It’s true, scavenger hunts are fun and interactive games, which could be developed as an educational tool, too. Did you know scavenger hunts serve many purposes?
Scavenger hunts are used as a team building activity, a vehicle for an attention grabbing presentation, an effective way to educating employees, a means to driving traffic to your doorstep or booth, a nonthreatening way to collect valuable customer or prospect information, or as an employee advocacy program.
What is employee advocacy?
Employee advocacy is a relatively new term used to describe utilizing your employees, those white nights in the company, to promote the company’s brand, products or services, or to give your company additional exposure through the employee’s personal online reach, either via social media, emails, discussion boards, forums, chats and more.
Why not? Many times your employees, no matter the level of authority and status, have a larger online reach. In some cases, these employees have a bigger social media audience over the C suite team members, or the company as a whole. Not to mention, their online contacts may be the target audience for your company, product or brand. It only makes sense to explore and consider using this avenue as part of the company’s marketing efforts.
Developing ongoing dialogue and engagement with customers to deepen relationships ranks as the leading external social strategy objective for organizations with more than 250 employees.
– by MarketingCharts staff (Altimeter Group study)
Even though employee advocacy is still in its infancy stages, 42% of respondents are testing and sampling this marketing strategy, even though only 18% feel their ready for this new marketing method.
– by MarketingCharts staff (Altimeter Group study)
Introducing Employee Advocacy
One of the easiest ways to test employee advocacy effectiveness, or introduce an employee advocacy program, is through a fun and interactive game, a scavenger hunt! There are infinite ways to execute a corporate scavenger hunt, with nearly the same number of objectives. As always, Thrill of the Hunt suggests combining a traditional scavenger hunt with social media and online tools for exponential fun. Incorporating social media opens the doors for an employee advocacy program test, disguised as a scavenger hunt.
Please note, Thrill of the Hunt doesn’t promote misleading any employee or participant. We encourage you to be upfront with your employees and share your objectives. We’ve found employees respect their employer and company, and respond to the scavenger hunt better, when included in the game plan. The employees also understand the true purpose of the scavenger hunt and are more inclined to accomplish said goals.
Goals? Objectives? KPIs?
A team building or employee advocacy scavenger hunt can, and should accomplish several goals and objectives. Be specific and set guidelines how they’re to be accomplish and measured, custom to your needs. Suggestions:
- Educate team members on company, products or services
- Educate the public on company, products or services
- Increase overall company online footprint – SEO (brand and reputation)
- Entice new workforce, employee retention
- Encourage teamwork
- Sharpen problem solving skills
- Create a controlled setting for social interaction between employees
- Increase company online reach through employee contacts
- Increase company social media followers and audience
- Promote healthy competition between departments or offices
- Build company loyalty and morale
Since this type of employee advocacy avenue is custom, there are many basic standards to incorporate into your outing. Be creative and have fun with the development and execution of the scavenger hunt. Remember, if the top level management is excited about the game, that positive attitude spreads like wildfire throughout the entire establishment, equal to negative or unenthusiastic support.
Whether you’re holding the scavenger hunt in your office building, at a local park, or throughout a downtown area, use your environment to prompt the clues and challenges. Incorporate local history, cultural districts or popular spots in the game. How does this help promote the company? It shows your roots and your area. Customers and prospects love seeing those personal touches behind a company and a brand, including back-end information, especially if it’s not common knowledge. People love being in the know!
Being apart of a team is not only fun for the employees and creates a social setting, but it also encourages each employee to step up and use his or her best assets to figure out the clues and complete the challenges. Team building exercises create an environment for company morale to flourish, especially if the scavenger hunt is set up to showcase team spirit.
Since this is an employee advocacy scavenger hunt, the teams should be encouraged to show off their online audience, and turn posting on social media into a competition. Accomplishing this as a team is great, but also make sure you take it a step further by having everyone in the group participate in their own way. Whether it’s through emailing friends and family, or obtaining the most likes, or reaching the largest online reach. Sure the group is working as a team, but make sure it’s clear, every person is important and their contacts, no matter how they’re reached, benefits the group as a whole.
Naturally, getting your employees out and about speaks volumes with respect to employee happiness and retention, but it also has additional benefits.
Depending how the scavenger hunt is built, it could promote creative thinking, sharpen problem solving skills, and increase knowledge in the company, product or service, all building the foundation for company loyalty and structure.
A corporate scavenger hunt, or an employee advocacy scavenger hunt ultimately gains a larger online audience through each employee, not just a single person. This test may uncover the person best suited for such a program, either because of their reach, audience qualifications, or the enthusiasm of the employee.
Let’s not forget, a corporate scavenger hunt allows the company to have fun and blow off steam, while increasing the reach of the company or brand. Never underestimate the power of recharging your employees.
To really have a good gauge behind the scavenger hunt, proper tracking should be set in place and evaluated. This information will determine the effectiveness of the online communication, as well as which employees were the most effective. There are many online tools to assist with this process, as well as employee advocacy tools. Some may work in tandem with processes in place, such as Salesforce. Thoroughly review and these forms of measurement prior to the scavenger hunt. Your employees will be excited to see the results.
Sure this event is a test and an introduction to a new method of marketing, however, keep your employees in mind. Reward their efforts with prizes or perks. This is the company’s opportunity to build brand loyalty with the distribution of promotional products, paid days off, stocks, a free pass for a task to pass along to management and so on. Think like the employee or take a survey of what prizes are most valuable.
Length of the Scavenger Hunt
A scavenger hunt can consist of one to two hours, be an all day event, or it could span several months, possibly to coincide with the beginning and ending of a quarter to assist with meeting financial and marketing objectives and goals. There is no set length, but whatever is chosen make sure it’s communicated to the entire team and a specific person is designated to follow up on the status and progress, to keep everyone in the loop and to build and maintain the hype.
Surprisingly, with respect to social strategy objectives, 8 in 10 strategists listed brand health as being important and very important, compared to 76% stating the same level of importance for customer experience.
Keep in mind if the employees are presented with material that’s share-worthy and has value, to either them or their audience, they’ll share and promote their place of employment, especially if they’re happy in their workplace and are loyal to the company or brand.
Your employee advocacy scavenger hunt will influence and reach online audiences if done correctly.
Did you create your very own team building or employee advocacy scavenger hunt? Share your story with us! Game@thrillofhunt.com.
If you’d like to learn more about our suggested themes and ideas, let us know. We’d be happy to discuss and provide you with a free quote.
Thrill of the Hunt exclusively develops and administers to themed scavenger hunts for public and private events such as team building activities, company outings, fundraisers and private parties.
Remember, Everyone needs to … Experience the Game!