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aria-hidden="true" class="w-6 h-6 fill-white"> <use xlink:href="#icon-search"></use> </svg> </a> </li> </ul> </div> </nav> </div> <div class="w-full h-3"> <div id="reading-progress" style="width:0%;" class="h-3 bg-saffron"></div> </div> </div> <section id="primary"> <main id="main"> <article id="post-80393" class="flex flex-col gap-8 post-80393 post type-post status-publish format-standard has-post-thumbnail hentry category-strategy tag-employee-advocacy"> <header class="p-8 border-b md:p-12 border-nocturn/10"> <div class="flex flex-col max-w-screen-xl gap-4 mx-auto md:flex-row md:gap-8 md:items-center"> <div class="md:w-2/3"> <span class="font-semibold">Strategy</span> <h1 class="mb-5 text-3xl font-bold md:text-5xl md:mb-10"> Employee advocacy: How it works + how to get started </h1> <div class="mb-5 text-lg md:text-xl md:mb-10"> <p>Employee advocacy is when employees share their company’s content on their personal social media to boost brand awareness and trust</p> </div> <div class="flex flex-col gap-2 mb-4 md:mb-8"> <span class="text-lg font-bold"> Stacey McLachlan </span> <span class="text-spruce"> October 22, 2024 </span> <span class="inline-flex"> <svg role="icon" class="w-6 h-6 mr-2"><use xlink:href="#icon-time"></use></svg> 9 min read </span> </div> </div> <figure class="md:w-1/3"> <picture class="flex justify-center wp-post-image" loading="eager" decoding="async" fetchpriority="high"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-556x556.png.webp 556w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-310x310.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-620x620.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-150x150.png.webp 150w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-768x768.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy.png.webp 1080w" sizes="(max-width: 556px) 100vw, 556px"/> <img width="556" height="556" src="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-556x556.png" alt="cover image" loading="eager" decoding="async" fetchpriority="high" srcset="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-556x556.png 556w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-310x310.png 310w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-620x620.png 620w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-150x150.png 150w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-768x768.png 768w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy.png 1080w" sizes="(max-width: 556px) 100vw, 556px"/> </picture> </figure> </div> </header> <section class="relative"> <div id="the-content" class="prose entry-content"> <div class="top-0 h-full xl:absolute not-prose" style="right: calc(50vw + 21rem)"> <div class="relative flex flex-col h-full gap-8"> <div class="xl:mx-8 sticky z-10 top-[56px]"> <div class="lwptoc one-column xl:text-sm text-base bg-white pt-8 lwptoc-inherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i"> <div class="lwptoc_header"> <h2 class="lwptoc_title" style="font-weight:800;">Table of Contents</h2> </div> <div class="lwptoc_items lwptoc_items-visible"> <div class="lwptoc_itemWrap"><div class="lwptoc_item"> <a href="#What_is_employee_advocacy"> <span class="lwptoc_item_label">What is employee advocacy?</span> </a> </div><div class="lwptoc_item"> <a href="#Benefits_of_employee_advocacy"> <span class="lwptoc_item_label">Benefits of employee advocacy</span> </a> </div><div class="lwptoc_item"> <a href="#How_to_build_an_employee_advocacy_program_on_social_media"> <span class="lwptoc_item_label">How to build an employee advocacy program on social media</span> </a> </div><div class="lwptoc_item"> <a href="#Employee_advocacy_best_practices"> <span class="lwptoc_item_label">Employee advocacy best practices</span> </a> </div><div class="lwptoc_item"> <a href="#FAQs_about_employee_advocacy"> <span class="lwptoc_item_label">FAQs about employee advocacy</span> </a> </div><div class="lwptoc_item"> <a href="#Hootsuite_Amplify_-_your_employee_advocacy_platform"> <span class="lwptoc_item_label">Hootsuite Amplify — your employee advocacy platform</span> </a> </div></div></div> </div></div> </div> </div> </div> <p>If you’re not running an employee advocacy program, you could be missing out on a lot of potential reach.</p> <p>Why? Your employees are one of your biggest untapped marketing resources — and psst, they’re already on social media. Yup, these influencers and brand ambassadors have been under your nose all along. </p> <p>Read on to learn everything you need to know about kick-starting your own advocacy program.</p> <div id="key-takeaways" class="block-key-takeaways"> <div class="wp-block-group border-cedar border rounded-lg p-12 is-layout-constrained wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading !mt-0 has-lake-color has-text-color has-link-color wp-elements-60abe5040d0af793144c0de2c1afdf64">Key Takeaways</h3> <ol class="wp-block-list"> <li><strong>Employee advocacy</strong> is when employees share their company’s content on their personal social media accounts, amplifying the brand’s reach and credibility.</li> <li>Advocacy programs turn employees into <strong>brand ambassadors</strong>, creating increased visibility, trust, and engagement from new audiences.</li> <li><strong>Best practices</strong> include building a positive workplace culture, setting clear goals, and rewarding employees for their participation in the advocacy program.</li> </ol> </div> </div> <div class="not-prose content-upgrade _bonusVariantContentUpgrade style-default has-cta-button" style=""> <a href="https://hootsuite.com/resources/blog/employee-advocacy-guide" class="cover" data-ga-track-id="blog_cta_download_inpost" target="_blank"></a> <div class="all-content-wrapper"> <div class="text-wrapper"> <p><strong><span style="text-decoration: underline;">Download a free employee advocacy toolkit</span></strong> that shows you how to plan, launch, and grow a successful employee advocacy program for your organization.</p> </div> <div class="button-wrapper"> <a href="https://hootsuite.com/resources/blog/employee-advocacy-guide" class="btn-cu" data-ga-track-id="ContentUpgrade_Right_CTA" data-ga-track-info="Download now" target="_blank">Download now</a> </div> </div> </div> <h2 class="wp-block-heading"><span id="What_is_employee_advocacy"><a id="post-412850-_hydyi18qman8"></a>What is employee advocacy?</span></h2> <p><strong>Employee advocacy is when employees share their company’s content or values on their personal social media accounts to boost brand awareness and build trust</strong>.</p> <p>Advocacy content can include everything from job postings to blog articles to industry resources to new product launches.</p> <figure class="wp-block-image size-full"><picture decoding="async" class="wp-image-495424"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-channel-4.png.webp 431w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-channel-4-310x535.png.webp 310w" sizes="(max-width: 431px) 100vw, 431px"/> <img decoding="async" width="431" height="744" src="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-channel-4.png" alt="" srcset="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-channel-4.png 431w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-channel-4-310x535.png 310w" sizes="(max-width: 431px) 100vw, 431px"/> </picture> <figcaption class="wp-element-caption"><em>Source: <a href="https://www.linkedin.com/posts/sin%C3%A9ad-rocks-media_here-at-channel-4-were-passionate-about-activity-7252335379352010753-CF8r" target="_blank" rel="noreferrer noopener nofollow">Sinéad Rocks on LinkedIn</a></em></figcaption></figure> <p>However, advocacy can also happen via <a href="https://blog.hootsuite.com/content-idea-cheat-sheet/"><em>original</em> social media content</a>.</p> <p>That’s right: whether employees are re-posting your brand’s content or crafting their own, <strong>any social media content that promotes your company can be considered employee advocacy</strong>. </p> <p>Sure, your employees are probably already posting about your workplace or brand without you asking. <span style="margin: 0px; padding: 0px;">However, an <a href="https://www.hootsuite.com/products/amplify" target="_blank" rel="noopener">official advocacy program</a> can help take that organic influence to the next level.</span></p> <h2 class="wp-block-heading"><span id="Benefits_of_employee_advocacy">Benefits of employee advocacy</span></h2> <p>Why is employee advocacy important? Here are three ways programs like these can benefit companies:</p> <ol class="wp-block-list"> <li>It positively impacts sales due to increased <strong>brand awareness</strong> and <strong>favorable perceptions</strong> (“<a href="https://blog.hootsuite.com/social-media-sentiment-analysis-tools/">brand sentiment</a>”).</li> <li>It improves staff <strong>recruitment</strong>, <strong>retention</strong>, and <strong>engagement</strong>.</li> <li>It aids in <strong>PR crises</strong> and <a href="https://blog.hootsuite.com/social-media-crisis-management/">issue management</a>.</li> </ol> <p><a href="https://www.zippia.com/advice/social-media-at-work-statistics/#:~:text=98%25%20of%20employees%20use%20social,their%20job%20or%20employer%20online.">Ninety-eight percent</a> of employees are already on social media, which is <a href="https://hootsuite.widen.net/s/gqprmtzq6g/digital-2022-global-overview-report">now a top channel for online brand research</a> (second only to search engines). </p> <p>Studies show that advocacy from your team can help <a href="https://hingemarketing.com/uploads/hinge-research-employee-advocacy.pdf">shorten the sales cycle</a>, attract and develop new business, and build your employer brand. Plus, you can extend your <a href="https://www.hootsuite.com/products/amplify">organic reach by 200%</a> and increase profitability by 23%.</p> <p><strong>Why does employee advocacy work so well?</strong> It’s all about trust, which Edelman calls “<a href="https://www.edelman.com/trust" target="_blank" rel="noreferrer noopener nofollow">the ultimate currency</a>.” In fact, <a href="https://www.edelman.com/trust/2022-trust-barometer/special-report-new-cascade-of-influence">fifty-nine percent</a> of consumers will stop buying from a company if they <em>don’t</em> trust the brand.</p> <figure class="wp-block-image"><a href="https://www.statista.com/statistics/222698/consumer-trust-in-different-types-of-advertising/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="620" height="461" src="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-01-620x461.png" alt="bar graph of different sources of employee advocacy such as" class="wp-image-412860" srcset="https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-01-620x461.png 620w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-01-310x230.png 310w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-01-768x571.png 768w, https://blog.hootsuite.com/wp-content/uploads/2023/06/employee-advocacy-01.png 787w" sizes="auto, (max-width: 620px) 100vw, 620px"></a></figure> <p><a href="https://www.statista.com/statistics/222698/consumer-trust-in-different-types-of-advertising/">Eighty-nine percent</a> of consumers trust recommendations from people they know over branded content or traditional ads. <a href="https://www.edelman.com/sites/g/files/aatuss191/files/2022-08/2022%20Edelman%20Trust%20Barometer%20SUPPLEMENT%20to%20The%20New%20Cascade%20of%20Influence%20FINAL.pdf">Fifty-six percent of millennial and Gen Z consumers </a>trust influencers more than brands. </p> <p>Hootsuite’s <a href="https://blog.hootsuite.com/piggybacking-brand-social-posts/" target="_blank" rel="noreferrer noopener">research</a> shows advocacy on social networks is directly related to higher brand health metrics, including positive sentiment, value, and share of voice — especially among mature organizations.</p> <p><a href="https://www.armanino.com/">Armanino LLP</a>, for example, used its advocacy program to equip more employees across the business with the skills and tools to become social superstars — and build the firm’s reach and reputation along the way.</p> <iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:7252009213206396928" height="732" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe> <p>The results? Armanino reached <strong><a href="https://www.hootsuite.com/resources/armanino" target="_blank" rel="noreferrer noopener">19.2 million (yes, <em>million</em>) people</a></strong> with employee networks. That’s a more than 600% increase in reach and $232,375 in potential ad value created. Not too shabby!</p> <p>PS: Armanino also used <a href="https://www.hootsuite.com/products/amplify">Hootsuite Amplify</a>, our advocacy tool, to help equip their 595 active users with plenty of content to reshare and make their own.</p> <h2 class="wp-block-heading"><span id="How_to_build_an_employee_advocacy_program_on_social_media"><a id="post-412850-_pl5ibs6jjw2q"></a>How to build an employee advocacy program on social media</span></h2> <p>Ready to build your own advocacy program? We’ll walk you through it.</p> <h3 class="wp-block-heading"><a id="post-412850-_qlysl1r4dcav"></a>Step 1: Create a positive and engaged workplace culture</h3> <p>It’s simple: <strong>Happy employees want to post about their company</strong>. </p> <p>Search for the #sephoralife hashtag, for instance, and you’ll discover photo after photo of smiling Sephora employees. </p> <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/Crm-x3hOf-G/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/Crm-x3hOf-G/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="noopener"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewbox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"></g><g transform="translate(-511.000000, -20.000000)" fill="#000000"></g><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/Crm-x3hOf-G/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by SEPHORA ARROWHEAD (@sephora.arrowhead)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script> <p>So how do you create an engaged workplace culture?</p> <p><a href="https://www.gallup.com/394373/indicator-employee-engagement.aspx">Research from Gallup</a> suggests that 70% of employee engagement is determined by the manager. Great culture starts at the top.</p> <p>Leaders need to clearly define roles and expectations, provide appropriate training and tools, and create evaluation processes that <a href="https://www.gallup.com/workplace/285674/improve-employee-engagement-workplace.aspx">help employees thrive</a>.</p> <p>And hey, creating a great place to work has many other benefits. Research suggests that <a href="https://www.gallup.com/workplace/285674/improve-employee-engagement-workplace.aspx" target="_blank" rel="noreferrer noopener">businesses with engaged employees</a> show higher profitability (+23%), customer loyalty (+10%), and productivity (+18%).</p> <h3 class="wp-block-heading"><a id="post-412850-_khxydmpa78y"></a>Step 2: Set goals and KPIs for your advocacy program</h3> <p>Before asking your employees to serve as brand advocates, it’s important to figure out <em>why </em>you’re even asking them.</p> <p>Example goals could be acquiring more leads, recruiting talent, improving brand awareness, or increasing <a href="https://blog.hootsuite.com/how-to-increase-share-of-voice/">share of voice</a> on social.</p> <p>Some key KPIs to track are:</p> <ul class="wp-block-list"> <li><strong>Top contributors</strong>. Which individuals or teams are sharing the most? Which advocates are generating the most engagement?</li> <li><strong>Organic reach</strong>. How many people see the content shared through your employee advocates? <em>(Psst: try our </em><a href="https://www.hootsuite.com/social-media-tools/employee-advocacy-calculator"><em>employee advocacy calculator</em></a><em> to calculate your potential reach.)</em></li> <li><strong>Engagement</strong>. Are people clicking links, leaving comments, and re-sharing content from your advocates? What is the engagement per network?</li> <li><strong>Traffic</strong>. How much traffic did the content shared by employee advocates drive to your website?</li> <li><strong>Brand sentiment</strong>. How has your advocacy campaign impacted your overall<a href="https://blog.hootsuite.com/social-media-sentiment-analysis-tools/"> brand sentiment</a> on social media?</li> </ul> <p>If you create a company hashtag, be sure to track mentions. Branded hashtags can help employees show off your culture, improve <a href="https://blog.hootsuite.com/employee-advocacy-for-recruitment/">recruitment</a> and brand sentiment, and feel more connected to the company and each other.</p> <h3 class="wp-block-heading"><a id="post-412850-_73br7zxs0qf1"></a>Step 3: Identify program leaders</h3> <p>While it may be tempting to pick your executive team as program leaders, the team members who are already social media all-stars are actually your best bet.</p> <p>Think about:</p> <ul class="wp-block-list"> <li>Who already has or is building a <strong>strong personal brand</strong> on social media?</li> <li>Who naturally shares <strong>industry content or brand messages</strong>?</li> <li>Who is the <strong>public face</strong> of your company, either in their role (speaking engagements, PR, etc.) or number of social media connections?</li> <li>Who is <strong>enthusiastic</strong> about your industry and the company?</li> </ul> <p>People like these are a social media manager’s best friend. Empower them to help build your employee advocacy program by defining and communicating campaigns, setting goals, and creating incentives.</p> <p>Then, work with your advocacy leaders to identify in-house beta testers before launching your program company-wide. They can help guide your employee advocacy strategy and provide honest feedback.</p> <p>When you launch your advocacy program, you may see an initial flurry of social shares. But without effective internal leadership, this enthusiasm will fizzle out over time. Successful programs use employee advocacy leaders to help ensure advocacy is an ongoing focus.</p> <h3 class="wp-block-heading"><a id="post-412850-_p4kdbtu19271"></a>Step 4: Establish employee social media guidelines</h3> <p>It’s not enough to know what the message is; employees also need to know the best way to communicate it. What kind of language should they use? How often should they post? How should they respond to comments?</p> <p>To address this, you need two documents:</p> <ol class="wp-block-list"> <li><a href="https://blog.hootsuite.com/social-media-policy-for-employees/"><strong>Social media content policy</strong></a>. A “do’s and don’ts” of what employees should share, topics to avoid (e.g., politics, etc.), answers they can provide to common questions (FAQ), and more.</li> <li><a href="https://blog.hootsuite.com/social-media-style-guide/"><strong>Brand style guidelines</strong></a>. This is the visual guide, including how to use the company logo, unique terms or spelling your company uses (e.g., it’s Hootsuite, not HootSuite!), hashtags to include, and more.</li> </ol> <p>Guidelines, especially content ones, aren’t meant to police your employees. The right guidelines should clearly state what’s off-limits while allowing for authentic expression.</p> <p>Clear guidelines also help protect your company’s reputation and avoid <a href="https://blog.hootsuite.com/social-media-security-for-business/">security risks</a>. Some guidelines are common sense — for instance, avoiding vulgar or disrespectful language or sharing confidential information. Other guidelines may need input from the legal department.</p> <p>Make sure the guidelines are easy to understand and follow. Include visual examples and recommendations on what, where, and how to share.</p> <p>(Also include contact information for your advocacy program’s leader so employees know who to ask for additional guidance if needed. Keeping everyone on the same page is key, so internal communication is important here.)</p> <p>We’ve got a free template for you to create an <a href="https://blog.hootsuite.com/social-media-policy-for-employees/">employee social media policy</a> or check out examples from other companies.</p> <h3 class="wp-block-heading"><a id="post-412850-_pvtc7syeu082"></a>Step 5: Get employees involved in your strategy</h3> <p>Once you have goals and guidelines in place, it’s time to reach out to employees. Let them know about your advocacy program and tools, and then set ‘em loose to start sharing company content!</p> <p>To encourage participation, involve your employees in content planning. Share your current <a href="https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/">social media strategy</a> and ask them which types of content would show off the company culture or what would fit in with the goals of your program.</p> <p>Use the feedback your teams give you to guide your overall marketing strategy. For example, <a href="https://www.hootsuite.com/resources/amplify-case-study">Hootsuite’s content categories in our own tool</a> are company news, product announcements, thought leadership, and recruitment.</p> <h3 class="wp-block-heading"><a id="post-412850-_uoapyhhu7ey8"></a>Step 6: Create valuable resources for employees to share</h3> <p>The real key to getting your employees to share? Provide them content they need to either make their job easier or help position them as an industry expert.</p> <p>Research from LinkedIn shows users who share advocacy content receive <a href="https://business.linkedin.com/content/dam/me/business/en-us/elevate/Resources/pdf/official-guide-to-employee-advocacy-ebook.pdf">600% more profile views</a> and grow their networks three times faster.</p> <p><a href="https://www.athletico.com/" target="_blank" rel="noreferrer noopener nofollow">Athletico Physical Therapy</a> uses Hootsuite Amplify to expand its reach by coordinating content around key events when they know engagement will be high, like National Physical Therapy Month.</p> <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/DBCB4JwT9Dg/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/DBCB4JwT9Dg/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="noopener"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/DBCB4JwT9Dg/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by Athletico Physical Therapy (@athletico_pt)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script> <p>After launching their advocacy program, the Athletico team saw a <a href="https://www.hootsuite.com/resources/athletico">39% increase in engagement across all social media channels</a> — not bad!</p> <p><strong>Pro tip</strong>: Curate and maintain a content library of evergreen content resources so employees can find them easily.</p> <p>Don’t forget about the power of a personal message. Pre-approved content is great for quick shares, but give your employees the freedom to write their own captions for image or video posts, too (as long as they follow your brand guidelines).</p> <p>Unique content will resonate more with their followers, who know your employees more than they know your brand (for now).</p> <h3 class="wp-block-heading"><a id="post-412850-_1r9976t2uwgl"></a>Step 7: Reward employees for their participation</h3> <p>Since you’re asking your employees for something, it’s only fair to offer something in return (beyond increasing their visibility and credibility as thought leaders and subject matter experts).</p> <p>Tangible incentives like gift cards or prizes can help employees feel like they have a stake in the program.</p> <p>Gamification is also a great strategy. Many brands make social media advocacy into a game or contest.</p> <p>For example, create a hashtag to promote a specific advocacy campaign. Then, create a leaderboard and gift a prize to whoever earns the most impressions or engagement for the hashtag.</p> <p>Other tactics you can apply to sweeten the deal include:</p> <ul class="wp-block-list"> <li>VIP programs</li> <li>Development opportunities</li> <li>Early access</li> <li>Badges</li> <li>Challenges for teams or individuals</li> </ul> <p>Learn more about how to roll out an employee advocacy program with our program guide (below). </p> <div class="not-prose content-upgrade _bonusVariantContentUpgrade style-default has-cta-button" style=""> <a href="https://hootsuite.com/resources/blog/employee-advocacy-guide" class="cover" data-ga-track-id="blog_cta_download_inpost" target="_blank"></a> <div class="all-content-wrapper"> <div class="text-wrapper"> <p><strong><span style="text-decoration: underline;">Download a free employee advocacy toolkit</span></strong> that shows you how to plan, launch, and grow a successful employee advocacy program for your organization.</p> </div> <div class="button-wrapper"> <a href="https://hootsuite.com/resources/blog/employee-advocacy-guide" class="btn-cu" data-ga-track-id="ContentUpgrade_Right_CTA" data-ga-track-info="Download now" target="_blank">Download now</a> </div> </div> </div> <h2 class="wp-block-heading"><span id="Employee_advocacy_best_practices"><a id="post-412850-_e8tvepf3hrwy"></a>Employee advocacy best practices</span></h2> <h3 class="wp-block-heading"><a id="post-412850-_6fqoxto43dkj"></a>Only share engaging content</h3> <p>It may sound obvious, but this one is important! <span style="margin: 0px; padding: 0px;">If you’re having trouble coming up with ideas, explore our </span><a href="https://blog.hootsuite.com/content-idea-cheat-sheet/"><span style="margin: 0px; padding: 0px;">cheat sheet for engagi</span>ng social media content</a>.</p> <h3 class="wp-block-heading"><a id="post-412850-_7dki4gosulof"></a>Make it worth your employees’ while</h3> <p>Advocacy content should help your employees build their online image as industry experts. If you can gamify your advocacy program, participation becomes even easier. </p> <p>Find what motivates your team. Prizes? Contests? Gift cards? Your employees are giving you tons of free organic reach — the least you could do is buy ‘em a coffee card.</p> <h3 class="wp-block-heading"><a id="post-412850-_xhyscgchaqdo"></a>Foster a great company culture</h3> <p>Engaging in employee advocacy — and with their role and your company in general — comes from naturally wanting to share and being proud of where they work. Give them good reasons to be proud.</p> <h3 class="wp-block-heading"><a id="post-412850-_6ke1g22o5dtg"></a>Measure success</h3> <p>An advocacy program should align with your organization’s primary business goals and inform the metrics you should be tracking. Decide how often you’ll measure. Will it be weekly, quarterly, or yearly?</p> <p>Make sure you set your benchmarks and identify trends and variations from there.</p> <p>The worksheet provided earlier sets the framework for measuring this program’s success. However, you should also measure its shortcomings. This will give you valuable insights that will improve the program and keep it rolling in the future.</p> <h2 class="wp-block-heading"><span id="FAQs_about_employee_advocacy"><a id="post-412850-_t4atvmty5hk7"></a>FAQs about employee advocacy</span></h2> <h3 class="wp-block-heading"><a id="post-412850-_203ygvnd32as"></a>What is an example of employee advocacy?</h3> <p>Employee advocacy happens when a team member shares content about your company, whether online or offline—for example, a social media post about your brand, shared by someone who works for you.</p> <p>Any time your employee posts positive content about your company or their experience working for you, this is advocacy in action.</p> <h3 class="wp-block-heading"><a id="post-412850-_4t8qqxvix4j7"></a>Why do we need employee advocacy?</h3> <p>Advocacy programs benefit companies by positively impacting sales due to increased brand awareness and favorable perceptions (“<a href="https://blog.hootsuite.com/social-media-sentiment-analysis-tools/">brand sentiment</a>”). It also improves staff recruitment, retention, and engagement and can aid in PR crises and <a href="https://blog.hootsuite.com/social-media-crisis-management/">issues management</a>.</p> <h2 class="wp-block-heading"><span id="Hootsuite_Amplify_-_your_employee_advocacy_platform">Hootsuite <a id="post-412850-_2auhaxezp4n5"></a>Amplify — your employee advocacy platform</span></h2> <p>The hardest part of employee advocacy is often the execution. Where will they find content to share? Where can they review your social media and brand guideline documents? How will they find out about new content? How can you streamline employee communication about new initiatives?</p> <p>You can go as basic as having everyone sign up for the company newsletter to find content to share on their own, or… Use employee advocacy software to distribute approved content, easily share to their profiles with one click, and seamlessly measure the ROI and results.</p> <p><a href="https://www.hootsuite.com/products/amplify">Hootsuite Amplify</a> is your all-in-one solution for setting up an advocacy program people want to be part of. Check out how it works in under two minutes:</p> <figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper"> <div class="embed-youtube"><iframe title="Getting Started with Hootsuite Amplify" width="500" height="281" src="https://www.youtube.com/embed/_EOkMmOIAbo?enablejsapi=1&038;origin=https%3A%2F%2Fblog.hootsuite.com" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe></div> </div></figure> <p>If you already use Hootsuite for social media planning, it’s as easy as adding the <a href="https://apps.hootsuite.com/apps/amplify">Amplify app</a> to your account (for Business and Enterprise customers). Boom, done!</p> <p>Having a central hub that employees can visit to stay informed and easily share pre-approved content from pays off. At Hootsuite, we have a 94% adoption rate and a 64% share rate. Our program earns over <a href="https://www.hootsuite.com/resources/amplify-case-study?utm_campaign=all-field-advocacy_-_customer_references-glo-none----HootsuiteAmplify_CaseStudy---&utm_source=case_study&utm_medium=owned_content)">4.1 million</a> organic impressions per quarter!</p> <p>Plus, <a href="https://www.hootsuite.com/products/amplify">Amplify</a> analytics reports allow you to track program growth and content performance metrics—and measure its ROI along with all your other social media metrics in your Hootsuite account.</p> <p><strong>Tap into the power of employee advocacy with Hootsuite Amplify. Increase brand reach, keep employees engaged, and measure results—safely and securely. Learn how Amplify can help grow your organization today.</strong></p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-2 wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://www.hootsuite.com/products/amplify" target="_blank" rel="noreferrer noopener">Request a demo of Hootsuite Amplify</a></div> </div> <p class="has-text-align-center"></p> <div id="sidebar-right" class="not-prose absolute top-0 h-full max-[1050px]:hidden"> <div class="w-[264px] gap-8 flex flex-col relative h-full"> <div class="side-rail-container"> <div class="side-rail-cta-inner-wrapper"> <div class="side-rail-cta style-default rail-light">  <p>Hootsuite Amplify makes it easy for your employees to safely share your content with their followers—<b>boosting your reach on social media</b>. 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((width / 2) + 10) const y = (window.screen.height / 2) - ((height / 2) + 50) window.open(url, 'socialshare', `height=${height},width=${width},top=${y},left=${x},screenX=${x},screenY${y}`) }) }) </script> </div> </section> <section class="px-8 min-[1150px]:mx-auto lg:px-0 max-w-content"> <section id="newsletter-signup-wrapper" class="p-8 text-white lg:p-12 bg-lake"> <div class="max-w-screen-xl mx-auto"> <div class="max-w-screen-sm"> <h2 class="mb-4 text-5xl font-bold"> Become a better social marketer. </h2> <p class="mb-4"> Get expert social media advice delivered straight to your inbox. </p> <form id="newsletterSubscriptionForm" action="/"> <div class="flex max-w-md"> <div class="flex newsletter__fields"> <label for="newsletter-email" class="sr-only"> Email address </label> <input id="newsletter-email" class="p-2 text-base border-0 lg:text-lg lg:p-4 text-nocturn grow" type="email" placeholder="Email address" required> <input name="optimizely-variation" class="optimizely-variation" value="" type="hidden"> </div> <button type="submit" class="btn btn-spring" data-ga-track-id="blog_cta_newsletter_signup_footer"> Sign up </button> </div> </form> </div> </div> </section> </section> <section> <div class="px-8 min-[1150px]:mx-auto lg:px-0 max-w-content"> <div class="flex flex-col divide-y border-y border-nocturn/10"> <div class="py-6 max-w-none"> <a href="https://blog.hootsuite.com/author/stacey-mclachlan/" class="font-bold no-underline text-lake"> By Stacey McLachlan </a> <div class="flex gap-8 mt-2"> <div class="flex flex-col gap-2"> <div class="w-28 h-28"><img alt='Stacey McLachlan' src='https://secure.gravatar.com/avatar/325d93a18ce63e4ae4d13829d8f7b78b?s=112&d=mm&r=g' srcset='https://secure.gravatar.com/avatar/325d93a18ce63e4ae4d13829d8f7b78b?s=224&d=mm&r=g 2x' class='avatar avatar-112 photo rounded-lg' height='112' width='112' loading='lazy' decoding='async'/></div> <div class="flex"> <a href="https://www.linkedin.com/in/stacey-mclachlan-19a23748/" aria-label="Connect with Stacey McLachlan on LinkedIn" target="_blank"> <svg role="img" class="w-6 h-6 mr-2 transition duration-300 ease-out fill-nocturn group-hover:fill-white"> <use xlink:href="#icon-linkedin"></use> </svg> </a> </div> </div> <div class="prose"> <p>Stacey McLachlan is an award-winning writer and editor from Vancouver with more than a decade of experience working for print and digital publications. </p> <p>She is editor-at-large for Western Living and Vancouver Magazine, author of the National Magazine Award-nominated 'City Informer' column, and a regular contributor to Dwell. Her previous work covers a wide range of topics, from SEO-focused thought-leadership to profiles of mushroom foragers, but her specialties include design, people, social media strategy, and humor. </p> <p>You can usually find her at the beach, or cleaning sand out of her bag.</p> </div> </div> <div class="flex justify-end mt-4"> <span class="text-base"> <a class="rounded btn btn-sm btn-lake" href="https://blog.hootsuite.com/author/stacey-mclachlan/"> Read more by Stacey McLachlan </a> </span> </div> </div> </div> </div> </section> <section class="p-8 lg:p-12"> <div class="max-w-screen-xl mx-auto"> <h2 class="mb-8 text-3xl font-bold"> Related Articles</h2> <div class="grid gap-6 grid-cols md:grid-cols-2 lg:grid-cols-4"> <article id="post-97871" class="flex gap-4 flex-col"> <figure class="m-0"> <a href="https://blog.hootsuite.com/social-media-policy-for-employees/"> <picture class=" wp-post-image"> <img width="556" height="556" src="https://blog.hootsuite.com/wp-content/uploads/2021/09/social-media-policy-556x556.png" class="attachment-hootsuite_2020_post_featured_image size-hootsuite_2020_post_featured_image wp-post-image" alt="cover image" decoding="async" loading="lazy" srcset="https://blog.hootsuite.com/wp-content/uploads/2021/09/social-media-policy-556x556.png 556w, https://blog.hootsuite.com/wp-content/uploads/2021/09/social-media-policy-310x310.png 310w, https://blog.hootsuite.com/wp-content/uploads/2021/09/social-media-policy-620x620.png 620w, https://blog.hootsuite.com/wp-content/uploads/2021/09/social-media-policy-150x150.png 150w, https://blog.hootsuite.com/wp-content/uploads/2021/09/social-media-policy-768x768.png 768w, https://blog.hootsuite.com/wp-content/uploads/2021/09/social-media-policy.png 1080w" sizes="auto, (max-width: 556px) 100vw, 556px" /> </picture> </a> </figure> <div class="flex flex-col gap-4"> <header class="flex flex-col leading-tight"> <a class="text-base" href="https://blog.hootsuite.com/channel/strategy/"> Strategy </a> <h3 class="font-bold text-lake text-lg"> <a class="hover:underline" href="https://blog.hootsuite.com/social-media-policy-for-employees/"> How to Write a Social Media Policy [Templates] </a> </h3> </header> <section class="leading-snug "> <p>A social media policy is a document that outlines how an organization and its employees should conduct themselves online.</p> </section> <footer> <span class="text-sm font-semibold text-spruce"> June 8, 2023 </span> </footer> </div> </article> <article id="post-284935" class="flex gap-4 flex-col"> <figure class="m-0"> <a href="https://blog.hootsuite.com/piggybacking-brand-social-posts/"> <picture class=" wp-post-image"> <img loading="lazy" src="https://blog.hootsuite.com/wp-content/uploads/2021/07/benefits-employee-advocacy-for-employees-amplify-540x540-1.svg" height="540" width="540" alt="graphic of three people standing in a row with conversation bubbles containing hearts above their heads"> </picture> </a> </figure> <div class="flex flex-col gap-4"> <header class="flex flex-col leading-tight"> <a class="text-base" href="https://blog.hootsuite.com/channel/hootsuite-hq/"> Hootsuite HQ </a> <h3 class="font-bold text-lake text-lg"> <a class="hover:underline" href="https://blog.hootsuite.com/piggybacking-brand-social-posts/"> Why Piggybacking on Your Brand’s Social Posts is Great for Your Career </a> </h3> </header> <section class="leading-snug "> <p>With employee advocacy, everybody wins. (And yes, that includes you.) 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