Employee advocacy software helps businesses amplify their reach by enabling employees to share curated content on their personal social media accounts. This type of software is particularly effective for small and medium-sized businesses (SMBs), where employees often have significantly larger social networks than the company itself. With features like automated scheduling, gamification, and mobile apps, these tools make participation simple and impactful.

Why It Matters:

• Higher Engagement: Content shared by employees generates 8x more engagement and is reshared 24x more often than brand posts.
• Cost-Effective Marketing: Employee-shared content can significantly reduce costs, with some companies achieving cost-per-click (CPC) as low as $0.23 compared to LinkedIn’s $5.26 average.
• Increased ROI: Analytics tools track metrics like Earned Media Value (EMV), helping businesses quantify their savings and impact.

How to Choose the Right Platform:

1. Define Goals: Identify if your focus is brand awareness, lead generation, or employee engagement.
2. Prioritize Features: Look for tools with content libraries, UTM tracking, gamification, and mobile apps.
3. Evaluate Usability: Ensure the platform is user-friendly, integrates with existing tools like Slack or Teams, and aligns with your team’s workflow.
4. Assess Analytics: Choose software that provides detailed insights, such as participation rates, engagement metrics, and ROI tracking.
5. Consider Pricing: Pricing varies from $24/user/month for small teams to $900–$2,000/month for mid-sized organizations. Check for hidden costs like onboarding or premium features.
6. Test Before Committing: Use free trials or pilot programs to ensure the tool meets your needs.

By carefully evaluating your business goals, team structure, and required features, you can select an employee advocacy platform that drives measurable results for your organization.

How to Build an Employee Advocacy Program from the Ground Up

Step 1: Define Your Business Goals and Needs

Before diving into features or pricing, take a moment to clearly define what you want to achieve with your employee advocacy program. Are you aiming to increase brand awareness, drive more leads, or improve employee engagement? Each goal requires different tools and features, and picking the wrong platform could leave you with software that doesn’t align with your needs, wasting time and resources.

For example, AWIN tailored its employee advocacy efforts to focus on performance marketing and achieved a cost-per-click of just $0.23 – a fraction of LinkedIn’s average CPC of $5.26. Results like this are only possible when your software matches your objectives. Once you’ve set your goals, consider how they align with your team’s size and structure.

Match Goals with Business Size and Scale

Your team’s size and structure should guide your software selection. Small teams might benefit from tools that offer managed services or AI-powered caption generation to minimize administrative tasks. The time spent on admin duties will likely be higher at the start but should decrease as the program matures.

For teams with mobile or non-desk-based employees, a native mobile app with push notifications is essential. Even if your team is small now, think ahead – features like user segmentation by department or region can ensure employees only see content that’s relevant to their roles, making it easier to scale in the future.

Identify Core Objectives

With your goals in place, narrow down the platform features that directly support them. For instance:

• Lead generation: Look for UTM tracking and CRM integrations.
• Brand awareness: Prioritize content libraries and one-click sharing tools.
• Employee engagement: Gamification features like leaderboards and rewards can make a big difference.

Huawei’s advocacy program is a great example – its gamification rewards helped drive strong participation.

"When employees understand the tangible impact of their engagement, they are more likely to feel motivated and invested in contributing." – Kim Snow, Head of Demand Generation, TeamOhana

Here’s a quick guide to help align your objectives with the right metrics and features:

Before committing to a platform, audit your existing content – blogs, videos, podcasts, and more – to ensure you have plenty of shareable material. Identify employees who are already active on LinkedIn or X (formerly Twitter) to lead a pilot program. This approach helps avoid mismatches and sets the foundation for success right from the start.

Step 2: Identify Required Features

After setting your objectives, the next step is to pinpoint the features that will make content sharing easier and help measure your program’s effectiveness. The key is to align your goals with tools that simplify sharing and provide clear data to demonstrate ROI.

Start with the essentials: a content library for pre-approved posts, a mobile app for employees on the move, and analytics tools to track clicks and conversions. From there, consider advanced features that address specific challenges. For example, if your team struggles with writing captions, an AI-powered content assistant can generate tailored suggestions. And if engagement tends to drop off after an initial spike, gamification features like leaderboards and badges can help maintain enthusiasm and participation over time.

Another useful feature is multi-variation posts, which allow admins to create multiple combinations of images and captions. This keeps the content fresh and authentic for your audience. For smaller, growing businesses, user segmentation is another valuable tool. It lets you organize content by department or region, ensuring employees see posts that are most relevant to their roles – like lead-generation posts for sales teams or recruitment content for HR.

Key Features to Look For

The features you prioritize should depend on how and where your employees work. For teams that rely heavily on collaboration tools or work remotely, integrations with platforms like Slack or Microsoft Teams can make sharing seamless and reduce barriers to participation. On the other hand, for deskless workers in industries like retail, field sales, or construction, a native mobile app with push notifications is a must-have.

Automation and AI are particularly helpful for smaller teams. Features like automated scheduling ensure posts go live at optimal times without manual effort, while AI tools can assist employees who lack confidence in writing by generating captions and post variations. If proving ROI is a priority for your leadership, look for platforms that calculate Earned Media Value (EMV) – a metric that quantifies the equivalent cost of paid ads, making it easier to showcase the program’s value.

"The platform you select should ultimately be a partner to help you achieve your marketing goals." – PostBeyond

The table below provides a quick reference to the most important features for small and medium-sized businesses (SMBs).

Feature Comparison Table

When evaluating platforms, keep your team size in mind. Some tools, like PostBeyond, may require a minimum number of users – often around 100 employees – so it’s important to confirm these requirements before making a decision.

Step 3: Evaluate Ease of Use and Employee Adoption

A platform packed with features is useless if your employees don’t actually use it. The key to high adoption? Keep it simple. If employees encounter clunky interfaces or time-consuming steps, they’re likely to disengage – regardless of leadership’s encouragement. And that’s a big deal, considering companies with engaged employees outperform those without by up to 202%.

The goal should be to make content sharing as effortless as possible. With employees spending an average of 3.7 hours daily on their mobile devices, a mobile-first design isn’t just nice to have – it’s essential. Platforms that integrate with tools your team already uses, like Slack or Microsoft Teams, further simplify the process. This kind of seamless integration removes extra login steps, making it easier for employees to share content without disrupting their workflow.

Focus on Simple Navigation

Not everyone on your team is a social media whiz, which is why an intuitive interface is so important. Features like one-click sharing and scheduling can significantly reduce the effort required. Tools powered by AI, such as content assistants that generate captions, can also help employees overcome the "blank page" problem that often prevents them from participating.

"Make it as easy as possible for employees to participate. Share direct links to the posts you want them to engage with, clearly outline what action you’re requesting… and provide a suggested timeframe." – Kim Snow, Head of Demand Generation, TeamOhana

Another way to keep things straightforward? User segmentation. By ensuring employees only see content relevant to their roles, you can make navigation easier and more targeted.

Gamification and Incentives

Turning advocacy into a game can work wonders. Features like real-time leaderboards, badges, and point-based rewards add a layer of friendly competition that keeps employees engaged. This approach is especially effective for teams that thrive on recognition and social proof.

When employees see their colleagues sharing content and receiving recognition, it creates a ripple effect, encouraging others to join in. Interestingly, about 50% of employees who use social media are already posting about their companies. Add to that the fact that employee-shared content generates 8x more engagement than content shared by brand accounts, and you’ve got a solid foundation to build on.

Ultimately, ease of use and seamless integration are the driving forces behind adoption. At Robust Branding, intuitive tools and smooth integrations make social sharing second nature for your team.

Up next: Learn how to evaluate analytics to measure your ROI.

sbb-itb-fd64e4e

Step 4: Assess Analytics and ROI Measurement

After evaluating features and usability, it’s time to dive into analytics to measure the success of your advocacy program. Analytics take the guesswork out of employee advocacy by offering concrete data on both internal participation and external results.

Start by focusing on internal metrics like employee participation rates and conversion rates. These numbers help you understand how well your program is being adopted internally before shifting focus to external impact.

For external results, look for tools that track metrics such as reach (impressions), engagement (likes, comments, shares), and website traffic driven by employee posts. Some advanced platforms even provide Earned Media Value (EMV), which estimates the cost of achieving similar results through paid ads. For instance, Allianz reportedly saved around $220,000 in paid media costs by leveraging Sociabble, while AWIN achieved a cost-per-click of just $0.23 using DSMN8 – significantly lower than LinkedIn’s average CPC of $5.26.

To take things a step further, use attribution tools like UTM integration. These tools allow you to directly link leads and conversions to specific employees or departments, turning advocacy into a measurable revenue generator.

Track Key Metrics

Your choice of metrics should align with your business objectives. For sales teams, focus on lead volume and LinkedIn Social Selling Index (SSI) scores, which measure how effectively your team builds professional credibility. If recruitment is your goal, track metrics like time-to-hire and employee referral rates, as referrals can save up to $7,500 per hire. For marketing, keep an eye on engagement rates and click-through rates to see what content resonates most with your audience.

To maintain momentum, recognize and reward top advocates with features like leaderboards. Regularly review high-performing posts to identify which types of content – such as industry insights, company culture highlights, or CEO updates – generate the most engagement within employee networks.

KPI Comparison Table

Once you’ve analyzed these metrics, the next step is to evaluate pricing and scalability to ensure your chosen software meets your program’s long-term needs.

Step 5: Consider Pricing and Scalability

Once you’ve reviewed analytics, it’s time to determine if the software aligns with your budget and can grow with your business. Be sure to account for all costs – including hidden fees – so you’re not caught off guard later.

Match Pricing with Budget

Employee advocacy software pricing varies widely. Entry-level plans typically start at $24 per user per month, while team-based plans for 25–30 users can cost around $300 per month. For mid-sized organizations, expect to pay between $900 and $2,000 per month. For instance, GaggleAMP offers plans starting at $417 per month for 50 users, and Sprout Social charges $199 per seat per month.

It’s also important to check for extra charges. These might include fees for implementation, onboarding, premium support, or advanced features like gamification or AI-powered content recommendations. Free trials can be a great way to evaluate how well your team adopts the platform before making a long-term commitment . Additionally, verify whether integrations require third-party tools like Zapier, which could add to your expenses.

Scalability for Growth

Your chosen solution should not only meet your current needs but also adapt to your future growth. Look for features like advanced user segmentation (e.g., by department or region), multilingual support for global teams, and mobile apps for employees without desk access.

Automation features are invaluable as your program expands. Tools with AI-driven captioning and automated scheduling can significantly reduce the time spent on administration . If you’re in a regulated sector like healthcare or finance, ensure the software provider complies with security standards such as ISO-20071 for safe data handling. Lastly, confirm that the platform integrates seamlessly with your existing tech stack to avoid compatibility issues .

Step 6: Test and Demo the Software

Once you’ve narrowed down your options, it’s time to roll up your sleeves and test the software. A demo might look polished, but it often doesn’t reveal how the tool performs in real-world scenarios. That’s why it’s essential to request a pilot program or free trial. This allows your team to evaluate the platform under actual working conditions.

Use this opportunity to dive into the software’s key features and confirm that it meets your operational requirements.

Focus Areas for Testing

Start by examining the user experience. Can employees share content with just a few clicks? For non-desk staff, test the mobile app thoroughly – check if push notifications work seamlessly. Also, see if the content hub allows users to filter posts by department or region, making it easier to find relevant materials.

Next, evaluate automation and integration. Ensure the software integrates smoothly with your existing tools, like Slack, Microsoft Teams, or your CRM. Test AI-driven features such as automated scheduling and caption generation to see if they genuinely save time. Additionally, confirm that the platform supports creating multiple images and captions for a single post, which helps avoid repetitive sharing.

Don’t overlook analytics. During the trial, make sure the platform provides detailed insights into ROI, lead generation, and earned media value. It’s also a good idea to ask the vendor about their product roadmap for the next year or two. This will help you determine if their plans align with your company’s growth strategy.

Get Feedback from Teams

After testing the technical aspects, gather input from the people who will actually use the software. Include employees from various departments – marketing, sales, HR, and IT – since each team will have different priorities. For example, sales teams might focus on CRM integration, while HR could be more interested in tools for talent acquisition. Create a scorecard with criteria like "ease of login" and "content findability" to streamline the feedback process.

It’s also worth consulting current clients of the software. For instance, in 2024, Ringier Axel Springer Poland adopted the Sharebee platform and actively involved employees during implementation. The platform’s intuitive design allowed ambassadors to customize materials to their style "in literally a moment", leading to a stronger online presence and better brand recognition on LinkedIn. Real-world examples like this can help you avoid committing to a platform that might not fit your needs.

Conclusion: Making the Right Choice

Selecting employee advocacy software requires careful planning. Start by clearly defining your goals – whether it’s expanding marketing reach, speeding up sales cycles, or strengthening employer branding efforts for HR. A weighted scorecard can help you prioritize essential features over extras, ensuring the software aligns with both your larger strategy and specific needs.

Consider your budget with future growth in mind. Think beyond your current team size to avoid challenges down the line. With 72% of companies now using dedicated platforms to manage advocacy programs, choosing the right software today can save you from retraining large numbers of employees later.

The potential return on investment is hard to ignore. For example, Cost Per Click rates can be as low as $0.23, a stark contrast to LinkedIn’s average of over $5.00. But these savings only materialize if employees actively engage with the tool, making user-friendliness and adoption critical factors in your decision.

Use insights from your pilot program to guide your choice. Collaborate with IT, Legal, and HR teams to ensure the software meets their requirements. Test the platform with your top advocates to evaluate its performance in real-world scenarios.

FAQs

What should I look for when choosing employee advocacy software?

When choosing employee advocacy software, it’s important to focus on tools that align with your goals and make sharing brand-approved content simple for employees. Look for platforms that let you track key metrics like reach, clicks, and ROI. This data will help you measure the program’s success and make informed decisions.

A centralized content library is a must-have. It should include ready-to-share assets, AI-powered recommendations, and social media integration to ensure consistent messaging and streamline the sharing process.

Make sure the platform offers detailed analytics that track both external metrics (like shares and clicks) and internal engagement (such as employee participation rates). Features like mobile apps, one-click sharing, and gamification can also boost employee involvement by making the process more engaging and accessible.

Lastly, choose software with scalable administrative tools, such as approval workflows and compliance features. These controls will help your business stay organized and adaptable as it grows.

How can I calculate the ROI of an employee advocacy program?

To figure out the ROI of an employee advocacy program, begin by setting specific, measurable goals. For instance, aim to boost website traffic by 20% or generate $50,000 in qualified leads. Track internal metrics like how many employees are actively participating, the total number of shares, and the average reach of each post. Then, assess external results, such as the number of leads generated, website visits, and revenue linked to advocacy efforts.

Next, assign a monetary value to these results. Calculate the average revenue per lead or closed deal, then multiply that by the number of outcomes driven by the advocacy program. Use this formula to determine ROI:

ROI (%) = ((Earned Revenue – Program Cost) / Program Cost) × 100

For example, if your advocacy efforts bring in $120,000 in revenue and the program costs $15,000, the ROI would be 700%. Keep reviewing and analyzing these results regularly to fine-tune your approach and achieve better outcomes over time.

What should I focus on to ensure employees actively use advocacy software?

To get employees actively involved with advocacy software, focus on three main aspects: purpose, ease of use, and motivation.

Start by tying the program to specific business goals and measurable results. When employees see how their efforts contribute to objectives like expanding social reach, generating qualified leads, or increasing brand awareness, they’re more likely to participate. Share data that shows their impact to strengthen engagement and foster a sense of purpose.

Next, prioritize software that’s simple and intuitive. Features like a mobile-friendly design, one-click sharing options, and access to pre-approved content make it easy for employees to take part. Offering quick onboarding through training videos or live demonstrations can also help build confidence in using the platform.

Lastly, keep employees motivated with recognition and rewards. Highlight top advocates, offer incentives for participation, and encourage leadership to set the tone by getting involved. Regular updates, success stories, and insights into the program’s results will help maintain interest and remind employees why their contributions matter.

Related Blog Posts

• Social Media Crisis Tools for Competitor Tracking
• How to Choose Social Media Platforms for SMBs
• 7 Social Media Tips for ROI on Small Budgets
• Ultimate Guide To Employee Advocacy Content