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Employee Advocacy? Not Just for Employees

Employee advocacy programs—the practice of giving employees the means to share content about your organization with their social networks—are great tools for companies to expand their reach, engage employees, and get valuable insight into how their content is doing. 

But why should they have all the fun? Even organizations without employees can benefit from the reach and connections that employee advocacy programs can bring. 

Take associations, virtual companies, or consortia, for example. Using the same principle and structure of employee advocacy programs, members can further the group’ causes as well as help market the work of other members. Some of the content that would work best includes:

  • Member profiles, accomplishments, and original content 
  • Industry trends
  • White papers
  • Primary research results, and  
  • Invitations to meetings and events. 

For nonprofit organizations, employee advocacy programs are natural and powerful ways to put your volunteers to work—many of whom are jonesing for ways to help out beyond writing checks. Provide them with meaningful content, and suddenly you have a massive chorus singing your praises and sending your message. Some of the content that would work best includes:

  • Spotlights on people served
  • Employee and volunteer profiles
  • Cause-related content
  • Fund-raising appeals
  • Media attention, and 
  • Invitations to meetings and events. 

For more information on bringing employee advocacy to your organization, contact Consultants Collective.

Douglas Spencer

Douglas Spencer is founder and president of Spencer Brenneman and an independent consultant with the 2GO Advisory Group. Douglas is a brand strategist who helps mission-driven organizations reframe their focus and remaster their messaging to thrive in any environment. He has more than 30 years of branding and marketing experience, working with professionals from around the world in verticals such as financial and professional services, high tech, higher education, healthcare, and not-for-profits. He has worked with professionals from around the world in verticals such as financial and professional services, healthcare, biotech, media, and nonprofit. Before starting Spencer Brenneman he was most recently Vice President, Global Head of Brand Management for Thomson Reuters, a leading provider of intelligent information with offices in more than 100 countries worldwide. In that role, he guided the migration of the multiple Thomson and Reuters businesses to form the new Thomson Reuters brand which consistently ranked within the top 50 of Interbrand's Best Global Brands survey. Douglas is also the author of Do They Care, a book that shows business leaders how they can create meaningful connections with customers, employees, and others. He is a frequent speaker on how strong brands improve business performance through strategic alignment, employee engagement, brand governance, verbal and visual identities and more.

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