A program encouraging and enabling employees to share company content and messaging through their own personal social media accounts, extending a brand's reach through employees' individual networks.
Why it matters
Content shared by an individual employee often reaches audiences a brand's own official account can't easily access, and tends to carry more personal credibility than the same message coming directly from a company account.
In a sentence
"Our employee advocacy program gives the team pre-approved, easy-to-share posts for major announcements, so reach isn't limited to just the company's own follower count."
Related terms
- Often confused with: Influencer marketing (Category 6, Part One) — employee advocacy specifically involves a brand's own employees sharing content through their personal networks; influencer marketing involves paid or partnered promotion through external individuals with an established audience, unaffiliated with the company).