I described the relatively recent concept of employee advocacy in my last post as "rather uncomfortable and somewhat forced", and I've been asked to qualify this description.
Firstly, it's worth stating the obvious – the aspiration that employees might advocate the employer is hardly a new idea. But this relatively new desire to go about it more systematically is prompted by employees' increasing social media activity. While recommending an employer down the pub leaves no discernible trace, doing so online does, and that appears to have internal comms, HR professionals and social media types hot under the dollar.
But here's the rub. Genuine employee advocacy remains a consequence. That's always been the case and will always remain so.
You can't insist. You can't take control of employee social media profiles. You can't pick out people for failing to advocate, not without creating the kind of culture that's counter to employee advocacy.
The organization (a collection of people, mostly employees) influences the participating individuals (mostly employees) who influence those beyond the payroll. The culture and policies and behaviours that sway whether that influence is constructive or destructive play out long before Fred lets fly on Facebook and Tina trills on Twitter. Read more