Employee advocacy is the involvement of employees in spreading company content through their own profiles. It works for two reasons: personal profiles usually have a higher organic reach than company pages, and people trust a specific individual more than a logo. Its effect is strongest in industries where expertise and relationships are what is being sold, that is, in B2B and in services. It is essential that mandated sharing does not work and comes across as forced. What works is preparing materials from which a person can choose, support in creating their own content, clear rules on what must not be published, and recognition of those who take part. Bear in mind that building an employee's profile is also a benefit to them personally, which is both fair and motivating.
See also: Organic reach, Social media in B2B, Internal AI usage policy.
