Your employees are a powerful—and often overlooked—marketing channel.

Imagine a prospective client browsing LinkedIn, undecided between your company and a competitor. Suddenly, they stumble upon a heartfelt post by one of your employees, sharing why they love what they do and why the company’s work matters. No prompts, no incentives—just genuine appreciation. It’s often this kind of authenticity that tips the scales in your favour.

The power of authentic brand ambassadors

Employees as brand ambassadors hold immense potential to influence and persuade, yet many companies fail to use this effectively. Even a basic level of advocacy, where employees simply support your company’s social media content, can significantly amplify your reach.

The recent cultural shift towards authenticity—highlighted by Merriam Webster naming it ‘word of the year’ in 2023—has created an environment where messages from real people resonate more than ever. In a world increasingly filled with automated and polished corporate messaging, employees bring a human touch that no brand can replicate. Unfortunately, many marketing and PR teams continue to deprioritise employee advocacy, viewing it as “fluff” rather than a critical growth tool.

Culture first, advocacy second

For employee advocacy to be effective, it must be rooted in a strong and cohesive company culture. A genuine sense of belonging is essential; without it, any attempt at public advocacy will come across as superficial or forced. Before implementing employee advocacy programmes, it’s crucial to ensure that the company culture supports genuine engagement and pride in the workplace.

Beyond employer branding: A broader impact

Employee advocacy refers to the organic promotion of a company by its staff members. When employees share their experiences, successes, and insights, they naturally become brand ambassadors. This does boost employer branding, but the impact of employee advocacy extends far beyond attracting talent. From social media posts to speaking at industry events, employee advocates can reshape how potential customers, investors, and partners perceive your brand.

Employees bring several distinct advantages to marketing efforts:

• Authenticity: Unlike traditional ads, which may be seen as biassed, messages from employees are viewed as more genuine and trustworthy.
• Reach: Each employee has a unique network of friends, family, and professional contacts, which significantly extends the company’s reach beyond official channels.
• Engagement: People are more inclined to interact with content shared by someone they know, leading to higher rates of shares, comments, and likes.

Consider a study by LinkedIn, which found that content shared by employees receives eight times more engagement than content shared via brand channels. Consumers are also three times more likely to trust information shared by employees compared to that from a CEO. These numbers highlight how impactful employee advocacy can be for brand reputation.

Why employee advocacy is often overlooked

Despite its clear benefits, employee advocacy is often sidelined. Here are some of the common reasons why:

• “Marketing belongs to marketing”: Some organisations still view marketing as a task confined to the marketing department. This siloed mindset ignores the collective influence of the workforce, and the most successful companies understand that growth involves contributions from across the organisation.
• Lack of awareness: Many companies simply don’t realise the potential of employee advocacy or know how to harness it effectively.
• Concerns about off-brand messaging: There is a valid fear that allowing employees to share content could lead to inconsistencies or off-brand messaging. This risk, however, can be mitigated through clear guidelines and training—a worthwhile investment for any brand looking to expand its reach.
• Organisational silos: Departmental silos can hinder cross-collaboration, preventing the alignment needed for effective employee advocacy. Breaking down these barriers is essential to fully integrate employee advocacy into the broader marketing strategy.

From employee to advocate

Turning employees into advocates requires active support from the organisation. Here’s how to do it effectively:

• Training and resources: Equip employees with the tools they need to succeed. Social media training, content creation workshops, and clear guidelines on what to share and what not to share will empower employees while ensuring their advocacy aligns with your brand values.
• Encouragement and incentives: Encourage employees to share their stories by recognising and rewarding their contributions. This doesn’t have to mean monetary incentives—shout-outs on company channels, recognition in internal newsletters, or small gestures of appreciation can go a long way. Advocacy works best when it becomes part of company culture.
• Success stories: Share examples of successful employee advocacy. Highlighting instances where employees’ efforts led to tangible outcomes—such as increased brand visibility or new business opportunities—can motivate others to get involved. A well-known example is IBM, whose approach to employee advocacy encourages employees to share content aligned with their expertise, resulting in significant boosts to their social media presence and engagement.

Creating a culture of advocacy

It’s important to note that successful employee advocacy is not an off-the-shelf solution—it’s deeply influenced by the health of your company culture. Employees who feel a strong sense of belonging are more likely to advocate for the company, and they’ll do so with genuine enthusiasm. This authenticity is key to resonating with external audiences and enhancing brand perception.

Employee advocacy can be a game-changer for your brand, driving authenticity, reach, and engagement. Download our 1-pager to explore how we can help you build a thriving employee advocacy programme that enhances your company culture and fuels your growth. Let's turn your employees into your greatest brand ambassadors.

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