What is employee brand advocacy: Definition and top examples to follow in 2024

Imagine your employees, armed with authentic insights and expertise, becoming brand ambassadors on platforms like LinkedIn and Twitter. This organic amplification transcends traditional marketing, fostering trust and engagement with potential customers and talent.

But how do you harness this potential? Dive deeper into the mechanics of employee advocacy programs. These programs employ sophisticated social media listening tools to identify relevant industry conversations. They empower employees to curate and share company content, fostering increased brand awareness and thought leadership.

By understanding these strategies and exploring real-world examples, you can unlock the true potential of your employees, transforming them into brand champions for the digital age.

What is employee brand advocacy?

Employee brand advocacy refers to the practice of employees actively promoting and advocating for their employer's brand. It involves employees voluntarily and authentically sharing positive information about their company, its products or services, and its values both online and offline.

This advocacy can take various forms, including social media posts, word-of-mouth recommendations, participation in industry events, and more.

The key elements of employee brand advocacy include:

1. Authenticity: Advocacy is most effective when it comes from a genuine belief in the company and its offerings. Employees who truly support their organization are more likely to be authentic advocates.
2. Voluntary participation: Employee brand advocacy is not something that can be forced. It should be a voluntary and natural expression of an employee's positive experiences and satisfaction with their workplace.
3. Social media engagement: With the prevalence of social media, employees often play a crucial role in spreading the word about their employer. Sharing company updates, achievements, and positive experiences online can contribute to building a positive brand image.
4. Training and guidelines: Companies may provide employees with training on how to effectively represent the brand. This could include guidelines on what is appropriate to share, ensuring that advocacy efforts align with the company's values and messaging.
5. Mutual benefits: Employee brand advocacy should be mutually beneficial. While employees contribute to building the company's brand, organizations may recognize and appreciate their efforts through acknowledgment, incentives, or other forms of recognition.

Employee brand advocacy objectives

The objectives of employee brand advocacy can vary based on the specific goals and priorities of a company. However, common objectives include:

• Brand awareness: Increase the overall visibility of the company's brand. Employees, through their advocacy efforts, can help amplify the brand message and reach a broader audience, both online and offline.
• Credibility and trust: Leverage the authenticity of employee voices to build credibility and trust. When employees share positive experiences and information about the company, it can have a more significant impact on external audiences compared to traditional marketing messages.
• Talent acquisition: Attract top talent by showcasing the positive aspects of the company culture, work environment, and employee experiences. Prospective employees often consider the opinions and experiences of current employees when evaluating potential employers.
• Employee engagement: Foster a sense of pride and engagement among employees. Advocacy can enhance the connection between employees and the organization, leading to increased job satisfaction and a positive workplace culture.
• Customer acquisition and retention: Improve customer perception and loyalty by having employees actively promote the brand. Satisfied and engaged employees can positively influence customer attitudes, leading to increased customer acquisition and retention.
• Thought leadership: Position employees as industry experts and thought leaders by encouraging them to share insights, knowledge, and expertise. This can enhance the company's reputation and authority within its industry.
• Social media presence: Boost the company's social media presence by encouraging employees to share company updates, achievements, and relevant content. This can contribute to a more dynamic and engaging online presence.

What is an employee brand advocacy program?

An employee brand advocacy program is a structured initiative designed to harness the power of employees in promoting and enhancing the reputation of their employer's brand.

It involves creating a framework and providing resources to encourage and empower employees to voluntarily share positive information about the company. The program typically includes training sessions, guidelines, and tools that help employees effectively communicate the brand's values, culture, and achievements.

Central to an employee brand advocacy program is the cultivation of authentic engagement. Employees become advocates by sharing their genuine experiences and enthusiasm for the organization, often leveraging social media platforms, industry events social media training, and other channels.

The program aims to align employee advocacy efforts with the company's overall branding and messaging strategy.

Companies may establish recognition and incentive mechanisms as part of these programs, acknowledging and rewarding employees for their contributions to brand advocacy.

Successful programs not only boost brand awareness but also foster a positive internal culture, as employees feel valued and connected to the organization's mission.

By tapping into the collective voice of employees, a well-executed employee brand advocacy program can amplify the impact of traditional marketing efforts, enhance credibility, and strengthen the overall brand presence in the marketplace.

How do you implement employee advocacy?

Implementing an employee advocacy program involves a strategic and systematic approach to engage, enable, and motivate employees to actively promote the company's brand. Here are steps to implement an employee advocacy program:

1. Define objectives: Clearly articulate the goals and objectives of the employee advocacy program. Whether it's increasing brand awareness, attracting talent, or improving customer relations, having specific objectives will guide the implementation process.
2. Leadership support: Gain support from leadership to ensure top-down endorsement of the program. When leaders actively participate and advocate for the initiative, it sets a positive tone for the entire organization.
3. Education and training: Provide comprehensive training to employees on the company's brand, messaging, and the goals of the advocacy program. Equip them with the knowledge and skills needed to represent the brand accurately.
4. Create guidelines: Establish clear guidelines on what employees can and cannot share. Ensure that content aligns with the company's values, and legal requirements, and doesn't disclose sensitive information.
5. Select advocates: Identify and engage enthusiastic and influential employees who are likely to become effective advocates. This can include individuals from various departments and levels within the organization.
6. Provide tools and resources: Offer employees user-friendly tools and resources to make advocacy seamless. This may include content libraries, social media templates, and scheduling tools to simplify the sharing process.
7. Recognition and incentives: Implement a recognition and incentive system to acknowledge and reward employees for their advocacy efforts. This can include public acknowledgment, awards, or other tangible incentives.
8. Promote internal communication: Regularly communicate with employees to keep them informed about company news, achievements, and updates. Engaged and happy employees are more likely to be active advocates.
9. Use technology: Leverage technology platforms and employee advocacy tools that streamline the sharing process, track engagement metrics, and make it easy for employees to participate.
10. Measure and adjust: Establish key performance indicators (KPIs) to measure the success of the program. Regularly assess the impact, gather feedback, and be prepared to make adjustments to continuously improve the initiative.

9 Employee brand advocacy strategies to try in 2024

In 2024, employee brand advocacy strategies continue to evolve as organizations adapt to changing trends. Here are nine encouraging employee advocacy strategies to consider:

1. Employee-created content

Encourage employees to generate their own content showcasing their experiences within the company. This could include blogs, vlogs, or social media posts that provide authentic insights into their roles and the organization's culture.

2. Diverse advocates

Promote diversity and inclusion within your employee advocacy plan or program by ensuring representation from employees across various departments, levels, and backgrounds. This helps present a well-rounded view of the company.

3. Social media takeovers

Allow employees to take over the company's social media accounts periodically. This provides a personal and behind-the-scenes look at the company through the eyes of its own employees themselves, fostering a more human connection with the audience.

4. Continuous training and development

Implement ongoing training programs to keep employees updated on the latest industry trends, company news, and effective advocacy techniques. This ensures that advocates are well-informed and equipped to represent the brand accurately.

5. Employee recognition platforms

Utilize digital platforms or internal tools to publicly recognize and appreciate employees for their advocacy efforts. This could include leaderboards, badges, or other gamification elements that add a sense of competition and achievement.

6. Incorporate employee stories in marketing

Integrate employee stories into marketing campaigns. Highlight personal narratives that showcase the impact employees have on the company's success, emphasizing the human side of the organization.

7. Interactive webinars and events

Host interactive webinars or virtual events where employees can share their expertise, insights, or success stories. This not only positions employees as industry experts but also provides valuable content for both internal and external audiences.

8. Advocacy ambassadors

Identify and appoint key employees as employee advocacy leaders and ambassadors. These individuals can serve as leaders within the advocacy program, guiding and motivating their peers to actively participate.

9. Employee advocacy challenges

Create friendly challenges or contests to spark enthusiasm and engagement among employees. This could involve setting specific advocacy goals, such as the number of social media shares or engagement metrics, with rewards for top performers. For further exploration of these strategies, explored in Attrock guide on employee advocacy best practices can provide useful insights.

10 Employee brand advocacy activities to try in 2024

Implementing the following activities in 2024 can inject innovation and dynamism into your employee brand advocacy program, enhancing its effectiveness in reaching and resonating with your target audience.

1. Podcast series

Launch a podcast series featuring employees discussing industry trends, sharing success stories, and providing insights into their roles. This audio format allows for a more personal connection with the audience.

2. AI-powered advocacy tools

Explore the use of artificial intelligence (AI) tools to personalize and automate advocacy content. AI can analyze employee preferences and suggest tailored content, making it easier for employees to share relevant information.

3. Virtual Reality (VR) office tours

Provide virtual reality office tours that allow employees to showcase their work environment. This immersive experience can offer a unique perspective to external audiences and potential recruits.

4. Inclusive hashtag campaigns

Launch inclusive and trending hashtag campaigns on social media platforms, encouraging employees to share their diverse experiences and perspectives using the designated hashtags. This promotes a sense of unity and diversity within the organization.

5. Interactive employee spotlights

Create interactive digital profiles or web pages for employees, allowing them to share their professional journey, achievements, and personal interests. This can serve as a dynamic directory for employees and a source of inspiration for others.

6. Advocacy mobile app

Develop and understand how to launch a dedicated mobile app for your employee advocacy platform, making it convenient for employees to access advocacy tools, receive updates, and participate in advocacy challenges from their mobile devices.

7. Cross-departmental collaborations

Encourage employees from different departments to collaborate on advocacy initiatives. This cross-functional approach not only diversifies the content but also fosters a sense of unity and understanding among teams.

8. Interactive webinars with Q&A sessions

Host interactive webinars featuring employees discussing relevant industry topics. Incorporate live Q&A sessions to encourage audience engagement and provide direct interaction between employees and external stakeholders.

9. Employee-generated social media challenges

Initiate employee-generated challenges on social media, such as sharing a day-in-the-life story, showcasing a unique talent, or have employees participating in themed photo contests. These challenges add a fun and creative element to advocacy efforts.

10. Augmented reality (AR) filters

Create custom augmented reality filters for social media platforms that employees can use to add a branded and engaging touch to their posts. This adds a visually appealing aspect to advocacy content.

What are employee brand advocacy guidelines?

Establishing clear guidelines is crucial for a successful employee brand advocacy program. Here are the top seven guidelines to consider:

• Be authentic: Encourage employees to share genuine experiences and perspectives. Authenticity builds trust and credibility with the audience, making advocacy efforts more effective.
• Align with company values: Emphasize the importance of aligning advocacy content with the company's values and messaging. Employees should promote aspects of the company that reflect its mission and culture.
• Respect confidentiality: Remind employees to respect confidentiality and avoid sharing sensitive information, trade secrets, or anything that could harm the company's interests. Clearly define what is considered confidential.
• Use professional language: Advocate for the use of professional and positive language. Employees should communicate in a manner that reflects well on the company, avoiding offensive or inappropriate content.
• Disclosure of affiliation: Ensure employees disclose their affiliation with the company in advocacy posts. This transparency helps maintain credibility and ensures that the audience is aware of the connection to the organization.
• Compliance with policies: Remind employees to comply with company policies, industry regulations, and legal requirements. This includes adherence to social media policies, data protection regulations, and any other relevant guidelines.
• Promote inclusivity: Foster an inclusive environment by encouraging employees to be mindful of diversity and cultural sensitivity in their advocacy efforts. Highlight the diverse perspectives within the organization.

How to measure the success of your employee advocacy program?

Measuring the success of an employee advocacy program involves assessing both quantitative and qualitative metrics to gauge its impact on brand visibility, engagement, and overall organizational goals. Key performance indicators (KPIs) provide valuable insights into the effectiveness of the program.

Firstly, tracking the reach and engagement of advocacy content across various platforms is essential. Metrics such as the number of social media shares, likes, comments, and the reach of posts contribute to quantifying the program's online visibility.

Analyzing these data points helps identify the content that resonates most with the audience and the platforms where social media advocacy efforts are most effective.

Additionally, monitoring website traffic and referral sources can indicate whether an employee advocacy strategy is driving increased interest and traffic to the company's digital assets.

Another crucial aspect is employee participation and sentiment. Tracking the number of active employee advocates themselves, their consistency in sharing content, and the sentiment of their posts provides an understanding of internal engagement and the level of enthusiasm among employees.

Surveys and feedback mechanisms can further delve into the qualitative aspects of employee satisfaction and perceived program effectiveness.

Aligning employee advocacy metrics with broader organizational goals is vital. For example, if one of the program objectives is talent acquisition, measuring the number of job applications or the quality of candidates sourced through employee advocacy tools and channels becomes essential.

Similarly, for customer-focused goals, tracking customer feedback, retention rates, and the impact on sales can provide a comprehensive view of the program's success.

Regularly reviewing and adapting the measurement approach is crucial as the program evolves.

By combining quantitative metrics with qualitative insights, organizations can gain a holistic understanding of the employee advocacy program's success and make informed adjustments to optimize its impact on brand reputation and business outcomes.

5 Employee brand advocacy examples to get inspired from

Here are five inspiring examples of employee brand advocacy:

1. Starbucks partner social media engagement

Starbucks has a successful employee advocacy program, known as "Starbucks Partners." Employees, or partners as they are referred to, actively share their experiences on social media using the hashtag #tobeapartner.

This successful program showcases the diverse roles within the company, from baristas to corporate staff, fostering a sense of community and pride among employees.

2. IBM Voices program

IBM's "Voices" program empowers employees to become brand advocates by sharing their expertise on social media. IBM provides training, guidelines, and content for employees to share on social media guidelines, positioning them as thought leaders in their respective fields.

This not only amplifies IBM's brand but also enhances the personal brands of its employees.

3. Adobe Life Instagram takeovers

Adobe encourages employees to take over the company's Instagram account for a day, sharing glimpses of their work life and personal interests.

These takeovers provide a behind-the-scenes look at the diverse roles within Adobe, showcasing both the company culture and fostering a more personal connection with the audience.

4. HubSpot employee-generated content

HubSpot encourages employees to create and share content on social media, blogs, and other platforms. This includes articles, videos, and posts that reflect their experiences and insights. This approach humanizes the brand, and the company actively recognizes and promotes employee-generated content.

5. LinkedIn's #LinkedInLife campaign

LinkedIn's employee advocacy efforts are evident in its #LinkedInLife campaign. Employees share their experiences working at LinkedIn, celebrating achievements, team events, and company culture.

This campaign not only promotes the company as an employer of choice but also leverages the personal networks of LinkedIn employees.

Conclusion

Employee brand advocacy emerges as a dynamic strategy, integral to shaping a positive corporate image and fostering authentic connections. By empowering employees to share their experiences, insights, and achievements, organizations harness the collective strength of their workforce to amplify brand messages.

Notable examples from leading companies underscore the diverse and innovative approaches to employee advocacy, emphasizing authenticity, inclusivity, and engagement.

As we navigate the evolving landscape of work and communication, embracing employee brand and right employee advocacy platform remains a powerful tool for building trust, attracting top talent, and creating a resilient brand identity that resonates with both internal teams and external audiences.