Turning Your Employees Into Social Media Brand Advocates

23 June 2025

Let’s face it—your employees are your untapped goldmine when it comes to social media. That’s right. Sitting right under your nose is a team of people with authentic voices, networks you haven’t reached yet, and insights into your business that nobody else could replicate. Better yet? They’re already on social media.

So grab a coffee (or tea, no judgment here), and let’s dive into how you can turn your team into spirited, savvy social media brand advocates who amplify your brand, one post at a time.

Why Employee Advocacy Is Your Secret Superpower

Here’s a little stat for you: People are 16 times more likely to read a post from a friend than from a brand. Yep, sixteen! That’s because people trust people. So when your employees talk about work, share behind-the-scenes moments, or celebrate wins? It feels real. It feels human. And that, my friend, is marketing gold.

Imagine your brand message spreading not just from your official page but magnified through dozens, hundreds, even thousands of employee voices. That’s the magic of employee advocacy.

What Is a Social Media Brand Advocate Anyway?

Before we go full throttle, let’s clarify what we’re really talking about. A brand advocate is someone who genuinely promotes your company—not because they have to, but because they want to.

When employees become brand advocates, they share content about your company, talk about their awesome experiences, give shout-outs to coworkers, and maybe even post about your latest product or service. And no, they don’t need 10k followers to make an impact. Even a small post from a team member can spark interest and draw attention from the right people.

The Benefits of Turning Employees Into Brand Advocates

Still wondering if it’s worth the effort? Let’s break down the juicy benefits real quick:

- Increased Reach: Employees have, on average, 10x more followers than corporate accounts. Multiply that by every team member = massive visibility boost.
- Higher Engagement: People engage more with content shared by people they know. Employee posts get more comments, likes, and shares.
- Real Authenticity: No brand jargon or carefully curated phrasing—just real stories from real humans. Instantly more relatable.
- Stronger Company Culture: Advocacy encourages pride, recognition, and community. It turns "just a job" into "something bigger.”
- Better Talent Attraction: Potential hires get a glimpse into your workplace vibe. (Spoiler alert: It helps your recruiting game by miles.)

Step 1: Create a Culture Worth Sharing

You can’t fake happy employees. If your team isn’t genuinely excited about their work, advocacy is going to fall flat.

So start from the inside. Celebrate wins, recognize achievements, encourage collaboration, and keep communication transparent. When people love where they work, sharing that love online becomes second nature.

Ask yourself: Would your employees talk positively about your company at a BBQ with friends? If the answer’s yes, you’re on the right track.

Step 2: Lead By Example (Yes, You!)

Don't just tell employees to post on social media—get in there yourself! When leaders share updates, shout-out team members, and post about company culture, they normalize the behavior. Monkey see, monkey do, right?

Plus, when the CEO or managers share on LinkedIn or Instagram with authenticity, it sends a clear message: “Hey, this is encouraged, and it matters.”

Step 3: Make It Super Easy

Here’s the golden rule: The easier, the better.

Create a library of shareable content—photos, blog posts, product updates, even templates or suggested captions. Host it somewhere accessible like Google Drive, Slack channels, or a dedicated advocacy platform.

Want to go the extra mile? Have a weekly “Top 3 Posts to Share” email that includes company news, behind-the-scenes stories, or fun happenings.

When you remove the friction, more people participate. It’s like handing out ready-to-use sparklers—people just have to light them.

Step 4: Give Recognition (Because It Feels Good)

You know what motivates people? Feeling noticed.

So make a big deal about it when employees post. Re-share their content from your official accounts. Shout them out in internal newsletters. Maybe even host an “Advocate of the Month” feature.

When people see others getting recognized, they’ll be inspired to join in too. Social media + kudos = a winning combo.

Step 5: Offer Training That’s Not Boring

Let’s be honest—no one wants to sit through a 90-slide PowerPoint about social media best practices.

Keep your training light, interactive, and maybe even a little fun. Show real examples. Host quick lunch-and-learns. Create short videos or cheat sheets.

You can teach simple things like:

- How to write a great LinkedIn post
- How to share blog content with a personal twist
- What hashtags to use
- Do’s and don’ts of personal branding

When employees feel confident, they’re way more likely to post.

Step 6: Empower, Don’t Force

This isn’t about mandating social media activity. That’s a fast-track to awkward, robotic, and frankly, cringey posts.

Instead, let participation be voluntary. Invite your most enthusiastic team members to test new ideas, pilot content, or run mini campaigns. Think of them as your “Advocate All-Stars.”

When people feel empowered instead of obligated, the authenticity shines through.

Step 7: Celebrate the Human Side

Some of the best brand advocacy doesn’t even mention the brand directly. It’s just employees showing off their awesome projects, posting about team outings, or sharing new things they’ve learned.

Encourage those spontaneous, human moments. Behind-the-scenes content, work-from-home setups, coffee breaks, team lunches—all of it makes your company relatable.

It’s like giving the world a backstage pass to your culture.

Step 8: Track What’s Working (Without Being Creepy)

While we want to track impact, we’re not spying here. Set up basic metrics like:

- Number of posts by employees
- Engagement (likes, comments, shares)
- Website traffic from social media
- Hashtag mentions
- Referrals and recruitment leads

Tools like LinkedIn Analytics, Bitly, and employee advocacy platforms like EveryoneSocial, DSMN8, or Hootsuite Amplify can help you connect the dots.

The goal? Celebrate success, tweak what’s not working, and keep the momentum rolling.

Step 9: Keep It Fresh

Social media doesn’t love repetition. Keep mixing it up with fresh content:

- Employee interviews
- Behind-the-scenes videos
- Industry thought leadership
- Office life updates
- Fun facts or memes
- Event previews or recaps

And don’t be afraid to ask your team what they want to share. Often, the best ideas come from the ground up.

Step 10: Make Advocacy Part of Your DNA

Lastly, make advocacy part of your company culture—not just a quarterly push.

Include social media goals in marketing plans. Talk about it during onboarding. Regularly check in on wins and shout-outs in team meetings.

When done right, employee advocacy becomes second nature. And your brand? Well, it starts to grow far beyond your official accounts—powered by a team of passionate, proud, and connected employees.

Real-World Examples That’ll Inspire You

Let’s take a peek at how some companies are crushing the employee advocacy game:

1. Salesforce

They encouraged employees to use the hashtag #LifeAtSalesforce. The result? Thousands of authentic glimpses into their company culture, making recruiting a breeze.

2. Adobe

Adobe’s “Adobe Life” campaign showcases employees’ voices across the globe. It’s like a living, breathing postcard of what it feels like to work there.

3. Starbucks

Baristas sharing latte art, store celebrations, and community events? That’s pure, share-worthy magic. Starbucks empowers employees to show off what makes them proud.

You don’t have to be a massive brand to do this. Start small, stay consistent, and build your own community of advocates.

Final Thoughts: Turn Team Spirit Into Social Spark

So, here’s the truth: Your employees are already talking about your company. The question is—are they saying what you want them to say... and are they saying it out loud?

When you turn your employees into social media brand advocates, you’re not just amplifying your marketing—you’re creating a movement. A living, breathing, human-powered extension of your brand.

So go ahead. Fuel their fire, give them the tools, celebrate their voices, and watch the ripple effects unfold.

Cheers to turning your team into your loudest, proudest, happiest brand ambassadors on the internet!