What is employee advocacy?

Employee advocacy is when a company's staff share its news, content or values on their own social media accounts, helping the business reach more people through trusted voices.

People often trust individuals more than brands. When employees share company updates, job openings or behind-the-scenes moments, their friends and contacts see a genuine, human side of the business. This can boost reach, attract talent and build credibility.

Employee advocacy is especially common on LinkedIn, where staff share company posts, write about their work and celebrate milestones. It also happens on Instagram, Facebook and other networks. Some companies run formal programs with suggested posts, while others simply encourage staff to share when they feel like it.

Keep participation voluntary and never pressure staff. Give people easy, interesting content to share and let them add their own words. Provide simple guidelines on what is fine to post, such as avoiding confidential information, and thank people who take part.

Example

A small marketing agency invites its team to share a short LinkedIn post about a project they enjoyed, each written in their own words.