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Employee advocacy has become a buzzword in the world of marketing and human resources. It involves empowering employees to promote and share company content on social media and other platforms. This not only helps to increase brand awareness but also helps to build trust with potential customers. 

In this ultimate guide, we will explore the objectives, importance, and examples of employee advocacy and provide tips for building a successful program.

What is Employee Advocacy?

Employee advocacy refers to the process of empowering employees to promote and share company content on their personal social media channels. This can include anything from blog posts and articles to company news and updates. The goal is to increase brand awareness and reach a larger audience through the power of personal connections.

Objectives of Employee Advocacy

The objectives are vast, but here are a few key goals that organizations aim to achieve through a successful program:

Increase brand awareness: 

By encouraging employees to share company content, businesses can reach a larger audience and increase their brand visibility. This might even be one of the important factors affecting organic search rankings and overall online presence.

Build trust and credibility: 

Sharing content from personal accounts can help to build trust with potential customers, as they are more likely to trust content from someone they know rather than a brand.

Boost employee engagement through employee advocacy: 

Engaged employees are more likely to promote their company and share content, leading to a more successful advocacy program.

Drive traffic and leads: 

By sharing valuable content, employees can drive traffic to the company website and generate new leads for the business. If you don't have a company website yet, make sure to partner with a Wix agency that specializes in website development and design to establish a professional online presence. There are also website creation tools available such as AI website builders that can help you get started with a basic website, though partnering with an agency offers a more comprehensive solution. Ensure that your blogging, careers or ecommerce landing pages are also optimized and effectively showcase your brand values.

Importance of Employee Advocacy

Advocacy from the team has become increasingly important in today's digital age. Here are a few reasons why:


Content shared by employees is seen as more authentic and trustworthy than content shared by the company itself. This can lead to increased engagement and conversions.


Employees have their own personal networks, which can help to increase the reach and visibility of company content.


Advocacy can be a cost-effective way to increase brand awareness and reach a larger audience, as it relies on the power of personal connections rather than paid advertising.

Employee engagement: 

Employee advocacy can also help to boost engagement and satisfaction, as it gives them a sense of purpose and belonging within the company.

Building Employee Advocacy

Building a successful employee advocacy program requires careful planning and execution. Here are some tips for getting started:

Set clear goals and objectives: 

Define what you want to achieve through your employee advocacy program, and set measurable goals to track your progress.

Provide training and resources: 

Provide employees with the necessary training and resources to effectively promote and share company content on social media.

Encourage participation: 

Encourage employees to participate in the program, but make sure it is voluntary and not mandatory.

Reward and recognize: 

Reward and recognize employees who are actively participating in the program, as this can help to boost engagement and motivation.

Examples of Employee Advocacy

There are many successful examples of employee advocacy programs. Here are a few notable ones:


Microsoft's employee advocacy program, called Microsoft Life, encourages employees to share company content on social media. The program has been successful in increasing brand visibility and employee engagement.


Adobe's employee advocacy program, Adobe Life, focuses on sharing employee stories and personal experiences. This helps to build trust with potential customers and increase brand awareness.


Dell's employee advocacy program, "Dell Ambassadors," encourages employees to share content on social media and provides them with incentives for doing so. The program has helped to increase brand awareness and social media engagement.


LinkedIn's program, "Employee Activation," encourages employees to share content on social media and provides them with training and resources to do so. The program has been successful in increasing brand awareness and engagement on social media.


Employee advocacy can be a powerful tool for building brand awareness, increasing engagement, and driving business results. 

By following the steps outlined in this guide and leveraging the right tools and resources, companies can build effective programs that benefit both the organization and its employees.

Remember to set clear objectives, create compelling content, empower employees, and measure and evaluate results to ensure the success of you program. With the right strategy and approach, advocacy can be a game-changer for your organization.