Determining which Key Performance Indicators (KPIs) are most relevant for your organization’s employee advocacy program involves understanding your specific goals, resources, and target audience. Here’s a step-by-step guide to help you identify the most appropriate KPIs:


Define Your Objectives

Start by clarifying the primary objectives of your employee advocacy program. Are you aiming to increase brand awareness, drive lead generation, improve employee engagement, enhance brand perception, or achieve other specific goals?


Understand Your Audience

Consider the characteristics and preferences of your target audience. Which platforms do they frequent? What type of content resonates with them? Understanding your audience will help you select KPIs that align with their behavior and preferences.


Assess Available Resources

Evaluate the resources, tools, and technology available to track and measure KPIs effectively. Consider whether you have access to analytics platforms, social media monitoring tools, or employee feedback mechanisms.


Prioritize Metrics Based on Goals

Match your goals with relevant KPIs. For example:

    • If your goal is to increase brand awareness, focus on metrics like total impressions, social shares, and brand mentions.
    • For lead generation and sales, track metrics such as click-through rates, conversion rates, and revenue attributed to employee advocacy efforts.
    • If improving employee engagement is a priority, consider metrics like participation rate, activity frequency, and employee feedback.


Consider Industry Benchmarks

Research industry benchmarks and standards to understand typical performance metrics for employee advocacy programs within your industry e.g. via the Sociuu Benchmark report. This can provide valuable context for setting realistic targets and evaluating performance.


Be Flexible and Iterative

Keep in mind that the selection of KPIs may evolve over time as your program matures and business priorities change. Stay flexible and open to adjusting your KPIs based on emerging trends, feedback, and insights.


Track and Analyze Results

Once you’ve identified your KPIs, consistently track and analyze the results. Use the data to identify trends, areas for improvement, and opportunities for optimization.


By following these steps and aligning your KPI selection with your organization’s objectives, audience preferences, and available resources, you can effectively measure the success of your employee advocacy program and drive meaningful results.

Get to know more about how to measure your Employee Advocacy program success with our post about the Key KPI’s that you can use!