Employee Advocacy part 2: Tips for your organization

In English it is called: Employee Advocacy. But in the Netherlands, you often hear the apt name: branded workers. To put it simply: promoting your company through your employees. In this blog, digital strategist Wilco lists the most important tips of Employee Advocacy.

In my previous blog I explained what Employee Advocacy is, how to use it and what the biggest pitfalls of Employee Advocacy are. In order to be able to use Employee Advocacy properly as an organization, I share 5 important tips.

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4 minutes


Online Marketing



5 tips to benefit from Employee Advocacy

Tip 1: Knowledge

Many organizations choose to facilitate the employees (or the pilot group) by helping them to make better use of their individual social networks. LinkedIn is usually the start, as this is a business network. But helping employees to set up and use platforms like Facebook, Twitter and Instagram smart(er) is a great opportunity. Especially with a new vacancy there is a relatively high chance that the personal network of the individual employee will lead to new candidates.

Oh yes: training is no longer just about the buttons on the social media platform. Take your employees with you to find out how they can network online and use their phone to take good photos. Of course, the most fanatical ones can also learn how to blog and fly.

Tip 2: Content

Yes, they're out there: competent and positive employees who are ready for action! Then make it as easy as possible. Provide them with good content that is suitable for sharing on their personal social media channels.

What is suitable content?

Think of the blogs and vlogs of the colleagues. But don't forget your commercial interest: a vacancy or case also works very well. External content can also work well for the branding of the employee and therefore the organization. At Loyals, for example, an update of the Google algorithm or a new advertising option for LinkedIn.

Do you have enough ambassadors?

Make that a selection in which content you send to whom. A case or vacancy in your own department or office is of course much more fun than one in which you yourself are not involved.

Tip 3: Tools

Various tools are available that make it easy to provide employees with content that they can share on their own social networks with a few clicks of a button. Most of them already have a suggestion for the text they can use when sharing. Some will adapt it, but most will take up the suggestion. This immediately creates a natural selection from the more creative texts of the people who want and are able to do so and the people who go for convenience and distribute the desired information in a fast way.

There are many tools that offer more or less comparable functionality. I myself have had good experiences with the following four:

SMARP: not only has a desktop login, but also its own app that works very well to share content with colleagues, to introduce content, to invite other colleagues. It's also super simple.

Social Seeder: suitable if you are going to invite several people to become ambassadors. Good on boarding for these people and, in addition to employees, also employable as for customers or collectors of a good cause, for example.

SoWorker: relatively new, Dutch initiative similar to SMARP, but without its own app (but responsive). Excellent price/quality ratio (much cheaper than the rest) and active and pleasant support.

Apostle: the first Dutch initiative that over the years has integrated a lot of experience into its approach and tool. Works just a little differently than the other three tools, a lot of attention for gathering content. It is also a smart solution for distributing the content over time among the various ambassadors. Definitely worth considering.

If you want to work with one of these tools, let me know. I like to think along with you!

Tip 4: Appreciation

Show and show that you appreciate the contribution of your colleagues. Most tools have a gamification element in which employees can interact with each other and we see that most likes, shares or even conversions have been made.

We are not in favor of an enormous high reward (although this can be justified in financial terms), but prefer to opt for stimulation, for example by offering training to the most active participants, or by having them attend a congress (and having them write about it, of course). Or something playful. Example: within Loyals, employees can, in addition to training and merchandising, exchange their accrued points for a day's driving in the founder's car.


Tip 5: Ordinary content is often already good

Not every update has to be something special. Employee Advocacy is also an employee who simply shares what he is doing at that moment. With a nice picture and a short text is very authentic and exudes job satisfaction and commitment. Without him or her being able to do it. These kinds of updates are very much appreciated and ensure that people continue to experience the total as authentic.

The Business of Employee Advocacy

Don't be fooled by the buzz, but see how you can take advantage of the possibilities! Are your preconditions already well filled in? Then it's a shame not to take the next step and stimulate and facilitate your employees in creating and distributing content in a good way. In this way, you can achieve the goals of your organization more easily, more cheaply, more fun and better.

Creating content now. In the end, of course, you have to set a good example to the employee yourself. Good luck!

Pssst... difficulty with creating content? We are happy to help you.

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