A key part of any employee advocacy strategy is content and if you're not thinking about content at the planning stages, you're likely to have a shock 6 months into the program when users start abandoning the platform.
But content is a tricky topic. The temptation to fill your advocacy platform with brand content so your employees can amplify isn't the way to go.
Consider your employee networks. What are their professional interests? What will motivate them to share? What is their objective?
When you understand this, you'll understand what kind of content should go into the platform. In our experience you should consider this kind of content:
- Company news
- Industry news - third party content
- Employee generated content
- Leadership & lifestyle - productivity type content
- LifeAtTribal - CSR type content
To learn more about content types that work, check out this blog.
Content is key when it comes to employee advocacy. How can you expect your employees to share company-related content if this content is not engaging? Include in your program content that is relevant to your employees and their networks. For example, you may want to share with your employees company news, product updates, but also tips and best practices. Don’t forget to use in-house content but also third-party content that will sound less promotional. Indeed, Internet users tend to be fed up with corporate messaging: 83% of Internet users would like to be able to filter ads they see.