What is Employee Advocacy_ What are the Trends to Look Out

It’s hard to keep up with the exponential growth of social media. Both consumers and business professionals use these platforms to get recommendations and conduct their research before purchasing.

These are just a few reasons why so many organizations are making employees advocacy a strategic priority.

In this article, we will explain what is employee advocacy and what are the latest trends? Lets jump right in.

What is Employee Advocacy?

Advocating for the business or firm you work for is known as “Employee Advocacy.”

As a result, your employees will be able to do the following:

  • Increase brand awareness by promoting your company’s messages and promotions.
  • Providing an “inside view” into their personal and professional lives
  • Help others by acting as an expert on the company’s products or services.
Employee Advocacy

What’s the big deal?

Positive customer feedback and recommendations from other businesses are essential for establishing a company’s credibility in the market. People trust other people — their coworkers, friends, and family — considerably more than frequently impersonal brands. Brand marketing can’t generate that trust.

Employee-generated content receives eight times the engagement of brand-generated content.

For this reason, employees advocacy is one of the most acceptable ways to develop a company’s reputation, but it must be authentic and organic.

Of course, you and your company’s leaders are concerned about your employees’ usage of social media at work. The fact is they are frequent social media users. Most employees currently use social media for personal usage, with 98 percent reporting that they use at least one social networking site.

Read: Employee Rewards: What No One Is Talking About

Employee Advocacy: Trends to look out for

3 Trends

Trend #1 Adoption and Engagement Driven Content Distribution

Trend #2 Employee Advocacy 2.0: A New Era

Trend #3 Employee Generated Content

Three trends in employee advocacy that will have an impact on the digital workplace in 2022 are as follows:

Trend #1: Adoption and Engagement Driven Content Distribution

When you check your social network news feeds, you’ve undoubtedly already been frustrated by irrelevant stuff. If you share stuff that your employees are not interested in, they may also be annoyed. Furthermore, they are refusing to disseminate it to their social media connections.

It’s all about relevancy when it comes to employee advocacy.

You’ll need to rethink how you distribute content internally if you want to engage your employees in your employee advocacy campaign and keep them interested in your content.

If you don’t have the correct content in front of your employees at the right moment, they won’t be able to learn and grow.

Consider this: Your employees are your most important customers. As marketers plan their communication strategy to ensure that the correct material is delivered to the right audience, you’ll need to ensure that your staff access the appropriate information. Only in this manner will you be able to increase employee adoption and turn them into brand advocates.

The use of content marketing for employee advocacy programs is on the rise, and this trend is expected to continue in 2022.

Trend #2: Employee Advocacy 2.0: A New Era

Gaining staff support is essential to creating customer loyalty and trust in your company’s brand. As we’ve established time and time again, consumers place a higher value on personal messages expressed on social media than on statements from businesses.

Your staff is your best brand ambassadors, and it is they who can help you establish meaningful relationships with your clients and prospects.

In other words, employee advocacy is the secret to your company’s success. It’s not enough to have an employee advocacy program in place at your company. You’ll need to do it right to build trust with your customers.

Asking employees to post company-sponsored content on their social media accounts is not what we mean by “employee advocacy.” There are still a lot of companies that urge their staff to forward the link to their most recent blog article to their social media contacts.

However, things are changing, and this trend will likely be one of the most popular employee advocacy trends in 2022.

For the most part, employee advocacy 2.0 focuses on empowering workers.

Instead of asking your employees to distribute links to their networks or the same corporate message developed by your digital marketing team, you can use employee advocacy 2.0.

Employee advocacy doesn’t have anything to do with this strategy, which is spamming.

Founder of InSource Talent, Stuart Jones, explains, “the problem with employee advocacy 1.0 seems to be that it is too employer-centric”. While “employee advocacy 2.0 works because it is an employee-centric approach,” the company is in charge of the dialogue, and the employee is simply a conduit for second-tier distribution.

Your employees can share whatever content they find interesting, whether connected to your brand or their area of expertise. You encourage them to customize their postings when they do so.

In employee advocacy 2.0, the goal is to help your staff build their brands.

Trend #3: Employee-Generated Content

Employee-generated material is a critical component of advocacy 2.0. Authenticity comes from empowering your staff to start developing their content as part of their work duties.

The same cannot be said for all of your staff. Some may want to make videos or podcasts, while others prefer to write blog posts.

To help your team develop the skills they want, you’ll need to organize effective training programs, such as workshops, webinars, or online courses.

Keep in mind that as long as the content is honest, it doesn’t matter if it is technically flawless.

Employees can, for example, use their smartphones to record short movies depicting what it’s like to work at your business.


In the next three years, we anticipate seeing a rise in the number of physical and virtual events held by brands to showcase their lifestyle and personality.

Increasingly, companies are giving their brand ambassadors more authority over the material they create for social media and other channels.

Internally and externally, a greater emphasis will be placed on recognizing brand enthusiasts.

Bravo’s employee advocacy platform can help you get on board with these new trends before they become the norm.

Sharing employee appreciation internally and externally has never been easier thanks to our platform, which keeps employee advocates up to date on the newest company developments.

Employee ambassadors will be motivated to contribute by earning points for sharing, commenting, and otherwise interacting with the content you provide through our gamification features.

Employee Advocacy FAQs

What exactly is employee advocacy?

Advocacy by employees is sharing their support for a company’s brand, product, or service on social media networks. Employee advocacy aims to enlighten, educate, and engage the workers, customers, and prospects and help attract talented new personnel and recruits.

Is there a way to increase employees advocacy?

Your company’s culture and brand are the foundations for building employee advocacy. Building employee advocacy will be difficult if employees don’t trust and don’t believe in the organization, its products, or its executives. If your company has a beautiful culture and motivated staff, you should encourage them to post online.

What are the benefits of social media for employees?

Employee participation in social media and employee advocacy allows them to communicate with one another more personally and improve their professional profiles online, expand their professional networks and private brands, build stronger bonds with their contacts, and move up the corporate ladder faster.

Employee advocacy software, what is it?

Companies can keep their employees updated on the latest corporate news and promote branded material and information on social media by utilizing employees advocacy software such as Bravo. In addition, they can build their networks, establish their brands, better engage with contacts, develop meaningful relationships, and progress more quickly in their jobs.

How do you get your employees involved when it comes to social networking?

To begin, your employees must see the value of promoting company content on their social media accounts. It should be a two-way street where everyone is compensated for their efforts. Employer advocacy should be backed by a clear social media policy and encouragement and support from the firm itself.

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