How to Set Goals for Successful Employee Advocacy

To set goals for your program, consider what would make the program a success for individual employees, your department and your organization as a whole. Then create a foundational goal and a growth goal.

Your goals should be communicated amongst your team, to both admins and to all the users. This ensures that everyone is on the same page and knows their participation will have a positive impact. 

 

Foundational Goal

This is your #1 priority that will affect change in your organization. This goal should be inspiring and exciting for your team. For many companies, the foundational goal will include activation of their team members and growing the engagement with their pilot groups. This is critical to running a solid employee advocacy program.

Examples:

1. Employee Engagement (Participation): Create a more socially active base of employees who:

  • Demonstrate their passion for company products/services and improving the customer experience.
  • Strive to Increase their thought leadership, social sentiment and sharing of voice. 

2. Activation of Team: Share branded content to increase the number of employees engaging with branded content.

 

Growth Goal

This will be a longer-term focus into the growth phase of the program. As new team members are onboarded, the growth goal may dive deeper into how users are engaging, and how the external networks are responding. 

Examples:

1. Discoverability: Are people finding your content? 

  • Note: Could add earned media value and content share metrics.

2. Traffic: Drive page views/sessions and online traffic

  • Drive an increase in traffic to website or campaign landing pages.

3. Aid in recruitment

  • Encourage employee recruitment referrals.

4. Suggesting Content: Are your users suggesting content to admins and taking a more active social role?


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