How to design an Employee Video Advocacy Program
Your Employee Video Advocacy Program strategy template is designed to walk you through the key decision points required to get started with EVAP quickly. It’s a working document so that you can pause to seek input from others in your company.
The 10 key decisions to be determined in your EVAP Strategy template:
1. Program Manager: This might be you or you could be tasked with completing the strategy document only.
2. Program Advocates: To achieve the ideal pilot size of 10 employees you might choose individuals from different departments and roles to ensure you have job family variety when it comes to engaging key markets. Or create an opt-in process giving any video enthusiast the chance to join the employee program.
3. Values Alignment: In order to communicate your why, it's important you identify the connection to company culture at the very beginning. Knowing this now will help legitimize your resources moving forward.
4. Key Themes: Pre-empt your advocates not knowing what to film by providing three clear themes to inspire content creation. These could be around the employee experience, sharing professional expertise, showcasing company values etc.
5. Video Prompts: Drive video creation even further by getting specific on possible video prompts that fall under each key theme. These could be written as questions or statements.
6. Video Frequency: Set clear expectations of your employees upfront, starting with two videos per month might work for you or it might be by theme or week if video volume is a priority.
7. Sharing Responsibility: It is recommended to encourage your employees to share under their personal LinkedIn (or other social) profiles due to the much higher organic reach. However, if there is push back from your organization or employees you might choose to assign this responsibility to the Program Manager and only share content across brand channels. Taking a hybrid approach is also an option and will allow you to directly compare the impact of each sharing strategy.
8. Measuring Success: You might be using your video content to drive users from social media to specific company pages, if so then Website Analytics will be important to you. If you are not posting a relevant link with each video then Social Media Engagement will be your measure of success.
9. Click-Throughs: If you nominated a Website Analytics metric in the above step then you might identify certain blogs, career site pages or web pages here. If Social Engagement is what you're going for, tick the relevant box on your template.
10. Asset Library: Determine a clear folder structure and naming convention here so that content discovery is easy for employees and program management is easy for you.