Engagement and advocacy programs are often designed to incentivize the participation of your employees, which only leads to activating a small group of about 100 advocates within a company that are likely already engaged.
The growth of most programs stalls at this number, limiting its effectiveness at engaging your entire staff and decreasing the potential for a more productive workforce.
Companies with engaged employees are 21% more productive than their disengaged counterparts, according to a Gallup report.
Instead of building a lackluster engagement and advocacy program, learn how to engage more employees by providing them with valuable news everyday.
Curate Valuable Content
Mobile news consumption is engaging as the average usage of a news app is 11 minutes and 51 seconds daily.
Begin serving important news on your app to:
- Help employees understand their role in the company’s mission.
- Be clear on your shared strengths and values.
- Inform employees that they are part of a team that recognizes their contribution.
- Keep employees better informed about what’s going on internally and in your industry to facilitate better company communication and improve employees’ personal brands.
Curate the news to help employees find the key content that’s most relevant to their needs and the company’s objectives. Motivating employees with this content is the goal.
By consistently providing value first, you’ll begin to build a rapport with employees, serving their desire to be more involved at the company and increasing their awareness that your organization cares about their professional development.
Foster Collaboration & Your Employees’ Personal Brands
Receiving important news personalized to their interests will help employees be better connected to your company’s mission, vision and goals across departments as they’ll be more informed and aware of internal opportunities.
Focus on facilitating this communication by serving content to your audience on a daily basis that helps them identify where they can best apply their hard-earned skills and experience.
It’s a mutually beneficial exchange. Improved communication helps employees do more of what they love because they are aware of what’s happening and how they can take part, while building a stronger company in the process. Happier employees are 12% more productive and this deserves your attention.
Happy employees also care about their career growth and the advancement of their personal brand. Show that this is a priority for the company by providing content that will help them learn, illustrate their expertise and be a part of the organization’s accomplishments.
Gamification Doesn’t Work
Gartner predicts that 89% of gamification efforts in the workplace will fail, as mandated collaboration is a form of coercion.
Don’t build a program aimed at engaging employees based solely on extrinsic motivation as they’ll rely on this incentive every time you’re trying to activate them and this isn’t scalable.
What does work to build engaged advocates is understanding how to fuel their intrinsic motivations to ensure they connect with the business and share company news.
Address your employees as your audience through the rules of reciprocity by serving them valuable content on a daily basis. This will help them to realize their part in the company’s future, and drive internal motivation.
Don’t Stop Promoting Your Program
Continually advocate with every department that you’ve got an app that you’re regularly sharing content on and why it is beneficial for employees to use.
This shouldn’t be a one-off promotion when the app first launches, but an ongoing campaign to remind employees to download and regularly use it.
To build a program that engages employees to become advocates, it is essential that you’re motivating more of your workforce through daily news consumption.
Brian Honigman is a content marketing consultant and CEO of Honigman Media. He’s a regular contributor to the Wall Street Journal, Forbes, Entrepreneur, and others. Follow him for more hype-free business tips @BrianHonigman.