Mumbai: In today's digital age, social media has become an essential tool for companies to connect with their audience and promote their brand. However, companies often overlook the potential of employee advocacy as a key component of their social media strategy. Employee advocacy is the process of encouraging employees to share content on social media that promotes their company's brand, culture, and values. In this article, we will explore why employee advocacy is an essential element of a company's social media strategy, what it does to the company's social media presence, and how it helps.

Increased Reach

One of the key benefits of employee advocacy is that it can help to extend the reach of a company's social media content. When employees share content about their company, it can reach a wider audience than if the content was shared only on the company's social media channels. For example, if an employee shares a company blog post on their LinkedIn page, it can be seen by their entire network, potentially exposing the company to new audiences.

Moreover, employees typically have a larger network on social media than the company's official channels. According to various research, employees have ten times more connections on social media than their company's official accounts. This means that if employees share company content, it has the potential to reach a significantly larger audience than if it was shared solely on the company's official channels.

Credibility

When employees share content about their company, it can lend credibility to the message. Followers are more likely to trust content shared by employees rather than content that comes directly from the company. This is because employees are seen as unbiased and authentic, and their content is perceived as more trustworthy.

Moreover, employees can provide a more personal perspective on the company's brand and culture, which can be more compelling than a corporate message. This can help to humanize the company's brand and make it more relatable to audiences.

Employee Engagement

Employee advocacy can help to foster a sense of pride and engagement among employees. When employees are encouraged to share content about their company on social media, they feel a greater sense of ownership over the company's social media presence. This can help to increase their engagement with the company's brand and culture.

Moreover, employee advocacy can help to highlight the accomplishments and contributions of individual employees. When employees share their own experiences and successes on social media, it can help to showcase their talent and expertise within the company.

Recruitment

Sharing company culture and accomplishments on social media can also help to attract new talent and position the company as a desirable place to work. Potential candidates are increasingly turning to social media to research companies and evaluate potential employers. When employees share content that showcases the company's culture and values, it can help to attract candidates who align with those values.

Cost-effective

Employee advocacy is a cost-effective way to increase a company's social media presence, as it leverages the existing networks and resources of employees. Unlike traditional marketing efforts, employee advocacy does not require a significant financial investment. Instead, it relies on the willingness of employees to share content on social media.

Moreover, employee advocacy can help to increase the efficiency of a company's social media strategy. By leveraging the networks of employees, companies can increase their reach and engagement without having to invest significant resources in creating new content or expanding their social media team.

In conclusion, employee advocacy is an essential element of a company's social media strategy. It can help to increase reach, lend credibility, foster employee engagement, attract new talent, and be a cost-effective way to increase the company's social media presence. Companies that incorporate employee advocacy into their social media strategy can create a more authentic, engaging, and effective social media presence.

The author of this article is Socxo CMO Ajit Narayan.