What 16 Employee Advocacy Practitioners Want You To Know in 2025

Getting our team involved in sharing content on LinkedIn has really expanded our reach.

And it’s not just about getting our brand out there, it’s also helped our employees learn more and have more buy-in with we’re talking about and sharing on the marketing side.

It’s a bit of a snowball effect in that regard.

The more people see, the more they want to be involved and be more proactive in what they share. There’s something super cool about a colleague actually liking what you’re sharing enough to want to put their own spin on it and share it with their audience. And it’s that authentic engagement that, in time, we’re seeing more of.

People trust people rather than brands and logos. As such, employees are your most valuable brand ambassadors as they have so many strategic touchpoints with key stakeholders.

Every colleague is a potential thought leader. As a company, it is our role to give them the tools, space, and knowledge to tell our stories, to activate their own voices, and to mobilize them towards a common goal.

Employee Advocacy has been a strong trend in corporate communications for several years now, especially when it comes to the talent acquisition and retention aspect.

From my observations and experience, it has become easier and easier to convince senior management to implement the program in the organization.

Technological advancements have facilitated the seamless integration of advocacy programs into daily workflows, making it easier for employees to share content and insights.

Moreover, organizations are investing in comprehensive training and incentives to empower their workforce as brand ambassadors, resulting in a more connected and trusted brand presence in the market.

Employee advocacy has truly come into its own, evolving into a sophisticated and data-driven strategy.

Companies are now using advanced platforms that offer detailed analytics, helping them measure the impact of employee-shared content and fine-tune their approaches.

These tools seamlessly integrate with other marketing and sales systems, giving a comprehensive view of campaign effectiveness.

Employee advocacy transcends mere amplification of voices; it is fundamentally about embedding those voices into the heart of the company culture.

When employees are genuinely aligned with and engaged in the company’s values, they naturally become its most authentic ambassadors, fostering a culture where advocacy and organizational success are intertwined.

Employee advocacy has evolved, and consumers are increasingly aware of its nuances. The era where employees could be used merely as promotional billboards has passed.

Modern audiences are becoming desensitized to repetitive, company-centric posts, craving authenticity and individuality instead. Effective employee advocacy programs embrace this shift by allowing for personalized messaging that reflects the unique voice of each employee, thereby standing out in a crowded digital space.

Moreover, the best advocacy initiatives offer training, empowering employees to emerge as thought leaders within their fields. This not only enriches their professional growth but also enhances the company’s brand by positioning its employees as the focal point of its storytelling. In today’s market, authenticity leads to engagement, and by fostering genuine connections, advocacy programs can transform employees into the company’s most valuable ambassadors.

Employee advocacy is a journey of small, steady steps.

It begins with basics like social media do’s and don’ts policies.

Slowly, it activates different triggers within the organization: there is a need for a more aligned messaging, or graphic design trainings for employees.

This journey not only not only enhances external brand awareness but also boosts internal collaboration and strengthens us as a team.

Focusing on employee experience has become essential. Companies know that happy, engaged employees make the best advocates.

Investing in a positive work culture, offering training, and recognizing and rewarding advocacy efforts are key.

Programs like Demandbase’s Brand Ambassador for the Month highlight how organizations can celebrate and incentivize employee participation.

To ensure effective employee advocacy, HR, Talent Acquisition, and Employee Branding teams play a crucial role. They should guide employees, provide advice, and equip them with the necessary tools and resources.

This includes creating ready-to-use content, such as social media posts, articles, and videos, that employees can easily share. Leveraging technology, such as employee advocacy platforms and social media management tools, streamlines the process and makes it more efficient.

By enabling employees effectively, organizations can unleash the power of employee advocacy and drive positive outcomes for their brand.

Social media advocacy programs are excellent strategies for enhancing visibility and brand awareness for any brand, regardless of its size.

Despite the myths and challenges in their implementation, it’s not necessary to be an influencer or have thousands of followers.

The key is to create storytelling that resonates with the target audience, promoting key messages and boosting the brand’s credibility.

There are two types of employee advocacy:

1. Use your employees as an amplification army by giving them access to a content platform to generate mentions and engagements;

2. Enable employees to build and maintain personal relationships with target audiences by giving them the right skills, tailored content, and performance measurement.

You don’t have to choose one or the other; successful programmes support both, with type 1 for the masses and type 2 for those with the most impact potential.

My goal with EAP: give company’s support so our people would be comfortable with social media and being vocal. We build their confidence AND we give them framework and content for social.

A brand advocacy program should not be about employees consistently sharing positive experiences. First, it should focus on helping them open up and encouraging them to make baby steps to bigger authority in their niche.

Organizations are investing in digital platforms and training programs that empower employees to be authentic brand ambassadors. Additionally, workplace culture has become more inclusive and collaborative, making it easier for employees to share their experiences and achievements genuinely.

This trend not only strengthens the company’s reputation but also fosters a sense of belonging and pride among employees, resulting in higher retention and attraction of talent.

At Thomson Reuters, we are committed to training our employees and ensuring they are ready to share their authentic experience of working here. Through their advocacy, we aim to spark interest in our company and attract top talent to join us.

Employee advocacy is the way forward. It’s a relatively simple way to bring teams together and raise their awareness of the marketing efforts of the company. The combined efforts of each employee just doing a little, is potentially massive for the company as a whole.

But let’s not forget the huge benefit for each individual employee. Each member of the team can begin positioning themselves as a thought leader and building their own networks.

The time investment does not have to be onerous but the results can be a real game-changer for individuals and companies as a whole.

Employee advocacy needs to be nurtured and refreshed to keep program engagement high.

Surveying users for program and content effectiveness can help toward this goal as well as promoting the program to new employees.

We are definitely observing a significant shift towards authentic and meaningful engagement.

Employees are no longer just seen as brand ambassadors or notice boards but as genuine advocates who are empowered to share their unique perspectives and experiences.

We are here not to deliver content and encourage them to post. Our role is to educate them, equip them with personal branding knowledge, and let them shine for us.