Employee Advocacy: A Marketing Strategy You Need

27 February, 2019

The corporate world is changing and evolving with time which calls for a marketing strategy that goes well with the changes.

The strategy that you will be opting for should be stable and beneficial for the organization as well.

The present generation is digitally advanced and everything revolves around the internet. Keeping all these parameters in mind, organizations have cracked one of the most efficient ways to maintain their marketing presence in the form of an effective employee advocacy program.

If you are new to the term employee advocacy then you don't need to search further. The article is solely aimed to provide an in-depth insight about what employee advocacy program consists of and what you need to successfully incorporate it.

Related article: Recognition in Employee Advocacy

Employee Advocacy and the Meaning

Employee advocacy is the promotion of a company and its brand by its employees. It is achievable through social media, word of mouth marketing, emails, etc.

The main objective of this program is to motivate the workforce to become a company's active advocates and build its brand reputation.

Employee advocacy has been a marketing tactic for decades but has gained massive popularity in the recent period with the help of social media.

With the world becoming more proficient digitally employees now have access to various platforms like Facebook, Instagram, LinkedIn, Twitter, and many more.

These platforms have made it easy to share, create exposure, and boost a company's branding. Reaching out and connecting with the target audience has never been easy. And it is possible because of the frequent use of social media.

The employees who actively take part in your employee advocacy program are your employee advocates. Why are they called employee advocates? Let us jump into our next section and know more about these advocates.

Who are these Employee Advocates?

Employee advocates are the spokesperson or brand ambassadors for your company and the products that your organization has to offer.

They are responsible for maintaining the brand's image, accelerating its growth, and improving organic reach.

Employees are valuable assets that can help you grow your market and increase revenue for the organization. Anyone in the company can be an employee advocate regardless of their department.

A employee advocate focuses primarily on:

  • Brand awareness in social media platforms.

  • Recommendation of company services to friends and family members.

  • Building a strong marketing background for the company.

With these pointers in mind, you need to understand that Employee advocacy has established itself as a promising strategy.

Why you may ask? Because it helps your company in strategizing your marketing plan and massive exposure to your products in front of your target audience.

Moreover, with such benefits, organizations are now adopting the employee advocacy program that has seen significant growth in recent times. Benefits like promotions, popularity, global outreach, and improving the bottom line of the company have played a crucial part.

Employee Advocacy Importance:

As a company reaches its significant growth, there is a need to put in place its brand exposure.

You have used every resource that you could to improve your brand name. What could be the next step now? In situations like these, employee advocacy comes in and plays an important role.

We have discussed earlier, what employee advocacy is and how the program works for your company. Here are few points on how it plays a significant importance:

  • In employee advocacy participation of your employees is crucial that can be increased with the help of providing them with some extra incentives and perks. More participation means more reach.

  • Providing benefits through the program means your employees will be more engaged. And increased engagement helps the less social-savvy individuals in the workforce get the necessary recognition. It helps them to thrive amongst everyone in the company.

  • Employee advocacy also helps an organization in boosting their marketing efforts. The most important factor here is that it helps to cut slash the marketing budget and save tremendous amount of money.

  • With this program, employees become active marketers where they promote the company and the products on social media platforms. This increases the online traffic and presence of the company. The more popularity your organization gains, the more reach it will create across the globe.

Hence, we can particularly say how vital the advocacy program is and how much it signifies its value in a company.

Why the need of Employee Advocacy:

Job seekers are always in the lookout to know more about an organization. And employee advocacy helps with that.

Millenials are active advocates of the program and tend to share informative content in social media.

People are more inclined towards the content shared by an employee rather than the content which is shared by the organization.

Employee advocacy leads to refferals and the referred employees are more loyal towards the organization.

Employees under the employee advocacy program spend more than 5 hours in social media which increases the online presence of the organization.

Employee advocacy participants feel that the program helps them in expanding their professional reach.

How Employee Advocacy Works?

Employee advocacy usually starts with the active participation of an employee, it should be voluntary and out of genuine interest.

An organization should not force its employees to be their advocates. Employees should feel that the content is worth sharing and they should have the autonomy to do so.

Pushing employees to share content might give you immediate results but might harm the initiative in the long run and will not produce the expected results.

Key points to keep in a note before starting an employee advocacy program:

1. Choosing the right platform/tools:

Before you start an employee advocacy program, the first step is to select the right tool or platform. There are numerous employee advocacy tools available to ensure the smooth running of these programs.

So, how do these tools help?

  • These tools give you a structured platform where the employees are connected through their social media accounts like Facebook, Twitter, Linkedin, etc. Here, they get access to a single dashboard, which is controlled by a platform administrator.

  • Once the administrator gathers and pushes new shareable content, they can share the links on the dashboard.

  • This informs the employees about the newly generated content which they can share on their handles of various social networking sites.

  • Furthermore, this increases the productivity of employees as well as improve the marketing performance of the company.

But, for tools to be successful among the employees, they must be briefed about how it works. You can organize sessions highlighting the importance of the tool and how it will help the advocacy program.

2. Having a goal:

For an employee advocacy program to succeed, a company must set goals that are realistic and achievable.

Goals can include:

  • Increasing product sales.

  • Active participation of employees.

  • Increase organic market reach with the help of social media.

  • Cut down marketing costs.

  • Having a brand that has value.

  • Focusing on talent acquisition.

Your goals will reflect the outcome and results of the advocacy program. Once you understand how it works, it becomes easier to implement the program in your organization.

3. Employees joining the program:

The number of employees involved affects the employee advocacy program because it creates more social sharing. This grows the global social network and connections of the company. When more employees join, the chances of the program to gain popularity increases.

This eventually helps in the long run, thus making it more sustainable.

4. Polished profiles in social media:

Help the employees create a clean and complete profile on social media.
An employee's detailed profile will help his audience on social media to engage and connect with him and his work efficiently.

A detailed profile provides the required information about the company. This leads to an increase in audience growth. Once an interested candidate goes through the complete profile, they might feel inclined to contribute towards the company's vision and goals.

This, in turn, leads to the recruitment of top talents around the globe, which can help in a company's growth.

5. Benefits for employees:

It's essential to explain to your employees the benefits that they will get while being on the program.

The benefits can be like:

  • Incentives: A company can provide incentives and perks to those employees whose active participation helps the advocacy program to grow.

  • Career Growth: Sharing company content often helps the employee build their credibility and personal brand. They are often thought of as an essential part of the company by the target audience, which allows them to influence others.

6. Creating a culture:

The company should trust the employees about what they are doing and build a organizational culture which is based on transparency. The members should have the freedom to share their content, which helps to create an open culture and fosters autonomy.

This builds the advocacy program in steps and creates a foundation. An influential culture of trust and loyalty built upon its employees will lead to better chances of a successful advocacy program.

7. Invest:

Investing time and money on the content helps the cause as well. Updating blogs on a routine basis should be one of the prime targets. Blogs help the buyers to understand what products you have, which might interest them in investing and increase the company's revenue.

Organize events making aware of the employee advocacy program among the recruits. Explain to them the benefits and the effect it will have on their performance as well as the company's exposure. Providing employees a learning opportunity where they can develop their skills and enhance their qualities.

The main advantages of Employee advocacy:

1. Social network reach:

The number of employees will increase the size of the social network of an organization, which will lead to market boost and product popularity.

Let us consider a company with 100 employees who have been successfully running the advocacy program. Because of a vast social network, the number of shares will increase, which will help in network exposure and improve marketing. This, in turn, increases sales and employers branding.

But when compared to the company with the same number of employees who have not opted for the advocacy program, you will see a huge difference. They will have less social network influence and less branding.

The reason behind the success of an advocacy program is that an organization should remember, a buyer trusts employees more than the brand. And the more trust you gain, the more your company will grow.

2. Employee Engagement:

Employee advocacy has the potential to add to your employee engagement efforts.

It helps to bring employees closer to the company and make them happy at their workplace. It also gives employees the power to influence others and become leaders in the marketing world.

With incentives and perks provided, employees are much more likely to be active in the advocacy program. This gives the necessary outcome that an organization requires.

By 2025, 75% of millennials will join the workforce. As the majority of the millennials are already in social networks, it will help the organization to influence others to join the organization and increase its network.

3. HR and Recruitment:

Employee advocacy helps build networks and connections, which in turn helps attract customers.

When an employee shares about a job opening available in the company, people will go through the article. And people trust the employees often more than the organization itself.

If the content has relevant content, more people will share it. This will help in increasing the network, improve brand advocacy, and growth of the company.

This makes recruitment easy of new employees in the organization. Employee referrals are one of the most effective ways to recruit top talents. Referred employees are more comfortable to hire, perform at their peak, and stay longer in the company.

The Main Challenges Involved:

  • Higher authorities must be convinced to back the program with credible and positive outcomes. When you have the higher authorities on your side, the program has the chance to run smoothly with all the necessary and required tools.

  • Another challenge that usually comes up is that the administrator does not often give enough importance to the advocacy program. This happens as they know very little about it and do not want to get involved around it. So, understanding the program is important and how it is beneficial for everyone.

  • Furthermore, companies need employees participation and have to get them involved. It is crucial to get them involved because it is essential for the success and sustainability of employee advocacy.

Sustainability of Employee Advocacy:

Employee advocacy program needs to be in an organization for an extended period for it to succeed. Sustainability is the key to the program in the long term.

You can consider the following points for the sustainability of the program:

1. Executives Backing:

For an employee advocacy program to continue in the long run, it is essential that the higher executives also get involved in the program and support the program.

Their involvement will give the employees a sense of security and boost their confidence in what they do. The more involved the executives are in the program, the more positive results the employees are likely to produce which boosts their morale within the organization.

2. Keep Enthusiasm:

In the long run, the advocacy program might get monotonous, and employees might lose interest. So, what should you do about it?

The answer is simple. Keep the employees as interested in the program as they were at the start. To do this, an organization can double the incentives to keep the enthusiasm.

These incentives can range from corporate benefits, workplace recognition, or even might be some form of bonuses. Also, you can incorporate fun activities and gamify it as much as possible.

It may look like a lot of work, but having an effective employee engagement program in place will help the cause in the long run.

3. Daily Schedules:

A company can appoint an administrator to check up on the day-to-day work and update the progress. It is only achievable when advocacy tools are modernized every now and then.

Admin can schedule tasks in the advocacy tool for the employees to share content and set a particular window about when to finish the job.

These tools help the admin to keep an analytical track about the shares and the employees who have shared the most number of articles.

To build motivation further, companies can invest in gamification and organize competitions and award employees with the most shares. This will encourage employees to stay updated on the work needed to be done and thus help them become better advocates.

4. Plan the Launch:

To launch the program, first set everything in order and gather the best content for the employees to share. Make sure that the participating employees are active and ready to share materials.

Once you schedule a launch, do not expect the immediate results and give some time for the program to run. With time you will see the positive effects it provides to the company.

Employee Advocacy Tools that you need to consider

You might now have a clear understanding of what revolves around employee advocacy and how you can kick start the program from scratch. However, even after proper planning and execution, you will need a platform that already makes your job easier.

And if you are still wondering about which platforms you need to look out for then worry not. Here are some of the employee advocacy tools already available in the market that you need to consider.

1. Hootsuite

One of the top-notch employee advocacy platforms that allow you to schedule and post content to the right channels which can be tracked effectively is Hootsuite. With Hootsuite, you can also strengthen relationships with your customers by connecting with them in real-time.

Another thing to keep in mind is that the platform allows you and your employees to strengthen the skills with the Hootsuite Academy feature.

2. Bambu by Sprout Social

Bambu is another employee advocacy platform developed by Sprout social. It is a platform that allows organizations and their employees to share curated content across all the social media platforms so that you can amplify your brand’s reach throughout this corporate world.

The platform also has the feature on which employees have shared the most number of contents across all the social media platforms. And based on this, you can start recognizing and rewarding your best employees.

3. LinkedIn Elevate

LinkedIn Elevate has been helping businesses successfully run their employee advocacy program. They make content sharing effortless and increases the visibility of the company. Elevate enables you to see how your shares have been making an impact and how your professional brand is building up with in-depth analysis.

The Elevate tool is more effective when employees spend more time in LinkedIn itself and share content according to the ongoing trends. The mentioned tool also helps HR’s in social recruitment via the platform. All in all, it is a tool you can seriously consider for your employee advocacy program.

4. Smarp

Smarp is an employee engagement and advocacy tool that helps companies have a far greater social reach along with excellent engagement levels. The tool is mostly an internal hub where all the company updates are shared to keep the employees updated.

Once an employee feels that particular content is valuable they can bookmark it and share it in different social media platforms. Smarp also keeps track of all the activities with its metric tracking so that no organization lacks behind in engaging their employees.

5. Sociabble

Sociabble is another excellent tool that provides employee advocacy where employees can drive social media influence to increase reach, traffic, and conversion rates. And it does not limit itself there only.

It has some extra added features like the internal communication tool to drive effective communication through a centralized hub that is easy to use.

Another feature to keep in mind is the social selling feature that allows employees to boost lead generation through social media influence. Sales teams can demonstrate their expertise, engage, generate, and track leads with the help of social selling.

Further, boosting employee engagement and empowering employees.


Employee advocacy is a program that needs a tremendous amount of patience and effort to grow. This growth can flourish with everyone's participation in the company. One should not expect results right after implementing it. We all know that "Rome was not built in a day", so give the program some time to run and stick with it. You will see the positive results and feedback it generates for the company in the long run.

Mrinmoy Rabha is a content writer and digital marketer at Vantage Circle. He is an avid follower of football and passionate about singing. For any related queries, contact editor@vantagecircle.com