Employee advocacy

Behavioral change is the key to successful employee advocacy

In collaboration with behavioral expert Bas Wouters, the Social Reach Optimization (SRO) framework was enriched with psychological insights to drive real behavioral change. This blog explains how the Transformational Change Model helps companies turn Employee Advocacy into a lasting habit—by focusing not just on what to share, but on how to embed new behavior.

Apr 23, 2025

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In 2021, I met Bas Wouters—and we instantly clicked. During an inspiring trip to Valencia, we held several sessions where we enriched the existing Social Reach Optimization (SRO) framework with behavioral science insights. What started as a shared curiosity soon evolved into a meaningful collaboration.

The result? A model that goes beyond what employees should share, and focuses on how to create structural, lasting behavioral change.

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Bas introduced the Transformational Change Model, which consists of four phases:

Information – Why is Employee Advocacy valuable?
Application – What does it look like when others do it?
Confirmation – How can we reinforce behavior with feedback?
Consolidation – How does it become a habit?

Today, even the Cialdini Institute uses the Employee Advocacy method as part of their strategic approach.

Want employees to truly get involved?
It starts with behavior.

The checklist for a successful employee advocacy program

#EmployeeAdvocacy #SocialReachOptimization #BehavioralScience #Leadership #Cialdini #InternalEngagement

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Crowe Foederer

''Great tool that takes us to the next level. Apostle helps us to increase our local brand awareness, by getting more colleagues involved in sharing.''

Roxanne Daris

Van der Velden

"We found the Apostle experiment to be very easy to start with. After the kick-off, we could start right away, and we're already seeing positive results."

Donna Visser

PIDZ

"The results speak for themselves: in a month, we gained 3.6 times more organic reach than our LinkedIn page - a great addition to our channel mix!"

Carlijne Brouwers

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Behavioral change is the key to successful employee advocacy

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