Employee advocacy social media
People and Culture

Grow Your Brand with Employee Advocacy & Social Media

Gary Zurnamer

December 5, 2023



Employee advocacy is a powerful marketing strategy that helps you promote your company, through your employees' eyes. With their unique insights and experiences, employees and customers are the best advocates for your company, especially on social media.

Employee advocacy can help you quickly boost your brand's visibility, reach a wider audience, and build trust with your customers.

Your employee advocacy and employee testimonials can also be quickly integrated with your company's current social media marketing strategies for Recruitment and Employer Branding growth.

Key Takeaways:

  • Employee advocacy is invaluable when it comes to promoting your brand on social media.
  • By harnessing employee advocacy, you can increase your brand's strength, trust, and reach a wider audience.
  • Integrating employee advocacy with your current social media strategies can yield impressive engagement and results.

Why Does Employee Advocacy Matter?

Employee advocacy is the art of promoting your brand with its own employees. Like customer experiences, employee advocacy involves empowering your employees to amplify company messages, share positive experiences, and recommend products or services to others. 

When your employees become advocates for your brand, they become a valuable asset with personal experiences that can resonate with your target audience, especially when it comes to building your Employer Brand and attracting top talent at the top of your recruitment funnel. 

By adding your employee advocacy video to your social media mix, you can tap into the power of authentic and genuine content - rather than relying solely on corporate messaging and marketing. You can essentially humanize your brand and connect with your audience on a more personal level to create a stronger emotional connection between your brand and your customers.

Why use employee advocacy in your digital marketing?

By leveraging employee advocacy as an integral part of your digital marketing strategy, you can harness the power of your real storytelling with the following benefits:

1) Enhance Your Brand's Credibility

Customers tend to trust recommendations from customers and employees, rather than traditional advertising with models. When employees share their experiences and recommendations, it adds credibility to your brand and increases the likelihood of conversions.

2) Amplify Your Brand Reach 

When your employees advocate for your brand on social media, their networks become an extension of your brand's reach. By leveraging their connections, you can expand your brand's visibility and reach a wider audience.

3) Drives Employee Engagement 

Employee advocacy programs can boost employee morale and engagement by empowering them to be active participants in promoting the company. When employees feel valued and connected to the brand, they are more likely to be passionate about their work.

4) Quickly Generates Organic Content 

Employee advocacy provides a continuous stream of authentic and user-generated content. This content can be repurposed across your marketing channels, saving time and resources in creating new content.

Understanding The Different Types of Employee Advocacy

Employee advocacy can take on various forms, allowing employees to promote your brand in different ways. Here are some common types of employee advocacy that you can consider leveraging:

1) Distributing Company Swag

One way to encourage employee advocacy is by providing them with a bunch of company swag, especially during the onboarding process. This can range from branded merchandise such as t-shirts, coffee mugs, or stickers that employees can use and display in their daily lives. When employees proudly wear or use company swag, it creates opportunities for brand visibility and increases awareness among their network of friends, family, and social media connections.

2) Implementing Internal Incentives and Recognition Programs

Creating internal incentives and recognition programs for employee advocacy can further motivate employees to actively promote your brand. Consider rewarding employees who consistently engage in brand advocacy activities, such as sharing content, participating in social media campaigns, or referring potential customers. Recognizing and rewarding their efforts will not only boost their enthusiasm but also inspire others to become brand advocates.

3) Encouraging Social Media Advocacy

Social media is a powerful platform for employee advocacy, especially when it comes to using social media for recruitment and recruitment marketing. Encourage employees to share company updates, industry insights, or success stories on their personal social media accounts. 

By providing them with relevant content and guiding them on best practices, you can ensure that they represent the company positively and consistently. Social media enables employees to connect directly with their own network, fostering trust and authenticity.

Remember, it's important to establish clear social media guidelines to ensure that employees understand how to represent your brand professionally and responsibly on social media platforms.

Benefits of Employee Advocacy

Perhaps one of the biggest benefits, is that by empowering your employees to be advocates for your brand, you can foster a positive workplace environment and boost employee engagement. 

Employee advocacy not only enhances employee satisfaction and loyalty but also increases productivity and performance.

When employees share positive experiences and recommend products or services on social media, they extend the reach of your brand to their personal networks. This leads to increased exposure, potential customer acquisition, and, ultimately, growth in your customer base.

Employee Advocacy for Building Your Industry Authority

Employee advocacy is a game-changer for companies looking to establish thought leadership and industry authority. When employees share valuable insights and expertise on social media, they position themselves and the company as industry leaders. This boosts credibility and attracts attention from potential customers and partners.

This not only helps build trust with your audience but also attracts attention from potential customers, investors and business partners.

Employee Advocacy Benefits Recap:

  • Enhanced employee engagement and a positive workplace environment
  • Increased brand awareness and visibility
  • Opportunity to establish thought leadership
  • Improved employee satisfaction and loyalty
  • Increase in productivity and performance

By harnessing the power of employee advocacy, you can unlock these benefits and create a thriving brand culture that extends beyond your marketing efforts.

Tips for Launching an Employee Advocacy Program

Launching an employee advocacy program can be a game-changer for your company and marketing team, but it requires careful planning and execution. 

Here are some practical tips to help you get started:

1) Incentivize Participation

To encourage your employees to become advocates for your brand, it's important to provide tangible incentives. Consider offering rewards such as discounts, gift cards, or other benefits. By incentivizing participation, you can create a sense of excitement and motivation among your employees to actively engage in the advocacy program.

2) Encourage Authenticity

Authenticity is key when it comes to employee advocacy. Encourage your employees to share their genuine experiences and perspectives about your brand. This authenticity will resonate with your audience and build trust. Provide guidelines on what topics are appropriate for sharing, but allow your employees the freedom to express themselves in their own authentic voices.

3) Provide Training

To ensure that your employees feel confident in their role as advocates, provide them with training on social media best practices. This can include teaching them how to create engaging content, how to use relevant hashtags, and how to effectively engage with their audience. By equipping your employees with the necessary skills and knowledge, they will be better prepared to represent your brand on social media.

4) Set Goals and KPIs

Setting goals and key performance indicators (KPIs) is essential for measuring the success of your employee advocacy program. Determine what metrics you will track, such as the number of shares, likes, and comments on employee posts, as well as any direct impact on brand awareness or lead generation. 

By setting goals and KPIs, you can assess the program's effectiveness and make adjustments as needed.

By following these tips, you can launch a successful employee advocacy program that harnesses the power of your employees and social media to boost your brand's visibility and engagement.

Harnessing Video for Employee Advocacy on Social Media

Video content is a powerful tool that can enhance your employee advocacy efforts on social media. 

Video allows your employees to showcase their experiences, provide an inside look into your company culture, and effectively communicate your brand messages. With the rise in popularity of video content, incorporating it into your employee advocacy program can significantly boost your brand's visibility and engagement.

One excellent resource for creating engaging and professional videos for employee advocacy purposes is the Vouch video production platform.

Vouch offers a user-friendly interface that allows your employees to easily create and share video content. With a variety of customizable templates and editing options, Vouch helps you maintain a consistent brand image while empowering your employees to express their unique perspectives.

How to Leverage the Vouch Video Production Platform:

  1. Encourage your employees to create video content that aligns with your brand's messaging and values.
  2. Provide training and resources on how to use the Vouch platform or any other video creation platform effectively.
  3. Set guidelines for video content creation to ensure consistency and professionalism.
  4. Promote and share employee-created videos on your company's social media channels to maximize reach and engagement.

Measuring the Success of Your Employee Advocacy Program

If you're implementing an employee advocacy program, it's crucial to track and measure its success to ensure you're achieving your goals. Here are some key metrics to consider:

1) Adoption Rate: 
Measure the percentage of employees who have actively joined and are participating in the program. A high adoption rate indicates that your employees are engaged and willing to be advocates for your brand.

2) Active Participation: Track the level of engagement from your employees, such as the number of posts shared, comments made, and likes received. This metric gives you an idea of how actively your employees are promoting your brand on social media.

3) Engagement Metrics: Monitor social media engagement metrics like likes, shares, comments, and click-through rates on the posts shared by your employees. These metrics help you understand the level of audience interest and interaction with your content.

Additionally, make use of social media analytics tools to gain deeper insights into the effectiveness of your employee advocacy program. These tools provide data on reach, impressions, website traffic, and conversions driven by employee-shared content.

"Measuring the success of your employee advocacy program is essential to ensure that it's generating the desired results and to identify areas for improvement."

Implementing a Social Media Policy and Guidelines for Employee Advocacy

When it comes to employee advocacy on social media, having a clear social media policy and guidelines is crucial. These documents outline the expectations and guidelines for employees when representing your brand online. They ensure that employees maintain a consistent and positive brand image, while also protecting the company's reputation.

A social media policy serves as a set of rules and regulations that employees must adhere to when using social media platforms. It covers a wide range of topics, including appropriate content, confidentiality, privacy, and disclosure requirements. 

The policy sets the standard for employee behavior on social media, ensuring that they understand the boundaries and guidelines for engaging with the brand's audience.

On the other hand, social media guidelines provide more specific guidance on how employees should represent the brand on social media. They may include tips on creating engaging content, best practices for responding to comments or inquiries, and guidelines for sharing company updates or promotions. These guidelines help employees understand the brand's voice, tone, and messaging, so they can effectively communicate and engage with the audience.

Why are Social Media Policy and Guidelines Important?

  • Brand Representation: A social media policy and guidelines ensure that employees accurately represent the brand's values, mission, and voice, maintaining a consistent brand image across all social media platforms.
  • Protecting the Company's Reputation: By setting clear expectations and guidelines, the policy helps prevent employees from sharing inappropriate or damaging content that could negatively impact the brand's reputation.
  • Compliance with Legal and Regulatory Requirements: A well-crafted social media policy ensures that employees comply with relevant laws and regulations, such as copyright infringement, disclosure requirements, and data protection.
  • Employee Empowerment: Clear guidelines empower employees to confidently engage with the brand's audience, as they know what is expected of them and how to effectively represent the company on social media.

A social media policy and guidelines are essential for ensuring that employees represent your brand appropriately and positively on social media.


What is employee advocacy?

Employee advocacy is the promotion of a brand or company by its own employees. It involves empowering employees to amplify company messages, share positive experiences, and recommend products or services to others.

How can employees become advocates for my brand?

There are several ways employees can become advocates for your brand, such as distributing company swag, implementing internal incentives and recognition programs, and encouraging social media advocacy. Having clear social media guidelines in place is also important to ensure employees represent the company positively and consistently.

What are the benefits of employee advocacy?

Employee advocacy offers numerous benefits for both the company and the employees. For the company, it can lead to increased brand awareness, improved employee performance, a positive workplace environment, and opportunities for thought leadership. Employees also benefit from becoming advocates for their company, as it helps them establish their personal brand, and creates networking opportunities.

How do I launch an employee advocacy program?

Launching an employee advocacy program requires careful planning and execution. Tips for setting up and managing an employee advocacy program include incentivizing participation, encouraging authenticity in employees' social media posts, providing training on social media best practices, and setting goals and key performance indicators (KPIs) to measure the success of the program.

How can video content enhance employee advocacy on social media?

Video allows employees to showcase their experiences, provide an inside look into the company culture, and effectively communicate brand messages. The Vouch video platform is an excellent resource for creating engaging and professional videos for employee advocacy purposes.

How do I measure the success of my employee advocacy program?

To measure the success of your employee advocacy program, it is important to track relevant metrics and engagement levels. Key metrics to consider include the adoption rate of the program, the level of active participation from employees, and engagement metrics such as likes, shares, and comments on social media posts. Social media analytics tools can provide valuable insights and data to assess the effectiveness of your employee advocacy efforts.


Employee advocacy combined with social media marketing is a powerful strategy for boosting brand visibility, increasing engagement, and building trust with your audience. By empowering your employees as brand advocates and providing them with the tools and resources they need, you can harness the power of social media to amplify your brand messages and reach a wider audience.

Incorporating video content into your employee advocacy program can further enhance the impact of your efforts, showcasing their experiences, provide an inside look into the company culture, and effectively communicate brand messages. 

Tools like Vouch make building your Employee Advocacy remarkably easy, helping you create video content that captures authentic employer reviews and employee experiences.

Like to try Vouch?

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon and more, tools like Vouch make leveraging video in your business remarkably easy.

Be sure to book a Vouch demo today and chat with a video content expert.

Gary Zurnamer

Gary Zurnamer

Co-Founder and CEO of Vouch.

Lights. Camera. Traction

Cut through the noise with video.