The success of an Employee Advocacy program depends above all on the motivation and pro-activity of employees to carry out the actions expected from them, such as sharing content. If the novelty of the program makes it possible to initiate with the expected participation, it can be difficult to maintain this in the mid-term.
It is for this purpose that it may be appropriate to set up a internal challenge – or gamification – in order to boost this approach which will lead to valuing – and possibly rewarding – the best contributors.
What is “gamification”?
Gamification is a way that many companies use today to encourage the participation and commitment of their employees and which consists of organizing games and internal challenges.
The goal of gamification
Its main goal is not to get employees to share as much as possible. This would risk turning them into “network spammers” and would not contribute to the proper development of their personal branding or the brand image of their company.
👉 The real goal is to increase user engagement by providing an additional incentive for sharing.
But the ultimate goal is to strategically promote content and support employees in their own digital development by rewarding thought leadership activity.
Motivate your troops!
If you have set up an Employee Advocacy program and you notice a decrease in the commitment of your employees, then it is wise to boost your program!
The leaderboards of your Limber platform are there to help you challenge your teams! Follow the performance of your employees in real time on your Limber platform and value the most invested thanks to configurable scoring and leaderboards displaying individual and team rankings.
Thanks to the ranking and the possibility of assigning a different score according to the type of action generated, you can easily set up a challenge and measure its evolution as well as its effectiveness from your Leaderboard in the “Analytics” tab.
How to set up a challenge?
1. The Target
Determine who will be the participants of this contest. From the HR department to Group Management, the challenge you are going to set up can concern a specific department (sales, marketing, HR, communication, etc.) or be global by involving employees from all departments.
If you have different Limber licenses, you can also decide to aim this challenge only to Ambassador licenses or Advocate licenses.
2. The Reward
Since each company is unique, there is no “model” reward. You probably already have a few ideas in mind with rewards already offered in the past within your company and which have won over your employees.
Here are some rewards ideas:
- Team lunch
- Gift cards
- Benefits within the company …
3. The Duration
Define a duration, not too short so that your collaborators have time to start this challenge and not too long not to create a feeling of weariness in their motivation.
Once your duration has been chosen, you will be able to define your internal communication calendar around this challenge (e.g. email to announce the challenge on D-15, reminder on D-7, etc.) and also structure your challenge with key dates (such as a bonus point for a particular type of action during the last week of the contest).
4. The Score
Your Limber Leaderboard score is configured as follows:
Score = total number of shares + total number of clicks generated + number of engagements
By default, 1 share = 1 point, 1 click = 1 point, 1 engagement = 1 point. With Limber, you have the possibility to assign unique scores according to the type of action generated by your collaborators.
For example, if you want to value the share action during this challenge, you can decide to award 5 points for each share. The new score will then be as follows: 1 share = 5 points, 1 click = 1 point…
3 tips for successful gamification
Here are three key areas to focus on, to ensure you get the most out of gamification.
1. Define your goals
As in any project launch, it is necessary to define beforehand the objectives that you wish to achieve by setting up an internal challenge.
This may be, for example, to achieve a quantified objective (such as a threshold of registered for a Webinar by promoting this event via your ambassadors), to boost the visibility of the brand on a particular social network or even simply to re – boost the commitment of your employees.
2. Communicate on a long-term basis
When a challenge is underway, communication is key!
In addition to internal communication at the launch of the challenge, it is necessary to communicate with employees on a daily or weekly basis (depending on the duration of the challenge) via Newsletters or e-mail.
On the one hand, to inform them of the evolution of the ranking (which will stimulate the competition effect between collaborators) but also to remind them of new content available and ready to be shared.
3. Vary the challenges
If you want to organise several challenges during the year, think of varying them so as not to “bore” your employees by repeating the same type of challenge each time.
- Challenge a different department: if the previous challenge was aimed at the sales team, organise this new contest with the marketing team!
- Value specific content: during the challenge, award extra points for sharing this content (e.g. the article on your latest business case).
- Organise group challenges: individual competitions are good but team competitions are even better! Create groups of 3 or 4 employees for example, this will initiate a real team spirit.
💡 Depending on the size of your team, consider rewarding several employees and not just one person. e.g. top 3 or top 5 in the final result.
Limber was designed to deploy your Content Marketing, Social Selling and Employee Advocacy strategies with ease. The platform allows you to centralise content and share it on various channels such as newsletter, blog and social networks.
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