[Episode Eighty-Nine of ‘The Employee Advocacy and Influence Podcast] 🎧
Lauren shares her blueprint for revitalizing an existing program by focusing on user experience, reducing barriers to entry, and leveraging executive influence. You’ll discover how Broadridge uses a multiple levers approach to onboarding and why having a President who leads the company leaderboard is the ultimate growth hack for employee participation.
Key Takeaways:
- How President Chris Perry’s active use of LinkedIn serves as a shining beacon for the entire organization.
- Strategies for building trust with compliance teams.
- Utilizing a three-fold approach: broader company onboarding, direct team training, and ad hoc support.
- Connecting advocacy posts directly to client interest and closed deals.
Implement a Multi-Lever Onboarding Strategy
Lauren shares that effective employee advocacy onboarding requires meeting employees in different formats and at various stages of their journey. Broadridge utilizes a three-fold approach: integrating advocacy modules into general new-hire onboarding, hosting direct, team-specific training sessions, and providing ad hoc support. Direct team sessions are particularly impactful because they make the training relevant to specific employees. This two-way communication ensures that the program responds to incoming requests while actively seeking new participants.
Drive Sales Engagement by Proving Business Impact
Salespeople are often the most difficult to onboard to employee advocacy, unless the direct value of advocacy is clearly demonstrated. Lauren suggests focusing on how participation drives relevant interest in deals and helps address client pain points. Lauren shares an example of a potential client who saw an employee’s post about a specific technology and reached out to her colleague, which led to a deal being closed. Beyond building a personal brand online, advocacy can help sales experts generate leads and position them as thought leaders in their industry.
Balancing Compliance with Creative Personalization
The algorithm prioritizes authentic employee posts over corporate page posts, and Lauren explains how, in a regulated industry, you can post without incurring compliance risks. Lauren advises building deep relationships with governance and compliance teams to understand their pain points and proving that advocacy won’t add to their risk. A successful strategy involves a blended approach to content, where strict guardrails are maintained for product-heavy posts while opening up creativity for topics like employee engagement or company events. This balance builds trust with compliance partners over time, allowing the program to mature without sacrificing the unique vantage points of the sharers.
Ready to start your own employee advocacy program?
Whether you’re exploring employee advocacy or considering DSMN8 as your platform, we can help you get started with confidence.
Learn More About Employee Advocacy:
Selina Sher Gill
Selina has a Master's Degree in Marketing and Brand Management, and is DSMN8's Digital Marketing Executive. She's a pro at creating and editing video content, using these skills to create short-form social media videos and edit the Employee Advocacy and Influence podcast.
