It's tempting to build an employee advocacy program on the shifting sand of assumptions. As marketers, we can fall prey to the belief that employees are just another marketing channel. Like email or social, our employees will simply deliver our message to their friends and colleagues – whenever and wherever we want them to.
Bad news: Employees don't operate like email or social. If we want employees to adopt our advocacy programs, we need to consult them and find out what our employees want. Here are four questions that you should ask your employees.