With social media giving everyone a voice, employee advocacy – and expanding your marketing reach throughout your employees’ social networks – has become a much more significant consideration.
LinkedIn is one of various platforms that have sought to tap into this trend, via their employee advocacy program ‘Elevate’, which aims to help encourage employee engagement on social in a way that helps boost your wider brand efforts.
According to LinkedIn, on average, employees have around 10x more connections on social than companies do, and through tools like Elevate, businesses can use this as a means to expand their reach.
But employee advocacy is not prescriptive – you can’t just send out a generic post template and ask, or even pressure, your employees to share it.
In order to encourage employee advocacy, brands need to educate their staff on the benefits – not only for the company, but for the individual employees as well.
In addition to this, brands need to provide content that their employees actually want to share – which is where LinkedIn’s latest research report comes in.