Employee advocacy turns your team into brand supporters who share your company’s message through their personal networks. This method builds trust and increases reach far better than traditional advertising. Here’s why it matters:
- 8x More Engagement: Content shared by employees gets significantly more interaction than brand posts.
- Higher Reach: Employee posts are reshared 24x more often than corporate content.
- Lead Quality Boost: Structured advocacy programs improve lead quality by 2.3x and drive 5x more website traffic.
- Trust Factor: 76% of people trust content shared by individuals over companies.
For small and medium-sized businesses (SMBs), this is a cost-effective way to compete with larger companies. Advocacy also strengthens internal teamwork and helps attract talent, as candidates value employee opinions 3x more than corporate messaging.
This guide explains how to create shareable content, involve employees, and measure success. Ready to start? Let’s break it down.
3 Types of Content You Need For An Employee Advocacy Program
Building Your Employee Advocacy Content Strategy
Create an advocacy strategy that reflects your company’s mission. The content employees share should feel genuine and stay true to your brand’s voice.
Matching Content with Brand Values and Goals
Every piece of shared content should support your brand’s values and overall direction.
Start by examining your current content through the lens of employee advocacy. Ask yourself: Does this content align with our brand’s core values? Would employees feel confident sharing it with their personal networks? The key is to strike a balance between what resonates with employees personally and what furthers your business objectives. For example, if your brand prioritizes innovation, consider sharing content that showcases your problem-solving methods, industry insights, or behind-the-scenes glimpses of your creative process. When employees feel proud to associate their names with the content, sharing becomes a natural and enthusiastic part of their routine.
Once your content reflects your values, set clear, measurable goals to ensure your efforts lead to meaningful outcomes.
Setting Clear Program Goals
Establishing specific and measurable goals transforms employee advocacy into a strategic asset. Use the SMART framework – Specific, Measurable, Achievable, Relevant, and Time-bound – to guide your goal-setting process. Instead of vaguely aiming to "increase brand awareness", focus on specific metrics like boosting website traffic, generating leads, expanding brand reach, or improving employee engagement.
A great example comes from Dell, which developed an employee advocacy program with clear goals centered on brand awareness, lead generation, and engagement. Sharing these well-defined objectives across your organization helps set realistic expectations and encourages employees to participate actively and purposefully.
Employee Training and Setup
Proper training turns hesitant employees into confident advocates.
Develop a training program that covers essential topics like your social media policies, sharing best practices, tool usage, and brand guidelines. Keep sessions short and interactive, offering personalized support where needed.
Many successful companies use structured training programs to enhance their social media presence. Focus on voluntary participation and provide ongoing training to keep employees engaged and informed.
Consider this: 46% of respondents in surveys identify employee advocacy as the most effective social media initiative. By equipping your team with the right tools and knowledge, your business can unlock this powerful marketing channel while strengthening internal connections and broadening your brand’s reach. With a well-trained team, your advocacy program is poised to deliver impactful, shareable content.
Content Types That Work for Employee Advocacy
The right kind of content can make or break an employee advocacy program. Employees are often seen as more trustworthy than official corporate messages, and when they share content, it can amplify your brand’s reach significantly – up to 561% more than posts shared on corporate accounts. Plus, 62% of people engage with content they find both informative and inspiring. So, it’s crucial to create materials that employees feel excited to share with their networks. Let’s dive into the types of content that can help employees share effectively.
Educational and How-To Content
Educational content can position employees as knowledgeable professionals while offering real value to their connections. This type of content not only boosts their individual credibility but also aligns seamlessly with your advocacy goals.
Think about creating industry reports, how-to guides, or tips that address common challenges in your field. To make it even more engaging, consider using visuals – like infographics, short videos, or carousel posts – that simplify complex topics into easy-to-understand formats. Studies show that visuals often perform better than text alone, capturing attention more effectively.
Take Microsoft, for example. They provide comprehensive social media training for their employees, helping them feel confident and capable when sharing content online. This approach has strengthened their employee advocacy efforts and created a more unified presence on social media.
When crafting educational content, involve your frontline employees. They’re the ones who interact with customers daily and can share valuable insights about common questions or challenges. To keep things fresh, create multiple captions and images for each piece of content, ensuring employees can share without duplicating posts across their networks.
Behind-the-Scenes and Company Culture Content
Content that offers a glimpse behind the curtain works wonders for building authenticity. Sharing behind-the-scenes moments gives audiences a genuine look at your workplace and humanizes your brand. Employees are more likely to share content that feels personal and relatable, like team celebrations, workplace events, or a “day in the life” feature. These stories resonate because they feel natural, not staged.
Focus on moments that highlight your company values in action. Whether it’s a team tackling a tough project, celebrating a big win, or participating in a community service event, these snapshots can create emotional connections that purely business-focused content often lacks. Personal stories tend to perform particularly well, as they feel more relatable and engaging.
The key to successful behind-the-scenes content is storytelling. Instead of just showing off your office or an event, spotlight the people and processes that make your company unique. For example, share how a team solved a tricky problem or how colleagues collaborate on meaningful projects. These narratives make the content more memorable and shareable.
Employee Stories and User-Generated Content
Nothing builds trust like real stories from employees. When employees share their own experiences, career journeys, or professional insights, their posts come across as more relatable and credible than traditional corporate messaging. Encourage employees to talk about their professional growth, industry observations, or lessons they’ve learned. The trick is to keep the tone personal, not corporate.
User-generated content is another powerful tool. This could include employees sharing their take on industry trends, their experiences with your products or services, or even lessons from interacting with customers. Because this content comes from real people with firsthand experiences, it feels more authentic than anything crafted by a marketing team.
Sprout Social is a great example of how effective this approach can be. During their employee advocacy program, 95% of the 740,000 social impressions tied to the launch of their Salesforce partnership came from employees sharing content through the advocacy platform. That’s the power of enabling employees to share their genuine perspectives.
And here’s a key stat to remember: leads generated by employee advocates are seven times more likely to convert. Why? Because personal stories create a level of trust and connection that traditional advertising simply can’t match. When employees share their real experiences, audiences respond with higher engagement and stronger intent to take action.
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Making Content Easy for Employees to Share
Creating content that’s easy for employees to share removes the hurdles that might otherwise stop them from spreading company messages. When the content aligns with how employees naturally communicate, sharing becomes second nature.
Research shows that brand messages shared by employees get re-shared 24 times more often than when the brand shares them directly. Even better, these employee-shared posts generate 8 times more engagement compared to the company’s official channels.
Getting Employees Involved in Content Creation
Want employees to actively share content? Start by involving them in its creation. When employees contribute ideas, share personal stories, or take part in planning sessions, they feel a sense of ownership. This connection makes them much more likely to share the content enthusiastically.
Holding regular brainstorming sessions is a great way to uncover authentic ideas while also strengthening employees’ commitment to the program. For example, Hewlett Packard Enterprise (HPE) demonstrated this perfectly in 2022. Using the EveryoneSocial platform, HPE invited employees to help curate and distribute content. By combining employee input with gamification and incentives, they saw a surge in participation and social reach, which led to noticeable improvements in brand engagement and talent recruitment.
Surveys are another handy tool for gathering content ideas, especially when regular meetings aren’t practical. Asking employees about current industry trends, customer pain points, or recent company achievements often reveals valuable insights that can form the basis for highly shareable content.
Recognition also plays a big role in encouraging involvement. Highlighting an employee’s idea in a post or celebrating their contribution to a successful campaign not only makes them feel appreciated but also motivates others to participate. Take Zappos, for instance – they encourage employees to share daily experiences on social media and use a dedicated Twitter page and leaderboard to recognize top contributors. This approach has helped Zappos attract both customers and job seekers by showcasing its distinctive workplace culture.
Using Tools and Services for Content Creation
For small and medium-sized businesses (SMBs), consistently producing professional-grade content can be a challenge. That’s where specialized tools and services come in handy. Companies like Robust Branding offer a range of digital services tailored to help SMBs create polished and engaging advocacy content. These services include designing visually appealing posts and adding social proof widgets to enhance credibility.
Using professional services also ensures that the content maintains a consistent look and tone. When advocacy materials reflect a cohesive brand identity and high-quality visuals, employees feel more confident sharing them. It’s a win-win: the company looks good, and employees’ personal brands benefit too.
Content management platforms can make sharing even easier by giving employees quick access to pre-approved posts. These ready-to-share materials often include suggested captions and images optimized for different platforms. Social media scheduling tools integrated with advocacy programs take it a step further, allowing employees to schedule posts at ideal times. This reduces effort while keeping the timing of shares authentic.
Adapting Content for Different Platforms
Once content creation is streamlined, tailoring posts to fit each platform’s unique vibe can significantly boost engagement. Every social media platform has its own style and audience expectations. For instance, LinkedIn is a hub for professional networking, making it the perfect place to share industry insights, company milestones, and career-focused stories. Posts here should strike a balance between polished and personal. A great example is UpSlide, which shares behind-the-scenes employee stories that consistently drive interaction.
Instagram, however, thrives on visual storytelling. It’s ideal for showing off company culture through eye-catching photos and short, candid videos. Meanwhile, Twitter (now X) is all about real-time updates, quick tips, and link sharing. Posts here should be concise and timely, often serving as a teaser for more detailed content elsewhere.
To make things easier for employees, provide platform-specific versions of your content. These should include tailored captions, optimized image sizes, and suggested hashtags. Simple reference guides with tips on best practices, posting schedules, and hashtag strategies can further empower employees to share confidently. This approach not only makes sharing effortless but also ensures every post looks polished and professional, delivering better results for your advocacy efforts.
Measuring and Growing Employee Advocacy Content
Once your employee advocacy program is up and running, the next step is figuring out how to measure its success and make it even better. Tracking performance isn’t just about showing the program’s value – it also helps you spot areas that need improvement and uncover opportunities for growth.
Tracking Key Performance Indicators (KPIs)
The metrics you track should match the goals of your program. Whether your focus is on boosting brand awareness, generating leads, or improving employee engagement, picking the right KPIs ensures you’re measuring what truly matters.
Start with external metrics to see how your content is performing with your audience. Look at visibility indicators like the number of employee posts, total shares, and impressions to understand your brand’s reach. Engagement metrics – such as likes, comments, and shares on employee posts – can tell you if your content is striking a chord with your audience. For lead generation, track website clicks, click-through rates, and conversions driven by employee-shared content.
You’ll also want to monitor internal metrics to gauge how well employees are engaging with the program. Keep an eye on the number of active participants and how participation rates change over time. This can help you identify trends or potential challenges early on.
For a more comprehensive view, consider calculating earned media value. This metric compares the organic reach of employee advocacy to what it would cost to achieve the same results through paid advertising. It’s a great way to demonstrate ROI to stakeholders. If your organization is sales-focused, tools like LinkedIn’s Social Selling Index (SSI) can show how advocacy efforts are helping sales and recruiting teams.
Many employee advocacy platforms include built-in analytics to make tracking easier. For instance, DSMN8 offers a dashboard where managers can instantly see website clicks from employee posts, broken down by social channel. These tools save time and provide actionable insights.
Once you’ve gathered this data, it’s time to refine your strategy using feedback from employees and your audience.
Using Feedback to Improve Content Plans
While metrics show you what’s happening, feedback from employees and your audience helps you understand why. Regularly collecting this feedback is key to fine-tuning your content strategy and making your advocacy program more effective over time.
Start by creating simple ways for employees to share their thoughts. Monthly surveys or quick check-ins can reveal which types of content they enjoy sharing and which feel less relevant. Ask them about their comfort level with different topics and platforms to better tailor your content to their preferences.
Don’t overlook audience feedback. Comments, direct messages, and engagement patterns on employee-shared posts can shine a light on what resonates most with your target audience. When employees share stories of posts that led to qualified leads or sparked meaningful conversations, highlight these wins to inspire others to participate.
Maintaining Compliance and Brand Safety
As your program grows, ensuring brand safety and consistency becomes even more important. Clear guidelines help employees feel confident about sharing while minimizing risks.
Set up guidelines that cover what types of content are appropriate, how to engage on different platforms, and when to disclose their affiliation with your company. This includes meeting legal requirements, like FTC disclosure rules, and adhering to your company’s social media policies. These measures help maintain the authenticity and consistency you’ve worked hard to establish.
To keep your brand voice consistent, provide employees with clear guidance on tone, messaging, and visuals. Offering content templates or suggested language can make sharing easier while still leaving room for personal touches.
Regular training sessions are also crucial. New employees should learn about advocacy guidelines during onboarding, and existing participants can benefit from periodic refreshers on best practices. Instead of micromanaging every post, consider occasional spot-checks to catch any issues early and adjust as needed.
For long-term success, standardize your processes. This includes setting up clear workflows for content approval, updating guidelines, and monitoring compliance. These steps ensure your program can scale without compromising your brand or employee relationships.
Finally, if your business operates globally, make sure your guidelines account for regional differences. Local regulations, platform preferences, and audience expectations can vary widely. For example, what works on LinkedIn in the U.S. might need adjustments for other markets.
For small and medium-sized businesses looking to strengthen their employee advocacy efforts, Robust Branding offers expert strategies to help with performance tracking, content creation, and compliance, ensuring your program grows efficiently and effectively.
Key Takeaways
Employee advocacy content reshapes how small and medium-sized businesses (SMBs) connect with their audiences. It turns employees into genuine brand ambassadors who foster meaningful engagement. Success starts with a solid strategy that aligns content with your brand values while equipping employees with the tools and training they need to share confidently.
Once your strategy is in place, keeping your advocacy program fresh with varied content is essential. Educational posts, behind-the-scenes looks at your company culture, and personal employee stories resonate particularly well. These types of content create the personal connections audiences seek. It’s worth noting that brand messages shared by employees generate 561% greater reach and deliver eight times more engagement compared to those shared on official brand channels. These numbers highlight the incredible potential of employee advocacy as a marketing tool for SMBs.
Making content easy to share is another critical factor for success. When employees feel at ease with the content and know how to adapt it for different platforms, sharing rates improve significantly. Tracking this share rate (total shares divided by active users) can help you gauge how relevant and accessible your content is.
While it’s important to track metrics like click-through rates, website traffic, and conversions, don’t overlook less tangible benefits. For instance, highly engaged teams report 81% lower absenteeism and up to 43% lower turnover in low-turnover organizations. Happier employees often lead to better customer experiences and a stronger reputation for your brand.
Measuring employee advocacy’s full impact can be tricky, especially since 77.5% of content shares occur on dark social channels like email and messaging apps, which traditional analytics can’t track. This means your program’s true reach is likely greater than what your dashboards reveal. Gathering qualitative feedback from employees and customers can help you better understand its broader impact.
As your program grows, compliance and brand safety become increasingly important. Clear guidelines and regular training ensure that your advocacy efforts remain authentic and effective as they scale.
For SMBs looking to accelerate their results, professional guidance can make a big difference. Robust Branding offers tailored solutions to help SMBs establish a strong digital presence. Their Branding Starter package, priced at $149/month, includes essentials like brand identity development, reputation management, and social growth strategies – making employee advocacy efforts more impactful.
Employee advocacy isn’t a one-and-done initiative – it requires ongoing attention, adjustments, and support. When done right, it becomes a long-term competitive edge, enhancing both employee engagement and customer trust over time.
FAQs
How can small businesses launch an employee advocacy program on a tight budget?
Small businesses can kick off an employee advocacy program without breaking the bank by sticking to simple, budget-friendly strategies. Start by encouraging your team to share company updates and content on their personal social media accounts. There are plenty of free or low-cost tools out there to help you streamline this process and extend your brand’s reach.
To keep your employees motivated, develop a straightforward content plan filled with relevant, shareable posts. Acknowledge and celebrate their efforts to build enthusiasm and maintain participation. You can also tap into free resources like online courses, podcasts, or networking groups to sharpen skills and strengthen your program. By starting small and growing gradually, you can build an effective advocacy program that fits your budget.
How can businesses ensure that employees share content that reflects the company’s brand values and goals?
To make sure your employees share content that reflects your company’s brand values and goals, start by setting up clear social media guidelines. These should detail the preferred tone, voice, and messaging to help maintain a consistent brand image. Focus on sharing high-quality content that aligns with your brand’s mission and resonates with your target audience.
Encourage employees to add a personal touch to their posts while keeping them professional. This approach not only feels more genuine but also helps build trust with their network. Keep your team informed about your brand’s values and goals through regular communication. Sharing examples of well-crafted, on-brand content can also provide helpful direction. Equipping your employees with these tools creates a strong foundation for alignment and engagement within your employee advocacy program.
How can businesses track the success of employee advocacy programs and keep improving them?
To gauge the success of employee advocacy programs, businesses can focus on tracking engagement metrics like likes, shares, comments, and the reach of content shared by employees. These numbers shed light on how well the audience is engaging and how far the brand’s message is spreading. Beyond engagement, it’s also valuable to monitor outcomes such as lead generation, website traffic, and employee participation rates, as these reveal the broader impact of the program.
To keep improving, regularly analyze these metrics and compare them to your goals or industry standards. Gather feedback from employees to pinpoint areas that need tweaking and fine-tune your approach for better results. A data-driven mindset, combined with flexibility, helps businesses ensure their advocacy efforts stay effective and continue to provide meaningful results.
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