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by Tim Hughes | @Timothy_Hughes

There is a lot of talk and articles about Employee Advocacy, many of them are pretty “fluffy” and certainly wouldn’t stand up to any financial rigour.  As business leaders we don’t want to be shown research figures, they are all “so what?”.  We want to understand the business case and the way our business will be impacted.  Positively, we hope.

Any company that knows their stuff will know all of this.  But there is one thing that companies especially around employee advocacy miss.  Employee advocacy requires change, which should be pretty straightforward to support but how will you embed that change?

Here are 6 things you need to cover when creating an internal employee advocacy business case.

  1. Show me the money! – As a CEO I need to see a financial benefit for doing this.  There has to be an incremental revenue uplift or what’s the point?
  2. How will I get competitive advantage – It’s all very well putting these research “facts” in front of me, but we all know they are pretty meaningless.  Come on, what tangible benefit will I get as a business?
  3. How will you motivate the people to do this?  This requires change, how will you take everybody along on the journey? 
  4. If your solution includes creation of play books. Play books don’t work as people will find every excuse to say they don’t work for them, as they want to avoid the change. How will you get around this?
  5. How will you empower people to change?
  6. Empowerment is temporary, how do you embed the change?

If the “employee advocacy” company you are working with know their stuff, all of these answers, should be pretty straight forward!  If not, you need to make excuses and leave.

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