Employee advocacy

What Is Employee Advocacy? (Basics and Trends)

Learn how employee advocacy can empower employees to share authentic brand content on their personal social media, boosting reach, engagement, and credibility.

Feb 22, 2025

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What is Employee Advocacy?

Employee advocacy is the process where employees act as brand ambassadors by sharing content on their personal social media channels. This can include company news, personal insights, and experiences. The goal is to enhance a brand’s reach and credibility through authentic, organic content.

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Why is Employee Advocacy Important?

As traditional marketing becomes less effective and consumers increasingly trust recommendations from people over brands, employee advocacy offers a powerful alternative. Studies show that content shared by employees generates 561% more reach and 24x more engagement than posts from corporate accounts. Moreover, employee advocacy is becoming more popular. The graph below shows the increasing interest in employee advocacy compared to paid media.

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Trends in Employee Advocacy

From corporate content to authentic storytelling
- Companies are shifting from top-down communication to personal, authentic stories shared by employees.
Increased focus on thought leadership
- Organizations encourage leaders and experts to share insights, expanding their networks and strengthening the company’s reputation.
Social media algorithms favor personal content
- Platforms like LinkedIn prioritize content from individuals over corporate pages, making employee advocacy even more valuable.

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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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Employee Advocacy is key to a successful inbound marketing strategy. By involving employees in content creation, companies enhance authenticity, trust, and engagement. A structured approach ensures a steady flow of valuable content, amplifying brand reach and credibility while aligning marketing, sales, HR, and leadership for sustainable growth.

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What Is Employee Advocacy? (Basics and Trends)

Table of contents

What is Employee Advocacy?

Why is Employee Advocacy Important?

Trends in Employee Advocacy