What’s it and Find out how to Do it Proper


Worker advocacy is without doubt one of the best methods to spice up your public picture and worker engagement.

Why? As a result of your workers are already posting about you. Half of all workers share content material from or about their employer on social media, and 33% of all workers achieve this with none prompting.

Sounds nice. However with no content material technique to information them, you don’t have any concept what they’re posting or the ROI of these efforts. With a proper worker advocacy program, you’ll be able to increase your natural attain by 200% and enhance profitability by 23%, amongst many different advantages.

Hold studying to discover ways to construct an worker advocacy program that your group will love, and that can contribute to your corporation outcomes.

What’s worker advocacy?

Worker advocacy is the promotion of a corporation by its workforce. Worker advocacy can take many kinds, each on-line and off. However the commonest and efficient channel is social media advocacy.

Social media advocacy comes right down to workers sharing your organization’s content material on their private social media accounts. All the things from job postings (and different sources for job seekers), weblog articles, and trade sources, to new product launches.

Nevertheless, worker advocacy may also be authentic content material that provides a glimpse into your organization tradition. Possibly it’s an Instagram publish displaying the free lunch unfold you introduced in final Friday, a particular occasion, or a second from a median workday.

All these actions might help enhance your model fame with each prospects and potential new recruits.

Why is worker advocacy essential?

A current examine discovered that worker advocacy advantages firms in three key methods:

  • It positively impacts gross sales because of elevated model consciousness and favorable perceptions (“model sentiment”).
  • It improves workers recruitment, retention, and engagement.
  • It aids in PR crises and points administration.

Worker advocacy stats

Your workers are already on social media. Is Joe in Accounting’s mother your target market? Most likely not. But it surely’s probably Joe has many followers who’re, or who can at the very least assist unfold your message.

Bumping your natural attain is at all times good, however don’t neglect the offline affect of worker advocacy. It’s troublesome to measure specifics, however a examine proved a direct connection between workers’ constructive social media posts and elevated offline phrase of mouth.

Why does worker advocacy work so effectively? It’s all about belief.

Belief is extra influential than love on the subject of selecting to purchase from a model or not. 88% of individuals worth model belief greater than loving its services or products (81%).

And, crucially, belief is at an all-time low in 2022. Nearly two thirds of individuals suppose societal leaders, together with CEOs and companies, are purposefully trying to mislead individuals.

Edelman's study on trust in societal leaders
Worker Advocacy on Social Media: What It Is and Find out how to Do It Proper | Hootsuite Weblog

Supply: Edelman

However you understand who individuals do belief? Common individuals like themselves. 93% of individuals belief model info shared by their family and friends, whereas solely a fraction of those self same individuals belief normal social media posts (51%) or promoting (38%).

Hootsuite’s personal analysis exhibits worker advocacy on social networks is instantly associated to increased model well being metrics, together with constructive sentiment, worth, and share of voice—particularly amongst mature organizations.

Brand health statistics in mature and less mature organizations — Hootsuite's study

Supply: Hootsuite and Altimeter Analysis, Social Transformation Report

In addition to a median 1.4X acquire in model well being, worker advocacy additionally comes with extra advantages to each your group and workers:

Employee advocacy programs drive improvements in reach and brand health (Study by Hootsuite)

Supply: Hootsuite and Altimeter Analysis, Social Transformation Report

For gross sales groups, a profitable worker advocacy program can enhance effectivity. It additionally gives an amazing foundation for social promoting.

Workers may also improve their credibility and place themselves as trade consultants. Almost 86% of workers concerned in a proper advocacy program say it had a constructive impact on their careers.

Questioning how a model advocacy program may affect your corporation? We created a calculator to measure how a lot your natural attain may develop.

Right here’s an instance for a corporation with 500 group members. Try it out together with your numbers.

Potential social reach calculator by Hootsuite Amplify

Supply: Hootsuite worker advocacy attain calculator

Find out how to construct an worker advocacy program on social media: 7 steps

Step 1: Create a constructive and engaged office tradition

It’s not stunning that a examine discovered comfortable workers are more likely to grow to be worker advocates.

The 2 key motivators for an worker to need to grow to be an advocate are:

  1. A constructive relationship with the group
  2. Strategic inside communication

It’s a win-win state of affairs: Joyful workers need to share about their firm, and those that share about their firm—and get rewarded for it—grow to be even happier workers. (We’ll cowl reward concepts within the final step!)

So how do you create an engaged office tradition?

Analysis from Gallup discovered that as much as 70% of an worker’s engagement stage is set by their direct supervisor. You recognize the previous phrase, “Individuals don’t depart jobs, they depart managers?” It’s true.

The primary elements influencing engagement are:

  1. A way of goal (of their position and the corporate on the whole)
  2. Skilled improvement alternatives
  3. A caring supervisor
  4. Evaluations highlighting strengths versus specializing in weaknesses
  5. Ongoing suggestions, not solely at an annual evaluation

Complete books exist about creating nice office cultures, and in far more element than we may hope to seize in a couple of paragraphs right here. However on the very least, deal with supporting your govt and center managers’ management improvement.

There’s a cause Google teaches all their company leaders communication classes from Silicon Valley’s well-known “Trillion Greenback Coach,” Invoice Campbell: It really works.

In fact, creating an amazing place to work has many different advantages moreover encouraging worker advocacy. Analysis factors to engaged workers leading to increased profitability (+23%), buyer loyalty (+10%), and productiveness (+18%).

Gallup's study on how employee advocacy affects employee engagement and behaviors

Supply: Gallup

Step 2: Set targets and KPIs on your worker advocacy program

Going again to our earlier step, one of many key motivators for workers to share about their firm is inside communication. Some workers could already be sharing, however many aren’t certain what precisely to share, or why it issues to the corporate.

Setting targets and speaking them to your workers eliminates ambiguity and provides you measurable social media metrics to trace progress.

Instance targets could possibly be buying extra leads, recruiting expertise, model consciousness, or rising share of voice.

Some key KPIs to trace are:

  • High contributors: Which people or groups are sharing probably the most? Which advocates are producing probably the most engagement?
  • Natural attain: How many individuals are seeing the content material shared by means of your worker advocates?
  • Engagement: Are individuals clicking hyperlinks, leaving feedback, and re-sharing content material out of your advocates? What’s the engagement per community?
  • Site visitors: How a lot visitors did the content material shared by worker advocates drive to your web site?
  • Model sentiment: How has your advocacy marketing campaign impacted your general model sentiment on social media?

Additionally, be sure you observe mentions of your organization hashtag in the event you create one. Giving workers a hashtag to say might help with recruitment and model sentiment targets by displaying off your organization tradition. It might probably additionally assist workers really feel extra linked to the corporate and one another.

Whereas not each firm is as large as Starbucks, their strategy to managing worker advocacy on social media is great. In addition to organising devoted worker advocacy accounts, like @starbuckspartners (Starbucks workers are referred to as companions), they created an organization hashtag #ToBeAPartner.

Starbucks's Instagram account for employees

Supply: Instagram

In addition to the prospect to be featured on these accounts, the account and hashtag give Starbucks workers an area to attach and the corporate a option to showcase their tradition and innovation all over the world.

Step 3: Determine worker advocacy leaders

It’s tempting to choose your govt group as leaders of your worker advocacy program. Sure, it’s essential for them to be concerned to allow them to mannequin program adoption to the remainder of your group and assist enhance sign-ups.

However, they’re often not the actual leaders of your social media advocacy program. As an alternative of specializing in title or rank, deal with who naturally makes use of social media:

  • Who’s growing a private model utilizing social media?
  • Who naturally shares trade content material?
  • Who’s the general public face of your organization, both of their position (talking engagements, PR, and so forth.) or variety of social media connections?
  • Who’s captivated with your trade and the corporate?

Empower these individuals to assist construct your worker advocacy program. Interact them in defining and speaking campaigns, setting targets, and creating incentives. They may assist you be taught what sorts of instruments and sources workers are probably to make use of and share.

Then, work together with your advocacy leaders to establish potential beta testers earlier than launching your program company-wide. They might help information your worker advocacy technique and supply trustworthy suggestions.

You may even see an preliminary flurry of social shares whenever you launch your worker advocacy program. However with out efficient inside management, this enthusiasm will fizzle out over time. Worker advocacy leaders assist make certain advocacy is an ongoing focus.

Step 4: ​​Set up worker social media tips

Workers have to know not simply what the message is, but additionally one of the best ways to speak it. What sort of language ought to they use? How typically ought to they publish? How ought to they reply to feedback?

To handle this, you want two paperwork:

  1. Social media content material coverage: A “do’s and don’ts” of what workers ought to share, matters to keep away from (e.g., politics, and so forth.), solutions they will present to widespread questions (FAQ), and extra.
  2. Model model tips: That is the visible information, together with use the corporate brand, distinctive phrases or spelling your organization makes use of (e.g., it’s Hootsuite, not HootSuite!), hashtags to incorporate, and extra.

Pointers, particularly content material ones, aren’t meant to police your workers. You don’t need to create such an extended listing of “don’ts” that persons are too scared to share something in any respect, in worry of shedding their job.

With the best tips clearly stating what’s off-limits whereas permitting for genuine expression, you remove that worry (and keep away from a possible PR nightmare or a wrongful dismissal lawsuit).

Clear tips additionally assist defend your organization’s fame and keep away from safety dangers. Some tips are widespread sense—for example, avoiding vulgar or disrespectful language or sharing confidential info. Different tips might have enter from the authorized division.

Be certain the rules are simple to grasp and observe. It shouldn’t be a boring, 50-page, all-text doc. Embody visible examples and suggestions on what, the place, and share. Additionally embrace contact info on your advocacy program’s chief, so workers know who to ask for added steerage if wanted.

We’ve acquired a free template so that you can create an worker social media coverage, or try examples from different firms. Starbucks posts theirs, a transparent and concise 2-pager, publicly on their web site.

For examples particular to your trade, strive trying to find “worker social media coverage” + (an organization identify or your trade):

Google search for employee advocacy policies

Step 5: Get workers concerned in your technique

After you have targets and tips in place, it’s time to succeed in out to workers. Allow them to learn about your advocacy program and instruments.

In fact, it is best to by no means drive workers to share model content material on their private channels. This isn’t a good way to foster belief. (And do not forget that belief is a vital element for workers to grow to be advocates.)

As an alternative, contain your workers in content material planning. Share your present social media technique and ask them which forms of content material would showcase the corporate tradition, or what would slot in with the targets of your worker advocacy program.

We’ll cowl extra about content material beneath, however use the suggestions your groups offer you to information your general technique. For instance, Hootsuite’s worker advocacy program’s content material classes are: inside bulletins, product bulletins, thought management, and recruitment.

Step 6: Create and share worthwhile sources for workers to share

The actual key to getting your workers to share? Present them the content material they should both make their job simpler, or assist place them as an trade skilled.

Analysis from LinkedIn exhibits customers who share advocacy content material obtain 600% extra profile views and develop their networks 3 times quicker.

Ask your workers what questions prospects are asking them. If 10% of latest leads are asking a seemingly boring accounting query, effectively, so be it: Time to create a seemingly boring, however efficient, piece of content material about accounting.

Mega snore, but when it’s what your prospects need, it’s price it.

Ask if workers need particular sources to make use of of their every day jobs. A one-pager getting began information? A one minute video walkthrough? Brief, fifteen-second Instagram Reels educating a brand new product function or hack each week?

These concepts transcend social media content material, however you get the concept. Your workers on the entrance strains know what prospects need. Create content material serving that and your workers will likely be comfortable to share it.

Create and recurrently replace a content material library of a lot of these always-relevant sources so workers can discover them simply.

Moreover, don’t overlook concerning the energy of a private message. Pre-approved content material is nice for fast shares however give your workers the liberty to write down their very own captions for picture or video posts, too (so long as they observe the rules).

For instance, 32% of all Hootsuite worker advocates shared about our “Wellness Week,” the place our total firm took per week off to recharge. The consequence? 440,000 natural impressions from model advocacy in a single week.

Ask workers to share their favourite function a few new product or how a current firm coverage positively impacted them. Creating their very own distinctive content material will resonate extra with their followers. That’s essential as a result of these followers know your worker greater than they know your model (for now).

As soon as once more, it comes right down to having a tradition nice sufficient to make your workers need to share. For instance, Cisco workers participated in a digital expertise present describing their distinctive expertise. The non-public captions and firm branded swag communicate extra concerning the human aspect of the corporate than a pre-approved mass message ever may.

Step 7: Reward workers for his or her advocacy

Because you’re asking one thing out of your workers, it’s solely truthful to supply one thing in return.

Educate workers on the advantages for them, like rising their visibility and credibility as a subject skilled. However nobody likes being paid solely in publicity, proper?

Tangible incentives like present playing cards or prizes might help workers really feel like they’ve a stake in this system.

A easy option to reward advocacy is to make it right into a sport or contest. For instance, create a hashtag to advertise a particular worker advocacy marketing campaign. Then create a leaderboard to point out who’s getting probably the most impressions or engagement for the hashtag. Present a prize to the winner, or for a extra truthful likelihood for everybody, put everybody who shared the marketing campaign right into a draw.

Worker advocacy finest practices

Solely share participating content material


Make it price your workers’ whereas

Supply content material that helps your workers construct their on-line picture as trade consultants. And make your total worker advocacy program enjoyable to take part in.

Discover what motivates your group and do it. Prizes? Contests? Random present playing cards simply to say thanks? In any case, your workers are providing you with tons of free natural attain. The least you possibly can do is purchase ‘em a espresso card as soon as in a blue moon, eh?

Foster an amazing firm tradition

Participating in worker advocacy—and with their position and your organization on the whole—comes from naturally desirous to share and being happy with the place they work.

Give them good causes to be proud.

Amplify — your finest worker advocacy platform selection

The toughest a part of worker advocacy is commonly the execution. The place will they discover content material to share? The place can they evaluation your social media and model guideline paperwork? How will they discover out about new content material?

You possibly can go as primary as having everybody join the corporate publication to seek out content material to share on their very own, or… Use a done-for-you worker advocacy platform to distribute authorised content material, simply share to their profiles with one click on, and seamlessly measure the ROI and outcomes.

Hootsuite Amplify is your all-in-one answer for organising an worker advocacy program individuals need to be a part of. Take a look at the way it works in beneath two minutes:

If you happen to already use Hootsuite for social media planning, it’s as simple as including the Amplify app to your account (for Enterprise and Enterprise prospects). Growth, carried out!

Having a central hub that workers can go to to remain knowledgeable and simply share pre-approved content material from pays off. At Hootsuite, we’ve got a 94% adoption price for our worker advocacy program and a 64% share price. Our program earns over 4.1 million natural impressions per quarter!

Plus, Amplify analytics reviews let you observe program development and content material efficiency metrics—and measure its ROI together with all of your different social media metrics in your Hootsuite account.

Hootsuite Amplify dashboard

Faucet into the ability of worker advocacy with Hootsuite Amplify. Improve attain, maintain workers engaged, and measure outcomes—safely and securely. Learn the way Amplify might help develop your group in the present day.

Request a Demo

Hootsuite Amplify makes it simple on your workers to soundly share your content material with their followers—boosting your attain on social media. E-book a personalised, no-pressure demo to see it in motion.


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