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5 Steps to ContentCal Mastery: Step 4 - Setting up an Employee Advocacy Program

Sophie Thompson4th October 2020

If you’ve been following our five-part series to ContentCal mastery, you’ve now reached the penultimate guide! Welcome to step four, where we’ll teach you how to set up an employee advocacy program, aimed towards helping your employees become more involved with your social media efforts and ultimately leverage your brand.

In this guide, you’ll learn about the benefits of an employee advocacy program and the four different approaches you can take to easily implement one within ContentCal.

What is an employee advocacy program?

An employee advocacy program is designed to encourage your employees to share content about your brand across their own social media accounts. The idea behind it is that your employee base could have a much larger following on social media than your own brand might, and the ability to leverage your employees by getting them involved in your social media output could help you to increase engagement.

After all, social media is built around personal profiles, therefore getting your team involved with an employee advocacy program is a significant step for businesses looking to scale up and become more social-orientated.

One of the main barriers to employee advocacy is employees not knowing what to post or not having the time, but these four methods will help you overcome such barriers. Let’s get started.

Method 1: The simplest method of implementing employee advocacy in your organization

Firstly, let’s talk about the most simple way of implementing an employee advocacy program within ContentCal. Within the setup tab of your ContentCal content calendar, you’ll notice the ability to add multiple LinkedIn profiles. From here, you can add many different connections as you need. LinkedIn and Twitter are often the most popular choices for employee advocacy - it’s also worth noting that you won’t be able to distribute content to personal Facebook profiles.

With their consent, you can connect your employee profiles and distribute content across their personal channels for greater reach. This is a simple way to implement an employee advocacy program that involves little commitment from your employees. This ties in nicely, with step 3 of our Content Mastery series where we talked about publishing your content to multiple channels.

Method 2: Allowing your employees more control over their advocacy

If your employees would like more control around their social media posts, this is a great step to get started with. To begin, you’ll want to set up a second content calendar named after your team so that it is separate from the main content calendar. In your new team content calendar, you can add as many employees as you would like to be involved - and they’ll have more approval over the content they send out via their personal profiles. For example, they can approve or edit posts where necessary before they are sent out.

This method is also really simple as content can be easily duplicated from your core content calendar and edited by employees where necessary. When you add a post to your new team content calendar, ContentCal will send a trigger email to your employees to ask them to check over the posts. It really is that simple!

This is the perfect example of how a content workflow can be created within ContentCal, as we talked about previously in Step 2.

Setting up an employee advocacy program

Method 3 - Ideal for a senior leadership team

If you’d like to encourage more advocacy from your senior leadership team, follow this simple approach. The content your senior leadership team shares might differ slightly from your other employees, but the key is to add content to their individual content calendars with the same approval workflow and controls. They’ll also be able to add their own creative input to posts if required.

To do this, you can simply distribute content from your library as you usually would, but instead, you will be distributing it to individual content calendars that only one employee has access to, rather than a group one.

Get senior leadership involved in your social media using approval workflows

Here at ContentCal, we have seen a 90% increase in posts engagement from senior leadership executives within businesses. Getting your senior leadership team involved in employee advocacy is a key step to helping your brand transition to become a social-first organisation.

Method 4: Providing employees with the resources to create their own content

This step empowers your employees to go ahead and share content that you might have already created. This is great for employees who are really keen to get involved with employee advocacy, but perhaps don’t have the time to find their own resource to share.

Within your Content Hub Library, you can create content for your team to share. This could include industry insights, news and reports to help your employees be seen as experts within the industry and even raise their own personal profiles. Not only does this save time for employees but it also gives them greater control over their posts.

Employee advocacy made simple

Whatever industry you’re in, these four simple steps can help you to implement an employee advocacy program within your organization.

You might want to start with method one and transition through the steps, but we’d recommend you try out the different methods to see what works for you and your employees the best.

Why not try out one of our new, FREE courses in ContentCal Academy? It's a brand-new learning space which not only covers all areas of digital marketing, but its a great way to enhance your team's skills. Sign up now!


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