Employees as company ambassadors are among the hottest topics and significant trends in 2024. We have been engaged in such programs and training on their launch for five years and have accumulated considerable experience. Besides, communication with colleagues from different countries and studying the practices of various companies allowed us to collect extraordinary cases and ideas.
Today, we would like to discuss one of the topics that was taught the most — the motivation of ambassadors. Participation in an employee advocacy program is not a sprint but a marathon. However, many people on such a long horizon quickly «run out of steam» and get off the track. Therefore, the task of providing motivational support along the whole way is one of the most important for a person who is responsible for the implementation of such programs. How can you ensure your team reaches the finish line and shows a good result? That is what we will talk about in this article.
Theory of motivation: the scientific approach
The apparent formula ‘everyone is different’ is often forgotten. This means that each person is motivated by different things. One of the most common mistakes of an employee advocacy program is to form motivation based on what the leader or manager likes. This can lead to ineffective motivation strategies. We recommend providing opportunities for different types of people to avoid this trap.
We often use Gerchikov’s basic theory of labor motivation as a basis (you can choose your version, as long as it reflects the needs of different types of people).
It allows you to think about benefits for different people. So, who do we have:
— Avoidant type of motivation («lumpen»). Such people who do everything to avoid being punished and, at the same time, not overwork, we do not recommend taking into the program at all. Identify them at the entrance and reject them.
— Instrumental type of motivation. Work and activity are not a priority for such a person; they must be rewarded. Such people can be taken into a team, and gifts and gamification tools will work well for them, where you will offer specific bonuses — vacation days or material gifts — for the points gained.
— Professional type of motivation. Such people appreciate work’s content and the opportunity to prove (not only to others but also to themselves) that they can cope with a difficult task, which not everyone can do. Such a person is motivated by the very content of the work and can offer new ideas. For such people, one of the best types of motivation will be training and exciting and challenging tasks that you can offer them.
— Patriotic type of motivation. These employees care about the common cause; they strive to be part of the team, and it is essential for them to feel their importance to the organization. They work with complete dedication, but for comfort, they need a good atmosphere, recognition from the head, and regular gratitude for their successes and actions.
— Ownership type. This is one of the most self-reliant employees, as he is willing to take full responsibility for the outcome of the work. He is one of those who takes the initiative and is ready to bring results. At the same time, freedom, authority, and support for his actions are important to him.
Knowing these people, you can offer something unique to each in your program.
