3 key components of employee advocacy campaigns

Employees can be your organization’s most convincing brand ambassadors.

Having them speak favorably—and share branded content online with their friends and followers—is supremely valuable. Still, there are caveats.

At a recent internal communication conference in Berlin, the theme was “Matching Employee Activism and Internal Digitalization”—how digital communication helps your people do things better.

I’m a longstanding fan of using digital channels to help employees respond to and interact with their organization’s leaders and each other—sharing news and information to help them work faster, smarter and with greater ease.

It was refreshing to see the clever and creative ways that companies are using digital outreach to engage remote staffers toward improving customer service, reducing costs and fostering a sense of belonging.

Employee advocacy

Using the power of your people to promote your organization, usually via social media, is becoming mainstream. Communicators realize that what employees say or share about the organization they work for is generally trusted more than praise heaped by the CEO or other execs, so they are tapping into that potent messaging to improve their corporate reputation.