Employee engagement as a driving medium for advocacy

Employee Advocacy means that employees act as an advocate to the company, they are brand ambassadors, representing values of the organization and hence playing a major part in creating and maintaining reputation. Even though this is not a new phenomenon; this term is extensively believed in today. Companies are super cautious of what kind of people they hire and what kind of skill sets they bring along.

Talent is one criterion, but will they speak well of your company and reach out to the right audiences? Spreading the good is quintessential for attracting the good, it cannot be accounted for how many are being attracted but it will definitely introduce the right kind of environment constructed by employees. Conveying appreciation or gratitude through various mediums, verbal or written qualifies as an efficient advocate. 


Creating advocates through Engagement 


In this age where the workplace is going through a disruption, how do you turn your employees into advocates? Employee engagement is your answer  Everyday employees enjoy an unprecedented level of power over their employers, by virtue of the fact that relevant talent and skills have become rare in the modern job market. Other employers are waiting to snap up good talent from another company, that has failed to engage them. Clearly, it has never been more important to hold on to valued employees, and most businesses will talk about the efforts they make to keep staff happy, productive and engaged. That’s certainly a laudable goal, however, there is a gap between businesses’ ambition to engage workers and their ability to do so.


Any Human Resource person will agree that engagement, productivity, and retention go hand in hand, therefore employee engagement is of paramount importance for  any organisation., According to  Global Survey done by Deloitte  culture and engagement are  the most important issues that companies are facing around the world, with 87% of them citing culture and engagement as one of their top challenges. To meet these challenges, technology partakes an important role. Digitally enabled workspace is need of the hour for a reason, it boosts the culture and promotes high engagement across verticals and horizontals. 


Technology is truly valuable to employees when it creates opportunities to learn new skills, build relationships, and develop careers when it acts “as a tool to help people be more engaged. Technology can play a critical role at every stage whether onboarding, ongoing engagement or career development. During the onboarding process, technology can help one “go from being a brand-new employee to being someone who understands the company, understands our culture, and feels comfortable” within the first 30 to 90 days of employment.

Ongoing engagement and skills development follow, through technology-enabled collaboration. A third benefit is career development, where HR technology can provide employees with the information to help them understand what it takes to be successful at the company and move forward. Technologies in HR and particularly, emerging ones, can help with employee engagement and ultimately create advocates. 


How do you measure this engagement?


It is likely that many organizations do not have a real picture of engagement, and believe their workers are happier, more productive and more engaged than they actually are. In an age of instant feedback and empowered employees, companies need a more accurate way to monitor the state of their workforce and a more proactive approach to communicating with their employees. This begins in the boardroom, where HR must not just make employee engagement a priority but also make it clear to other business leaders how employee engagement affects the organization’s performance.



Being able to demonstrate the ROI of engagement initiatives to the C-suite will, in turn, drive employee engagement even further up the company’s agenda. By using technologies at their disposal, from data analytics to dynamic employee feedback mechanisms, and linking this information with sales figures, productivity rates, and customer feedback, HR departments will be in an ideal position to achieve this and help the company retain its most valuable assets – its people.


The first step to understanding that employee advocacy is employee engagement. Engaged employees are happy, and these happy campers tend to become the biggest campaigners for your company. Digital enablement and the use of the latest technologies in employee engagement help with employee retention, creating a bond between employees, and ultimately the company.


Author- Shailesh Singla - Country Head - HCM Business, Oracle India.


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