What is Advocacy in Internal Comms?
Advocacy in internal communications refers to the efforts and initiatives undertaken by an organisation to encourage its employees to become ambassadors for the company. This involves motivating employees to support and promote the organisation's values, goals, and achievements both within and outside the workplace, thereby enhancing the company's reputation and brand.
Why is Advocacy relevant to internal comms?
Employee advocacy is pivotal in internal comms as it leverages the power of employees' networks and voices to amplify positive messages about the company. It not only boosts the organisation's external image but also strengthens internal engagement and loyalty, as employees who advocate for their company typically feel more connected and committed to its success.
Examples of Advocacy in Internal Comms
Examples include encouraging employees to share positive work experiences on social media, involving them in storytelling initiatives that highlight the company's impact, and recognising employees who actively contribute to promoting the company's image and culture.
Best practices for Advocacy in Internal Comms
Equip employees with clear, consistent information about the company's mission, achievements, and values.
Encourage authentic sharing by providing guidelines but allowing personal expression.
Recognise and reward employees who actively participate in advocacy efforts.
Common challenges for Advocacy in Internal Comms
Ensuring consistent and positive messaging while allowing for personal expression.
Engaging a diverse workforce with varying levels of interest and comfort in public advocacy.
Measuring the impact of advocacy efforts on the company's brand and reputation.
What does Advocacy mean for frontline teams?
For frontline teams, advocacy can be particularly impactful as these employees often have direct interactions with customers and can provide authentic insights into the company's operations and values. Their advocacy can significantly enhance customer perceptions and brand loyalty.
Advocacy in Internal Comms FAQs
How can we encourage employees to become brand advocates?
Create a positive work environment, provide training on social media best practices, and clearly communicate the benefits of advocacy for both the individual and the organisation.
Are there risks associated with employee advocacy?
Potential risks include inconsistent messaging or sharing of sensitive information, which can be mitigated through clear guidelines and training.
How can we measure the success of our advocacy efforts?
Success can be measured through increased social media engagement, higher employee satisfaction scores, and improved brand perception in the market.
