Last week I sat down with the wonderful Katie Cacchiani to record an episode of B2B Better on how to get folks in your organisation ready to take part in an employee advocacy programme.
You can check out the full episode at the bottom of this email.
I’m a HUGE advocate for EA + social selling – especially for early-stage marketing teams that don’t have massive budget or resources to invest in building out a robust organic strategy quite yet. Why?
Look at it as if you’re investing in a bunch of rental properties to generate some passive income. You put up the capital at the start (your time in setting up the framework and running workshops) and then let the payments come in each month (your colleagues amplifying your messaging and content to their collective networks while you sleep!)
But it’s not just about taking work off your plate. EA has some serious creds in its back pocket:
- Messages shared by employees vs. the brand have 561% greater reach
- 90% of B2B buyers are more likely to engage with salespeople active on social
- 75% of B2B buyers use social media to support purchase decisions
So where do you start? I’ve written before about setting up an employee advocacy programme in 7 steps – you can read it here – but I didn’t cover who could be the right candidates to take part in a launch campaign.
I see three main contenders.
Every CEO should be on social media. Period.
Customers look to them for confidence on the future of the industry and their company in it, employees look for inspiration and a ‘why’ the mission they’re working towards is worthwhile.
If I were starting an EA campaign on my own with zero budget and a need to get some quick wins on the board, this is where I would start.
Look deep enough and I guarantee there is someone in your organisation already killing it at social media.
Maybe they run a successful brunch Instagram account? Or create TikToks about raising a toddler? Or are competitive speedrunners on Twitch?
These are the people you don’t have to necessarily train in the practicalities of posting regularly, just offer guidance on how they can expand their focus to include your brand (if they want to, of course!)
For every expert in your company there will be 10 eager beavers who want to get more adept at social media but just don’t know where to start. These are the folk to cherish. With a little training and encouragement, they’ll turn into your superstars.
Reasons for holding them back can range from being as simple as not knowing what to post to a fear of sharing something that could land them in hot water. Your job is to give them a framework and a clear process on where to get answers.
Building an EA programme can seem daunting at first glance. It requires commitment, buy-in and – like all effective, modern-day marketing strategies – time. To maximise your odds of success, pick a pilot group that has a vested interest in seeing the project succeed OR already has the necessary skills to hit the ground running.