What is employee advocacy?

Imagine if your employees were so enthusiastic about your company that they couldn’t stop talking about it like they do with their favourite reality TV show. That’s the magic of employee advocacy.

But it poses the question for many companies navigating the digital world – what exactly is employee advocacy?

Find the answers to all your questions in this blog:

• Defining employee advocacy
• The benefits of employee advocacy
• How employee advocacy works
• How to implement employee advocacy

Defining employee advocacy

Employee advocacy is when employees actively promote their company, its products, and its values. It can come in many forms, but for this blog, we’re focusing on social media.

On social media, employee advocacy is like turning your workforce into your brand’s most enthusiastic promoters. Rather than relying solely on traditional advertising or external influencers, your employees—who are deeply familiar with your company—become genuine voices for your brand.

And in a world where marketing messages can sometimes feel as impersonal as reading an AI piece of generated content, seeing posts from real people is a breath of fresh air for people’s feeds.

At its core, it involves employees actively sharing and supporting company-related content, messages, and values across their personal social media profiles and other channels.

Anything from sharing company blog posts and news updates to celebrating milestones and engaging in industry conversations counts as employee advocacy.

The benefits of employee advocacy

Just like with any strategy, it’s crucial to understand why the tactic you’re implementing will be effective.

Knowing the benefits and underlying mechanics of employee advocacy helps ensure that your efforts align with your business goals and deliver the desired results:

Boosted brand visibility

When employees share company content on their personal social media accounts, it significantly increases your brand’s exposure.

Each post reaches not just your company’s followers but also those in your employees’ networks, expanding your audience far beyond traditional marketing channels.

Brands using employee advocacy saw 79.1% increased visibility from their employees posting about them.

Enhanced credibility and trust

Messages shared by employees are often perceived as more authentic and trustworthy compared to those coming directly from the company.

Personal endorsements can build stronger connections with potential customers, who may see these posts as genuine recommendations from people they know and respect.

Higher engagement and interaction

Employee advocacy helps to foster greater engagement with your brand. As employees share and interact with content, it can lead to increased likes, comments, and shares, amplifying the reach and impact of your marketing efforts.

Improved employee morale and satisfaction

When employees are encouraged to be advocates for their company, they often feel a stronger connection to the brand and its mission. This can boost morale, increase job satisfaction, and enhance overall employee engagement, making your workplace a more positive environment.

Cost-effective marketing

Leveraging your employees as brand advocates reduces the need for expensive advertising campaigns.

Your team turns into a powerful, cost-effective marketing resource, delivering authentic and far-reaching brand promotion without breaking the bank.

Stronger talent attraction and retention

Companies with active employee advocates often find it easier to attract top talent. Prospective employees are drawn to companies where the current workforce is passionate and engaged.

Employees who feel they have a stake in the company’s success are more likely to stay long-term, reducing turnover and associated hiring costs.

How employee advocacy works

Yes, you could argue that merely sharing a post qualifies as employee advocacy — and it’s certainly a good start.

If you’re truly committed to making employee advocacy a successful strategy, it involves more than just hitting the “share” button.

Effective employee advocacy goes deeper, requiring a genuine investment in fostering a culture where employees are motivated and equipped to promote your brand. It’s about creating an environment where advocacy becomes a natural extension of their enthusiasm and engagement, rather than a one-off action.

Here’s a breakdown of how employee advocacy functions:

1. Content sharing: Employees share company-generated content—such as blog posts, product updates, and company news—on their personal social media profiles (through reposts and their own content). This increases the reach of your content and gives it a personal touch that resonates more with potential customers.
2. Authentic engagement: When employees engage with company content by liking, commenting, or sharing, it boosts the content’s visibility and credibility. Posts from employees appear in the feeds of their connections, creating a ripple effect that extends your brand’s reach organically.
3. Personal advocacy: Employees leverage their personal experiences and enthusiasm about the company to advocate in everyday conversations and online interactions. This can include participating in industry discussions, attending events, or sharing personal success stories related to the company.
4. Building trust: Since employees are seen as genuine voices rather than faceless corporate entities, their endorsements carry more weight. Their personal recommendations and insights are often perceived as more trustworthy by their network, compared to traditional advertising messages.
5. Feedback loop: As employees share and discuss content, they can also provide valuable feedback to the company. This can help in refining messaging, understanding what resonates with audiences, and improving overall content strategies.

Implementing employee advocacy

Successfully launching an employee advocacy programme goes beyond just setting it up—it involves a thoughtful approach to ensure it truly thrives.