Employees make the best advocates. Who better to upvote your company or product than those who are already intimately involved and positively acquainted? Creating an employee advocacy program can help lead generation, positive name recognition, and more, all from people who can put a genuine, real message out to their personal networks. Glenn Gaudet is the CEO of Gaggle, and an expert on employee advocacy. Interviewed by John Golden, Gaudet discusses the benefits and implementation of an employee advocacy program.
This expert sales interview explores:
- The definition of employee advocacy
- How to establish employee advocacy
- The positive impacts of employee advocacy
- How to oversee an employee advocacy program
What is Employee Advocacy?
Employee advocacy can look slightly different, depending on what part of the organization you’re coming from. In general, however, employee advocacy is using your employees as part of a company or product’s digital marketing efforts.
Establishing Employee Advocacy:
Employee advocacy sounds great in theory, but getting your employees to come on board may be difficult if you don’t have the right strategy. In order to get your employees involved, it’s best to think of things in terms of a win-win scenario.
Impacts of Successful Employee Advocacy:
One of the most significant benefits of a successful employee advocacy program is lead generation. You’re getting the message out there in a way that is subtle, non-evasive, genuine, and cuts through the noise.
Keeping the Evolution:
The program that you plan for is going to be different after 30 days, 60 days, 3 months, etc. You’re going to see successes and failures, your employees are going to report back on the things that they’re doing versus what they don’t want to do, and the employee advocacy program is going to be ever-evolving as things continue.
Overseeing Employee Advocacy:
Employees have a lot of autonomy in their advocacy, which can lead to concern about the quality of the content they’re putting out and the conversations that they’re having. There are a few things that leaders can do in order to shape the actions of their employees.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.