Employee advocacy: What it is, why it matters, and how to get your team on board

When you hear the phrase “employee advocacy,” you might imagine a company-wide memo asking everyone to post glowing reviews of their workplace on social media. Or maybe you think it’s just one of those business buzzwords that sound good in theory but never quite take off.

The truth is, employee advocacy isn’t another one of those passing trends. It’s one of the most powerful tools a business can use to amplify its voice, connect with customers, and build trust in a way that traditional marketing simply can’t.

But what exactly is it? Why should you care? And how do you actually make it work without turning your team into reluctant, half-hearted cheerleaders? Let’s investigate.

What is employee advocacy?

At its core, employee advocacy is about empowering your team to share authentic, positive stories about your business. This can include anything from showcasing company culture to celebrating individual successes or amplifying your latest achievements.

I’m not talking about forcing your employees to post generic, pre-approved messages, but more equipping them with the tools and confidence to share what excites them about their work. Whether it’s a LinkedIn post highlighting a project they’re proud of or a behind-the-scenes photo of a team celebration, employee advocacy puts the human side of your brand front and centre.

Why does this matter? Because people trust people. Research consistently shows that content shared by employees generates far higher engagement than content posted from a company’s official account. It’s personal, relatable, and cuts through the polished corporate messaging that audiences are increasingly sceptical of.

Why is employee advocacy important?

The way people interact with brands has shifted dramatically in recent years. Today’s audiences value authenticity, transparency, and human connection more than ever. Employee advocacy taps into these priorities, offering several key benefits:

1. Amplified reach

Your employees collectively have a much larger network than your business does. When they share your content, it gets in front of people who might never have engaged with your brand otherwise. It’s like word-of-mouth marketing on steroids.

2. Increased trust

In a world of clickbait and misinformation, trust is hard to earn. But people trust recommendations from individuals they know—and even strangers—far more than corporate advertising. Your employees’ voices add credibility to your brand.

3. Engaged employees

When done right, advocacy isn’t just good for your brand—it’s good for your team. It helps employees feel more connected to the business, take pride in their work, and build their personal brands in the process.

4. Cost-effective marketing

One of the best things about it is it doesn’t need a huge budget or flashy campaigns. It’s a simple, organic way to boost your visibility without adding strain to your marketing spend.

5. Standing out in the market

In competitive industries, a strong employee advocacy programme can help you differentiate yourself. It shows prospective clients and hires that your business is dynamic, engaged, and full of passionate people.

Common challenges—and how to overcome them

For all its benefits, many businesses hesitate to embrace employee advocacy. Here’s why—and how to tackle these concerns head-on:

“How do we get people to participate?”

Start by making advocacy optional, not mandatory. Focus on creating a culture where employees feel excited to share rather than obligated. Offer training to build confidence, share success stories from colleagues, and provide incentives (more on this later).

“What if someone says the wrong thing?”

This is a valid concern, but it’s one that can be mitigated with clear guidelines. Provide employees with a framework for posting—what’s encouraged, what’s off-limits, and how to align with your brand values—while still leaving room for authenticity.

“Will it actually work?”

The results of employee advocacy programmes can take time, but the long-term benefits are worth it. Start small, track key metrics like engagement and reach, and refine your approach based on what works. Success stories from early adopters can encourage others to get involved.

How to build an effective employee advocacy programme

If you’re ready to take the leap into the world of employee advocacy, here’s how to set your team up for success:

1. Make it rewarding

Your team is more likely to participate if there’s a clear benefit for them. Highlight how advocacy can help them build their personal brand, expand their professional network, or even get recognised internally for their contributions.

Consider introducing rewards or recognition for employees who consistently engage. This could be as simple as a shout-out in a team meeting or as tangible as a prize for the most creative post of the month.

2. Offer training and resources

Not everyone is a natural on social media, and that’s okay. Provide hands-on training to demystify platforms like LinkedIn, show employees how to write engaging posts, and explain how advocacy benefits both them and the business.

A content library can also help. Include suggested captions, branded visuals, and links to key updates—but encourage employees to add their own spin to keep posts authentic.

3. Lead by example

Senior leaders and managers should be actively involved in advocacy. When employees see leadership sharing content and engaging online, they’re more likely to follow suit.

4. encourage a culture of trust

You need to empower your team by showing them you trust their judgement. Micromanaging or over-policing what they share can stifle enthusiasm. Instead, focus on building a culture where employees feel supported to speak authentically about their work.

final thoughts

Employee advocacy is a really powerful way to build trust, amplify your brand, and encourage a more engaged workforce. By equipping your team with the tools, training, and confidence they need, you can turn your employees into your greatest brand ambassadors.

If you’re ready to get started but aren’t sure how, I can help.

My training sessions are designed to make LinkedIn accessible and effective for businesses of all sizes. I’ll help your team build their confidence, understand the platform, and start creating content that drives results.

To find out more, or just to shoot the breeze on my favourite topic (LinkedIn), get in touch.