Featured Panelists: Devon Eyer (Johnson & Johnson), Chris Gee (Burson-Marsteller), Jason Small (Verizon), and Lauren Mccadney Williams (CDW)
Even though one of the panel members was battling an unfortunate case of laryngitis, the message of this session was loud and clear: “employees are already doing this.” Putting a formalized employee advocacy program in place is just expanding and improving upon an already existing behavior. Many of the panel members’ “a-ha” moments came when they realized, or helped clients realize, just how many of their employees were already sharing their company stories and experiences. And by giving them the proper guidelines and guardrails, their message became that much more effective, and impactful.
Devon spoke passionately about how empowering it is to give employees the “permission” to share – not just any content – but the same content their CEO or other members of their executive leadership are also sharing.
Jason gave excellent advice on how to get started with an employee advocacy program by first making it a privilege to be a part of it (not a mandatory) and then making sure to think user-centric when curating content – what will keep employees coming back to the platform and sharing?
Chris mentioned the importance of finding your own authentic voice as a brand when creating and curating shareable content. He also brought up the necessity of goal-setting for employee advocacy by asking yourself “what does successful employee advocacy look like for our brand?”
“The messenger is just as important as the message.”
“People don’t trust your CEO, but they do trust your employees.”
On working with legal: “What are we afraid of and how do we avoid it? What’s the worst that can happen?”
“We correlated 581 new hires with the implementation of an employee advocacy program.”
“We’ve seen up to 8x the amount of engagement on posts from employees as opposed to company and/or brand-owned channels.”
— Burson-Marsteller (@B_M) April 26, 2017
— Elly Deutch (@EllyDeutch) April 26, 2017
— BrainsOnFire (@BrainsOnFire) April 26, 2017
— Day One Agency (@D1A) April 26, 2017
Connect with Devon Eyer:
Connect with Chris Gee:
Connect with Jason Small:
Connect with Lauren Mccadney Williams: