A strong employer brand doesn’t just come from the marketing team—it’s built by employees across the company who proudly share their company content and experiences and engage with the brand.
While some employees may be natural advocates who create their own content, a broader employee advocacy program that encourages all employees to reshare company content can significantly amplify the brand’s reach and impact.
Empowering All Employees as Brand Advocates
An advocacy program makes it easy for everyone to participate, not just those who are already keen to share. By providing shareable content and tools, companies can encourage even the quieter employees to feel engaged and connected with the brand. 2024 Benchmark Report that more than 55% of employees actively participate in a structured program and only 3% of employees unsubscribe to a structured employee advocacy program – the potential to expand the brand’s reach is substantial.
Amplifying the Employer Brand Through Consistency
While individual content is valuable, a broad program ensuring that company content on a regular basis is curated and available for employees to share, is crucial for success.
Nurturing Employee Creativity and Authenticity
A broader program doesn’t stop enthusiastic employees from creating their own content—it supports and complements it. By giving structure to advocacy, companies set a foundation for all employees to participate, while still celebrating the unique contributions of those who want to add personal insights. This combination of structured content and personal stories creates a rich, authentic employer brand.
How to Make an Advocacy Program Work
Providing easy access to shareable content, recognizing employees for engagement, and encouraging creative contributions help create a thriving advocacy culture. Make it easy, fun, and rewarding, and employees will feel motivated to be part of the story.
To Sum Up: A balanced approach to employee advocacy—where all employees can share company content, and some create their own—creates a powerful, cohesive employer branding activity there will contribute to a general employee engagement as well as a notable Employer Branding effect.