In today’s digital landscape, where every voice matters, employee advocacy has emerged as a powerful marketing tool. But what exactly is employee advocacy? At its core, it’s when employees actively promote their workplace in a positive light. And the best part? You don’t need to work in marketing to be an advocate!

What Is Employee Advocacy?

Any time your employees share company-related content on their own personal social media profiles, they’re engaging in employee advocacy. This might include everything from job postings and insightful articles to product launches and brand stories. But it doesn’t stop there. Employee advocacy also could include original brand content, like behind-the-scenes glimpses of workplace culture, fun team gatherings, coworker shoutouts or even a brag about the office snack selection.

While employee advocacy can occur organically, the most successful brands formalize and sometimes even incentivize this practice. Doing so creates a culture where employees feel empowered to share their experiences and insights.

Why Employee Advocacy Matters

In 2024, social media is the leading digital marketing channel for online brand research, second only to search engines. Prospective customers, partners, and even future employees often use social platforms to gauge a company’s values and offerings. This is where employee advocacy does its best work.

Positive brand advocacy has ripple effects that can lead to:

• Increased Sales: Enhanced brand recognition and sentiment can drive sales.
• Better Company Culture: Employees who advocate for their brand naturally contribute to a more positive workplace atmosphere.
• Improved Recruitment and Retention: A strong employer brand attracts top talent and engages current employees.

Trust is the cornerstone of employee advocacy. While companies can tout their offerings, nothing resonates more than employees sharing their genuine experiences. In fact, 75% of people trust online reviews by other consumers as much as they trust recommendations from friends and family. This statistic underscores the importance of authentic voices in building brand credibility.

Building an Employee Advocacy Program

Ready to harness the power of employee advocacy? Here are six key steps to create an effective program:

1. Identify Advocacy Leaders

Start by recognizing individuals in your team who are passionate about your brand. These advocates can help lead the charge and inspire others to participate.

2. Establish Guidelines for Social Media Usage

Clear guidelines will help employees understand what is appropriate to share and how to represent the brand online. This ensures consistency and professionalism across all social media channels.

3. Incentivize Participation

Encourage involvement by offering monetary incentives, company recognition, or referral bonuses for hiring. Positive recognition can go a long way in motivating employees to become advocates.

4. Provide Training

Equip employees with the tools they need to succeed. Offering Training on how to use social media effectively can build their confidence and encourage participation.

5. Set Goals and KPIs

Measure the success of your advocacy program by determining what metrics are meaningful for your brand. Some key performance indicators might include:

• How many advocates have joined the team
• Top contributors
• Most engaging content shared
• Referrals and leads generated

6. Supply Starter Content

Provide starter content to make it easy for employees to share. This could include outlines, pre-approved posts, images, or links they can easily share on their profiles.

Unleash Your Brand’s Potential

Employee advocacy is more than just a marketing tactic; it’s a strategy that cultivates trust and authenticity in your brand. Empowering your employees to share their experiences and insights can amplify your brand’s message and strengthen your overall presence in the digital landscape.

So, are you ready to turn your team into advocates? Start building your employee advocacy program today and watch your brand’s reach and reputation soar!

Adcom has helped brands turn social media into a business-boosting asset. Let’s work together to harness the power of employee advocacy and propel your brand forward!

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For more employee advocacy insights, check out these resources on Sprout Social and Hootsuite. Together, we can elevate your brand through the power of your people.