The Do's and Don'ts of Employee Advocacy

The Do’s and Don’ts of Employee Advocacy

By Jordan Shultz

May 21, 2014

There’s no one right way to launch or manage an employee advocacy program. However, there are some general guidelines you should know to make sure you and your employees are staying on track during the launch and management of the program.

There’s a lot to keep in mind, so we’ve compiled this handy-dandy list of the major do’s and don’ts of employee advocacy.


• Tie your employee advocacy program launch into a planned marketing initiative.
• Implement an employee advocacy platform. It’ll make it easier for employees to share content and for you to track and measure the program’s success.
• Provide a social media policy. Employees need to have guardrails so they can feel empowered to post, without worrying about breaking the rules.
• Repurpose existing content to give employees to share. You don’t have to start from scratch.
• Let employees submit content to be distributed on the platform.
• Encourage your team to behave naturally with a less formal approach. They should be sharing their own, authentic viewpoints.
• Ask executives and department heads to lead by example. They should be social media role models for the rest of the organization.
• Recognize and reward advocates. You can use leaderboards, announce the best advocates of the week at company meetings, or offer gift cards to the top advocates.


• Force employees to advocate. Employee advocacy programs should always be opt-in.
• Allow your staff to run free and loose, winging it along the way.
• Overly constrain your team, losing the “social” part of the process. Balance is key.
• Expect your employees to be social media experts. Offer them as much training and guidance as is necessary.
• Forget to track the success of your program with your employee advocacy platform. You’ll want to see which advocates are most active, which content they want to share, which content generates the most engagement, and more.
• Wait. An employee advocacy program will amplify existing marketing programs with little extra effort.

Learn more employee advocacy tips in our 10 Best Practices of Employee Advocacy Guide.

Post Author

Jordan Shultz

Jordan Shultz is a VP of Sales at Dynamic Signal. Jordan’s professional expertise lies in digital strategy, online advertising, business development, and social media. He resides in Yardley, PA with his family and roots for the Boston Red Sox and the New England Patriots.