Employee Advocacy is the new direction for B2B and SaaS marketing, promoting organic reach, engagement, and growth using social media strategies. However, the previous version of employee advocacy has been found to be ineffective. Instead, the solution is Employee Advocacy 2.0 – Team Growth Storytelling.
The article challenges the idea that customers only want to hear about brands from individuals rather than companies. It argues that simply sharing the company’s social media posts or using tools to like, share, and respond to branded social media content doesn’t truly resonate with people. To cultivate attention, build connections and trust, people need to genuinely engage with the message.
Instead of presenting information on a platform, humans need the opportunity to learn, connect, and come to mutual agreements organically. The conversation needs to shift from an attempt at rigid marketing and sales tactics to fostering genuine discussions and shared experiences.
The way to do this is through storytelling. StoryLab.ai’s concept of ‘Growth Storytelling’ capitalizes on the transformational power of storytelling for business and personal growth. It encourages team members to share their unique stories, providing a more authentic connection to the company.
Employee Advocacy 2.0 is about focusing on the people first – their unique voice and experiences. Only then does the connection to the company come forth, which in turn grows the brand, demand, and sales effectiveness.
The author, Erwin Lima, is a copywriter, author, consultant, and coach who has helped dozens of individuals, teams, and brands reach their potential using the power of their collective story. He recommends using a platform like StoryLab.ai to help build the reach and engagement of these stories.
In conclusion, Employee Advocacy 2.0 endeavors to shift the focus from the product or service to the people who make it possible. By creating an environment where employees feel valued and heard, businesses can better connect with their audiences. Genuine exchanges, transformative stories, and human connection are the next generation of Employee Advocacy. The motto is, “Grow your people, grow your business. It’s really that simple.” There’s more to your story, and those of your people, and it’s time to share it.
