🎥 You've built your Advocacy program, what's next?

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“Bucket” your employees into content categories based on their personal interests, job scope, and personal community. Craft versions of your Stories based around your content categories and provide multiple versions to choose from.

Putting messages in first person voice from the employee is helpful. Sometimes, just sharing a link with a hashtag as the post--simple!

Create multiple different copy options for them to choose for! Encourage them to use their own voice and say what feels natural to them.

Use imagery that employees want their friends and family to see! For my clients, that’s usually photos of them around the office, kicking butt at work!

Making messages conversational. Helping them understand the why, will help them want to share.

As an engineering firm, our employees are constantly sharing about what conferences they’ll be attending or presenting at. To help the teams out, we work with our creative team to build out “conference graphics” that include booth information, speech information, and more. Our employees love the ease to share about the conference and it helps their audience know to look for our company at local events.

Employees are more likely to share messaing with broad relevany and impact. Nicher content can have powerful engagement if you dial in your audience and can help build an engaged community ...but for employee sharing? Go big and broad! 

At my prior employer we found that adoption went up when we made the disclosure more natural. So instead of the initial stuff that read like it was written by a lawyer (because it was), we moved towards intros like “I’m proud to work for a company that supports XYZ...” It passed legal muster, and just felt more natural for our employees.

We’ve put together internal resources for employees including topic ideas, a useful hashtag list and we send out recommended social posts by category as an easy copy/paste each week in our internal newsletter.