90 seconds · Captions included · Sound on for narration
Employee Advocacy
Employee advocacy starts with experiences people want to share. Create the conditions, offer practical support and let employees speak in their own words, without pressure to post.
The lightbulb moment
Fix the experience first If people would not recommend you because of how they are treated, improve the culture before asking them to share it.
Keep it voluntary Invite people to share their own experiences in their own words, and respect anyone who chooses not to post.
Support it over time Give volunteers time, coaching and useful content. Listen, recognise contributions and measure what matters.
Read the transcript
Acme says it’s a great place to work. John tells you how his manager trusts him. Jasmine talks about her chances to grow.
Edelman’s research over recent years shows trust moving away from institutions and more towards individuals we know.
Turning employees into company mouthpieces isn’t the point. Pressuring people to repeat company PR they don’t believe in, you don’t have advocacy; you have authoritarianism.
If people won’t recommend you because of how they’re treated, fix the culture. Advocacy won’t paper over those cracks. And choosing not to post must always be allowed.
Start with a clear purpose. Leaders need to listen, remove barriers and lead by example.
Invite volunteers. Give them time, coaching and useful content. Help them connect their own experiences to what your employer brand stands for, without putting words in their mouths.
Start small. Keep listening. Recognise contributions, measure what matters, and offer ongoing support. Advocacy isn’t a campaign you switch on and off.
It’s not about manufacturing it. It’s about creating the conditions and offering support so it can happen more naturally.
Need help with any of this? Reveal The Real. Helping you attract, engage, and retain people with your reality.
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What could employee advocacy be worth?
Estimate its potential value to your business.
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