According to Hinge Marketing, 31% of all high-growth firms now have a formal employee advocacy program in place. This is great, as the market saw interest in employee advocacy grow 191% since 2013, according to Altimeter Group.
Enterprises use employee advocacy programs for different reasons. Some of the most common include:
- Increase in brand awareness
- Enabling sales teams for social selling
- Getting executives and leadership involved in social sharing
- Social recruiting from HR
- Getting employees to promote events on social media
- Use content for internal communications.
As you can see, all of this can create confusion. Where does employee advocacy sit in the enterprise?
Technology plays a big part of being able to execute strategic programs like this. But who owns the technology? Who creates the cross-collaboration workflows? Who breaks down the global silos? Who executes the programs?
Another major challenge is that many analysts, influencers and vendors are defining Employee Advocacy wrong.
Instead of looking at the solution needed to inform and create employee advocates, they’re focusing ONLY on the end result – employees sharing on social networks. So the programs, solutions, and vendors pay more attention to external social sharing functionality than solving communication workflows.
Because the conversation is centered around how to get employees to share more, the industry is only scratching the surface to a much bigger discussion: Advocating and sharing on behalf of your company is a result of going through communication evolution.
What if enterprises were to look at the problem differently? The challenge isn’t getting more employees to share. The challenge is disparate communications. There are too many systems, too much information, that it’s impossible for the employee to find what they need. There’s a real opportunity for enterprises that tackle this challenge head-on.
So what should enterprises really pay attention to when they’re thinking about employee advocacy solutions? We put this resource together to guide you through understanding the changing communications landscape, and how to address the challenges and opportunities facing enterprise communications today.
In this guide, you’ll learn about:
- The current challenges with employee advocacy and why communications is at the center of it
- Why employee social media sharing is only a small part of your challenges in marketing and communications
- How the communications landscape is different than what it was a short while ago
- Why modernizing communications will help with employee engagement and create better advocates
- Communications solutions that can help solve employee engagement challenges in the enterprise
Marketing and communications professionals are faced with tough times in the enterprise today. Organizations have already invested millions in legacy systems. They’re stuck in multi-year contracts, even though everyone running those platforms understand that employees DO NOT want to use them.
So enterprises are trying to maximize the value of their communications by sending emails to encourage employees to log into intranets & internal social networks to read or share corporate content. After a few times of asking employees to do this, they ignore it, because it’s not part of their workflows and habits.
For the ones that do end up paying attention to the emails, the marketing and communication team doesn’t have visibility in who actually ends up reading information or corporate content. There’s no visibility into who’s sharing the content when asked either.
If you’re tired of going through these challenges and want to get a better understanding of the changing communications landscape, this ebook will be perfect for you!
So go ahead, download this ebook, and take a look! There are some very powerful statistics in there too. Let us know what you think.
Do you have an employee advocacy solution? How are you bridging the communications gap at your company? Is this a priority for next year? Please leave a comment below and share with your colleagues.