Employee Advocacy

Employee advocacy is a strategic approach that involves identifying and empowering internal ambassadors who organically promote an organization and its culture across various social media platforms. Structured programs can be implemented to guide communications and strengthen this strategy.

Explanation and benefits

Employee advocacy turns employees into brand ambassadors who organically extend the reach of your organization within their personal and professional networks. As a result, the company no longer relies solely on its corporate social media channels to communicate its message and culture.

Below are some of the key benefits of employee advocacy for your employer brand and HR marketing efforts:

Increased social media presence

Content shared by employee ambassadors significantly expands your organization’s visibility across multiple platforms, without requiring additional marketing budgets or resources.

Experience sharing beyond social media

Internal ambassadors may also share their positive experiences with friends, family, and peers, as well as during networking events or professional conferences.

Authentic messaging

People tend to trust employees more than corporate communications. As a result, messages shared by internal ambassadors are more likely to capture the attention of potential candidates or customers.

Broader brand reach

The networks of employee ambassadors often include audiences that are difficult to reach through traditional marketing channels.

Stronger employer brand perception

Job seekers are particularly receptive to employee testimonials and are more likely to apply when current employees share positive workplace experiences.

All of this can be achieved at a relatively low cost for the organization. However, it is important to note that employee advocacy programs are most effective when they are strategically structured through clear target definitions, performance tracking, and the sharing of resources and best practices with internal ambassadors.