AdvocacyTech: The Solution That Empowers PR Teams

New York, NY, USA, November 22, 2018

The well-known Employee Advocacy can actually work out : it consists in motivating your employees to share your company’s information on their personal Social Media accounts. However, even if your company employees are ready for it, efficient corporate messages should be produced in first place. “It is a better to tweet an interesting article once, than tweet thousand times an uninteresting article!” Explains Raphael Labbé, co-founder of Wiztopic.

Will we all become communicators? Will it work out?

"The employees of a company can easily become communicators themselves. Corporate information is a resource that companies shouldn’t neglect to get their content shared on social media. First of all because it is free" explains Raphael Labbé, co-founder of Wiztopic. "If you’re able to convince your employees, they would share corporate content of their free will. Instead of buying likes on Facebook at astronomical prices you could invest in new technologies that enhance employee’s corporate engagement: LinkedIn Elevate, Sociabble or Hootsuite’s Amplify”

These technological solutions offer a real advantage to what concerns Employee Advocacy. Most of them can actually tell you the impact of the different messages: how many likes they generated, how many retweets etc… they can also tell you the amount of money you saved thanks to their solution.

Moreover, some of them offer tailor-made solutions for their clients. These advocacy tools are designed in order to reward employee’s engagement. The more an employee shares corporate content, the more he gets reward points or concert tickets.   

"From a strategical and ROI point of view, this seems really interesting, but it is not sufficient to create engagement” explains Raphael Labbé “the main question remains, what do we share?”

So what is the function of communicators?

To click and share is good, but what determines the reach of the message is its content. In a nutshell “It is much better to tweet an interesting article once than thousand times an uninteresting one!”  

However, some companies are a bit afraid to leave their employees speak up on different social media. They are afraid of losing control on their communication. That’s when the communication and RP teams take part in this Employee Advocacy game. They help the employees create their messages and show them the way they can harmonize them.

Today, Employee Advocacy is seen as an internal communication challenge. It mainly uses the messages of the brand. Now, the reputation of the company in the press or among its partners is really important for employees. “Communication teams use materials that contain the brand’s messages, press articles on the company and what is said by the public”

"For example, if a good article is written on the company in an important newspaper, the employees would be proud to share it. They can even start hearing about initiatives they weren’t familiar with, RSE projects, HR or innovation initiatives”.

In this case a vicious cycle starts: The content circulates thanks to the initiatives of communication teams, it inspires and engages employees that publish corporate messages without making them feel like sandwich men.

The content, the centre-piece of Advocacytech

What you’ve got to say is the centre of Employee Advocacy programs. You should trust the content provided by the Communication and PR teams. A software will only facilitate the circulation of messages.

 “It is a practical way to transfer the messages on which we spent time, energy and effort. It is Important to find what makes sense for the company. It’s brand and messages should be at the centre of the process”

The press relations are usually considered as cost centres, without a clear return on investments. In addition to its contribution to the reputation of the company, Employee Advocacy programs are a good way to make the PR efforts profitable and valorise their daily actions.

Expert