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Communication is one of the greatest assets for the success of the activities of many companies. It therefore seems very important to choose an effective internal communication strategy that will enable the company to achieve its objectives. The most effective strategies must take into account the strengths of the organization. This is the case of employee advocacy, a communications strategy that puts the organization’s staff at the heart of communication. It comes from the United States where it has shown its effectiveness. She crossed the ocean and gradually begins to impose herself. What is employee advocacy? What is its relationship with the management of well-being? What are the keys to employee well-being? What is the working atmosphere for a positive impact on employee advocacy?
Employee advocacy management
Employee advocacy is a strategy of putting in place programs that encourage employees of a company or brand to participate in communication efforts, making them ambassadors for the brand or the company. , and this through the use of social media.
This strategy therefore makes it possible to exploit powerful communication assets. In the first place, social networks, which today are a tool for global communication. A large part of the population has at least one account on Facebook, Twitter, Snapchat or Instagram. In addition to the pages that bear the name of the company, companies benefit from the visibility that can offer them the presence of their employees on social networks. Employees are the other asset that the employee advocacy strategy exploits.
The employee advocacy approach has many advantages. In fact, it increases content audiences through employee networks. In addition, it gives the messages conveyed by employees a certain credibility, since they are at the heart of the company. It also enhances the human capital of the organization’s employees, increases their visibility and establishes a digital culture of engagement. Finally, we can highlight its beneficial nature for the accounts of the company. In particular, it reduces the costs incurred in advertising campaigns.
To be successful in this communication technique, the employee must feel happy and fulfilled in his work. This is why we need to link this strategy to the well-being of the employee.
The environment and the atmosphere in the workplace
Philippe Laurent, famous speaker, coach and trainer in management, said in the columns of the express in November 2012 that “the working atmosphere is as vital as oxygen in the air”. Employees spend a good part of their day at work. That’s why the time they spend as part of their job must be enjoyable. Making the atmosphere and the work environment pleasant is a source of loyalty and motivation for employees. To succeed effectively in implementing employee advocacy as a communication approach, it is important that the work environment be relaxed, and the work environment be a real family environment for employees, a place of joy and not of sorrow.
The happy management is to rethink the traditional way of business operation. From now on, the atmosphere at work is attractive and positive. In order to create such an atmosphere, employees’ well-being and value must be placed at the heart of the company’s concerns. We no longer run after the results, but rather after the happiness and fulfillment of the employee. Moreover, it has been proven that convincing results are observed when the employee is happy and fulfilled in his work. The employee is more productive when he feels less pressure and more joy. Hence the effectiveness of happy management.
To succeed in making employees happy, to be at the heart of their well-being, certain key principles must be respected.
Trust and transparency, the keys to employee well-being
Employee advocacy and happy management must be intimately linked to the success of the first. In order to create a healthy work environment, you need to place some trust in your employees. Thus we maintain good relations with them, we motivate them in the execution of their activities and above all we obtain from them, a satisfactory performance. To this trust must be added transparency in the treatment and management of the business of the company.