Focus on employee advocacy programs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 25, 2021, 5:50 PM UTC

An IBM study found that employee advocacy programs and social selling generate seven times more leads than other strategies.

Studies show employee advocacy programs can help companies reach potential customers, strengthen the brand building and achieve higher leads. According to LinkedIn, companies see twice the click-through rates and a broader reach when employees share their posts. Even brand-building messages have 24 times more effective when shared by the workforce than the company itself.

Apart from eradicating the communication gap between businesses and their customers, employee advocacy programs also improve employee-client engagement. An organised employee advocacy program can further enhance brand visibility and employee loyalty. But, only 17% of businesses have launched a formal, comprehensive employee advocacy program.

In order to convert employees into brand advocates, businesses should first set up and convey the social media guidelines. Along with providing necessary training, companies should set competitive targets and encourage better employee advocates.

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