Knowing where opportunities lie and seeing what it yields
Posted: Mon Dec 23, 2024 4:24 am
Also read: Employee advocacy: how?
How do you keep your riders on track?
As in any sport, the coach plays an important role. The coach puts the players in the right places, makes sure the water bottles are filled, sets up the training. This is no different in employee advocacy. Ideally, the marketing communications department is the coach of the employees and facilitates the communicating organization. In order to keep the relay runners running after the race, the marcom employee must ensure that employees:
See the organizational benefit and the personal advantage
Gaining trust and resources from the organization
Have confidence in their own abilities, by being comfortable with online communication and associated technological tools
This starts with research before starting an employee advocacy program. We have learned from experience that good research is the key to success. The marcom employee plays a crucial role in this. Through research, he or she can find out which function-specific advantages there are for employees when they participate in the program. Research also helps to find out how employees use digital media now, which barriers they experience in the business use of digital media and what form of support is desired when rolling out a program. These insights help to set up a training program that fits the needs of the employees and the objectives of the organization.
In addition to being a researcher, the healthcare email list marcom employee is also the person to guide and coach employees in the use of social media. Not only during a training program, but structurally. This requires a change in behavior in which, in the new situation, not only the marcom employee but the entire organization is responsible for spreading the marketing messages.
Role of marcom employee: curation as a complement to creation
Large-scale research among our customers shows that finding content to share is the biggest obstacle to becoming active on personal channels.
77% do not feel sufficiently supported by the organization in finding relevant content to share
In addition to coaching skills, this requires a second shift in the task package of the marcom employee. The power of employee advocacy lies not only in sharing organizational content (the intention is not for employees to become just organizational transmitters), but also in sharing industry-related, professional or function-specific content. This means that in addition to creating, there must now also be room to.
How do you keep your riders on track?
As in any sport, the coach plays an important role. The coach puts the players in the right places, makes sure the water bottles are filled, sets up the training. This is no different in employee advocacy. Ideally, the marketing communications department is the coach of the employees and facilitates the communicating organization. In order to keep the relay runners running after the race, the marcom employee must ensure that employees:
See the organizational benefit and the personal advantage
Gaining trust and resources from the organization
Have confidence in their own abilities, by being comfortable with online communication and associated technological tools
This starts with research before starting an employee advocacy program. We have learned from experience that good research is the key to success. The marcom employee plays a crucial role in this. Through research, he or she can find out which function-specific advantages there are for employees when they participate in the program. Research also helps to find out how employees use digital media now, which barriers they experience in the business use of digital media and what form of support is desired when rolling out a program. These insights help to set up a training program that fits the needs of the employees and the objectives of the organization.
In addition to being a researcher, the healthcare email list marcom employee is also the person to guide and coach employees in the use of social media. Not only during a training program, but structurally. This requires a change in behavior in which, in the new situation, not only the marcom employee but the entire organization is responsible for spreading the marketing messages.
Role of marcom employee: curation as a complement to creation
Large-scale research among our customers shows that finding content to share is the biggest obstacle to becoming active on personal channels.
77% do not feel sufficiently supported by the organization in finding relevant content to share
In addition to coaching skills, this requires a second shift in the task package of the marcom employee. The power of employee advocacy lies not only in sharing organizational content (the intention is not for employees to become just organizational transmitters), but also in sharing industry-related, professional or function-specific content. This means that in addition to creating, there must now also be room to.