Employee Advocacy: Your Secret Weapon for Building Brand Power

Published on March 15, 2024

In today's transparency-driven business landscape, employee advocacy is a powerful tool for leaders to adopt. This seemingly simple strategy unlocks a treasure trove of benefits for your business, impacting every aspect from brand awareness and reputation to recruitment and sales.

Employee advocacy goes beyond team members simply saying they like where they work. It's about empowering employees to become enthusiastic brand ambassadors, actively promoting your solutions, values and culture to their networks.

Leads generated through employee advocacy convert 7 times more frequently than other leads

Why Employee Advocacy Matters for Business Leaders Right Now

As a business leader, fostering a strong employee advocacy program helps you manage your team more effectively and achieve goals faster. Here's why:

  • Empowers Your Workforce: An effective advocacy program empowers employees by providing them with a platform to share their voices and contribute to the company's success. This fosters a sense of ownership and belonging that increases motivation and dedication -- and ultimately performance.
  • Reduces Marketing Costs: Advocacy programs are a cost-effective marketing channel, leveraging your existing workforce to amplify your brand message in real-time. This allows you to reach new audiences quickly without breaking the bank.
  • Provides Valuable Insights: By capturing employee feedback through advocacy programs, you gain valuable insights into employee sentiment and market perceptions. This information can be used to improve your products, services and overall employee experience.

By actively fostering employee advocacy and employee branding, you tap into a powerful resource to propel business forward, building stronger relationships with customers, attracting top talent and ultimately contributing to continuous success.

Lasting Benefits of Employee Advocacy Programs

Employee advocacy can take various forms, from sharing positive experiences on social media to acting as brand ambassadors at industry events, or even recommending products or services to friends and family. Beyond immediate benefits, how are advocacy programs beneficial to companies in the long term? Here are some of the top reasons:

  • Greater Brand Awareness: When employees share company content with their personal networks, they extend reach beyond traditional marketing channels. According to LinkedIn, company content shared by employees receives 10 times more visibility than company posts, significantly increasing brand awareness.
  • Increased Brand Trust: In an age of information overload, consumers are bombarded with marketing messages, often questioning their credibility. However, authentic employee voices carry inherent trust as they come from individuals with firsthand experience. This credibility translates to increased brand trust, influencing purchase decisions, meeting requests and referrals.
  • Higher Sales: Studies like the one by Hinge Marketing in 2023 reveal that 64% of employees in formal advocacy programs credit it with attracting and developing new business, while 45% attribute new revenue streams directly to the program. This highlights the direct impact employee advocacy can have on driving sales.
  • Better Recruitment: Engaged employees are natural recruiters, attracting top talent through their positive experiences and enthusiasm. Engaged employees also reduce recruitment costs, especially through leveraging platforms like LinkedIn.

64% of employees with formal advocacy programs credit it with attracting and developing new business

How to Increase Employee Advocacy

Now that you understand the value of employee advocates, let’s look at how you can enact these changes in the workplace. Here are some tips:

  • Start a Training Program: Equip your employees with the knowledge and skills necessary to be effective advocates. This program should cover company messaging guidelines, social media engagement best practices and readily available resources. Training your team in LinkedIn optimization will ensure positive impressions when their profiles are viewed by prospects and talent.
  • Track Activity: Monitor and measure the impact of your employee advocacy program. Whether through internal tracking systems or SaaS solutions, analyzing data allows you to assess employee engagement, identify areas for improvement and demonstrate the program's value to leadership.
  • Create a Positive Work Culture: Remember, happy and engaged employees are more likely to advocate for your brand. Foster a positive company culture that values employee feedback, provides opportunities for growth and development and creates a sense of belonging.

If your company needs support, don’t be afraid to enlist experts. As part of our corporate branding services, Point Road Group help clients strengthen employee branding and advocacy through interactive training programs. Contact us to learn more.

Empower Your Employees to Be Brand Advocates

By nurturing employee advocacy, you create a powerful force multiplier for your brand that has immediate and long-term benefits. You can achieve greater brand awareness, build trust, enhance sales, and create a more engaged and satisfied workforce. Remember, employees are your greatest asset – leverage their voices to unlock your company's full potential.

More Insights

Pursuing a board seat? Get our Board Director Branding Guide.

Board Director Branding Guide - Get the eBook! - Point Road Group

Looking to drive sales and brand awareness? Get started with our Brand Consistency Checklist.

Brand Consistency Checklist Teaser | Point Road Group

Stay in the Know

Newsletter Sign-up

Ready to Get Started?

Contact Us
1991 Broadway, 12th Floor, New York, NY 10023
(212) 869-1000[email protected]