How Sprout Boosts Their Brand Using Employee Advocacy: A Simple Example
Imagine a magic tool that can enhance your brand’s presence on social media, attract new talent, and keep your team motivated. Sounds too good to be true? This is precisely what employee advocacy does. As entrepreneurs and small business owners, understanding this concept could be the key to unlocking new levels of success for your business without spending a hefty sum on advertising. Here’s a story to walk you through this concept.
The Hidden Superpower of Employee Advocacy
In today’s digital world, your brand’s reach on social media can be a game-changer. Yet, the traditional ways of marketing can sometimes feel like shouting into a void. This is where employee advocacy steps in as a ‘hidden superpower.’ When employees, who represent the authentic voice of a company, share content, it generally gets more traction—likes, comments, and shares—than the company’s official posts. But why?
Consider the tale of Jake from his high school drama club. Under Jake’s influence, his fellow club members started sharing drama club news on personal social media accounts. This way, the reach of their news rapidly expanded beyond what any poster or school announcement could achieve. Similarly, when your employees share company news, it creates an organic ripple effect that a brand’s voice alone often can’t replicate.
Beyond the Hype: What Employee Advocacy Can Do
Employee advocacy doesn’t just spread the word; it supports various business objectives:
- Spreading the Word: Like Jake’s play announcements, sharing through personal networks can ensure your message reaches a broader audience.
- Attracting Great Employees: Potential employees take note when they hear a company’s story from its current employees. It’s like overhearing a friend rave about a movie—they’re more likely to check it out!
- Boosting Engagement: Participation creates ownership. When employees see their company news reach a large audience, it boosts morale and motivation.
- Illustrating Impact: Employee advocacy helps demonstrate to leadership the tangible benefits of social media efforts.
When Jake’s drama club members shared posts, the auditorium was packed on the day of their play, displaying the profound impact this simple act had.
How Sprout Social Exemplifies Employee Advocacy
For a grounded example, let’s see how Sprout Social leverages this concept. Their employee advocacy program reached approximately 28.9 million people, equating to nearly a million dollars’ worth of advertising, for free! They managed this feat by engaging various teams in their company to work together, similar to Jake involving his entire club.
Collaboration is Key
The gears of a successful advocacy program work best when oiled by collaboration. Teams from social media to public relations pitch in to curate content that’s apt for sharing. It takes not just a shared goal but also a shared effort to keep the advocacy engine running smoothly.
Using the Right Tools
Imagine driving a car without a dashboard—it’s possible, but you’d hardly know how fast you’re going or when there’s a problem. The same applies to advocacy. Just like Jake’s pre-written captions simplified the posting process, Sprout Social uses tools to track their progress and organize sharing schedules. This approach assures everything is on course and helps demystify the results—an essential aspect to keep employees invested.
Success and Recognition Through Shared Voices
When orchestrated properly, employee advocacy can create waves, especially during significant announcements or product launches. Whether it’s winning awards or introducing new policies, shared voices get attention—and results.
Jake’s story reminds us that often, the most effective solutions are simple. By turning to the people closest to them, either in a school club or a business, leaders can achieve unexpected and rewarding outcomes.
Conclusion: Making the Most of Employee Advocacy
The beauty of employee advocacy lies in its authenticity and reach. Like Jake’s school drama club, Sprout Social’s success epitomizes how businesses can tap into their employees’ voices for significant social media wins. So, how can you harness this approach for your own business? Encouraging your team to become passionate advocates can not only boost your brand but weave a tightly-knit community that’s loyal and motivated. Remember, with just a few clicks and shares, you might be on your way to viral success!
