What are the best practices for creating engaging content for employee advocacy?

Employee advocacy is the practice of empowering your employees to share your brand's content, values, and stories on their personal social media channels. It can boost your brand awareness, reputation, and reach, as well as generate leads, referrals, and conversions. But how can you create engaging content that your employees will want to share and that your audience will respond to? Here are some best practices to follow.

1 Know your goals and metrics

Before you create any content for employee advocacy, you need to have a clear idea of what you want to achieve and how you will measure it. Do you want to increase traffic to your website, generate more leads, or improve your brand sentiment? How will you track the performance of your content and the impact of your employees' shares? Define your goals and metrics and align them with your overall marketing strategy and your employees' motivations.

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Melanie Goodman

Accelerating the Visibility, Growth & Revenue of Regulated Professionals on LinkedIn®️ · CPD Accredited LinkedIn®️Training & Marketing · LinkedIn®️Employee Advocacy · Lawyer · 4xCitywealth Awards
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Creating engaging content starts with understanding employees' interests and audience's needs: Use relatable, authentic stories that resonate. Make it visually appealing and easy to digest. Encourage employee participation in content creation to enhance personal connection. Implement a user-friendly sharing system to facilitate dissemination. Reward employee engagement to foster enthusiasm. Regularly solicit audience feedback to adapt content accordingly, making it more engaging and response-driven.

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2 Know your audience and platforms

The next step is to understand who you are creating content for and where you are sharing it. Different social media platforms have different audiences, formats, and algorithms, so you need to tailor your content accordingly. For example, LinkedIn is more suitable for professional and educational content, while Instagram is more visual and informal. Research your target audience's preferences, pain points, and interests, and create content that resonates with them and provides value.

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Rachel Burdus-Cook

Global Social Advocacy Manager @Ericsson | Building Relationships & Global Advocacy Through Activating Employee Voices Online | Employee Advocacy | Social Selling | Strategy | Digital | Social Media | LinkedIn | B2B
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It's really important to understand your audience & create content accordingly, but crucial to remember that your employees also form part of that audience when engaging in employee advocacy. The content you produce first has to resonate with your employees before they will be compelled to share it with their networks. So make sure to understand your employee advocates & their motivators as well as your ultimate target audience.

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3 Create diverse and relevant content

One of the keys to creating engaging content for employee advocacy is to offer a variety of content types and topics that showcase your brand's personality, expertise, and values. You can create content such as blog posts, videos, podcasts, infographics, ebooks, webinars, case studies, testimonials, and more. You can also cover topics such as industry trends, best practices, tips and tricks, behind-the-scenes stories, employee spotlights, customer success stories, and more. Make sure your content is relevant, timely, and authentic, and that it reflects your brand voice and tone.

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4 Encourage participation and feedback

Another way to create engaging content for employee advocacy is to involve your employees and your audience in the content creation process. You can ask your employees for their input, ideas, and opinions on the content topics and formats, and encourage them to share their own stories and experiences. You can also invite your audience to participate in polls, surveys, quizzes, contests, live Q&A sessions, and user-generated content campaigns. By doing so, you can increase the engagement, trust, and loyalty of both your employees and your audience.

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Matt Parkin, CAPM®

Leading partnerships @ Fulfil (eCommerce ERP) 🤝 | Coaching and speaking about all things personal branding and entrepreneurship 🗣️ | 4x Founder 🧩 | FoundersBeta 30 Under 30 🚀
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I actually suggest not creating content for employees to re-share. Instead, opt for providing time and training resources and templates to empower them to create original content of their own. This will help them create an authentic personal brand for themselves, and in turn, generate extra impressions for your company that can aid with employee and client attraction. Their personal stories will drive more engagement than sharing a company blog post.

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5 Optimize and repurpose your content

Finally, you need to optimize and repurpose your content for employee advocacy. This means making sure your content is easy to find, share, and consume on social media. You can use keywords, hashtags, tags, captions, and calls to action to improve your content's visibility and reach. You can also repurpose your content into different formats and platforms to extend its lifespan and value. For example, you can turn a blog post into a video or a podcast, or a webinar into an ebook or an infographic.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kelly Calhoun

Creator of #SPORTSFASHION ™ . . . as seen in Business Insider, MSG Networks, Sirius XM Radio, 999 The Fan ESPN, News & Obs
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It sounds quite simple; but the best practices for creating engaging content for employee advocacy in my opinion is to be completely sure that you are creating a comfortable environment. A culture where ideas are heard and where people feel that they can be open to sharing their ideas and experiences without any kind of an unfair reaction. For the good of the company and financial gain. Your employees will tell you what they expect and what their needs are. They just have to be given the space to be heard. Plain and simple.

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What are the best practices for creating engaging content for employee advocacy?

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1 Know your goals and metrics

2 Know your audience and platforms

3 Create diverse and relevant content

4 Encourage participation and feedback

5 Optimize and repurpose your content

6 Here’s what else to consider

Social Media

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What are the best practices for creating engaging content for employee advocacy?

1

2

3

4

5

6

1 Know your goals and metrics

2 Know your audience and platforms

3 Create diverse and relevant content

4 Encourage participation and feedback

5 Optimize and repurpose your content

6 Here’s what else to consider

Social Media

Rate this article

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