5 reasons why you should use employee advocacy in internal comms
Since the development of social media, employee advocacy has gone through an interesting journey: from strict restrictions placed on employees to a regular marketing strategy. However, companies are taking it a step further by incorporating employee advocacy into internal communications. Here are 5 reasons why your company should do so, too.
What is employee advocacy?
The history of employee advocacy goes back much further than the history of social media, but it is social media that has given modern meaning to this term. The employers encourage employees to become ambassadors for their brand by tapping into their natural need to be present in the virtual world. Studies show that as many as 98% of employees are present on at least one platform, and 77% use social media while at work. Following this trend, companies are encouraging employees to engage in a variety of marketing activities. Well-run advocacy programs can achieve excellent results.
Why you should use employee advocacy in internal comms – 5 reasons
Internal employee advocacy operates using similar principles – employees promote external initiatives using internal social media platforms. Here are 5 reasons to implement such a program in your organization, regardless of its size or industry.
- More effective internal communication
Social media rules also work for internal communication channels – the more often content is shared or commented on, the more visible it is. If as many as 74% of employees feel they are missing out on important communications from their company, employee advocacy becomes a valuable contribution to internal communications. Content shared by colleagues is simply more noticeable.
- Setting a good example for others
Lack of engagement in internal comms’ activities can spoil any good initiative and even affect a company’s lower financial performance. Employee advocacy programs in internal comms can be a part of efforts to increase employee engagement as they can produce a snowball effect. Seeing initiatives taken by their superiors or teammates, those who are less engaged become more motivated to take part in projects and company activities and share content. Thus, internal advocates set the direction of the organizational culture, setting an example to other employees as to what behaviors and actions are desirable and promoted.
- Increased engagement in internal social media
Increased employee engagement in internal social media improves the quality of internal communication in the company and smoothens the flow of knowledge. The use of employee advocacy in internal comms also contributes to the formation of a friendly and open organizational culture creating a positive employee experience. Encouraged to interact, employees strengthen bonds that have a huge impact on the organization’s atmosphere and employees’ well-being.
- Deliver inspiring employee-generated content
No one knows a company better than its employees and they, being at the center of things, can describe new projects or products better than any copywriter. Content created by colleagues is more authentic, engaging, and trusted than that created by the internal communications department. It increases the credibility of the company.
- Employee Advocacy in internal comms as an example of recognition
Being an internal brand advocate comes with benefits for the participants involved. Internal employee advocacy is an opportunity for them to develop and reap other specific benefits. This can be participation in or leading workshops, but also expressing appreciation on the company’s forum, bonuses, and financial and material rewards.
Employee advocacy in internal communication is an excellent way to strengthen employee engagement, not only in the company’s communications but in its operations in general. However, it is worthwhile for the project initiatives to be credible and sincere so they can become successful.