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10 step guide to setting up and running an Employee Advocacy Program

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  1. Review current Social and Marketing activity, and define key role for Employee Advocacy.
  2. Identify potential ‘foundation’ participants. Note, though familiarity with social tools and existence of networks is important, so too is their level of engagement with the organisation and its Vision/Mission (if defined).
  3. Review/refine the organisation’s Social Media Policy and work with HR where necessary to open it up to allow/encourage employee engagement in social.
  4. Allocate moderator/admin roles – specifically in the areas of content sourcing, content approval, participant engagement and reporting.
  5. Introduce, log-in and train participants on the platform, and the Social Media Policy.
  6. Upload content into the sharing environment and invite participants to share (and repeat).
  7. Review sharing behaviour/performance – by content, by individual, by network etc. (and repeat).
  8. Engage participants in leaderboard, in what’s working, on more advanced techniques incl. unloading their own content etc. (and repeat).
  9. Reward strong/positive participant behaviours (and repeat).
  10. Report metrics back into the business (and repeat).

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