6 June 2023

Strengthening the reach of brand values through employee advocacy

Creating and communicating a culture of employee advocacy is important for fostering a supportive and engaging work environment. When employees feel empowered to advocate for their colleagues and the organisation, it leads to higher job satisfaction, increased productivity, and a stronger sense of belonging.

What is employee advocacy?

Employee advocacy refers to the promotion and support of a company’s brand, products, or services by its employees. Empowered and valued employees are natural ambassadors for their organisation, and are an authentic voice that can advocate in a positive way for your organisation, particularly for an online setting such as social media

By encouraging employee advocacy, organisations can tap into the power of their workforce to amplify their brand message, strengthen stakeholder value, improve brand perception, and increase the overall visibility and credibility of the company in the marketplace.

Fostering employee advocacy

Here are six ideas to consider when creating and building a positive culture of employee advocacy:

  1. Encourage open communication: ensure transparent and open internal communication channels throughout your organisation. This might include providing opportunities for your employees to discuss and share their ideas or any concerns. Listening – truly listening – to any employee feedback is vital, along with any follow-up that is required to act upon.
  2. Training: ensure your employees have access to all the training they require for their roles and beyond. Social media is a great giver – and taker – for a brand or organisation. Social media guidelines and real-life examples of how to behave online are important for employees to understand the impacts of commenting and sharing content online – both the positives and negatives. Education is essential.
  3. Sense of purpose: here at Limitless, we talk about purpose all of the time. What is the greater purpose and mission of your organisation? Do your employees know and understand the importance of this? When people feel connected to a shared purpose, they are more likely to advocate for your organisation and its goals. Focus on regular internal communications about employee work and contributions, and how this impacts the overall success of the organisation.
  4. Advocacy recognition: acknowledge and appreciate employees who go above and beyond to advocate for their colleagues and the organisation. Consider recognition reward schemes and publicly celebrating such employees.
  5. Diversity and inclusion: help to grow an organisational culture that values diversity and inclusion. Create and communicate a safe environment where every employee feels respected, included, and valued for their unique perspectives and contributions. Ensure that all employees have equal opportunities to participate and advance within the organisation.
  6. Wellbeing: support the workplace wellbeing of your employees however you can. There are many ways to help the entire organisation to prioritise their wellbeing – from walking meetings, offering flexible working, mentoring and wellbeing support services, along with employee assistance programmes – Calm has carried out research around workplace stress and wellbeing here, which is worth looking at.

Creating and building a culture of employee advocacy requires consistent effort and commitment from both business leaders and employees. By nurturing a supportive environment where advocacy is both valued and encouraged, you can help to create a workplace culture that thrives on collaboration, trust, and mutual support. This in turn, will strengthen your brand through its values.

If you need help with brand values and encouraging employee advocacy, please contact us here.

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