Employee advocacy – how to talk about work your own way (and why it's worth it)
Have you ever thought that your presence online could help your company reach more people? Employee advocacy comes up more and more often, but what does it actually mean, and why are more and more companies adopting it? In theory: imagine posting a photo from a team training session on LinkedIn, writing a few sentences about an inspiring project you've just finished, or simply sharing a company post with a short comment: “great to be part of this team!”
In this post
What is employee advocacy?
In theory:
Imagine posting a photo from a team training session on LinkedIn, writing a few sentences about an inspiring project you've just finished, or simply sharing a company post with a short comment: “great to be part of this team!”. You do it spontaneously, with nobody pushing you, because you want to. And that is exactly employee advocacy in practice. Employee advocacy is what happens when employees voluntarily and authentically promote the company they work for, most often on social media.
In practice:
We — as a team — are the ones talking about what goes on here: the projects, the events, the everyday work, the values, the wins. It's showing that a company is not only a logo, but first and foremost people, relationships, ideas and commitment.
An example of that could be an Instagram Story from a company event, a photo from the office with an upbeat line on it, or the LinkedIn post mentioned earlier, written once a training session was over.
Why is it worth it?
Employee advocacy has plenty of upsides, for the company and for the employees alike.
The company you work for can gain wider reach for its communication this way, build its brand as an employer and strengthen its authenticity.
Employees gain from it too, building their personal brand and showing what they do and what they're good at. They also get a sense of having real influence on the positive image of the company they're part of.
How do you get started?
As you put this into practice, remember that it isn't about advertising the company. It's about sharing with other people what you genuinely like about your job and your company. Here are a few steps to help you start:
Follow the company channels
Start by subscribing to the content your company publishes and engaging with it. It's a great way not only to keep up with what's happening, but also to show that you're involved. When you comment on posts, you share knowledge and promote the company's values at the same time.
Show what's behind the scenes
People like authenticity. A photo from a day of remote work, a backstage shot from an event, a slice of the presentation you're working on — all of it can be interesting if you show it your own way. Remember that your unique perspective is what makes these moments valuable to other people too.
React to the big industry events
If your company takes part in trade fairs or conferences, or comments on new trends, join the discussion. You can share a post or cover the event from your own perspective. Share what you noticed and invite other people into the conversation — your opinion will be worth having!
Celebrate the small wins and the big ones
Wrapped up a project? Someone on the team got promoted? The company won an award? That's a great chance to celebrate together and show the good atmosphere at work! Genuine delight in a success, your own or the team's, builds trust and credibility.
Be yourself
Employee advocacy isn't about constantly “bragging about the company”. If you don't feel the need, don't force it. But if you have something you want to share — do it! Your natural voice and your authenticity matter most.
To sum up:
Employee advocacy is not a marketing strategy or a plan for promoting the company. It's a way of building the company's story together, from different perspectives and in different styles. Your presence online can be a valuable piece of that puzzle — not only for the company, but for you as well. Start sharing your experiences now and show the world how special the place you work is. Share your successes, your good days and your passion — not only for the company, but for yourself!
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