranging from boosting your website traffic to generating leads to closing sales.

Then, once your program is up and running, collect and analyze data that helps you keep tabs on how you’re progressing toward your goals. Use this information to identify which specific techniques are working and which aren’t, and tailor your future efforts toward tactics that deliver real value to your business.

Sounds simple, right?

Unfortunately, measuring the success of your employee advocacy program isn’t as easy as creating a gigantic mountain of data and calling it a day. Collecting metrics is easy; collecting the right metrics and then analyzing, sharing, and acting upon them is an entirely different story.

Without a strategic approach to measurement, it becomes much more difficult to determine whether your employee advocacy investment is truly paying off. You aren’t able to motivate employees by showing them the real impact of their efforts, and you aren’t able to justify ongoing support for the program from your fellow leaders.

[bctt tweet=”Without a strategic approach to measurement, it is hard to determine if #employeeadvocacy is working”]

In order for employee advocacy to become a long-term endeavor that consistently drives tangible results, your data needs to tell a deep, compelling story everyone can easily grasp and relate to.

For more information on how to best collect and assess employee advocacy data, check out this helpful e-book we’ve created.

Post Author

G.I. Sanders

G.I. Sanders is Senior Director, Creative Services at Dynamic Signal. He specializes in entrepreneurship, digital and social media, design, and marketing. G.I. is based in Dallas, TX with his wife and two sons. Passions include technology, startups, music, fitness and sports.