It’s an age old saying, ‘people buy from people’ and this couldn’t be more true than when people are ‘buying in’ to both working with a business, or for it.

As much as companies would love to be fully in control of how they are perceived, the simple truth is your employer brand is ultimately shaped by your people.

They live your culture and definite it with their relationships and views and give your employer brand a more relatable dimension.

What is employee advocacy?

Employee advocacy is a strategy whereby employees are empowered to become company ambassadors by sharing approved content to amplify the brand voice, it is important for brands to view employees as individuals that can help support business and provide greater reach.

A good employee advocacy strategy will enable your employees to amplify company messages and promotions, which increases brand awareness.

Employee advocacy in 2022

In 2022 more than ever before, you will need to post regular content updates showcasing your employer brand from your employees’ points of view.

It’s never been more valuable than in a post-pandemic world.

Everything from employee blog posts, social media updates to behind-the-scenes videos makes it easier for new candidates to envision themselves as part of your team.

Research shows that on LinkedIn, the reach of employee-generated content is far greater than company-generated content. We also know that companies with socially-engaged employees are more likely to attract top talent, and that talent is more likely to be retained.

Employee advocacy strategies require to be tailored to each organisation, but factors that are likely to be key themes throughout are: transparency, celebration of internal achievements and sharing your team’s expertise.