Cue. Routine. Reward.
Did you know that over 50% of all employees post on social media, but according to a widely cited Gallup poll, only one-third of employees worldwide are engaged at work. That's a pretty big deficit when you consider how often that same one-third is logging into Facebook, or LinkedIn, or WhatsApp during the course of their work day.
If one of the basic intentions of an Employee Advocacy program is to leverage the natural enthusiasm of your workforce, it makes sense to launch your program with those who are most active on social. Still, even when your content is "ah-mazing" you may find your participants aren't sharing on a consistent or even semi-regular basis.
That's the time to unpack the Cue. Routine. Reward. approach. Essentially this means building on an already deeply embedded set of behaviors, like checking Facebook multiple times each day, and creating a new routine on top of it.
If you remember P&G's Febreze rollout several years ago, the cue approach may sound familiar. From the New York Times: "The process within our brains that creates habits is a three-step loop. First, there is a cue, a trigger that tells your brain to go into automatic mode and which habit to use. Then there is the routine, which can be physical or mental or emotional. Finally, there is a reward, which helps your brain figure out if this particular loop is worth remembering for the future."
Considerations for creating the desired new sharing behavior: