Unlocking the Power of Employee Advocacy:
Why Your Team is Your Brand’s Best Asset
Our world is flooded with polished commercials, print ads and disruptive marketing messages. The majority of these ads are inauthentic. We experience them everywhere. Facebook. Tik Tok. Instagram. Snapchat. Email. Twitter (I mean X). Email. Reels. Threads. YouTube. Radio. TV. AND MORE.
This never-ending bombardment of corporate ‘communication’ is everywhere. And the speed at which it is created and delivered has increased as well. Yet, the consumer consumers craves authenticity, meaning and connection. Being real encompasses sincerity, honesty, down-to-earth and honest. It’s what makes stories resonate deeply, build trust and foster true connections.
As someone who’s spent years navigating the nuances of marketing, communications, social media, storytelling and strategic branding, I’ve seen firsthand how all of this is constantly evolving. We are overwhelmed with it as the majority of it is interruptive and meaningless.
A newer approach to marketing messages is Employee Advocacy which have been leverage for establishing rapport, building trust and amplifying brand messages. As someone deeply invest in strategic storytelling, social media and training Fortune 500 companies in building employee advocacy programs, I have seen how it can transform businesses.
Companies overlook the power of their employees’ voices, instead preferring to control the messaging. Employees, however, provide a unique way to connect with audiences that is difficult to replicate through traditional marketing methods. And this is why employees are your most underutilized marketing asset.
Let’s explore why your team could be your brand’s greatest asset.
Why Employee Advocacy Matters
1. Trust is The New Currency
People are more likely to trust a friend or colleague than a faceless corporation. When employees share their authentic experiences and voices, it builds credibility and trust.
Why it matters: In a world skeptical of traditional advertising, authentic employee voices can cut through the noise.
2. Amplified Reach and Engagement
Your employees have vast personal networks. When they share content, it reaches far beyond your brand’s official channels.
Why it matters: Posts from employees often see higher engagement because they feel
personal and authentic.
3. Fostering a Stronger Company Culture
Encouraging employees to share their stories fosters a deeper connection to your company’s mission. It cultivates pride and a sense of belonging.
Why it matters: A strong, engaged culture leads to higher employee satisfaction and
productivity.
4. Authentic Storytelling
Real stories from your employees bring your brand to life. These narratives are relatable and resonate more deeply with audiences than polished marketing content.
Why it matters: Authentic stories build a true connection with your audience, making
your brand more relatable.
5. Building Thought Leadership
When employees share their expertise, it highlights the depth of talent within your organization. This not only boosts their profiles but also positions your company as an industry leader.
Why it matters: Thought leadership builds credibility and attracts both talent and
business opportunities.
How to Get Started with Employee Advocacy
1. Educate and Empower
Provide training and resources to help employees share their stories effectively. Encourage authentic sharing that adds value.
Pro Tip: Focus on personal experiences and insights rather than scripted marketing
messages.
2. Create a Culture of Sharing
Encourage a culture where everyone feels comfortable and proud to share their experiences. Recognize and celebrate those who actively participate.
Pro Tip: Highlight examples of great employee advocacy to inspire others.
3. Use Tools to Facilitate
Leverage tools and platforms that make it easy for employees to share content. This could include internal social networks or advocacy platforms.
Pro Tip: Simplify the process with pre-approved content and easy sharing options, but
always leave room for personal touch.
The Bottom Line
Employee Advocacy is more than a buzzword; it’s a powerful way to build trust, expand your reach, and foster a vibrant company culture. By empowering your team to share their authentic stories, you’re not just amplifying your brand—you’re creating a tapestry of real voices that resonate with the world.
Final Thoughts
Your employees are your brand’s best ambassadors. By unlocking their potential, you’ll discover a wealth of authentic stories that can elevate your brand and deepen connections with your audience.
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Have you implemented an Employee Advocacy program? Share your experiences and insights in the comments below. Let’s keep this conversation going and learn from each other!