Inspiring examples of employee advocacy

Discover powerful examples of employee advocacy that can help engage your workforce, boost brand awareness, attract talent, and drive sales.

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As organizations seek new ways to stand out in a competitive global marketplace, employee advocacy has emerged as a powerful force for building loyalty, attracting talent, and creating lasting competitive advantage.

79% of firms reported more online visibility after the implementation of a formal employee advocacy program, according to the Hinge Research Institute.

Meanwhile, recent Edelman research highlighted the unique role coworkers play in fostering trust within organizations. It found that 76% of respondents trust their coworkers, a level significantly higher than that for government leaders (41%), CEOs in general (48%), and even respondents’ own CEOs (64%)​.

That combination of increased awareness and trust can also lead directly to sales; peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions, McKinsey found.

These findings reveal an opportunity for organizations: by implementing examples of employee advocacy initiatives, companies can empower workers to serve as trusted voices not only internally, but also externally, amplifying their authentic perspectives to help shape perception among prospective customers, talent, partners, and investors.

An engaged, vocal workforce is one of the most powerful forces a company can leverage.

What are the benefits of employee advocacy?

For internal communicators, HR professionals, and those focused on employee experience, common examples of employee advocacy can yield tremendous benefits, including improved morale, a stronger culture, and elevated brand presence.

When employees speak on behalf of a company, it builds trust and showcases the brand in a more genuine, relatable way. Sharing their personal, first-hand experiences and perspectives can go a long way in support of talent acquisition and brand awareness, as well as higher levels of internal engagement and loyalty among the workforce.

The benefits of employee advocacy include:

Enhanced employee engagement

Gallup recently reported that of all the reasons people give for leaving an employer, “Engagement and Culture” is by far the most prominent (41%). In fact, four times as many people left their job due to “Engagement and Culture” or “Wellbeing and Work-Life Balance” reasons, compared with the number of people who primarily left for better “Pay/Benefits.”

Employees who feel empowered to advocate for their company often report higher levels of job satisfaction and engagement. By encouraging employees to speak positively about the company, you create a sense of pride and loyalty that can drive higher retention rates.

Improved recruitment and employer brand

Employees’ online advocacy serves as a powerful form of social proof that can help reduce hiring costs and time-to-fill. When employees share positive stories about their experiences, they provide authentic, firsthand accounts and credible insights into the organization’s values, work environment, and opportunities for growth—factors that are often difficult to capture through traditional employer branding alone.

In addition, advocacy can boost the visibility of open roles, as employees sharing job postings or speaking positively about their teams can make their networks aware of opportunities in a trusted, appealing way.

Stronger sales opportunities

Employee advocacy can also play a critical role in driving sales by building trust with potential customers. When employees share insights, successes, or industry expertise, they humanize the brand and establish personal credibility that resonates with buyers. This organic connection, driven by employees’ personal engagement with the company, often results in warmer leads and stronger sales conversations. For example, a salesperson’s shared content that addresses customer pain points or highlights company solutions can establish them as a reliable resource, fostering trust and ultimately driving higher conversion rates.

Increased reach and visibility

LinkedIn analysis found that the click-through rate (CTR) on a piece of content is 2x higher on its platform when shared by an employee versus when shared by the company itself, and employee networks have 10x more connections than a company has followers. Each post shared by an employee extends the brand’s reach, often into networks that are more receptive due to the trust established within personal relationships. This type of organic reach can sometimes outperform paid marketing efforts, adding significant value to your overall branding efforts.

6 everyday examples of employee advocacy

Different forms of employee advocacy contribute unique benefits to an organization’s visibility, credibility, and culture. Each activity allows employees to showcase the company in authentic, trusted ways that resonate with diverse audiences.

The following are key examples of employee advocacy in action and the impact each can have on organizational success.

Example of employee advocacy #1: Social media amplification

In employee advocacy, social media amplification is a key practice where employees post company news, updates, or industry insights on their personal social media profiles. These posts might include announcements about product launches, company awards, or articles showcasing the company’s mission and values. By sharing such updates, employees expand the company’s reach to a broader audience through personal networks, building awareness and trust in an organic way.

Example of employee advocacy #2: Employee-generated content

Employee-generated content includes “day in the life” videos, testimonials, or success stories that provide a personal perspective on working within the organization. Shared on social media or featured on company blogs, this content reveals aspects of company culture and can give potential hires an inside look at the employee experience. Types of content range from personal stories and career development advice to industry insights, positioning employees as both advocates and thought leaders.

Example of employee advocacy #3: Employee ambassadors

Employee ambassadors act as representatives for their company at industry events like conferences, trade shows, and networking gatherings. By speaking on topics such as company projects, values, or career opportunities, these ambassadors promote the organization’s reputation and foster goodwill within industry circles. This form of advocacy helps build connections and enhance the company’s presence in various professional environments.

Example of employee advocacy #4: Referral programs

Employee referral programs enable employees to advocate for their workplace by recommending job opportunities to their personal and professional networks. Many companies offer rewards or incentives for successful referrals, turning employees into trusted recruiters who can attract potential talent.

Example of employee advocacy #5: Highlighting community involvement

Community involvement initiatives showcase the company’s commitment to social responsibility through employee participation in community service or social impact activities. Employees may volunteer at events, participate in charitable initiatives, or represent the company in community programs. By sharing photos and stories of these activities on social media, employees highlight the company’s values and community-focused efforts, reinforcing a positive brand image.

Example of employee advocacy #6: Sharing positive reviews

Employees frequently advocate for their workplace by sharing positive reviews on platforms like Glassdoor and LinkedIn. These reviews offer an honest perspective on the employee experience, highlighting what makes the organization unique. This form of advocacy provides prospective candidates with valuable insights into company culture and fosters a positive employer brand by showcasing authentic employee experiences.

Examples of employee advocacy support methods

Building a successful employee program that uses these examples of employee advocacy involves a structured approach to engaging, supporting, and recognizing employees as ambassadors for the brand. Here are foundational strategies to create a program that resonates:

Define objectives

Clarifying the core goals of the advocacy program is essential to its direction and impact. Organizations should decide if their focus is on increasing brand visibility, attracting talent, or boosting engagement, as these goals will shape the program’s content and approach.

Provide resources and training

Equipping employees with the right tools can enhance their confidence in sharing company-related content. Clear guidelines, resource libraries, and content templates offer a starting point for posts. Training sessions on personal branding and social media skills can further empower employees to advocate effectively.

Offer incentives

Recognition and rewards are key to motivating advocacy. This can range from incentives for social media engagement to acknowledgment in team meetings for employees who actively share company news, creating a culture of appreciation around advocacy efforts.

Internal newsletters with shareable content

A regular newsletter filled with curated, shareable content simplifies advocacy by providing employees with ready-to-post materials. These might include links to press releases, blog posts, or industry insights aligned with company goals.

Employee takeover days

Allowing employees to manage the company’s social media accounts for a day provides an authentic, real-time glimpse into their roles. For example, a retail brand could have team members from various departments participate in takeovers, sharing their experiences in a way that appeals to followers by offering a behind-the-scenes view.

Celebrating workplace milestones and achievements

Highlighting milestones, such as work anniversaries, promotions, and team successes, offers employees a natural opportunity to share their pride with their networks. Regular features like “Spotlight Friday” can showcase accomplishments, tagging individuals and encouraging them to share these moments externally.

Hosting employee-led webinars and events

Employee participation in industry webinars or virtual events positions both the employee and company as thought leaders. This strategy enhances visibility and builds credibility in the broader market.

Encouraging peer-to-peer recognition

Promoting a culture of peer recognition encourages employees to acknowledge each other’s achievements, fostering an environment of mutual support that aligns with advocacy.

Using advocacy tools and platforms

Platforms such as Interact streamline advocacy by providing employees with pre-approved content to share. These tools simplify participation, making it easy for employees to engage in advocacy without the added task of creating posts from scratch.

Each of these strategies helps build a sustainable advocacy program that aligns employees with the company’s goals and amplifies the brand through authentic, engaged voices.

Key takeaways from these examples of employee advocacy

Employee advocacy, when done right, creates a win-win situation for both employees and the organization. It not only enhances the brand’s image but also strengthens the bond employees feel with their workplace, fostering a culture of pride and ownership. Some examples of employee advocacy include social media ambassador programs, employee-generated content, workplace celebrations, and community engagement.

Creating an advocacy program doesn’t have to be complex or costly. The key is to empower employees with the resources and freedom to share their experiences in ways that resonate with them personally. When employees speak from the heart, their voice can elevate the brand far beyond traditional marketing efforts, making a lasting impression on both their peers and the world at large.

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