121: Everything You Wanted to Know about Employee Advocacy [PostBeyond Interview]
Your Digital Marketing Coach with Neal SchafferDecember 14, 201500:22:4715.69 MB

121: Everything You Wanted to Know about Employee Advocacy [PostBeyond Interview]

Today on the podcast, Neal is sharing an interview he did at the Social Tools Summit in San Francisco with Chad McCaffrey and Daniel Hebert of PostBeyond. Listen in as they talk all about employee advocacy. This episode is full of great reminders for any company thinking about establishing an employee advocacy program, reasons to start one, and tips to help convince your team or executives internally as to why it’s time to try it.

Key Highlights

[00:44] Introduction of Podcast Guest, Chad McCaffrey and Daniel Hebert

[01:45] How SHould Company View Employee Advocacy Now?

[02:43] What To Do Next After Launching Employee Advocacy Program

[05:23] Relevance of Content in Employee Advocacy Program

[07:16] Internal Involvement Needed For Successful Employee Advocacy Campaigns

[09:13] Engagement With HR Professionals

[11:05] What To Teach Employees To Think About Employee Advocacy

[12:35] Use Content To Fuel Relationships

[14:58] The Business Value of Employee Advocacy

[20:06] Final Thoughts

[20:45] Connect With Post Beyond

Notable Quotes

  • I think was really important today, to note that, you know, what is the training? What is the setup to actually even think about doing this? And so, I think we focus a lot on that, and I certainly haven't talked about in his session, but like, the planning the training, what actually has to go in ahead of time before technology gets involved is really important.
  • And one of the most important things to remember when employee advocacy is that it is an ongoing effort, it's not a one-off campaign.
  • It is one of the things that I think it's a mindset for most enterprises to start adopting, an always-on marketing strategy, versus a campaign-based marketing strategy.
  • I think when it comes to the con everything, the relevance is interesting across different areas. So people care about certain things, they're trying to hit their own goals. And so content certainly in social in general, it's very obvious that it feeds sort of everyone from the executive suite down to people on the on the ground level, if you think about it that way.
  • I think, you know, you have to tie it to marketing still, because that's where the communication is getting stirred up, and really stemming from the strategy. But if you build a partnership between them, I think with anyone that's doing this successfully right now and the maturity of what's going on, it's, it's tying those two together nicely. 
  • It's sort of a marketing person, but the employer brand, yeah, their focus. They're sitting kind of between the two, they're that bridge. And I think that's the key and you start to think about these things. Ultimately, it's the people it's culture, it's what's going to drive more people to business.
  • I think is the most beneficial to teach the employees to kind of sell this program to employees is that a program like this is really developed for building their personal brand.
  • So I think that's one important thing to think about, and how these conversations are truly created in a trusted way. And the reputations build one to one word of mouth is huge, and hugely important part, to starting that.