If you want your employee advocacy program to be successful, ensuring you can answer your employees questions about 'what's in it for them' is critical.
You can have great ambition, senior management buy in, an all singing/all dancing advocacy tool and clear objectives but unless you can communicate to your teams why they should be in it, your program will fail.
At Tribal we believe there are 3 essential areas ; Training, Tools and Content. A successful program needs all 3 elements to be working cohesively ; any one that is missed or not up to scratch will not deliver the results you want.
Training is where you ensure your teams know the personal benefits they can expect, not least of which is the opportunity to shape their own personal brand.
If training and tools are the wheels of the program then without doubt, content is the engine. This drives everything and what I like about this article is that it talks about ensuring content appeals to your employees as much as it does to your customers. If you don't publish content they are interested in, then unsurprisingly, it won't get shared.
When defining your content strategy, think about the ratio of content provided; as a general rule, you need to have more content that is NOT about your company or product; not only does this engage your workforce but also delivers content that adds value to your customer without coming across as 'spammy'.
This is completely true for Tribal as well, we see some of our highest engagement on posts about topics not directly related to what we do but sharing our thoughts on things like remote working (we're a fully remote business) and work/life balance. Our posts on our 'expert' topics always do well but it's good to remember that you're not just talking to employees, you're talking to people.
Also publish (or curate) content that helps your employees build their own personal brand, such as travel, entertainment, parenting, education—the kinds of things their peers, and friends, find valuable. If an employee wants to build their personal blog/social presence around fashion, sports, or entertainment, support them! This is what I mean when I talk about empowerment. The same skills that your employees need to build their personal presence translate to advocating for your business because social is still social either way.