Employee advocacy isn’t exactly a new thing; it isn’t even an old thing. It’s a真正yold thing, dating back to whenever the first employer hired the first employee. If that vague assertion sounds to you like a claim with no factual basis, you’d be right. But if you think about it for half a second, it just makes sense. No one hires a new staffer and tells them, “Whatever you want to say about us in public is fine. Trash us! We don’t care.” No, employees have always been expected to represent their employers in a positive light, which also makes sense because an ideal hire is one that truly believes in the company and its product.
因此，不，员工倡导的做法并不是什么新鲜事。但是这个名字是，如今它被抛弃了很多。就像有影响力的市场营金博宝188备用网址销利用社交媒体并从根本上将零售广告变成了赞助的口碑广告系列一样，员工倡导对非零售业务也是如此。但是将其描述为“ B2B空间的影响者营销”是金博宝188备用网址一个过分简化。部分原因是因为员工倡导也可以为零售店工作。但是最大的区别是它不仅仅是营销。员工分享内容，新闻和对工作场所的赞美的公司不仅吸引了新的和更好的客户。他们也带来了新的和更好的员工。
它’s no wonder that employee advocacy is quickly growing in popularity with businesses of all sizes. And, like with any new tech-based fad, it’s not surprising that a lot of companies are jumping on a bandwagon without much thought or planning—and they’re making lots of mistakes. Starting an employee advocacy program isn’t difficult; it’s sustaining it that’s a challenge.
This is exactly why you need to go in with a plan, which is exactly what we’re going to help you create.
Have a Culture That Breeds Advocates
显然，如果您希望您的员工倡导您的业务，那么他们将需要真正喜欢在那里工作。这并不意味着您需要走完整的互联网路线，即在一堆自由能量饮料旁安装乒乓球桌。它做意味着您需要像您希望的员工一样认真地与业务互动。以身作则，谚语几乎是这样。
实际上，这是一个good topic for another article，但是从高水平来看，它非常简单。放松。将您的员工视为有价值的人，考虑到您已经付钱到那里并不难。相信他们的时间；确认工作在发生时做得很好；通过培训投资期货。换句话说，给他们充分的理由留下来，他们将有充分的理由倡导您的业务成功。
有具体的目标，并计划达到目标
Here’s a question you should be able to answer clearly and easily: Why do you want to start an employee advocacy program?
If your answer is something vague like “I heard it was a great way to my company’s name out there,” then it’s time to pause and rethink the whole thing. We’re not saying to abandon the idea, only that if you aren’t starting with a specific goal in mind you’ll achieve nothing. Your attempts at employee advocacy will just feel like a random collection of social shares without any cohesive content. Your efforts will essentially become part of the background noise that a good program is trying to rise above.
By knowing in advance what your objectives are, you can focus on tailoring your advocacy efforts around them. You’ll be able to build a pool of content that support the goals and empower your employees to share their own ideas based on criteria you’ve set.
Invite-Only Recruiting is the Best Way to Start
没有你的每一位员工将advoc好ate. Some of them may have social accounts you don’t want to be associated with—maybe they’re overly political, or much too personal. Or maybe they just don’t have the followers to warrant the incentives you’re offering for participation. Also, even if you’ve clearly defined your goals and scope for your advocacy program, you’ll still want to launch it on a small—and closely monitored—scale.
This is why it’s best to recruit your advocates by invitation rather than just putting out an open call for participants. You’ll want to spend some time researching which employees would be best suited to join. Check out their social feeds and identify those who will represent you best while reaching the widest and most relevant audience. Start small and measure your results, noting your successes and failures. Once you’re comfortable with the way things are running, you can start opening slots to the rest of your employees who meet your criteria.
部署员工倡导平台
When influencer marketing first became popular, those at the forefront of its practice used an ad-hoc assembly of standard office tools to manage it all. It took software developers a few years to catch up with platforms and features that helped marketers do more than what they were already doing.
员工倡导作为一种社会战略尚未像影响者营销那样爆炸，但是有影响力的营销的普及使开发人员可以看到这种趋势来自很长一段路。金博宝188备用网址既然员工的倡导已经成为营销的新主题，那些想入门的人会发现自己有很多选择有效地管理您的程序。
This still might be a little easier said than done. There’s no one platform that can be said to be “the best” at this point, and even among those with the best reputation there’s a wide range of features to consider. This, again, is why having a fully-mapped plan is so important. How can you identify the tools that you need if you don’t completely understand the job that you’re doing?
平台可能像集中式内容策划和放大一样简单，员工可以从不同的帖子中选择与软件测量结果共享。或者，它可能会获得更多的深入，管理帖子时间表，员工的激励措施，甚至可以在整个过程中加入整个过程，以将其变成工作场所中有趣而友好的竞争。一些平台严188滚球地址格专注于B2B营销，而另一些平台为人力资源提供了将其用作招聘工具的方法。您的需求将决定您的选择，但是如果您成功，您将不得不做出选择。2013年的数字营销人员已经表明，电子表格和共享文件无法管理任何形式的社交活动。
培训您的拥护者在他们开始发布之前
Even if your company is entirely staffed by millennials and Gen Zers—social media natives—don’t assume you can just let them loose on LinkedIn or Twitter and expect see results.
您的员工倡导计划的良好入门过程可以制定或破坏它。在您要使用的平台上发布政策，内容策划，激励成就和基本培训都是重要的基础。这也是开放讨论和协作的培训的好时机，以了解如何进行的想法。第二次后续会议，您在一个月左右后介绍计划的绩效和执行将有助于完善未来的流程。记住：这种开放是您现在文化的一部分！
Think Big, But Start Small
员工倡导使您的业务受益的潜力是巨大的，但前提是您做对了。虽然本指南绝不是详尽无遗的，但它为您提供了建立块，以使您想要成为您想要的位置。与您的内容一起放弃和抹灰的社交媒体墙可能听起来像是一个好主意，但最好从小开始。招募您的核心倡导者小组，与他们合作以建立您的内容库，并保持有关有效和不起作用的沟通。衡量您的成功，分析失败，然后完善未来的努力。
Use software no matter small you’re starting, and make sure that it’s something you can grow into. The goal is to go big, so don’t settle for something that’s only good for the moment. It’s harder to transition to a new platform than it is to just add features to one you’re already familiar with. Once you’ve got all the bugs and kinks worked out, then you can start expanding your efforts. Be patient—success won’t happen overnight. Though, it could be argued, if you’ve got a bunch of employees who are proud to post content and promote your company on social media, you’re already doing something right.
