Employee Advocacy Tool - Boosting Your Employer Brand Through Employee Engagement

 This, in turn, helps boost the employer brand and achieve various business goals.

What is an Employee Advocacy Tool?

An employee advocacy tool is a software platform that empowers employees to easily share relevant company content like news, blogs, events through their social networks. Leading platforms provide curated content feeds from multiple company sources like website, social media pages, blogs etc. for employees to share.

Employees can find relevant content, add their own personal message and share with one click across networks like LinkedIn, Facebook, and Twitter. The tool helps track engagement metrics to measure the impact. Advanced tools even allow targeted sharing by departments, locations or skills to reach the right followers.

Benefits of an Employee Advocacy Tool

With an employee advocacy tool, companies can amplify their marketing message through existing employee networks in an authentic way. Some key benefits are:

Reach Wider Audience:

Employees collectively have larger networks than a company's owned social media pages. Their sharing helps the company content reach a wider target audience.

Build Employer Brand:

Positive sharing about company culture, values and work by employees helps build the employer brand as a great place to work. This improves talent attraction and retention.

Thought Leadership:

Curated company blogs and articles shared by relevant employees establish the company as a thought leader in their domains and attract qualified leads.

Increase Engagement:

Sharing of events, product updates and company news helps increase followership and engagement on company's owned social pages over time.

Tap Internal Expertise:

Employees with relevant skills and expertise become advocates for targeted B2B communication and lead generation within their networks.

Data & Insights:

Advanced analytics provide insights into shared content, employee influencers, reach, engagement for optimizing future campaigns.

Choosing the Right Employee Advocacy Tool

With many options available, here are few factors to consider while selecting an advocacy tool:

Ease of Use:

Look for an intuitive and simple interface so employees don't struggle to share. One-click sharing is ideal.

Content Curation:

Check if it provides easy ways to curate relevant content from multiple sources for employees to share.

Tracking & Reporting:

Tracking engagement metrics, shares and reach is important for measurement. Look for robust analytics and reporting.

=# Customization:

Check customization ability for company branding, permission controls, targeted sharing by employee attributes etc.

Security & Compliance:

Ensure the tool meets security and compliance standards for data privacy and governance.

Pricing & Scalability:

Affordable pricing models that scale with company size should be considered.

Support:

Evaluated based on ease of setup, onboarding assistance, ongoing support and upgrades availability.

Implementing an Effective Employee Advocacy Program

Effective implementation requires engaging employees, creating relevant content and empowering advocates:

Engage Employees:

Create awareness about the benefits and get managers trained to motivate sharing. Incentivize participation through badges, recognition etc.

Curate Quality Content:

Dedicated staff should curate only relevant content deemed helpful for employees' networks from reliable sources.

Identify Advocates:

Leverage advanced analytics to identify top influencers by network size and reach. Provide them dedicated training.

Measure Impact:

Set KPIs around shares, engagements and conversions. Regularly analyze metrics to improve content strategy and advocate program.

Recognize Advocates:

Thank top performing advocates regularly via recognition programs to further motivate continued participation.


With an employee advocacy tool, companies unlock the true potential of their employees as advocates for business growth. By empowering employees to authentically share branded content within their trusted networks, organizations can amplify their messaging while building a stronger employer brand. With the right tool, content and program implementation, employee advocacy proves to be a highly effective digital marketing strategy.

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