How to track Employee Advocacy campaigns?The success or failure of an organization largely depends on the mindset of the employees. To have a workflow of full capacity and maximum efficiency, it’s important to choose the company’s assets aka employees wisely.
Employees’ involvement and understanding are two key factors to the achievement of corporate goals. Corporates need to build good relations with their employees as they make up an organization’s most important public.
The relationship between the company and employees is two-way communication. To have a fruitful mutually benefited relationship between employees and management, the expectations of both the parties need to be well understood.
As employees have their own needs, wants, hopes and desires from the company, the latter expects the same from them. The working methods of many companies have modernized over the past few years. They are now shifting and linking their work base to digital platforms.
Gone are the days when employees were expected to only do, they’re required amount of work from 9-5. Companies are utilizing the utmost potential of employees to their benefit.
Employee Advocacy is one of the newest addition to the activities employees perform for the company. It can be defined as the promotion of the company by the people who work for it.
Leveraging an employee advocacy program is an excellent way to extend social reach. It helps in various factors like driving sales, boost social recruiting, and improve communications. Employees of an organization play a key role.
Since they know the company inside and out, the online audience values their insights and opinions. Furthermore, employees often have a larger sphere of influence and trust on social media than the corporate social page.
Just like any other plan made by the companies, this should also be beneficial for both parties. Management implementing employee advocacy in their organizations should always try and keep the enthusiasm up of all the employees by giving them the freedom to choose the content that resonates with them, as well as hold the value for the audience.
Companies should ensure that they’re transparent with the results and show the employees how their share is affecting the business.
Incorporating new schemes like employee advocacy into the business can turn out to be tricky and there’s no guarantee of success. When it comes to social media programs, organizations need to make sure they’re attaining the right results.
Employee advocacy can be measured and in some ways streamline the process of curating and sharing content across social networks so that it’s easy, fast, and effective.
The process to track the campaigns:
For employee advocacy programs, organizations need to track the significance of employees driving traffic to the campaign. Some Key Performance Indicators (KPIs) organizations can take into consideration while tracking the performance of the campaign are as follows:
- The first aspect organizations need to look at while initializing the tracking process is to look at and measure the kind of engagement the content receives. Indications like shares, tweets and likes are good ways to analyze the content. Comments and interactions are also necessary factors that need to be looked at.
- If the audience initiates any type of conversation with the employees regarding the campaign, it can be counted as a KPI. There could be times when some posts might not do well. So, monitoring all the numbers is an important task and should be done at an equal interval of time.
- The reach of the campaign can be measured by looking at the number of employee advocates and their followers. By analyzing the reach, organizations can measure how many people can see their messages, updates, and other content contributions in the social space. It can also indicate their potential in being social media ambassadors for the brand.
- To get an exact idea of the profit by the end of the campaign, organizations should keep an eye on the website traffic and conversions made by the audience. To know many people clicked on the website or the ad, organizations can use the Google Analytics tool. It provides a breakdown of all traffic sources; how long the audience spends on the site and what were keywords they used.
- Through conversions, organizations can get the exact number of people who trust the brand. Conversion doesn’t necessarily have to be purchasing, it could be any assigned variable. Tracking conversions can be a little tricky if done through social media. One way is to integrate a social media marketing platform with a CRM system like Salesforce or HubSpot. With this setup, organizations can track where a certain purchase came from, be it from a social network or a blog post.
- Analyzing the type of content and measuring employee content is gathering the most engagement is very important. Having a great mix of engaging content is crucial for employee advocacy success. Companies need to give a free flow path to employees for creating content.
- Content is the base of all the factors mentioned above. If the content is not liked by the audience, it’s obvious the desired results won’t be obtained. It’s always better to keep a track of what type of content is liked by the audience, and what improvements or changes are required to build up the efficiency of the campaign.
Employee advocacy is becoming such a huge part of organizations because it initiates organic reach among the audience. Through employee networks, consistent drive impressions and engagement become much easier and feasible.
It increases the effectiveness of the workflow of employees as they become more knowledgeable and invested in all elements that they are sharing and curating. It provides them with a sense of job satisfaction and for them, contributing to the strategy can be rewarding.
Eleve has introduced a new platform, a hub that allows employees and management to keep a track of all the employee advocacy campaigns. Engagelyee is
The platforms give a calculative division of all the activities
It is just not enough for the organization to assign tasks to the employees, but is also essential for the management to listen to employees’ reaction and responses. Companies must encourage employee advocates to develop their brands as influencers.
Effective employee advocacy cannot be accomplished if the management continues to assign targets without giving any creative freedom to the employees. If the organization wants to measure the exact impact, then it should be a collective work from both sides.
The biggest factor while implementing employee advocacy is to ensure mutual trust and confidence between both, employees and management.
