Employee advocacy – how to get your employees to share the love

employee advocacy

Word of mouth will always be the marketing activity with the best results. Social media, in particular LinkedIn and Twitter, are important elements of a B2B tech company’s marketing communications strategy to encourage word of mouth.

Related post: What to include in your social media plan

To get the most from your social media activities you need your posts to create a reaction – whether that be via retweeting or sharing, comments or likes – you need them all to extend your reach. And an often overlooked way of achieving this is with employee advocacy.

What is employee advocacy?

Employee advocacy refers to the promotion of a business by the workforce. It can take many forms, but here, I am talking about social media – one of the most common and effective employee advocacy methods.

2023 statistics state that the average Facebook user has 338 friends and 707 Twitter followers. The average number of connections per LinkedIn profile is between 500 and 999. These are three very good reasons to encourage employee advocacy.

So how to you get your employees to share the social media love?

  1. Employees need to love their jobs in order to share information about it, so ensure you have a great work culture
  2. Let employees know what your company is posting in advance by sending a weekly email or including it in your internal newsletter
  3. Encourage employees to follow your LI company page and ask them to share page and other employee posts
  4. Ask employees to create their own LinkedIn articles or blog post on company related topics. These can also be used on the company website
  5. Hold competitions to encourage employees to share. For example the most shares/retweets earns a bottle of Prosecco (I prefer Cava or even champagne, but you get the drift!) or a company t-shirt if you prefer
  6. Include social media sharing in your Employee of the Month qualifications
  7. Set job objectives and goals to include social media sharing
  8. Encourage your staff to use certain hashtags to help with measurement
  9. Ensure you have set guidelines for them to follow – create a social media policy and show them how best to behave on and use social media
employee advocacy

Getting your employees to share the social media love improves your brand awareness, helps demonstrate trust in your company and aids recruitment.

Updated 15 May 2023. First posted 20 March 2019.


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