from the trenches: what it takes to grow an employee ... · from the trenches: what it takes to...

From the Trenches: What it Takes to Growan Employee Advocacy Program

Jessica LaHaieInfluencer Relations CoordinatorTechsmith Corporation@JessieLaHaie

Turner RoachSocial Media Marketing ManagerDeloitte@turnroach

Molly ClementsSocial Marketing ManagerUnited Way Worldwide@UnitedWay

Panel Moderator: Stephan Hovnanian | Content Solutions Architect | Bambu by Sprout Social | @stephanhov

@JessieLaHaie @turnroach @UnitedWay @stephanhov #MPB2B

We’re more than just an accounting firm. Our employees represent Deloitte to our clients and encourage them to take a closer look at all that we do.

Deloitte’s Employee Advocacy Story

• 5 years old with 8,000 participants

• Grew by 6,000 in last two years

• 11% of total US employee population

• Build employees’ personal brands

• Data helps drive engagement


Employees are an extension of our brand. We want to lower barriers for anyone to build their networks, and even become speakers and content creators.


Techsmith’s Employee Advocacy Story

• 4 years old

• 100 out of 300 employees participate

• Build employees’ personal brands

• Use Word of Mouth for product releases

and recruiting


Everyone knows what United Way is, but not what they do. Our advocacy program lets all our local member organizations communicate as one brand and one voice.


United Way’s Employee Advocacy Story

• 1 year old

• 450 of 2,000 local member organizations

participating to date

• Central hub for B2B communication

• Consistent social presence for smaller local

organizations


One of the biggest challenges for getting employees to participate in an advocacy program is making it worth their time by communicating the value of the program.


Engagement Tactics that Fuel Adoption

• Contests and Sweepstakes

• Lunch & Learns

• Complete specific actions to qualify

• Make prizes relevant and personal

• Exclusive content


How Technology Helps Adoption

• Easy to use

• One-stop shop for content

• Pre-written status updates builds confidence

• Data and reporting drives content strategy and ROI


Growing an advocacy program means scaling your admin and content efforts, raising awareness internally, and maintaining value for all types of employees.


Scaling Your Admin and Content Efforts

• Enlist PR firm and other outside teams

• Encourage employees to suggest content

• Appoint topic, team, or channel leaders


Raising Internal Awareness

• Showcase ambassadors and power users

• Highlight business wins, relationships built, anecdotes shared

• Regular reminders in all internal communications

• Get executives to participate


Maintaining Value for All Types of Employees

• Part of new hire training

• Match rewards and recognition with “advocate level”

• Provide resources or privileges to employees to want to grow in

the program


Advocacy in B2B is part of the word-of-mouthmarketing toolkit, where “soft metrics” are more common than direct sales. So how do we define and measure success?


Defining and Measuring Success

• “Our program will be successful if…”

• Web traffic from employee-shared content

• Applications from employee-shared job postings

• Content performance

• Anecdotal speaking, business, content opportunities


From the Trenches: What it Takes to Growan Employee Advocacy Program

Jessica LaHaieInfluencer Relations CoordinatorTechsmith Corporation@JessieLaHaie

Turner RoachSocial Media Marketing ManagerDeloitte@turnroach

Molly ClementsSocial Marketing ManagerUnited Way Worldwide@UnitedWay

Panel Moderator: Stephan Hovnanian | Content Solutions Architect | Bambu by Sprout Social | @stephanhov

from the trenches: what it takes to grow an employee ... · from the trenches: what it takes to...

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