How Employee Advocacy Elevates Your Marketing Strategy

by Benj Miller | Mar 4, 2025

Your employees aren’t just part of your team—they’re some of your most valuable brand advocates. As corporate influencers, they have the power to amplify your brand’s reach, credibility, and engagement in ways traditional marketing simply can’t. Here’s why employee advocacy is becoming a game-changer and how you can make it work for your business.

Corporate influencers are employees who actively share company insights, values, and expertise on their personal social media channels. This trend is especially popular among Gen Z, who are already skilled at building personal brands online. When employees post about their work, they humanize your brand and build trust with their networks—trust that corporate accounts often struggle to achieve.

Why Employee Advocacy Works

1. Credibility That Sticks – People trust people more than brands. Content shared by employees is seen as more authentic, making your message more impactful.
2. A Bigger, More Engaged Audience – Your employees’ networks are an untapped opportunity. When they share company content, it reaches potential customers, partners, and talent you might not connect with otherwise.
3. Higher Engagement Rates – Real stories and experiences resonate. Employee-shared content often outperforms traditional brand posts in terms of engagement.

How to Build an Employee Advocacy Program

1. Encourage Authenticity – Give employees the freedom to share their experiences in their own words. Overly scripted content won’t work.
2. Equip Them with Tools – Provide training, content ideas, and branding resources to make it easy for them to advocate for the brand.
3. Recognize and Reward Participation – Acknowledge employees who actively promote the company, whether through shout-outs, incentives, or leadership opportunities.

Examples of Successful Employee Advocacy

• IBM: IBM empowers employees to share insights and company updates, helping extend its reach far beyond corporate channels.
• Dell: Dell offers social media training to help employees confidently engage online, boosting advocacy efforts across the company.

Employee advocacy isn’t just a nice-to-have—it’s a strategic advantage. You create a more relatable, trusted, and visible brand by fostering a culture where employees feel empowered to share their perspectives. Now is the time to tap into the power of corporate influencers and turn your team into your strongest marketing asset.