One of the most important factors of running an employee advocacy program, but one that is often neglected, is getting feedback from your advocates.
Receiving regular feedback enables you to create the best possible content for your advocates and makes them feel valued. This will not only improve your advocacy program results, but it will increase employee engagement too.
As a content marketer myself, feedback and suggestions from my colleagues is incredibly valuable. So, I spoke with our Customer Success team to find out which questions the top advocacy program managers are asking their advocates 👏
Whether you’re just starting out with advocacy, or your program needs a bit of a reboot, sending out this employee feedback survey will get your program on the right path.
We’ve turned this into a Google form template, so you can easily share it with your own team.
Why Getting Advocacy Program Feedback is Essential
Put yourself in the shoes of your advocates.
They work in different departments, regions, at different levels of seniority.
The CEO is likely to want tailored content to share, covering company news, press features, and thought leadership.
Contrast this with a mid-level engineer.
They’re more likely to want to share specific content about your product/service, and industry research.
If your advocacy program only features marketing content, you’re likely to disappoint those advocates that don’t work in marketing.
While there will be an initial buzz from this new initiative, interest will die down if advocates can’t find content that is relevant to them.
So, how can I find out what content each employee wants to share, to maintain advocate participation and reach program goals?
Get regular feedback from your advocates.
This isn’t a ‘one-and-done’ task. The key to a successful employee advocacy program is to carry out this process regularly. Every six months is ideal!
12 Questions To Ask Employee Advocates
1. Do you enjoy being part of the program?
Answers: Yes, No, Other (Specify).
If you’re an employee advocacy platform, ask employees if they like the platform too, giving the option to explain why or why not.
2. Do you feel there is enough content made available to you?
Answers: Yes, No, Other (Specify).
3. What types of content would you like to see more of in our advocacy program?
Give advocates space to suggest content types for your program.
4. What kind of content are you most likely to share on LinkedIn?
Answers: Company content, third-party industry news, company culture content, job openings, other (specify).
The responses to this question will help you understand which content types your advocates are most willing to share.
5. How frequently do you check if there is new content to share?
Answers: Daily, twice a week, weekly, fortnightly, monthly, other (specify).
6. Do you find the content we've been sharing relevant to your interests and role?
Answers: Yes, No. Give the option for advocates to elaborate.
7. Are there any industry trends or news topics you'd like us to cover in our content?
Answers: Open answer for advocates to suggest content ideas.
8. How can we make it easier for you to share content from the advocacy program to your social media profiles?
Answers: Open answer for advocates to suggest how sharing content can be made easier for them.
9. What motivates you to share content as part of the program, and how can we further incentivize participation?
Answers: Open answer to find out what motivates advocates, and if they have incentive ideas.
10. Are there any specific topics or themes you believe are underrepresented in the program content?
Answers: Open answer to find out any topics/themes you might be missing.
11. Have you seen an increase in engagement or interactions on your social media posts since joining the program?
Answers: Yes, No, Unsure.
12. What do they feel is the biggest benefit or 'win' you have experienced since joining the program?
Answers: Open answer to discover any wins your advocates have seen from being more active on social media.
Get The Template
To use the survey template, head to the Google Form we have created.
Click on the three dots at the top right hand corner, then click ‘Make a Copy’. This is important so that you can receive your survey responses!
How to Use Advocate Feedback To Improve Your Program
Once you’ve sent out your employee feedback survey and received your responses, you’ll want to use them to inform your content planning process.
Keep in mind that employees will know their audiences. This makes their content suggestions a valuable insight for your marketing team. Besides, this will ensure that your program content is authentic and informative, rather than solely brand-focused.
Implementing suggestions from your advocates will show them that you care about their input. This helps position your advocacy program as part of your company culture, not just another ‘task’ for employees. In turn, this will help increase user adoption when you’re looking to expand your program.
Discovering the benefits or wins that your advocates have seen since joining your program is an especially important one. When onboarding new participants, success stories will always be more convincing than statistics. Plus, showcasing the results your advocates have already achieved will help maintain leadership buy-in, and generate internal awareness of your program.
Another way to use employee feedback is to gauge how experienced your team are with content creation and networking online. This will help you understand the level of social media training they need, and what your advocates need the most support with.
Final Thoughts & Additional Resources
For further guidance on advocacy program feedback, check out the podcast episode. CEO Bradley Keenan covers why creating an advocacy feedback loop is essential, and how to make it part of your advocacy program’s culture.
DSMN8 CEO Bradley Keenan is releasing a book in September, called Employee Advocacy: 101 Cheat Codes.
It covers over 100 actionable tips for launching, managing, and scaling your employee advocacy program.
We have a limited number of free physical copies of the book, so make sure to register your interest if you’d like one!
New To Employee Advocacy?
We’ve created a bunch more resources and templates to help get your employees more active on social media.
SEO and Content Specialist at DSMN8. Emily has 10 years experience blogging, and is a pro at Pinterest Marketing, reaching 1 million monthly views. She’s all about empowering employees to grow their personal brands and become influencers.