When it comes to employer branding, your greatest assets aren’t your marketing materials - they’re your employees.
Employee advocacy, the practice of empowering your workforce to promote your company culture and values, can transform your employer brand from corporate messaging into authentic, relatable content. By sharing their experiences and perspectives, employees act as credible ambassadors who humanize your brand, enhance its reach, and build trust among potential candidates.
1. What is Employee Advocacy?
Employee advocacy involves leveraging your employees' voices to represent your company authentically, particularly on digital platforms like social media. Unlike traditional marketing, which often feels one-sided, employee advocacy creates a two-way dialogue between the company and its audiences.
Examples of employee advocacy in action include:
- Sharing company updates, achievements, or events on personal social media accounts.
- Writing blogs or LinkedIn posts about their work experiences.
- Participating in recruitment campaigns by showcasing their journey in the company.
2. Why Employee Advocacy Matters for Employer Branding
The modern workforce values authenticity, and potential candidates want to hear directly from people who already work at your company. Employee advocacy strengthens your employer brand in several ways:
- Authenticity: Employees provide an unfiltered look at your company culture, making your employer brand feel genuine.
- Reach: Employees’ networks extend beyond your corporate audience, exponentially increasing your brand's visibility.
- Trust: Content shared by employees is perceived as more trustworthy and credible than traditional corporate posts.
- Engagement: Personal stories and experiences resonate more deeply, creating emotional connections with job seekers.
3. How to Encourage Employee Advocacy
For employee advocacy to thrive, your team needs the tools, guidance, and encouragement to share their stories effectively. Here’s how you can build a culture of advocacy:
a) Create Shareable Content
Make it easy for employees to advocate for your brand by providing them with content they can share, such as:
- Posts highlighting company achievements or awards.
- Stories about social impact initiatives.
- Visual content like photos from team events or employee milestones.
b) Celebrate Employee Stories
Spotlight individual employees through testimonials, interviews, or “day-in-the-life” features. When employees feel valued, they’re more likely to share their positive experiences.
c) Provide Training
Offer workshops or resources to help employees build their personal brand online while aligning with the company’s voice. For instance:
- Teach them how to craft compelling LinkedIn posts.
- Show them how to share content professionally on platforms like Instagram or TikTok.
d) Empower Through Tools
Utilize tools like employee advocacy platforms (e.g., Smarp, Sociabble, or EveryoneSocial) to streamline content sharing. These tools centralize approved content and simplify the process for employees.
e) Foster Authenticity
Encourage employees to personalize their posts. Authentic content resonates better than scripted or overly polished messaging.
4. The Role of Social Media in Amplifying Advocacy
Social media platforms are the epicenter of employee advocacy. Employees sharing your company’s values, culture, and opportunities on their personal accounts can boost your brand’s visibility and engagement.
Examples of Social Media Advocacy:
- LinkedIn: Employees can share professional milestones, such as promotions or completing company training programs.
- Instagram and TikTok: Casual, behind-the-scenes content like team outings or workplace perks adds a human touch.
- Twitter: Sharing company achievements or events in real-time keeps content fresh and engaging.
5. Measuring the Impact of Employee Advocacy
To evaluate the success of your advocacy efforts, monitor these key metrics:
- Reach: Track the growth in impressions and audience size through employee posts.
- Engagement: Measure likes, comments, and shares to assess how audiences respond to advocacy content.
- Employee Participation: Analyze how many employees actively participate in advocacy initiatives.
- Candidate Applications: Monitor job applications and candidate feedback to determine if advocacy content influences hiring.
6. Success Stories: Real-World Examples of Advocacy in Action
- Microsoft: The company’s “Microsoft Life” campaign encourages employees to share their workplace experiences on social media, fostering a culture of transparency and connection.
- Salesforce: Salesforce champions employee advocacy through its Trailblazer community, where team members showcase how they innovate and grow with the company.
7. Benefits Beyond Recruitment
While employer branding is a key focus, employee advocacy also benefits your broader brand:
- Customer Trust: Employees’ stories can also resonate with customers, who value ethical and employee-friendly companies.
- Retention: Advocacy programs enhance internal engagement, as employees feel valued and proud to work for a company with a strong mission.
8. Employees as Your Brand’s Superpower
Employee advocacy is more than just a buzzword; it’s a powerful strategy for amplifying your employer brand online. By empowering your team to share their stories authentically, you create a brand narrative that resonates with potential candidates and builds lasting trust. When employees take pride in their roles and share their experiences, your employer brand transitions from being just another company to becoming a sought-after workplace.
