Google Plus, before its discontinuation in April 2019, was a versatile tool for businesses to engage employees and boost internal communication. One of its most valuable features was its ability to support employee advocacy programs. Although Google Plus no longer exists, the lessons learned from using it for employee engagement can still be applied to other platforms like Google Workspace, Slack, Microsoft Teams, or specialized employee advocacy tools like Bambu or GaggleAMP.
In this guide, we’ll explore how Google Plus Communities and features were used for employee advocacy and internal communication, and how similar strategies can be applied to modern platforms.
1. The Importance of Employee Advocacy and Internal Communication
Before diving into the details of how Google Plus supported these functions, it’s important to understand why they matter.
a) Employee Advocacy
Employee advocacy is the promotion of an organization by its employees. When employees share content about their company, its products, or its mission, they amplify the brand’s reach and credibility. Studies show that people are more likely to trust recommendations from friends, family, or colleagues than from a company’s marketing.
Some benefits of employee advocacy include:
- Increased brand visibility: Employees can help reach audiences the company might not reach on its own.
- Higher engagement rates: Content shared by employees tends to receive more engagement than content shared by official company accounts.
- Establishing thought leadership: Employees sharing industry-related content positions them and the company as thought leaders.
b) Internal Communication
Internal communication ensures that employees are well-informed, aligned with company goals, and able to collaborate effectively. Strong internal communication leads to:
- Higher employee engagement: Employees who feel connected to their company’s mission and values are more engaged and motivated.
- Improved collaboration: Open lines of communication foster teamwork and innovation.
- Reduced misunderstandings: Clear communication helps prevent confusion or misinformation, ensuring smoother workflows.
2. How Google Plus Supported Employee Advocacy and Internal Communication
Google Plus provided several features that businesses used to boost both employee advocacy and internal communication. While the platform is no longer available, these functions are still relevant and can be implemented using modern tools.
a) Google Plus Communities for Employee Advocacy
Google Plus Communities were private or public groups where users could share content, participate in discussions, and connect over shared interests. Businesses leveraged this feature to create internal communities focused on employee advocacy.
Here’s how it worked:
- Creating Advocacy Communities: Companies would create private Communities where employees could access shareable content. This could include blog posts, product updates, company news, or relevant industry content.
- Encouraging Sharing: In these Communities, employees were encouraged to share the provided content on their personal social media profiles, thus amplifying the company’s reach.
- Recognition for Participation: Employees who actively participated in the advocacy program were often recognized or rewarded, whether through internal recognition, incentives, or points systems.
Google Plus Communities made it easy to organize advocacy content, distribute it to employees, and track who was participating. Today, platforms like LinkedIn Elevate, Bambu, and Sprout Social offer similar functionality.
b) Google Plus Circles for Targeted Communication
Google Plus used Circles, a feature that allowed users to organize contacts into groups for sharing content more selectively. Businesses could create Circles for different teams, departments, or regions, ensuring that internal communication was targeted and relevant.
For example:
- A marketing team could be part of a Marketing Circle, receiving communications specifically tailored to marketing initiatives.
- A leadership Circle could be used for confidential updates, strategic plans, and leadership-focused communication.
While Circles no longer exist, platforms like Google Groups, Slack, and Microsoft Teams allow for similarly targeted communication, with channels or groups organized by team, department, or project.
c) Google Plus Streams for Company-Wide Announcements
Streams in Google Plus were the equivalent of a news feed. It allowed users to follow updates from their Circles and Communities in one place. For businesses, this was useful for company-wide announcements or broadcasting important information.
Leadership could post updates, share important company news, or announce new initiatives to all employees at once. This fostered transparency and ensured everyone was aligned with the company’s direction.
Today, Slack’s general channels, Microsoft Teams announcements, or Google Chat serve the same purpose by providing a centralized place for company-wide communication.
d) Google Plus Hangouts for Real-Time Communication
Google Plus Hangouts (now Google Meet) was integrated into Google Plus, allowing for real-time video communication. Employees could use Hangouts to have face-to-face meetings, virtual check-ins, or collaborative brainstorming sessions.
This feature was particularly valuable for remote teams or companies with offices in multiple locations, as it made real-time communication easy and seamless.
In the post-Google Plus world, Google Meet, Zoom, Microsoft Teams, and Slack calls all offer real-time video communication features that facilitate face-to-face interaction, fostering stronger collaboration and connection.
3. Using Google Workspace for Employee Advocacy and Internal Communication Today
While Google Plus no longer exists, Google Workspace (formerly G Suite) still offers a range of tools that can facilitate both employee advocacy and internal communication.
a) Google Currents for Employee Engagement and Advocacy
After Google Plus’s shutdown, Google Currents replaced it for internal communication within Google Workspace. Google Currents allows employees to:
- Share company news and updates.
- Participate in discussions.
- Engage with content relevant to their role or department. Businesses can create internal streams of shareable content and encourage employees to share relevant news or updates on their social channels, similar to how employee advocacy worked on Google Plus.
b) Google Chat and Google Groups for Team Collaboration
Google Chat (part of Google Workspace) is a messaging tool that helps teams communicate and collaborate in real-time. Similar to how Circles worked in Google Plus, businesses can create chat groups for different departments, projects, or topics. Google Groups, on the other hand, allows for email-based communication with specific teams or groups of employees, serving as a replacement for targeted updates.
c) Google Meet for Virtual Meetings
Just like Google Hangouts was used for real-time video communication, Google Meet offers a robust platform for virtual meetings, webinars, or company-wide announcements. Employees can connect face-to-face, even when working remotely, helping to maintain a collaborative and engaged culture.
d) Google Sites for Centralized Information
Google Plus once served as a hub for internal communication, but Google Sites can now fulfill that role. Companies can use Google Sites to create internal websites where employees can access important resources, updates, news, and content to share. This helps centralize information, making it easier for employees to find relevant content for advocacy or collaboration.
4. Best Practices for Employee Advocacy and Internal Communication
Whether you’re using Google Workspace or other platforms, certain best practices can ensure the success of your employee advocacy and internal communication efforts:
a) Encourage Voluntary Participation
Employee advocacy works best when it’s voluntary. Employees should feel excited to share the company’s content, not pressured. Make it easy for them to participate by providing pre-written posts or shareable links that align with their personal brand.
b) Recognize and Reward Advocacy
Recognize employees who actively participate in advocacy efforts. This could be through internal shout-outs, reward programs, or even performance-based bonuses. Acknowledging their contributions can inspire others to get involved.
c) Foster Open Communication
Ensure that internal communication is a two-way street. Create opportunities for employees to ask questions, provide feedback, and participate in discussions. This can be done through virtual town halls, Q&A sessions, or suggestion boxes in communication platforms like Google Currents or Slack.
d) Tailor Communication for Different Audiences
Use segmentation to ensure that employees receive the most relevant information. What’s important for the marketing team might not be as relevant to the finance department. Tailoring communication to specific teams ensures that messages resonate and aren’t lost in the noise.
e) Promote Collaboration and Knowledge Sharing
Encourage employees to share knowledge and collaborate across teams. This could be through shared Google Docs, project management tools like Asana, or collaborative channels in Slack or Google Chat.
5. Conclusion
Google Plus was once a powerful tool for businesses to foster employee advocacy and internal communication, but despite its shutdown, its principles live on in other platforms. Modern tools like Google Workspace, Slack, and Microsoft Teams can effectively support employee engagement, advocacy, and seamless communication across teams. By leveraging the right tools and strategies, companies can create a culture of open communication, collaboration, and employee-driven advocacy, leading to stronger brand visibility, employee satisfaction, and business success.