It's fair to say that I believe employee advocacy is a great way for businesses to get higher conversion on content, reach new people and support employees that want to build their professional image on social media.
No matter how excited I get about this, I also understand that not every employee wants to be a part of it.
Quite often, we engage with organisations that have invested in company-wide employee advocacy tools only to find that not even 10% of the company are active on the platform.
There's a reason for that. In fact, there are several reasons for that.
Most common is that they don't want to sound like marketing megaphones so get your content mix right. Second, they don't have time so make it easy by showing them how to use the tool on their mobile device on the move. Third, they don't feel like their networks are large enough for content.
The answer is simple. If you don't spend time explaining why employees should take part, how they can embed it in their daily lives and ensure the content they're interested in is in the tool, you may have just over-invested in a product you didn't need.
At Tribal, we know how to get the best of employee advocacy. Hop to our blog for insights on how to get it done!
Employees who don’t want to share on social media feel this way for different reasons. About 30% of those who don’t want to share are worried about sounding like a “company robot,” or don’t want to overwhelm their network with posts about their organization, according to The Marketing Advisory Network. Another 14% of employees who don’t want to share say it’s because they don’t have time. Lastly, 14% say they either don’t feel they have a big enough social media following to matter, or they don’t see how sharing company content gives them any personal gain. These three scenarios combine for roughly 58% of the employees who opt not to be part of employee advocacy programs.