7 Gamification Tricks That Will Skyrocket Your Employee Advocacy Program!
Ever feel like you’re trying to herd cats? That’s what managing an employee advocacy program can feel like sometimes. You know how powerful it is to have your team sharing your company’s story, but getting them to actually do it? Well, that’s a whole different ballgame. It’s like pulling teeth, right? You send out an email, maybe a Slack message, and... crickets. You get a few enthusiastic shares from the same folks, but the rest of the team just isn’t biting. I’ve been there. I’ve seen it firsthand, and let me tell you, it’s frustrating. You’ve got this incredible, untapped resource—your employees—and you just can’t get them to engage.
So, what’s the secret sauce? How do you turn a passive team into an army of passionate brand advocates? The answer is simpler than you think: you make it fun. You introduce a little friendly competition, a few rewards, and a dash of excitement. You gamify the whole process. Think about it. Why do we get so hooked on video games? It’s not just about the graphics; it’s about the challenge, the progress, the sense of accomplishment. We want to level up, earn badges, and see our names on the leaderboard. And guess what? Your employees are no different. They’re human, after all.
In this post, we’re going to dive deep into exactly how you can use gamification to breathe new life into your employee advocacy program. We’re not just talking about some flimsy points system. We’re talking about a strategic approach that taps into human psychology, drives real results, and makes your employees genuinely excited to share your content. By the time we’re done, you’ll have a clear roadmap to a program that doesn’t just work—it thrives. Let’s get to it!
---Table of Contents
Why Gamification Works Like Magic in Employee Advocacy
7 Gamification Strategies to Supercharge Your Program
Building Your Own Gamified Program
---What Exactly Is Gamification? (It's More Than Just a Game!)
Before we get into the nitty-gritty, let's make sure we're on the same page. Gamification isn't about turning your office into a giant arcade. It's the smart, strategic use of game-like elements—think points, badges, leaderboards, and challenges—in non-game contexts. The goal is to motivate people, solve problems, and boost engagement. In our case, that "non-game context" is your employee advocacy program. We're borrowing the things that make games so captivating and applying them to a business objective. It’s like a secret weapon for engagement. Instead of just telling people what to do, you're inviting them to play along, to participate in a way that feels rewarding and fun. You're leveraging our natural human desire for achievement and recognition. Think about how good it feels to check off a task on a to-do list. Now multiply that feeling by ten, add a few shiny badges, and you're getting close to what gamification can do.
---Why Gamification Works Like Magic in Employee Advocacy
So, why is this a match made in heaven? It boils down to a few key psychological triggers:
1. It Feeds Our Desire for Achievement: We all want to feel like we’re making progress. Gamification gives employees a clear path to success. They can see their points increase, their rank on the leaderboard climb, and their impact grow. It's a tangible way to measure their contribution, and that feels good. It's the same reason we love to see a progress bar fill up—it tells us we're getting closer to our goal.
2. It Taps into Healthy Competition: A little friendly rivalry never hurt anyone. Leaderboards are a fantastic way to spark competition and get people motivated. Nobody wants to be at the bottom, and everyone secretly wants to see their name at the top. It creates a buzz, a little water-cooler chatter, and before you know it, people are actively participating just to keep up with their colleagues.
3. It Provides Instant Gratification: Traditional rewards like bonuses or promotions are great, but they’re often far in the future. Gamification offers instant feedback. Share a post? Ding! You get points. Someone clicks on your link? Ding! More points. This immediate positive reinforcement keeps people coming back for more.
4. It Makes It Fun: This is the most important part. Employee advocacy can sometimes feel like a chore. Gamification changes the narrative. It turns a task into a game. When something is fun, people don't need to be told to do it—they want to do it. It’s a complete mindset shift, from "I have to share this" to "I wonder if I can beat Sarah's score this week."
5. It Fosters a Sense of Community: When people are all working toward a common goal (or competing for a shared prize), it builds camaraderie. Teams can challenge each other, celebrate victories, and even poke fun at who’s in the lead. This strengthens internal bonds and creates a more positive, connected work environment.
---7 Gamification Strategies to Supercharge Your Employee Advocacy Program
Alright, let’s get down to brass tacks. These aren't just theoretical ideas; these are proven strategies that I've seen work wonders. Pick a few, mix and match, and see what gets your team fired up.
1. Points and a Leaderboard: The Classic Combo
This is the foundation of most gamified systems because it’s so simple and effective. Assign points for specific actions: a share, a like, a comment, or a click on a link. The more valuable the action, the more points it earns. For example, a share on LinkedIn might be worth 10 points, while a comment is worth 5, and a new lead generated from a shared link is worth 100 points. Display a real-time leaderboard so everyone can see who’s in the lead. You can have a company-wide leaderboard, or you can break it down by department, team, or even region. This adds another layer of competition and makes the game more personal. You'll be amazed at how quickly people will start checking that leaderboard every day.
2. Badges and Milestones: The Virtual Trophies
Points are great, but badges are what make it feel special. Think of them as virtual trophies. Create badges for specific achievements: a “Social Butterfly” badge for sharing 20 posts, a “Content Curator” badge for suggesting a piece of content that gets published, or a “Power Advocate” badge for being a top performer for a quarter. Badges are a form of social currency. They’re a way for people to show off their expertise and dedication. They can even unlock new features or higher-level challenges within the program. It’s like earning a new stripe on your uniform—it’s a visible sign of your commitment and skill.
3. Challenges and Quests: The Adventure Begins
Sometimes, a simple points system can get a little stale. That’s where challenges come in. These are short, time-bound goals that add a sense of urgency and purpose. For example, a “LinkedIn Power Week” challenge where the goal is to get as many likes on a single post as possible, or a "Customer Story Quest" where the first person to share a specific customer testimonial gets a bonus prize. Challenges are fantastic for boosting engagement during key campaigns, like a new product launch or a major announcement. They create a burst of energy and get everyone focused on a single, exciting goal. Think of it like a sprint in a marathon—it breaks up the long run and gives everyone a burst of motivation.
4. Rewards and Incentives: The Grand Prize
What’s a game without a prize? The rewards don’t have to be huge, but they have to be something people actually want. Think beyond a generic gift card. Consider things like:
- A special lunch with the CEO or a senior leader.
- Extra vacation days or a half-day off.
- Company swag that people actually want to wear (think high-quality hoodies, not cheap t-shirts).
- A donation to a charity of their choice in their name.
- A bonus or a prize for the top 3 on the leaderboard at the end of the month.
- Professional development opportunities, like a free course or a conference ticket.
- A "Champion's Cup" that gets passed around the office each month, engraved with the winner's name.
The key here is to make the rewards meaningful and tied to your company culture. It’s not just about getting something; it’s about being recognized and feeling valued.
5. The Wheel of Fortune: Adding a Twist of Luck
To keep things fresh and exciting, introduce a little element of chance. Every time an employee reaches a certain milestone—say, 50 shares or 1,000 points—they get to spin a virtual Wheel of Fortune. The wheel could have a variety of prizes on it, from a small gift card to a prime parking spot for a month, or even a coveted "get out of a meeting" pass. This adds an element of surprise and makes the process feel less like a chore and more like a fun game. Plus, it gives everyone a chance to win, not just the top performers.
6. Team-Based Gamification: The Power of Collaboration
While individual competition is great, don’t underestimate the power of teamwork. Create team-based challenges where different departments or teams compete against each other. The marketing team vs. the sales team, for example. The goal isn’t to see who gets the most points individually, but which team can reach a collective goal first. This encourages collaboration and peer-to-peer encouragement. Team members will start sharing tips, reminding each other to post, and celebrating collective victories. It’s a great way to boost morale and foster a sense of shared purpose. Nothing gets a team going like a common enemy—even if that “enemy” is just another department in the office!
7. Story-Driven Narratives: The Hero’s Journey
This is an advanced but incredibly powerful strategy. Frame the entire employee advocacy program as a story. Every employee is a "brand champion" on a mission. Their points are "influence" points, their badges are "level-ups," and the leaderboards show who is the "most influential hero." You can create a narrative around your company's mission and how each share contributes to that larger story. This taps into a deeper level of motivation and makes the experience more engaging and meaningful. It’s not just about earning points; it’s about being part of something bigger than yourself. It turns a simple task into an epic quest.
And now, a quick infographic to help you visualize these concepts.
---Common Mistakes to Avoid (The Pitfalls of Gamification)
As with any good strategy, there are a few traps you need to watch out for. Gamification can backfire if you don't do it right. I've seen it happen. You launch a new program with all the excitement in the world, and then it just... fizzles. Why? Because a few key things were missed.
1. Making it Too Complicated: If your rules are so complex that people need a manual to understand them, you’ve already lost. Keep it simple. Points for shares, points for clicks, a simple leaderboard. Don't overengineer it. The goal is to make it easy to participate, not to create a new hobby for your team.
2. Focusing Only on the Top 1%: It’s easy to get fixated on the top performers, but what about everyone else? If the same 5 people are always at the top of the leaderboard, others will quickly lose motivation. They’ll think, "Why bother? I can never catch up." Make sure you have rewards and recognition for everyone. Maybe a prize for the person who showed the most improvement, or a small reward for everyone who hits a certain baseline number of shares. This keeps the whole team engaged.
3. Irrelevant Rewards: As I mentioned before, the rewards have to be desirable. If the grand prize is a company pen and a handshake, nobody is going to get excited. Get to know your team. Ask them what they would find valuable. Is it a day off? A chance to lead a project? An Amazon gift card? Tailor the rewards to your audience.
4. Not Promoting It: A gamified program doesn't run itself. You need to promote it continuously. Send out weekly updates, celebrate winners publicly, and post fun, encouraging messages. If it feels like a one-and-done launch, it will be. It needs to be a constant, living part of your company culture.
5. Forgetting the “Why”: Gamification is a tool, not the goal itself. The goal is to build an engaged team of brand advocates. Don't get so caught up in the points and badges that you forget to explain the bigger picture. Remind your team why their advocacy matters—that it’s helping the company grow, build trust, and reach new audiences. Connect their actions to a meaningful purpose, and the rewards will feel even more valuable.
---Real-World Success Stories (It's Not Just a Theory!)
Don't just take my word for it. Companies are using gamification right now to drive incredible results. A great example is Dell. They launched a social media training program called Social Media University for their sales team. It was gamified with a point system and a leaderboard, and it was a huge success. The team that had the highest score at the end of the year got to attend a Dell-sponsored event. The program not only boosted their social media presence but also gave their sales reps the confidence to use social media for prospecting and lead generation. It turned something intimidating into an exciting challenge.
Another fantastic case study is Zappos. They’ve long been known for their incredible customer service, and a big part of that is their internal culture. They use gamification to train employees and reinforce their values. They created a game for new hires called "Core Values Quest," where employees earn points by learning about the company's culture and values. It’s a fun, engaging way to make sure everyone is on the same page from day one. This proactive approach ensures that their employees are not just doing a job; they're living the company's values, and that naturally translates into passionate brand advocacy. It’s a brilliant strategy because it integrates gamification into the very fabric of their company culture, making it feel less like a one-off program and more like "just how we do things around here."
Want to read more? Check out these great resources:
It’s important to remember that these are not just case studies of a few isolated successes. These are part of a growing trend. The data shows that gamification, when done right, can lead to incredible increases in employee engagement, which directly translates to a more powerful and effective employee advocacy program. The ROI is undeniable. It's an investment in your people, and in turn, your people become your most valuable marketing asset. It’s a win-win situation for everyone involved. Your employees feel more valued and connected, and your brand gets a massive, authentic boost. What’s not to love about that?
Now, let’s talk a little bit more about why this isn't just a temporary fad. The truth is, gamification taps into something fundamental about human nature. We're wired to respond to challenges, to seek out rewards, and to feel a sense of mastery. Think about a child learning to walk. Every step is a mini-challenge, and the reward is the ability to move independently. Or consider the simple joy of solving a puzzle. It’s not about the prize at the end; it's about the satisfaction of completing the task itself. We all have that innate drive within us, and a well-designed gamification program simply channels that energy toward a positive outcome for the company. It’s not manipulation; it's motivation. It’s creating a system where doing the right thing for the business also feels good and rewarding on a personal level. It's about aligning individual goals with company goals in a way that feels natural and, dare I say it, fun.
---Building Your Own Gamified Program: A Step-by-Step Guide
Feeling inspired? Good! Now let's talk about how you can actually make this happen. Here's a simple roadmap to follow:
Step 1: Define Your Goals. Before you do anything else, figure out what you want to achieve. Do you want to increase brand awareness? Generate more leads? Drive traffic to a new blog post? Your goals will determine what actions you reward. For example, if your goal is lead generation, you'll want to give more points for a share that results in a new customer contact. It's the most crucial step because it gives your program a clear purpose. Without a clear goal, your gamification efforts will just be a bunch of random bells and whistles without any real substance. It’s like setting off on a journey without knowing your destination. You might have a fun time, but you’ll never truly get anywhere.
Step 2: Choose Your Platform. You don't have to build a custom tool from scratch. There are fantastic employee advocacy platforms out there that have built-in gamification features. Look for one that allows you to easily assign points, create leaderboards, and track performance. Some great options include PostBeyond, Smarp, and EveryoneSocial. These platforms make it incredibly easy to manage the program, track results, and keep everyone engaged without a ton of manual work. Think of it as your virtual playground, all set up and ready to go.
Step 3: Develop Your Rules and Rewards. This is where the creativity comes in. Decide on your point system. What actions are you rewarding? How many points is each action worth? Then, come up with your badges and challenges. Don’t be afraid to get creative here! Think of fun names and exciting missions. And most importantly, choose rewards that will truly motivate your team. Poll your employees if you have to. What do they want? A day off? A fancy lunch? A small bonus? The more relevant the reward, the more engaged they’ll be. A good rule of thumb is to have a mix of extrinsic rewards (the tangible prizes) and intrinsic rewards (the feeling of accomplishment, recognition, and mastery). Both are important for a successful program.
Step 4: Communicate and Launch. This is not a "build it and they will come" situation. You need to create a splash. Send a company-wide email, host a virtual town hall, and get your leadership team to be the first to participate. Make a big deal out of it. Explain the rules, show them the leaderboard, and get everyone excited about the prizes. Your launch is critical to setting the tone. If it feels like a chore from the get-go, it will fail. If it feels like a fun new initiative, people will jump on board. And remember, the launch is just the beginning. You need to keep the momentum going with regular updates and celebrations.
Step 5: Measure and Iterate. A great program is never static. You need to constantly measure your results and make adjustments. Are people sharing the right content? Is the leaderboard driving competition? Are the rewards working? Use the data from your platform to see what’s working and what’s not. Ask for feedback from your employees. What do they like? What would they change? The best programs are the ones that evolve over time based on real-world feedback. It’s a continuous process of learning and improvement. The key is to be flexible and willing to try new things. Maybe a monthly challenge works better than a weekly one. Maybe people are more motivated by team-based goals than individual ones. The data will tell you what you need to know. You'll be surprised at how much you can learn from a simple survey or a quick chat with a few team members.
And that's it! It sounds like a lot, but if you break it down into these manageable steps, you'll find that building a successful, gamified employee advocacy program is not only possible but also incredibly rewarding. It's a journey, not a destination, and one that is well worth taking. You'll not only see a boost in your brand's reach but also in your team's morale and overall engagement. It's a true game-changer. So go ahead, give it a shot. Your brand—and your employees—will thank you for it.
Employee Advocacy, Gamification, Brand Champions, Social Selling, Employee Engagement
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