So momentum is really important. It's make or break for your Advocacy Programme. The biggest mistake is treating advocacy like a campaign instead of a culture.

Let's face it, launches are exciting. People sign up, there's training, there's kickoff events. There might be some branded cupcakes in the office. But momentum fades if employees don't see that ongoing value. 

The programmes that work long term usually get these three things right. First one is simplicity, and that's the fact that sharing content should be quick and made easy. If it feels complicated, people won't do it. The second one is really visibility and recognition. Employees should really see that their contributions are being noticed, whether that's leadership engaging with them, or internal shout outs or recognition from their colleagues. All of that really helps to reinforce that their voice matters. And three is really delivering on that promise.

If the programme said it was going to help employees build their profile, progress their careers, help with internal visibility, connect them with communities, then the company really needs to deliver on that. Through things like internal visibility or progression opportunities or incentives. When employees see real value, advocacy stops feeling like a task and something they have to do and becomes something they want to be part of.