The Value of an Employee Advocacy Program for a Company

In today's digital age, a company's most powerful marketing asset might be hiding in plain sight: its employees. Employee advocacy programs, which encourage and empower employees to share company content and messages on their personal social media accounts, are becoming increasingly valuable.

Let's explore why.

1. Building Trust and Authenticity

According to a recent Forbes article, 81% of consumers consider trust essential when deciding to buy from a brand. Employee-generated content (EGC) builds this trust by offering an authentic, behind-the-scenes look at a company. When employees share their experiences and insights, it creates a human connection that traditional marketing can't replicate.

2. Cost-Effective Marketing

The article points out that while influencer marketing can be expensive, with some organizations spending over $500,000 annually, EGC can be produced with minimal expenses. Employees already understand the brand's voice and values, reducing the need for extensive briefings and revisions.

3. Enhancing Recruitment Efforts

Employee advocacy is a powerful recruitment tool. The article cites a U.S. study showing that 58% of job seekers use social media to research potential employers. When employees share positive experiences and company culture on platforms like TikTok or Instagram, it attracts potential talent and gives a genuine insight into what it's like to work at the company.

4. Improving Brand Reputation

Employee advocacy can significantly enhance a company's reputation. The article mentions how United Airlines used heartwarming employee-generated content to help rebuild its image following controversies. When employees genuinely advocate for their company, it positions the brand as one that consumers are eager to support.

5. Expanding Reach and Engagement

Employees often have networks that extend beyond the company's immediate audience. When they share company content, it reaches new potential customers and partners, expanding the brand's reach organically.

6. Fostering Employee Engagement

An advocacy program can boost employee morale and engagement. When employees feel valued and trusted to represent the brand, it can increase job satisfaction and loyalty.

7. Providing Diverse Perspectives

Employees from different departments and levels can offer varied insights into the company, providing a well-rounded view of the organization that resonates with diverse audiences.In conclusion, an employee advocacy program offers multifaceted benefits for companies. It builds trust, provides cost-effective marketing, aids in recruitment, improves brand reputation, expands reach, boosts employee engagement, and offers diverse perspectives.

As the Forbes article suggests, before investing in expensive influencer campaigns, companies should consider tapping into the authentic voices within their organization. By empowering employees to become brand advocates, companies can create a powerful, authentic, and cost-effective marketing strategy.