Toward the end of October 2014, employee advocacy came of age in the U.K. as I watched what I believe to be the first discussion on the topic featured on mainstream British television. BBC World News paired Roope Heinilä, CEO of Finnish employee-advocacy specialist SmarpShare, with Jonathan Gabay, Brand Story Architect and author of The Brand Messiah - and the two clearly didn't see eye-to-eye.
Don't get me wrong - I've seen early-growth companies like SmarpShare featured on business-news programs in the past, but always with the focus on entrepreneurship. This was different - advocacy was in the spotlight from the get-go, and the gloves were off.
Employee Advocacy Programs Are Not Inherently Reward-Based
The presenter's opening remarks had a skeptical ring to them. " It [employee advocacy] rewards employees who post positive messages on social media about the companies they work for. Doesn't that risk devaluing the message?"
Gabay was unimpressed. "It's like putting the fox in the hen coop," he opined. "From a brand perspective, it's an employer saying, 'If you say something nice about me, I'm going to reward you.' I don't like it - it leaves a very bad taste in my mouth."
Heinilä defended his corner robustly, explaining that the reward-related aspects of an advocacy program were probably its least important elements. As he noted, "rewards don't make a big difference, as people aren't willing to sacrifice their networks for small rewards." Half of SmarpShare's client companies don't use rewards at all; of those that do, many choose to donate to employees' preferred charities as an alternative way of recognizing their contributions.
Who Controls the Content?
The discussion turned to content. Heinilä emphasized the need for some employers, particularly those operating in regulated sectors, to maintain overall control of the message, while allowing employees to add their own slant on it. This had the potential to become contentious, with the presenter questioning the authenticity of employer-sanctioned sharing. Fortunately, the Finn had the answer ready.
Since participation should be encouraged - but ultimately voluntary - he explained, employees should never be faced with sharing content that makes them feel uncomfortable. Authenticity stems from the opt-in nature of a properly structured program; only those people who subscribe to its objectives and are prepared to share via their personal networks will put their heads above the digital parapet.
All of which pacified Gabay, who agreed that for business-related messages, he saw the potential for employee advocacy; in other areas, he remained unconvinced. "I don't think people would honestly say exactly what they feel about their company on a company website," was his final word on the matter.
On that point, at least, there was almost unanimity. If people have something negative to say about their employers, they'll take to social media anyway, whether or not they have access to an advocacy platform.
Tell Me Something I Don't Already Know
Regular readers will recognize the arguments put forward by Gabay and Heinilä; so what exactly is the big deal? Why does this interview deserve your attention?
The BBC invited Heinilä to appear after he featured in a brief live interview at the recent TechCrunch Disrupt conference in London. While external perception of the benefits isn't always crystal clear, employee advocacy is clearly making its way onto the mainstream agenda, which is good news for anyone with an interest in the subject.
Giving those in the know an opportunity to make the case for advocacy - as Heinilä did very effectively on this occasion - can only increase understanding and boost acceptance levels among the wider employer base, both here in the U.K. and elsewhere.
Preaching to the Unconverted
It's also evident from the interview that employee advocacy is still widely misunderstood. Gabay, an experienced and highly respected brand marketer, clearly approached the discussion with a negative mindset; happily, he took on board a lot of what Heinilä had to say. Maybe he isn't yet a convert to the cause, but there's still time ...
Further coverage can only help, and I trust that this interview signals a growing interest in the subject. We need to reach the wider, as yet skeptical audience if employers everywhere are to reap the benefits of advocacy in coming years. Take a few minutes to share the clip - you'll be doing us all a favor.
Do You Remain Unconvinced?
Where do you stand? Are you one of the unconverted? Do you indentify with the concerns raised by Jonathan Gabay? If you took the time to watch the clip, were you convinced by Roope Heinilä's arguments? It would be great to have your feedback, so please share your thinking with us by commenting. If we can add one doubter to the rank of pro-advocacy enthusiasts, it'll have been worth it!
Beyond Engagement is an exclusive Social Media Today column published every other Thursday.
Column logo by Marie Otsuka