According to this article in Forbes, employee advocacy will firmly sit on the agenda of corporate communication professionals in 2020.
According to research, millennials and Generation Z workers account for 40% of the workforce today, and this will steadily rise in the next decade as more Gen Zers enter the workforce.
This group of individuals have grown up in a digital environment. Connecting and nurturing digital relationships is part of their DNA. They don't have to learn how to do this, however they need to learn how to do this within a professional environment.
At the other end of the scale you have Baby Boomers and Gen Xers learning how to embed digital techniques into their working day.
Introducing an employee advocacy tool into your organisation will save your employees a lot of time but training around the tool is just the beginning.
For example, you can learn how to use a word processing application by reading the help files, but it won't teach you how to write a novel.
The tool is just one part of the puzzle. Teaching your employees why they should invest time in digital, what good looks like, what bad looks like, healthy habits to establish and unhealthy habits to avoid (e.g. spamming your network).
Advocacy will only work when you take a laser focused approach to building your program.
Look beyond the dashboard of your advocacy tool into the data that sits behind it.
This is where the optimisation starts and where the training can then begin because mapping training to member needs at the time they most need it is what is going to make your advocacy program fly!
Remember that training your advocacy team should be ongoing. Make it consistent, and continually update your strategy to meet company goals. Also, provide and show plenty of examples of the kind of content you’d like them to share, but don’t mandate what they can share and when. It’s the quickest way to turn employees off and doom your program. With careful planning, effective training and trust, your employee advocacy program can be one of your most effective marketing and sales tools.