An effective content strategy for employee advocacy isn't just about cranking out quality stuff - it's about putting a well-oiled process in place to make sure your brand is consistently pumping out relatable and likable content.
It’s also about making sure your content creation is laser-focused on your company goals, and your content is relatable enough for keeping employees and readers engaged.
Why Make Your Employees Your Brand Advocates
Most companies consider vanity metrics, like traffic, likes and shares, and engagement
to get more eyeballs on their brand on social media. However, this isn’t enough today. For instance, a viral post reaching the wrong audience is just empty metrics and zilch revenue.
So, it is essential for brands to ensure that their CXOs, key executives, and ideally every employee in an organization has a robust social presence. Why? Two big reasons:
- Social algorithms tend to give way more reach to personal accounts than branded business pages. Moreover, every employee has their own unique bunch of followers, so their posts can help you tap into totally new audiences, getting you more qualified leads. Research says, leads coming from employee advocacy convert 7 times more frequently compared to other leads.
- People on social media tend to connect more with other human beings, not just faceless brands. Studies reveal that a whopping 84% of people value suggestions from friends and family over all other forms of promotion. Employee advocacy is all about humanizing your business and giving it a face people can relate to.
The big question: How do you create great-performing content for employee advocacy? Let’s help you with that…
How to Create and Repurpose Content for Employee Advocacy
Transform blog posts
Those juicy blog posts are pure content goldmines for social media. Brands really connecting with their audience are keeping things personal. So think about how you can ingrain real-life experiences and anecdotes into your posts. Instead of just summarizing a blog, share a quick personal story that ties into the topic before dropping that link.
Another approach is to slice and dice the blog into bite-sized nuggets. Brands like HubSpot nail this content repurposing. They mine a solid blog resource for a stream of micro-updates across LinkedIn, with each one focused on a specific insight from the original.
Take an epic industry trends article - turn key points or statistics into your own mini posts, creating a full content series for Twitter, LinkedIn, Instagram. Mix it up for each platform, like an eye-catching statistic on Twitter, quick tip on LinkedIn, punchy visual on Instagram.
With a dedicated employee advocacy tool like Highperformr, it becomes incredibly easy to turn your blog posts into social media posts. Simply add the link to your blog post or a news piece, and Highperformr will turn it into a ready-to-use post in seconds. Plus, the Social AI can persoanlize every post, and ensure that every employee gets a post draft that is in their writing style and tone of voice.
Educational drops
IBM is a master at repurposing internal research into external blog posts and whitepapers. It turns their reps as industry innovators and thought leaders, as their employees share and amplify quality content through their own networks.
Your team will only build an engaged following by actually providing value. So, sharing educational insights, thought leadership pieces, tutorials and the like helps establish them as legit authorities in their space. And authority equals trust.
Philanthropic announcements
These days, people are keeping a close eye on whether companies actually practice what they preach regarding ethics and social responsibility. Use your advocacy platform to showcase community initiatives, charities, scholarships, etc. that you support.
Major company announcements are also engagement gold - new hires, fundraising, acquisitions, awards, you name it. They might be a little self-promotional, but people appreciate that stuff when it's done right.
Convert webinars into infographics and slide decks
Those dense webinars you're hosting can be repurposed into all sorts of share-worthy formats. You can turn the juiciest insights into head-turning infographics, slick slide decks, or small video clips.
It’s the kind of content your employees can and are eager to share. They find it easy to amplify across their networks and engage their audiences meaningfully with such visual, skimmable content.
Christian Pilz, tech specialist at Microsoft posts a Microsoft webinar on his LinkedIn feed
The big brain marketers at Adobe are masters at this move. They distill down the major points and data from their info-packed webinars into clean, visually-stunning infographic creations, an eye candy for viewers trying to absorb knowledge quickly.
Cover Behind-the-Scenes (BTS) stories
Also known as company culture content. With BTS, you're giving your audience a sneak peek into what it's really like working at your place. Employees can take people along for a typical day in their life, industry events, volunteer gigs - anything that humanizes the brand.
Create employee spotlights
Another killer strategy to breathe some life into your content is by shining a light on your employees’ awesome achievements, accomplishments and personal stories.
It gives your people a serious morale boost and humanizes your brand simultaneously.
The pros at LinkedIn are all over this move. They're constantly featuring employee stories across their blog and social channels.
This power move creates a cycle of engagement and pride in the company culture. Your employees feel valued and recognized, so they double down on promoting the brand. It's a total win-win.
Use employee advocacy tools
Employee advocacy tools like Highperformr help you create, manage, and publish your social media posts with ease and convenience. For instance, with Highperformr, you cannot only generate relevant posts using its intelligent Social AI, you can schedule them too. You can also create multiple versions of the same post, suitable for employees across different departments. You can also collaborate with your team on a single post to create its best possible version.
Turn Content into audios and videos
We're living in the audio renaissance, thanks to the podcast explosion, nearly 5 million people worldwide are tuning in with their ear buds these days. You can repurpose inspiring employee stories into all sorts of content formats - podcast interviews, video vignettes, and more.
Moreover, video content is a must - 53% of people, including all age-groups, want to see more of it from brands they support.
Create multiple versions of the same post
You know how sometimes you want to share the same content on different social media platforms or with different audiences? Well, an easy trick is to create multiple versions of that same post.
Rather than just posting the same thing everywhere, you take that content and remix it into an infographic for Instagram, a tweet thread for Twitter, or a video summary for LinkedIn. By adapting the format and approach you can maximize the reach and impact of your message across diverse audiences.
That way, you can tailor the message to fit each specific platform or group. It keeps things fresh and prevents your content from feeling repetitive if you share it multiple times. It's all about getting that content to work smarter, not harder!
Take Employee Advocacy to Next Level with Highperformr
The key to creating great employee advocacy content is mixing up these strategies and keeping things fresh. Don't just rely on the same old company updates on repeat. Tap into that diverse pool of employee perspectives and voices. Throw in some culture, education, do-gooding and have fun with it to move the needle.
Highperformr helps take your employee advocacy to the next level with its suite of powerful features, such as cross and bulk posting, scheduling, AI post creation and enhancement, and many more.
If you’d like to take a tour of this powerful yet affordable platform for employee advocacy, sign up for Highperformr now.
