What is Employee Advocacy and how to implement it in your organization

What is employee advocacy?

Employee advocacy is the promotion of a brand by its employees. This promotion can be done in many ways but nowadays the most common channel is social media.

  • 338 Facebook Friends (Source: Pew Research Centre)
  • 707 Twitter followers (Source: The Science of Social Sales)
  • 930 Linkedin connections (Source: com)

How to create an employee advocacy program

Sometimes it’s hard to know what will make people excited to get them talking about your brand on social media. There are only guidelines that can be used to encourage your team to promote your brand online. We give you 5 of these guidelines for a successful advocacy program.

1. Set clear KPI’s.

Just like in everything you do, start by establishing clear goals. This way, it will be easier for you to focus your effort on what you want to achieve. KPI’s are not just metrics but keys you’ll rely on to see how your plan is performing.

  • What do you want them to share?
  • What is the target audience?
  • Do you want to focus on awareness, on conversion…?
  • What is your timing?

2. Trust your employees and give them online freedom.

Your program will work better if your company has a transparent online culture.

  • Don’t know if the company wants them to share
  • Don’t know what they should share
  • Are afraid to share the wrong thing

4. Measure and communicate the results.

You need to measure and communicate the results of your program. As useful and rewarding as it can be, it is easy to lose track of what is happening if you don’t have the right tracking system in place. And, tracking the performance is only the way to tell if it’s working or not.

  • Number of active ambassadors
  • Reach on different social media channels.
  • Website traffic coming from the employee advocacy campaign
  • How many signed up against actual active users.

5. Choose the right tools.

A tool dedicated to employee advocacy will make it a lot easier to set up your program and measure online performance. It’s also an easy way for your employees to share your content and connect with each other.

  • An easy way to recruit new advocates
  • Segmentation tools
  • Easy content sharing system
  • Employee engagement features
  • Analytics
  • Customizable branding
  • Multi-language options (for international organizations)


  • It can be beneficial for small companies and big organizations
  • Set clear KPI’s and measure the right results
  • Communicate the results so your employees can see the impact of their efforts
  • Trust your employees
  • Create online guidelines
  • Choose the right tool



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Patrick De Pauw

Patrick De Pauw

CEO of Social Seeder. Our mission is to help build meaningful companies through an increased brand pride and employee engagement among the workforce.