Employee advocacy is proving to be an extremely successful strategy to increase brand visibility, improve brand recognition and drive better brand loyalty. Encouraging your employees to become brand advocates through the sharing of company content via their own social channels is an excellent way to build both their personal brand and company brand online. Organisations who recognise that engaged employees are their most important marketing assets is the first step towards employee advocacy.
The statistics leave no doubt as the value that employee advocacy obtains; content shared by employees receives 8X more engagement than content shared by brand channels (Source: Social Media Today). Additionally, a 12% increase in brand advocacy will generate a 2x increase in revenue Source: National Business Research Institute).
The statistics speak for themselves, but after an organisation has committed to investing in an employee advocacy program, the next step is ensuring successful adoption by its employees.
How can employees be motivated to share company content in addition to their existing workload? Incentivisation is the key, and many organisations use gamification as a way to incentivise and motivate their employees. This isn't without challenges however, as simply encouraging a high volume of shares doesn't necessarily achieve good engagement. The old adage 'quality over quantity' is particularly relevant here. In the age of inbound marketing, content has to be authentic.
Therefore, for gamification to be successful, instead of just focusing on share volume, which social media metrics should we be measuring? This insightful post from Bambu by Sprout Social states that "Gamification should be tied to 'engagement' milestones that translate to real, tangible results for your company'". Read on to find out which metrics should be measured to ensure that gamification truly drives engagement and delivers meaningful results for your employee advocacy program.
For instance, instead of just rewarding the highest number of shares, why not deliver rewards for: - Number of connected profiles - Time spent consuming shared content - Number of conversions or new customers from social sharing - Number of likes, comments, engagements on posts - Not only does this make your gamification strategy more accessible for employees who are focused on making meaningful connections, but it also means that you’re highlighting more valuable KPIs too.