How Employee Advocacy Programs Can Amplify Your Brand’s Earned Media Reach

Getting your brand noticed is challenging, especially in crowded industries. You're competing against countless companies seeking the same audience. So, how can you cut through the noise and expand your brand's reach? 

 

The answer may be easier than you think: your employees.

 

Employee advocacy programs can amplify your brand's earned media reach, boosting awareness and credibility. Let's look at how this works and how you can make the most of it.

Understanding Employee Advocacy Programs

Employee advocacy is the endorsement of a business by its workforce. When they share your branded content, they tap into networks you might not reach otherwise. This extends your brand's visibility and adds a layer of authenticity that traditional advertising can't match.

What Is Earned Media Value (EMV)?

Earned Media Value estimates the worth of all the publicity your brand gets through unpaid channels. This includes:

 

• social media shares
• likes
• comments
• mentions
• any form of engagement that isn't directly paid for

 

Simply put, it's the price of getting the same degree of visibility through paid marketing.

Why EMV Matters in Employee Advocacy

Understanding EMV is crucial when evaluating the impact of your employee advocacy program. It quantifies the value of organic interactions generated by your employees' shares and engagements. This helps you see the return on investment (ROI) from your advocacy efforts and compare it to other marketing strategies.

 

Here are the key metrics to track: 

 

• Impressions: The total number of times your material is presented.
• Engagements: Likes, comments, shares, and clicks.
• Reach: The total number of people that view your material.
• Conversion Rates: Actions taken because of your content e.g., sign-ups or purchases.

How Employee Advocacy Amplifies Earned Media Reach

Your employees have their own network of contacts. If they share your content, it can reach audiences that might be inaccessible through your brand's official channels. 

 

For example:

 

You have 100 employees and each has an average of 500 connections. A single shared post can potentially reach 50,000 people. Multiply this by regular sharing, and the numbers become staggering. The collective impact can rival or even surpass traditional marketing campaigns.

Potential Challenges and Solutions

Implementing an employee advocacy program may present some challenges. Understanding and addressing them early can lead to more effective strategies. Keep an eye out for:

Content Saturation

Avoid overwhelming your team with too much content. Focus on value over volume to keep your staff and their viewers interested.

Addressing Negative Feedback

Prepare a plan for handling any negative comments or feedback that may arise. Training employees on how to respond professionally can turn potential issues into opportunities for positive engagement.

Overcoming Hesitation

Some employees may be hesitant to mix personal and professional content. Respect their boundaries and assure them that participation is voluntary. Offer options for them to create professional social media profiles if they prefer.

Measuring ROI

Utilize analytics tools to track performance and demonstrate the program's value. Showcasing tangible results can help in securing ongoing support from leadership and keeping employees motivated.

Tips to Implement a Successful Employee Advocacy Strategy

Here are some practical tips to help you build a successful program that engages your team and helps you in building a strong brand.

Provide Valuable Content

Equip your employees with high-quality, shareable content. This can be: 

 

• Blog posts
• Articles
• Infographics
• Videos 

Make sure they apply to your business and target demographic. 

Offer Training

Empowering your employees with knowledge can help you enhance their confidence in sharing content. This training can cover platform-specific tips, understanding audience engagement, and the importance of personal branding. 

Set Clear Guidelines

Establish policies to ensure consistent and appropriate messaging. Clear guidelines help prevent any misunderstandings about what can or cannot be shared. This ensures that all shared content supports your brand image and complies with legal and ethical standards.

Incentivize Participation

Recognize and reward employees who actively participate. Incentives could be simple, like:

• shout-outs in company meetings
• digital badges
• even a rewards program

 

This not only boosts participation but also fosters a sense of community and appreciation.

Encourage Authenticity

Allow employees to add their personal touch to the content they share. Authentic voices resonate more with audiences than scripted messages. Encourage them to share personal insights or experiences related to the content.

Leverage Employee Strengths

Identify team members who are particularly skilled in social media or have significant followings. Encourage them to lead by example. This can motivate others to participate.

Monitor and Adjust

Keep track of what's working and what's not. Use this data to refine your strategies. Regularly soliciting feedback from your employees can provide insights into how the program can be improved.

Final Thoughts

Leveraging employee advocacy programs can amplify your brand's earned media reach. Understanding and measuring earned media value helps you quantify this impact. It also makes it easier to justify and optimize your efforts. Start engaging your employees today. Watch how their advocacy helps you build a strong brand that resonates with a wider audience.