Employee advocacy is when employees promote the organization they work for by sharing company updates through their personal social media accounts. The benefits to the employer might be obvious, but employees enjoy a host of benefits, too. MarketingCharts.com’s Benefits Advocates Receive from Employee Advocacy survey shows that of employees involved in their company’s employee advocacy program:
Other benefits, such as improved internal marketing, breaking down silos, and championing content, make starting an employee advocacy program a no-brainer. Need more help convincing your stakeholders? Here are some other benefits to everyone involved in employee advocacy:
If you’re ready to make employee advocacy part of your content strategy, we’ve collected eight employee advocacy tools to help you begin this journey or improve your current efforts. The common feature among these tools is content curation, so identifying the dashboard style you prefer, your budget and additional features you want will be key in deciding which tool best suits you and your team.
Hootsuite, a powerhouse social media management platform, has a lot of data to pull from its 10 million+ users. Their data shows an 8X jump in engagement when employees share social content and 24X more reshares. They also state that 92% of employees’ followers are new to your brand. Their three-step formula requires:
Brands have the ability to see which content is shared most and which employees are sharing the most to track results. So rewarding or publicly recognizing high-achieving employees is a breeze.
“Salespeople who regularly share content are 45% more likely to exceed quota.” This compelling statistic stopped us in our tracks when reading Linkedin’s description for their employee advocacy tool, Elevate. Linkedin’s version allows employees to create a custom dashboard filtered by their interests so the content they share doesn’t come across as foreign in their personal feeds.
This custom curated content makes employees more likely to share the content since it’s specifically interesting to them, plus the reputation metrics compel employees to share more to increase their profile views. Key metrics such as site traffic, leads generated and new hires are included in your manager dashboard, and Linkedin also offers launch planning, coaching meetings and performance reporting.
Trapit is named for the “traps” created by a keyword or URL that you dictate, essentially creating buckets of content drawn from 100,000 content sources discovered through AI but then vetted by Trapit employees. These “traps” ensure that employees aren’t sharing the exact same information as their colleagues since they have plenty of content to choose from that’s relevant to their role. The more employees use Trapit, the more it learns their preferences and delivers content they will be more compelled to read and share.
Sociabble emphasizes that it’s “not just an employee advocacy platform.” While it also aggregates content—a must-have feature among these tools—Sociabble also allows for employees to submit their own content to be shared by others. You can also activate contests to encourage healthy competition, and it also doubles as an internal communication tool. These factors, along with its appealing design, ensure employees actually use the tool on a daily basis.
EveryoneSocial focuses on tailoring their platform to individual team members. They promise an up-to-date UX and mobile-first approach with apps that encourage on-the-go use. Content is curated with the employee in mind, not the external audience, so that they will be more compelled to share the content. Users can also tag co-workers about a piece of content, which encourages more sharing of that piece since it’s already been vetted by a teammate.
DynamicSignal claims the No. 1 spot among employee advocacy tools since they boast more customers in the category, including IBM, Humana, and Salesforce. This enterprise-level software promises easy integration with global business processes without losing the personalization needed to make employees want to actually use it. User dashboards feature content tailored to their role, location, seniority and interests, and team leaders can add internal-only content, PDFs, and more to further customize the experience. In addition, push notifications provide company updates in real time, and employees can receive surveys, quizzes, and leaderboard notifications, too.
The folks behind Sprout Social, considered one of the best social media management tools in the business, built Bambu, so credibility is baked into this tool. Managers control permissions by creating teams and designating roles, and content can be tagged with start and end dates so employee sharing aligns with your campaigns and content strategy. The reporting dashboard allows for filtering by content tags so popular themes can be identified, and the tool highlights the most impactful days and times for content sharing.
Oktopost is known as a social media management platform for B2B marketing, and they’ve recently added an employee advocacy arm. For teams already using Oktopost for their social media needs, adding in the social advocacy piece is easy. They also push the ability to support closed loop reporting since it can be integrated with marketing automation platforms including Salesforce, HubSpot, and Marketo.
Do you have a favorite employee advocacy tool not on our list? Share with us on Twitter @ContentScience.
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