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Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
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Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
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This week, major international retailer and British market leader Tesco PLC revealed a $400-million black hole in its profit forecast. What I saw was a business that, in times of trouble, hasn’t had the public support of the people who matter most – its employees.
There is plenty of room for debate over the relative merits of brand-owned and personal social-media channels in employee advocacy. We reach out to two individuals with first-hand experience of both forms of advocacy. Both conversations were fascinating – and each offered some great insights for anyone trying to decide which path to follow.
Advocacy allows Birkbeck, University of London, to keep existing students, alumni and business connections engaged with every member of the wider university community. Birkbeck's largest source of students is recommendations from alumni, and advocacy is a critical part of its marketing activity.
Most nonprofit organizations depend on the power of advocacy for their day-to-day survival. They don’t always call it “advocacy,” although fund-raising in the voluntary sector requires advocates on every corner. Pleading a cause directly remains a highly effective method of securing donations.
Although there's a strong case for employee advocacy, we reconsider the advantages of brand-owned channels compared with personal networks in advocacy programs, remaining conscious of the reduced reach that this entails. Whichever way you choose to go, success is still dependent on doing the right things from the get-go and sticking with them. Employee advocacy may still be young, but it’s becoming increasingly effective as social channels become the norm in business.
The difficulty for proponents of social-media initiatives in general – and employee advocacy in particular – is overcoming the fear and ignorance that is widespread among C-level executives in companies around the globe. There’s plenty of evidence, both scientific and anecdotal, that “It’s too risky” has become a knee-jerk reaction to anything that smacks of social-media empowerment for employees.
In a fast-moving consumer environment, short-form content may be the answer. Tweets, social-media updates, posts and comments are all easily shared and make excellent material for the advocacy process. That leaves a huge number of organizations looking for content that supports longer-term objectives; enter the subject-matter expert (SME).
The Employees Rising report reveals that only 30 percent of employees feel deeply engaged with their employers. Most say that their leadership teams, senior management and direct supervisors don't communicate effectively – and it’s their line managers’ time that they appreciate most – in spite of the proliferation of technology and communication tools.
Does employee advocacy work for B2B companies? The short answer is “Yes.” It works just fine, but let’s take a closer look to discover why. In this article, we’ll focus on sales campaigns, but the principles for brand promotion or recruitment programs are the same.
What makes people want to advocate for their employers? And why should anyone listen? After all, these are employees we’re talking about – it’s their job to promote their companies, right? Wrong...at least, not as most people understand “promotion.”