So, you’ve heard that employee advocacy is the secret sauce to your employer brand’s success, right? A team of loyal, passionate employees shouting your praises from the digital rooftops sounds like a dream come true. But how do you pull it off without looking like you’re fishing for likes? Here are some steps to consider as you navigate your employee advocacy efforts.
Step 1: Get buy-in from the top (make it sound like a no-brainer)
Before you start drafting content or sending out email blasts with the words “advocacy” and “engagement” in bold, you need to get leadership on board. They will be your biggest cheerleaders, and their buy-in will set you up for successful engagement and participation from your team members.
How to get them onboard:
Simple. Tell them what’s in it for them. I firmly believe WIIFT (what’s in it for them) is a major factor in getting buy-in on whatever you’re pitching. Convince them that employee advocacy isn’t just a fluffy HR initiative. It’s a marketing strategy that builds trust, drives visibility, and—most importantly—boosts business.
Need proof? According to Clearview Social, employee advocacy programs with over 1,000 active participants can generate up to $1.9 million in advertising revenue. That’s pretty damn compelling.
Step 2: Make it beneficial for your team (answer that WIIFT again!)
Let’s be real. Asking employees to share your content without offering anything in return is a surefire way to hear crickets. You’re asking them to give up their time, so make it worth their while.
How to make it beneficial:
Incentivize! Offer cool perks, swag, or shout-outs in the company-wide channels. (Because who doesn’t love an ego boost?) Help them understand that sharing content not only builds your company’s brand but theirs too. More social clout means more exposure—more eyes on their LinkedIn profile means more job opportunities. Everyone wins!
Step 3: Make it easy
If you want employees to share your content, you must make it ridiculously easy. Your team is already juggling a million tasks—projects, meetings, and those random dumpster fires that pop up during the week. So, don’t make them jump through hoops if you want them to hop on the advocacy bandwagon.
How to pull it off:
Provide pre-written social copy. And don’t just give them one option—give them two to three variations—like a choose-your-own-adventure. This helps them get started without staring at a blank screen, wondering how to sound like a brand ambassador without looking like a robot.
Use tools to help streamline the process. Platforms like EveryoneSocial or PostBeyond are fantastic, but get creative if you’re on a tight budget (who isn’t?). Create a content library on Slack or send out a weekly internal newsletter with a mix of blog posts, videos, and industry news. Just ensure there’s something for everyone—and don’t forget to include company-specific and third-party content.
Pro Tip: Tracking ROI without a dedicated platform will be challenging, so consider adding this to your pitch.
Step 4: Educate
You might think you can just send an email with a “Hey, can you share this?” and expect everyone to jump on board. Spoiler alert: That’s not how it works. Your employees need guidance on how to engage with content effectively—without sounding like they’re reading from a script.
How to get them engaged:
Run a workshop or training session to show your team how to write engaging social copy. Teach them about the magic of CTAs (calls to action), tagging people, and using hashtags. But make it fun! The more interactive you can make it, the better. Think of it like a master class in “How to Be an Authentic Brand Advocate” without the cringe.
Step 5: Reward and recognize your advocates
Employee advocacy is a marathon, not a sprint, and you’ll need to keep your team members motivated. A great way to do that is through rewarding and recognizing their impact.
How to get started:
Gamify it! Friendly competition is a great way to keep people engaged. Have monthly challenges or recognize the “Top Advocate” in a department. And if you really want to get creative, try sending them “Influencer Swag” or a Cameo shoutout from a celebrity (or, you know, someone from your team pretending to be famous). Short on cash? Good ole’ shout-outs and messages to leaders and managers are also incredibly effective.
Step 6: Pilot, pivot, repeat
Here’s a little secret: Pitching anything as a “pilot” instantly makes it feel low-risk and non-committal. It also gives you a chance to iron out the kinks in your program by getting feedback from your participants.
How to pitch it as a pilot:
Start with a pilot program to test the waters. Track what’s working, and what’s not, and adjust accordingly. Maybe your team isn’t into blog posts, but they love sharing breaking industry news. Tailor your strategy based on what resonates.
Use data and feedback to refine your approach. And remember, this isn’t just a one-time thing. You’ll want to continually monitor and adjust the program to keep your advocates engaged and ensure your content is hitting the mark.
At the end of the day, an effective employee advocacy program is about creating a culture where your employees genuinely want to promote your brand without feeling like unpaid influencers. Do it right, and you’ll have a team of raving fans at your disposal and attract talent and customers, too!
Need support? At Haus of Human, we help companies build and manage effective employee advocacy programs and much more. Say hello, and connect with me, Ashleigh Joyce.
