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Boosting your organization’s reach with employee advocacy

by Uneeb Khan

Influencer marketing in recent years is on the rise with more and more people looking up to their favourite stars, fitness experts, gadget gurus and even LinkedIn influencers to make various purchasing and investment decisions in their lives. But while a lot of focus is put on paid promotions with popular influencers and brands, word-of-mouth marketing, especially from your own workforce can extend, can extend your reach and attract new clients as well as top talent. 

Most of your employees may already have updated their LinkedIn profiles but it’s not a bad idea to spread awareness for those who haven’t done that yet. Moreover, the company’s reach can grow multifold if the employees promote the organization on their personal social media handles too. To build on this, idea it’s important to put an employee advocacy program in place in your organization. Employee experience platforms can help integrate these advocacy programs with your current engagement programs. In this blog, we will discuss steps to tap into the potential of employee advocacy by creating an effective plan. But before that, let’s understand what the concept means.

Understanding Employee Advocacy

Employee advocacy refers to the act of employees promoting their organization and its offerings to their networks, both online and offline. It involves empowering employees to become brand ambassadors and share positive experiences, insights, and content related to their work and the organization. Employee advocacy harnesses the power of personal connections and the credibility of employees to amplify your brand message and expand your organization’s reach.

Steps to Create an Effective Employee Advocacy Plan

Set Clear Objectives: Define the goals and objectives of your employee advocacy program. Whether it’s to increase brand visibility, generate leads, attract talent, or build thought leadership, having clear objectives will guide your strategy and measure success.

Cultivate a Positive Company Culture: Foster a culture that encourages employee engagement, satisfaction, and pride in the organization. When employees feel connected and valued, they are more likely to become enthusiastic advocates for the company.

Provide Training and Resources: Equip employees with the knowledge, skills, and resources needed to effectively represent the organization. Offer training sessions on brand messaging, social media best practices, and content creation to ensure consistency and quality in their advocacy efforts.

Encourage Authenticity and Transparency: Authenticity is key in employee advocacy. Encourage employees to share their genuine experiences and perspectives rather than just promotional content. This builds trust and credibility with their networks and strengthens the impact of their advocacy.

Recognize and Reward Advocacy: Recognize and appreciate employees who actively participate in advocacy activities. This can include highlighting their contributions in company newsletters, rewarding top advocates, or providing incentives for their efforts. Recognition encourages continued engagement and motivates others to participate.

Establish Guidelines and Policies: Develop guidelines and policies to ensure that employee advocacy aligns with the organization’s values, brand messaging, and legal requirements. Clearly communicate expectations regarding professionalism, confidentiality, and responsible use of social media.

Measure and Analyze Impact: Regularly monitor and analyze the impact of your employee advocacy program. Track key metrics such as reach, engagement, conversions, and brand sentiment to understand the effectiveness of your efforts. Use this data to refine your strategy and make informed decisions.


Employee advocacy has the potential to exponentially extend your organization’s reach and influence. By harnessing the power of your employees’ networks and credibility using engagement management software, you can tap into a valuable resource for brand promotion and talent attraction. By following the steps outlined in this blog – setting clear objectives, cultivating a positive culture, providing training and resources, encouraging authenticity, recognizing advocacy efforts, establishing guidelines, and measuring impact – you can create an effective employee advocacy plan that drives engagement, enhances your brand’s reputation, and expands your organization’s reach in the digital age.

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