Definition of Employee Advocacy

Employee Advocacy is a digital marketing strategy where employees promote and support their company’s brand, products, or services through their personal social media accounts and networks. This approach helps in improving brand awareness, increasing organic reach, and building trust among potential customers, as the messages are shared by real people with genuine connections. Employees essentially serve as brand ambassadors, leveraging their personal online presence to amplify the company’s marketing efforts.


The phonetics of the keyword “Employee Advocacy” is:ɛmˈplɔɪi ˈædvəkəsi

Key Takeaways

  1. Employee Advocacy increases brand visibility, as employees share positive experiences, news, and promotions about their workplace with their personal networks, expanding the company’s reach.
  2. It helps to attract and retain top talent, as existing employee advocates can be valuable resources in promoting positive company culture and showcasing the benefits of working for the company.
  3. Employee Advocacy can enhance customer trust and loyalty, as authentic and positive testimonials from employees serve as an excellent social proof, and tend to be perceived as more genuine than paid advertisements.

Importance of Employee Advocacy

Employee Advocacy is considered a crucial element in digital marketing primarily because it leverages a company’s most valuable resource – its employees – to promote the brand’s message and content on social media platforms.

This term emphasizes empowering and encouraging employees to share content related to the company, thereby creating a more extensive online presence and establishing a sense of trust and credibility among their networks.

As a result, Employee Advocacy not only contributes to increased brand awareness, lead generation, and organic reach, it also fosters employee engagement, boosts morale, and strengthens overall brand image.

By harnessing the power of employees as brand advocates, companies can effectively create a reliable and authentic approach to marketing their products and services.


Employee advocacy serves as a powerful means for enhancing a brand’s reach, credibility, and trustworthiness in the realm of digital marketing. By engaging employees as brand ambassadors, companies can leverage their employees’ individual networks and influence to amplify their marketing strategy.

The purpose of employee advocacy is to tap into an organization’s internal resources and harness the potential of each employee to promote and endorse the company’s brand, products, or services. This has become increasingly crucial in an age where well-connected, socially-savvy consumers turn to peers, acquaintances, and online networks to inform their purchasing decisions.

In addition to increasing overall brand visibility, one of the key uses of employee advocacy is in fostering organic connections with potential customers and stakeholders. By sharing relevant content, achievements, and genuine experiences with their personal networks, employees not only extend the organization’s marketing reach but also serve as trusted sources of information.

They humanize the brand and create a more authentic, relatable image, ultimately leading to stronger customer relationships and loyalty. Furthermore, employee advocacy can be instrumental in attracting top talent, as engaged employees often serve as advocates for the company’s work culture and values, showcasing the organization as an attractive place to work.

Examples of Employee Advocacy

Example 1: L’Oreal’s #LifeAtLoreal CampaignL’Oreal set up an Employee Advocacy program where they encouraged their employees to share their experiences working at the company using the hashtag #LifeAtLoreal. This initiative helped the company showcase their culture, share job opportunities, and demonstrate their commitment to a diverse and inclusive work environment. By having their employees act as brand ambassadors, L’Oreal was able to gain more reach and engagement on social media platforms.

Example 2: Adobe’s Social Shift ProgramAdobe created an Employee Advocacy program called Adobe Social Shift, which provided training to their employees on how to use social media effectively. They encouraged employees to share news and content related to Adobe’s products and services, as well as industry updates and trends. As a result, Adobe saw increased brand awareness, increased employee engagement, and an overall positive impact on the company’s online presence.

Example 3: IBM’s #NewWayToWork CampaignIBM launched an Employee Advocacy campaign called #NewWayToWork, which aimed to promote their collaboration tools and solutions. Employees were encouraged to create content related to IBM products, share relevant news and updates, and engage with customers and potential clients. The campaign resulted in higher visibility for IBM’s offerings, increased engagement with customers and prospects, and an enhanced perception of IBM as an innovative and forward-thinking company.

Employee Advocacy FAQ

What is Employee Advocacy?

Employee Advocacy is a term used to describe when employees promote their organization’s brand, products, and services through their personal social media channels, both online and offline. This can significantly boost a company’s reach, credibility, and brand awareness, as each employee’s network becomes an asset for the organization.

Why is Employee Advocacy important?

Employee Advocacy is important because it capitalizes on the most trusted and influential voice within any organization – its employees. When employees share positive messages about their workplace, it builds trust and credibility with the audiences. This can lead to increased brand recognition, improved employee engagement, and even higher talent retention and attraction.

How can companies implement an Employee Advocacy program?

To implement an Employee Advocacy program, companies should create a structured framework that includes clear guidelines, tools, and resources for their employees. Steps to create a successful program may include: setting goals and KPIs, empowering employees with relevant content, providing training and guidance, and monitoring and measuring the program’s impact.

What are some best practices for Employee Advocacy?

Best practices for Employee Advocacy include: establishing a clear strategy and purpose, encouraging authenticity and personal connection, providing employees with shareable content and resources, offering training and support, recognizing and rewarding employee participation, and monitoring and measuring engagement and results to refine the program and ensure it remains effective.

Can Employee Advocacy have negative effects?

Employee Advocacy, when not managed properly, can have potential negative effects. These might include sharing sensitive or inappropriate information, employees misrepresenting the company’s values or policies, and potential legal risks. To prevent these issues, companies should have clear guidelines and training in place, as well as monitoring mechanisms to ensure a healthy advocacy program.

Related Digital Marketing Terms

  • Social Media Sharing
  • Brand Ambassadors
  • Content Amplification
  • Employee Engagement
  • Internal Communications

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