Encouraging Employee Advocacy

The Blueprint: How to Build an Employee Ambassador Programme Every company will tell you their people are their biggest asset. But if you look closely, most treat them like a line on a balance sheet, not a path in their brand story. And there lies the problem. We're in an era where audiences don’t just want to see what a company does, they want to understand who’s behind it, what they believe in, and how they show up in the world. That’s why Employee Ambassadors matter. Because their voice creates both. And just like any marketing channel, their impact is exponential when it’s built with intention. Here’s my top level blueprint I wish every brand had: 1️⃣ Identify your natural storytellers Every business has them, your culture carriers, A-players, internal influencers. You don’t need everyone posting, just empower those who already live your values and can translate them externally. 2️⃣ Provide frameworks, not scripts People connect with voices, not scripted copy. Give your team clarity on what stories matter, not pre-approved captions. Define key themes and moments and let them share through their own perspective. 3️⃣ Teach storytelling as a brand skill Storytelling isn’t a “nice-to-have”, it’s a competitive advantage. If your team can clearly explain what you do, why it matters, and who it helps, you’ve built an organic marketing engine. Lead learning and development workshops on finding your voice, storytelling and delivery. Give them the tools and they’ll give you the content. 4️⃣ Recognise and reward visibility We celebrate sales and KPIs, but rarely celebrate the people who build trust equity for the brand. Visibility *is* brand contribution. When employees grow an audience or earn industry credibility, the whole business benefits. Acknowledge it. Incentivise it. Celebrate it. Build it into culture. 5️⃣ Build a two-way feedback loop The best advocacy systems work both ways. Leaders give visibility, employees bring insight back. That exchange keeps both sides accountable, aligned, and moving in the same direction. It prevents disconnects, ensures consistency, and turns advocacy into a source of growth - not risk. 🤝 When this system is implemented, your people become living extensions of your brand’s promise. And collectively, they build something no campaign ever could: human trust at scale. Employee Ambassadors don’t just grow your audience, they grow your authority.  Next week, I’ll unpack the business advantage - how visibility turns into real commercial value. Drop your questions, thoughts, challenges below! - 👋 I’m Grace Andrews - brand & marketing educator, creator-entrepreneur, and former Brand Director for Steven Bartlett & The Diary of a CEO. This is post 3/6 of my new series Inside Voices, exploring the rise of the Employee Ambassador and how they’re reshaping modern marketing. Hit Follow to stay informed! - I'm sharing a post every week unpacking how they’re changing the way brands grow, hire, and lead.

1. ESG (Environmental, Social, and Governance) What it is: ESG is a framework used by investors, companies, and regulators to measure how sustainable and ethical a business is. It looks at: Environmental: impact on nature (carbon emissions, energy use, waste, pollution). Social: treatment of employees, community, diversity, human rights. Governance: transparency, ethical leadership, anti-corruption, shareholder rights. Why important: ESG helps businesses attract investors, build long-term trust, and reduce risks. Today, many financial institutions and governments demand ESG reporting. Example: A renewable energy company that reduces CO₂ emissions, ensures safe working conditions, and has transparent corporate governance will score high in ESG. This makes it more attractive for investors compared to a polluting coal company. 2. CSR (Corporate Social Responsibility) What it is: CSR is a company’s voluntary responsibility toward society and the environment. It’s about businesses giving back, beyond just profits. CSR activities are often philanthropy-driven. Why important: It builds a positive brand image, strengthens community relations, and shows ethical responsibility. Example: In India, companies under the Companies Act 2013 (Section 135) must spend 2% of their net profits on CSR. Example: Tata Group funds education programs, health initiatives, and clean drinking water projects as part of its CSR efforts. 3. SDGs (Sustainable Development Goals) What it is: SDGs are 17 global goals set by the United Nations (2015–2030) to end poverty, protect the planet, and ensure prosperity for all. Examples: No Poverty, Gender Equality, Climate Action, Affordable Clean Energy, Responsible Consumption & Production, etc. Why important: They provide a global framework for governments, NGOs, and businesses to align their actions toward sustainable development. Example: Goal 7: Affordable and Clean Energy → A solar panel company contributes directly to this SDG. Goal 12: Responsible Consumption and Production → Companies like Unilever aim to use 100% recyclable packaging to meet this. 🌍 Why They Are Important Together ESG → Helps businesses become more sustainable and investment-ready. CSR → Builds goodwill and community trust. SDGs → Provide a global roadmap where businesses & governments can align efforts. 👉 Example: Infosys in India has: ESG: Reports carbon neutrality achievements. CSR: Invests in rural education and healthcare. SDGs: Aligns its efforts with SDG 4 (Quality Education) and SDG 13 (Climate Action ).

This might be the most important career advice in sales. Because here's the truth: Your reputation travels faster than you do. Your name comes up more than you think. Decisions about your future happen without you. Every. Single. Day. Think about it... That promotion you're hoping for? Being discussed in rooms you're not in. That big account you want to work? Being decided by people you've never met. That leadership opportunity? Being influenced by what others say about you. The uncomfortable truth? Success in sales isn't just about crushing quota. It's about having advocates. People who say "Give them a shot" when others doubt. People who defend your approach when it's questioned. People who mention your wins when you're not around. Here's what ACTUALLY happens when you have real advocates: ↳ Opportunities find you before they're posted ↳ Your mistakes get context, not just criticism ↳ Your ideas get championed, not stolen ↳ Your growth gets fast-tracked, not delayed ↳ Your reputation becomes your strongest asset But here's the part most people miss: To have people fight for you... You need to fight for others first. That SDR grinding it out? Mention their progress in the team meeting. That peer who helped you close a deal? Make sure leadership knows. That manager who coached you? Tell their boss what it meant. Because advocacy isn't luck. It's reciprocity. The rep everyone wants on their team? They've been building others up for years. The manager everyone respects? They've been defending their people consistently. The leader everyone follows? They've been fighting battles for others quietly. Here's what fighting for others ACTUALLY looks like: When someone's not in the room: - Correct misconceptions about them - Highlight their strengths - Share their wins - Provide context for their challenges When opportunities arise: - Recommend them even if it doesn't benefit you - Connect them with the right people - Put their name forward - Open doors they can't open alone The magic of advocacy in sales? It compounds. Every person you genuinely support becomes part of your network. Every battle you fight for someone builds trust. Every time you elevate others, you elevate yourself. Not through manipulation. Through genuine support. So ask yourself: Who are you fighting for when they're not around? Whose potential are you highlighting? Whose success are you championing? Because the people who win biggest in sales aren't just the best closers. Be the person who fights for others. Watch how many start fighting for you. Your career will never be the same.

Are we realising the potential of our networks to make change happen? Most innovation emerges from collaborative projects where teams openly “borrow” & adapt each other’s (often small but powerful) ideas. Many networks & communities of practice could achieve so much more by experimenting together around collective priorities to generate & share new solutions. This is beyond spreading known “best” or “good” practices. It is about innovating to design new solutions collectively. So I appreciated this piece from Ed Morrison about three different kinds of networks: - Advocacy networks are communities that seek to mobilise people, creating pressure to shift policies, priorities or messages in a particular direction. Their aim is to connect & influence rather than to change how they themselves work. - Learning networks are communities of practice. They share knowledge, compare practice & build shared capability. Learning networks often excel at spread & improvement of existing practice, but only sometimes move into structured innovation work. - Innovating (or transforming) networks are communities that combine their assets - ideas, relationships, data, capabilities - to create new value that none could produce alone. They manage collaboration as a process of experimentation: agreeing a shared outcome, running multiple connected tests of change, learning by doing & amplifying what works across the network. https://lnkd.in/edbbexiG. Every learning network has the potential to become an innovating/transforming network. Some actions to enable this: 1. Build a foundation of strong, trusting relationships within the network, understanding each member’s starting point & motivation for change 2. Focus on helping each other to succeed; listen to each others’ stories & plans, co-coach, give advice to each other & build shared inquiry 3. Move from “sharing” or “raising awareness” to some concrete outcomes the network want to change together through collective experimentation 4. Agree some simple norms for the network so that members help each other to make progress, make it safe to try things, fail fast & share incomplete work 5. Encourage multiple, parallel tests of change around similar outcome so projects can “steal with pride” from one another & quickly refine promising ideas 6. Put simple routines in place for noticing patterns (what is shifting where & why), capturing these insights & amplifying them across the network 7. Add additional success metrics including innovations tested, adapted & adopted in multiple places Graphic by Ed Morrison. Content with added inspiration from June Holley.

One of the strongest employee advocacy programs I've seen is from Wiz. They understood the potential reach of their employees: 2,400,000 potential reach vs. 190,000 company followers..it’s a no-brainer. They've shared the 9 steps that makes their employee advocacy programme successful: 1.⁠ ⁠Spoon-feed employees Wiz make it as easy as possible for the team by providing graphics and caption options. I'm not sure how I feel about this because I think employees should have the freedom to post what they choose but sharing options instead of "post this, please" is a better way to do it. 2.⁠ ⁠Run internal contests Contests drive engagement and build excitement. We’ve trialled this at Great Influence before, and it’s great for projects. 3.⁠ ⁠Create a club for super-advocates Wiz has a Slack channel called "Wizinfluencers" who get exclusive access to company updates and contests, a great idea to get employees to feel part of the impact. 4.⁠ ⁠Spotlight employees in official posts Everyone loves recognition and tagging employees in company posts is a simple but meaningful way to reward people. Sometimes a “Well done” is all I need to get through a hard week 😂 5.⁠ ⁠Host LinkedIn workshops The Wiz team have LinkedIn workshops with Tom Orbach, Head of Growth Marketing at Wiz, and employees can book 1:1s with him. This is the part companies are missing, finding an expert to help employees with advocacy. 6.⁠ ⁠Write custom posts for VIPs Wiz has a process for high-impact leaders to request ghostwritten content for important posts, like job openings or major announcements. 7.⁠ ⁠Equip the team with AI tools Tom, Head of Growth Marketing, helped the company build a custom 'Wizard Post Generator,' an internal AI-powered tool built for employees to auto-create personalised LinkedIn content. 8.⁠ ⁠Always Engage Whenever an employee posts about Wiz, the company page always comments. Rule number one of LinkedIn…if you see a team member post, you have to engage with it 🤷🏼♀️ 9.⁠ ⁠Foster the right culture At the end of the day, you can't make employees post online. The start of this process shouldn't be "How can I get employees to post more?", it should be "What can we do to make employees feel like they want to advocate for us?" Employee advocacy isn’t about making people post, it’s about creating a culture where they want to. Wiz and Tom Orbach have set the bar high, and releasing these 9 steps is a great insight (I’ll link the full breakdown in the comments!) 👏🏻

Looking beyond profit In a world where businesses are more than just profit-driven entities, social responsibility is the heart of sustainable growth. Small businesses, in particular, hold immense potential to champion positive change within their communities and beyond. Here’s how: Community Engagement: Small businesses are woven into the fabric of their local communities. Engaging in community-centric initiatives like supporting local causes, sponsoring events, or initiating volunteer programs not only builds goodwill but also nurtures a stronger bond with customers and neighbours. Sustainability Practices: Implementing eco-friendly practices, reducing waste, and opting for sustainable sourcing can significantly impact the environment. Simple steps like reducing plastic usage or adopting energy-efficient measures can make a substantial difference and set an inspiring example. Ethical Business Practices: Upholding ethical standards in business operations is key. Fair wages, ethical sourcing, and transparent dealings not only build trust but also contribute to overall social well-being. Giving Back Initiatives: Introducing philanthropic efforts such as donating a percentage of profits to charitable causes or creating products/services that directly support a social cause can channel business success into meaningful impact. Employee Well-being: Prioritizing employee well-being through fair wages, a supportive work environment, and growth opportunities not only fosters a positive workplace culture but also contributes to the broader social fabric. Small businesses wield the power to be catalysts for change, driving impactful social initiatives that resonate with their core values and resonate with their audience. The beauty lies in the ripple effect; a small action can inspire larger movements and shape a better tomorrow. How do you champion social responsibility in your small business? Share your thoughts and initiatives! Let's inspire each other to make a positive difference. #SocialResponsibility #SmallBusinessImpact #CommunityEngagement

One of the most pertinent parts of the report I wrote on ‘Reimagining Growth’ in the fashion and textile sector for Textile Exchange, is about the role of corporate advocacy. At a time when we’re seeing the likes of ultra fast fashion brand Shein introduce large-scale campaigns and strategic hires to push back against policy moves happening in different markets (see the examples in France and in the US in the comments) - not to mention the broader current geopolitical context - this feels more important than ever. As well as showing the crucial role that ambitious government action will take to drive systems change within this sector, the report highlights particularly the need for a critical mass of businesses and business leaders both demanding and supporting policy that will facilitate sustainability and a market-level transition. INSTEAD of lobbying against it. As I wrote: “This is critical to ensuring the level playing field necessary to achieve the paradigm shift required, ultimately enabling the resiliency of businesses and the industry at large. Importantly, this engagement includes educating policymakers about the realities of the industry and its supply chains, ensuring that legislation strikes the right balance between aspirational and realistic so as to drive real change. Corporate advocacy needs to happen just as strongly as those fighting to resist it or protect their short-term interests, ensuring those organizations doing so are scrutinised and challenged.” I would love to hear of any businesses in the fashion space you know who are, indeed, really advocating for this change in a public and proactive way. Full report here: https://lnkd.in/eScK9uyy #advocacy #sustainablefashion #lobbying #policy 

Stop wasting meetings! Too many meetings leave people unheard, disengaged, or overwhelmed. The best teams know that inclusion isn’t accidental—it’s designed. 🔹 Here are 6 simple but powerful practices to transform your meetings: 💡 Silent Brainstorm Before discussion begins, have participants write down their ideas privately (on sticky notes, a shared document, or an online board). This prevents groupthink, ensures introverted team members have space to contribute, and brings out more original ideas. 💡 Perspective Swap Assign participants a different stakeholder’s viewpoint (e.g., a customer, a frontline employee, or an opposing team). Challenge them to argue from that perspective, helping teams step outside their biases and build empathy-driven solutions. 💡 Pause and Reflect Instead of jumping into responses, introduce intentional pauses in the discussion. Give people 30-60 seconds of silence before answering a question or making a decision. This allows for deeper thinking, more thoughtful contributions, and space for those who need time to process. 💡 Step Up/Step Back Before starting, set an expectation: those who usually talk a lot should "step back," and quieter voices should "step up." You can track participation or invite people directly, helping create a more balanced conversation. 💡 What’s Missing? At the end of the discussion, ask: "Whose perspective have we not considered?" This simple question challenges blind spots, uncovers overlooked insights, and reinforces the importance of diverse viewpoints in decision-making. 💡 Constructive Dissent Voting Instead of just asking for agreement, give participants colored cards or digital indicators to show their stance: 🟢 Green – I fully agree 🟡 Yellow – I have concerns/questions 🔴 Red – I disagree Focus discussion on yellow and red responses, ensuring that dissenting voices are explored rather than silenced. This builds a culture where challenging ideas is seen as valuable, not risky. Which one would you like to try in your next meeting?  Let me know in the comments! 🔔 Follow me to learn more about building inclusive, high-performing teams. __________________________ 🌟 Hi there! I’m Susanna, an accredited Fearless Organization Scan Practitioner with 10+ years of experience in workplace inclusion. I help companies build inclusive cultures where diverse, high-performing teams thrive with psychological safety. Let’s unlock your team’s full potential together!

Last week, we celebrated the one-year anniversary of #HCLTech's employee advocacy program, #SuperchargedAmbassadorClub. Given the love and support we have received from the program members, I am humbled to see how we were able to grow this program 🙏 . When we started, we had yet to learn how to keep the club members enthused and engaged in this program. However, as we progressed, we intentionally focused on building trustworthy relationships, which today form the backbone of this program. 🤝🤝🤝 Thank you to all the #SuperchargedAmbassadors for all your love and support. 💓 💓💓 In the last few months, multiple people and organizations have reached out to me to discuss their challenges in building and scaling their employee advocacy programs. Most brands realize the untapped power of storytelling through employees, and I know this isn't easy—especially when the group is diverse, and the expectations are skyrocketing. 💹 💹💹Here are some of the insights, i think can be a good starting point, should you want to start with your journey of building an #advocacy program: 1) 💰 Treat the employee advocacy program as a marketing investment. A simple calculation is to ask yourself how much you spend on paid media and attribute a cost from that budget to building this program. While the percentage allocation from paid media to this would be minor, your long-term benefits will multiply your current reach and growth. 2) 🎯 Have an executive sponsor. It would help if you had leadership buy-in to run this program consistently. 3) ⬆ Think in terms of value creation. We cannot just expect advocates to share company content for small goodies or incentives. We need to define what's in it for them as much as we define it for the company. Define how we will create value for the club members and create opportunities to spotlight them. 4) 🖥 Invest in a platform/tool to measure the outcomes of your advocacy program. 5) ⌛ Be patient. You won't witness leads or an increase in website traffic immediately. From a returns perspective, this is more like SEO. Consistency, will continue to give compounding returns in a long term. #Gratitude #FindYourSpark #LoveYourAmbassadors

“Irina, how do I STOP our employees from posting on social?” “Why would you want to?” Truth is, less than 7% of people click on ads but nearly 70% act when a peer recommends something. People trust people more than brands. Advocacy scales your reach through authentic, human voices in ways your corporate account never will. Johnson Financial Group leaned into this. Their advisors wanted to post but were stuck with compliance concerns, time constraints, fear of saying the wrong thing. So instead of locking it down, they removed friction with Hootsuite: → Pre-approved, compliance-vetted content → Sharing that takes seconds, not hours → Mobile access (even unlocking Instagram, previously blocked on corporate laptops). They generated 314% higher engagement than the financial services average and 1.6M impressions on a key campaign (4x benchmark). Your employees want to advocate for your brand but most just don’t know what’s safe to say… especially in highly regulated industries. Give them the tools, create the guardrails, and stop treating employee voices as a risk to contain. In moments of opportunity or crisis, an engaged network of advocates amplifies your message faster than any comms team could alone. -- What's your take? Are employees a risk to manage or a distribution channel? 👇