A highly effective employee advocacy program often means that your employees are actively sharing the content that marketing has created.
Sometimes, that’s not the case.
For those times that employees aren’t sharing content, the challenge may be just how sticky a program is. There are a handful of ways companies go about solving this issue, but the general consensus is, specialized employee advocacy software does the best job at mitigating risks while encouraging and streamlining the sharing process.
When looking at different platforms, there are several features to consider. And while all the bells and whistles are great, are they truly necessary? What are the ‘must-have’ deal breaker features that are necessary for success?
Based on our customer feedback, here are the top five features of an employee advocacy platform to ensure your employees are sharing content and driving an ROI.
- Mobile Capabilities
- Content Categories
- Email Updates
While employee advocacy is often thought of as a desktop platform, having a mobile application is critical for a dispersed workforce and even more important for a younger workforce. Nearly 80 percent of social media time now spent on mobile devices which is undoubtedly why Mobile has overtaken desktop as the main way to access the internet.
Without a strong mobile app, you’re missing out on valuable moments. Employee advocacy apps (with strong user experience and user interface) allow employees to easily access, view and share content while on the go, making the most of little moments and downtime.
Social media is about capturing a live moment and engaging your audience. This means a lot of social media content is time sensitive. Many B2B organizations often sponsor or attend tradeshows which is often a great way to engage potential customers in-person. Capturing content from the event and sharing it across your employees’ social networks can help you stay top-of-mind both online and offline.
Having the ability to create, suggest and approve content right on-the-go from your mobile can be a content game changer especially when attending events. See how PostBeyond leverages our mobile capabilities at tradeshows.
Ensuring employee adoption rates are high is crucial for success. Often times employees are excited when an advocacy program launches but then that excitement slowly fizzles out when competing priorities, tight deadlines, other mission-critical initiatives take precedence. Without the right tools, keeping employees bought-in and engaged with the program can feel like an uphill battle. Besides educating employees on the WIIFM factor (What’s In It For Me), employees need a reason to keep coming back.
Using game-based motivation rises engagement by 48% and 95% of employee enjoy using gamified systems. The ability to run contests and employees being able to see how they stack up on their company leaderboard encourages healthy competition and provides a more compelling time-sensitive reason to log in and share.
One PostBeyond customer used gamification to help further increase the ROI of their SuperBowl ads. After heavily investing in a SuperBowl ad, this brand leveraged employee advocacy, and gamification to further increase the reach of this content. With the help of a PostBeyond CSM, they created a team vs team competition. All Super Bowl related content was added to their advocacy platform for teams to easily access and share. The contest was a tremendous success:
Personalized Content Categories
Your employees are now motivated and able to access your employee advocacy program from anywhere, but if they are getting overwhelmed by content or bogged down by content topics that aren’t of interest they will lose focus.
Having one repository of content is ideal for ease of use, and making sure employees are accessing the most updated versions, but having it all dumped into one scrolling feed can be overwhelming. The ability to categorize content based on geography, department or content topic that is relevant to that user will greatly increase ease of sharing and platform preference. Every company is unique and every employee is unique as well. An effective employee advocacy platform should provide the opportunity to customize their own content categories.
There will always be users who will not log into the platform but will check email. Having the ability to push tailored content into their inbox with easy click to share icons will dramatically improve overall performance. Just like mobile access, employee advocacy platforms should provide users and admins with a variety of ways to access, engage and share content.
Without insights how do you know what is working? Are users still sharing? What types of content performs well for what teams? Without adequate insights, it will be impossible to improve your employee advocacy program or more important showcase ROI. Actionable insights can make or break a program.
The ability to see power users, power departments, high performing content can help drive smart decisions and lead to smarter investment in terms of content creation. Same goes for allocating budgets to contests and showcasing the ROI of the platform itself.
Bonus – Customer Support
Features are the foundation but customer success is the foundational piece that ties everything together. If you don’t know how to make the most out these features then you’re not maximizing your employee advocacy program.
Having a dedicated Customer Success Manager (CSM) can change the trajectory of a program. Customer Success and Support teams eat, breath and sleep employee advocacy. They have the experience of implementing hundreds of programs and have invaluable knowledge about program adoption, launching contests, curating content and interpreting your data into actionable results.
With a dedicated CSM, you’ll be able to build a strong relationship with someone who knows your program inside and out. They will be constantly working with you to continually build and improve your employee advocacy program.