Why the Top Elevate Users in the World Are Compelled to Post
February 26, 2018
With any new company-wide initiative, gaining collective buy-in tends to be the biggest barrier. This can certainly be true of employee advocacy, which requires enthusiastic and extensive participation for exceptional long-term results.
Once you’ve got a program up-and-running, the sales and marketing benefits are plain to see, but reaching that point takes more than a snap of the finger.
In the past, we have looked at best practices for encouraging employee advocacy on social media. But today we thought we’d move past the conceptual view and highlight some real-life examples of companies that have driven outstanding LinkedIn Elevate adoption.
Since implementing an employee advocacy program through LinkedIn Elevate, DocuSign has tripled employee sharing, with substantial increases in profile views and connection requests for participants.
Gregor Perotto, the company’s Senior Director of Global Corporate Marketing & Communications, said that maintaining a steady stream of interesting and shareable content was critical. To do so, DocuSign recruited a varied team of dedicated content curators designed to “mirror the customers, developers and partners we serve in our business everyday.”
“Your internal audience has a variety of interests,” explained Perotto, “and their intended audience will, too. So it’s vital to have plenty of diversity in your curator pool.”
This wasn’t a hurried process. Perotto and his team took the time to fully educate curators on how to identify and queue up the right mix of promotional, informative, and thought leadership content. The diversity of human input, in conjunction with Elevate’s algorithmic recommendations, gave employees plenty of fresh and distinct pieces to distribute socially.
“Even with the breadth of content we have, we’re still continuously refreshing the queue,” Perotto added. “The goal is to have content that is interesting, important, and timely — all while being genuine to our brand and audiences. Combine all of these attributes and your content is relevant. Miss any one, and it’s not likely to be shared.”
D&B Creatively Shows Employees Their Positive Impact
Gamification and incentives are fairly common methods for boosting participation, but they can also create a certain level of cognitive dissonance. “If this is such a beneficial practice, why do I need outside rewards for doing it?”
Dun & Bradstreet figured out a clever way to solve this dilemma, creating an “engagement score” rating that weighted activities considered most advantageous to its strategy.
“We wanted to put a huge emphasis on the employees that are generating conversations. So we built a scoring system around the behaviors we wanted to promote. Seeing the scores kept people motivated,” said Dustin Luther.
Transparency and consistent communication played big parts in this approach. D&B regularly shared engagement scores with the team and praised strong performers. Additionally, there were weekly emails offering engagement tips and links to top conversations so people could see for themselves.
While recognition and competition helped, Luther said that over time the primary motivation became intrinsic.
“They share because they see their peers connecting with influencers and thought leaders, engaging in conversation, and even becoming thought leaders in their own right.”
Another employee advocacy rockstar, Unilever, pointed out that LinkedIn Elevate’s reporting enabled advocates see how their actions help them personally.
“It’s the only platform that goes beyond typical engagement results to give employees actual reputation metrics such as profile views and connection requests,” said Chief HR Officer Leena Nair.
Rackspace Keeps Employee Advocacy Top-of-Mind
Employees are busy. On any given day they’re likely to have a ton on their plate, making it all too easy for advocacy activities to slip off the radar.
Rackspace attributed more than $250,000 in earned revenue to its employee advocacy program by building a sustainable engine and keeping the initiative front-and-center for its team members. Social Enablement Strategist Elizabeth Jurewicz said that capitalizing on the initial burst of enthusiasm following launch was a key priority.
“At rollout, I instituted a 6-pronged plan for reminders and feedback,” she said. These included weekly email reminders, automated notifications through Elevate, monthly results emails, calendar reminders, an internal chat channel, and “office hours” where employees could freely approach her with questions or challenges.
“Regardless of how you do it, the big takeaway is to put your employees first. When they’re confident, prepared, and fully understand the benefits, you’re far more likely to have a sustainable, successful program.”
BCG Sets an Example from Up Top
Leaders are described as such for a reason: they inspire others to follow. BCG saw a nine-fold increase in employee sharing after adopting Elevate, with visible C-suite involvement helping establish the norm.
“We took time to think about how we would roll out employee advocacy, including starting with a small group and getting buy-in from senior leadership,” said Social Media Manager Ben Cobb, adding that a program endorsement from the company’s CMO prior to launch helped catch people’s attention.
“Also, ask marketing partners to endorse employee advocacy so you have support across the business,” he added.
Putting Employee Advocacy Into Action
We’ve seen many companies realize remarkable results with the LinkedIn Elevate platform. Across all of these cases, we reliably see at least one — and often all four — of the tactics above utilized.
By maintaining a consistent content pipeline, showing employees the positive impact of their advocacy, keeping the program top-of-mind, and gaining visible buy-in from leadership, you’ll have all the ingredients for widespread adoption and easily measurable growth.
Ready to put your plan into action? Get your team rocking with LinkedIn Elevate.