Build an employee advocacy programme people actually want to take part in
Your people already have expertise, perspectives and professional networks. When they feel confident sharing what they know, they can help your organisation become more visible, build trust and put credible human voices behind your brand.
That is the opportunity with employee advocacy.
But it takes more than asking employees to share company posts. Successful programmes give people the confidence, clarity and support to participate authentically, while giving the organisation the structure to make it sustainable.
The Employee Advocacy Playbook brings together 10 practical best practices to help you do just that.
Understanding the fundamentals of employee advocacy is essential for creating an effective programme. It starts with recognising the unique value each employee brings to the table and how their individual stories can enhance the company’s narrative. This not only builds personal connections but also establishes a stronger community.
Imagine a scenario where employees are encouraged to share their professional journeys on LinkedIn. When they post about their successes, challenges, and insights, they create relatable content that resonates not just with their immediate network but also with potential clients and partners. This form of authentic storytelling strengthens the trust between the organisation and its audience.
It’s important to highlight that employee advocacy is not a one-size-fits-all approach. Each employee will have different levels of comfort and ways in which they prefer to express their advocacy. Providing tailored support and guidance can help employees find their unique voice while ensuring that their contributions align with the company’s goals.
To facilitate effective employee advocacy, organisations should focus on creating a supportive environment where employees feel empowered to share their insights. This could include regular workshops, resources, and incentives that encourage participation and highlight the importance of their contributions.
Why employee advocacy matters
Your company brand can communicate what you do. Your people can show what you know.
Employee advocacy helps organisations bring the expertise already inside the business into the conversations happening outside it.
Done well, it can help you:
- Increase visibility
- Build trust and credibility
- Develop your people
- Strengthen thought leadership
The goal isn’t to turn employees into marketers.
It’s to give your people the confidence and support to become trusted advocates in their own way.
What’s inside the Playbook?
This is a practical resource you can use to review where you are now, identify gaps and decide what needs to happen next.
10 employee advocacy best practices
Including how to:
- Define what being an employee ambassador actually means
- Recruit people who genuinely want to participate
- Help employees find their own professional voice
- Provide content support without scripting what people say
- Set a cadence people can realistically maintain
- Create clear governance and guidance
- Measure what matters
- Build a community around your ambassadors
- Keep the programme active over time
- Get senior leaders visibly involved
Who is the Employee Advocacy Playbook for?
Ultimately, the Employee Advocacy Playbook is a gateway to unlocking the potential of your workforce. As you encourage employees to share their stories, insights, and experiences, you foster an authentic representation of your brand that can differentiate you in a competitive marketplace.
The Playbook has been created for B2B organisations that know their people could play a bigger role in building their visibility and reputation.
It’s particularly relevant for:
Marketing and Communications teams
Extend organic LinkedIn reach beyond the company page and make greater use of internal expertise.
HR, People and Employer Brand teams
Help employees build professional confidence and visibility while strengthening employee voice and employer brand.
Internal Communications teams
Create a more structured approach to employee participation, communications and advocacy.
Leadership teams
Help senior leaders and subject matter experts become more visible and credible in the conversations that matter to your market.
By downloading the Playbook, you’re taking the first step towards creating a thriving advocacy programme. Equip your organisation with the knowledge and tools it needs to harness the power of your employees’ voices.
Your people already have influence
The opportunity is helping them use it.
Get the Employee Advocacy Playbook and discover a practical approach to building employee advocacy around confidence, authenticity, structure and long-term participation.
- 10 best practices
- A maturity model
- A readiness assessment
- Practical next steps.
