What Is Employee Advocacy?
- getty  When social media emerged as a major force in our economy, everyone knew instinctively that the companies who would win, would find a way to tap into the biggest communities. When companies tap into the networks of their own employees, it is called employee advocacy. Employee advocacy centers around making your employees the best voice of your product, adding a level of authenticity that was previously hidden by big names and flashy posters. It brings humanity and approachability firms, companies and brands. Recognition, authenticity, and profitability. This concept began in 1997 with Tom Peters and an article titled, The Brand Called You. In it, Peters argues that, in the modern world, creating a personal brand, whether for yourself or your business, is an absolute necessity if you want to compete. Doing so will bring loyalty. Loyalty to your colleagues, your employees, your company, and them to you. Furthermore, its loyalty to your clients and building their loyalty to you. Very little. We spend money on the products and with the people we know and like. You trust your doctor not because of his degree, but because he really knows you and you feel like you know him. Employee advocacy is all about being that doctor friend, and with social media, its become exponentially easier to be the answer when somebody starts singing the Ghostbusters theme. Let me give you an example: you have finally decided to write your will. Your life flashed before your eyes after you fell down a flight of stairs and you decided, hey, this is important. You have two options for lawyers. One, the guy with his name and picture plastered on a park bench, lets call him Bill Widdershins. Widdershins has a few signs around town, maybe a couple at the bus stop. He looks like an honest guy, but youve never met him in person, never read anything hes written, and youve never met him before. Two, we have Augustus Stillwater, who also runs a law firm. You met Stillwater briefly at a holiday party six years ago and he friended you on Facebook, but you havent spoken with him since. Stillwater, though, posts every three days on Facebook articles that he has written or read on best ways to put together a will. You commonly see him online answering peoples questions and diving into the conversation with mutual friends. Employee advocacy is all about becoming Augustus Stillwater, who I imagine has an incredibly bushy mustache, but thats not relevant. What is relevant is that he is likable. Employees who share company content, based around their expertise, quickly will become thought leaders on said topic in the eyes of their peers. This is typically best if its either they created, or other experts at their company created. News people can use. Information that can be digested quickly that is easy to put into practice. The last thing you want is for your friend to have to jump through ten hoops to get the answer they are looking for. When youre creating content, picture yourself giving it to your closest and dearest friend. If the answer is no, you have some rewriting to do. In short, employee advocacy is a way to share brand values and ideas, creating an approachable air around your company. Employee advocacy isnt just for big brands either, as long as you have some content and a desire to grow your reputation, employee advocacy can help your business grow. If youd like to see ways to start up an employee advocacy campaign, check out my article here. Or, if youd like to chat about it, tweet me @adriandayton.