You understand how you’re extra more likely to belief a good friend’s Netflix rec than a billboard telling you what to look at? The identical logic applies to manufacturers. That’s why the most effective worker advocacy program examples don’t concentrate on shiny company posts. They’re all about actual individuals sharing tales.
On this submit, we’ll present you the way firms are turning their staff into model megaphones (the nice sort). You’ll see methods that:
- enhance consciousness
- entice high expertise
- drive income.
If you wish to empower your workforce to grow to be your most genuine advertising channel, learn on. Oh, and don’t overlook to seize your worker advocacy instruments like Hootsuite Amplify. It’s all a part of a profitable worker advocacy program.
Key Takeaways
- Worker advocacy turns actual individuals into your greatest entrepreneurs. When staff share genuine tales and insights on social media, audiences hear. It’s extra relatable (and more practical!) than polished model posts.
- The very best applications make sharing simple. Instruments like Hootsuite Amplify let staff submit pre-approved, on-brand content material in a couple of faucets.
- Authenticity is what wins. Probably the most profitable applications — whether or not at Starbucks, DaVita, or Colliers — highlight individuals, not merchandise. When staff inform their very own tales, manufacturers earn belief and credibility.
What’s an worker advocacy program?
An worker advocacy program is a set of actions and measures supposed to empower your individual staff and workforce members to advertise a model, firm, product, or service past official firm social media channels.
It’s a strong ingredient of a broader social media advertising and content material technique, the place staff actively take part in sharing firm content material with their private networks.
A robust worker advocacy technique encourages employees to submit branded social media posts throughout social media platforms like LinkedIn, X, or wherever they’re lively.
Typically, the content material is promotional. It might spotlight new campaigns or initiatives. And generally it’s cultural, showcasing what it’s prefer to work at your organization.
When your individuals share genuine tales, it humanizes your model. It might enhance natural attain, so you possibly can genuinely join along with your audience. Extra so than your normal company messaging. It’s a truth that folks belief different individuals greater than they belief companies.
Profitable worker advocacy efforts are supported by:
- clear advertising technique targets and
- tracked with measurable KPIs.
The advantages for the corporate are wide-reaching:
- Enhance model consciousness,
- improved fame,
- boosted engagement, and
- expertise recruitment, to call a couple of.
Each share contributes to enterprise outcomes whereas strengthening inner tradition and exterior belief.
Casual advocacy VS structured applications: What’s the distinction?
An worker who speaks up organically about what their firm is doing proper is one factor. A structured worker advocacy program is one other.
With a structured worker advocacy program, promotion is intentional, constant, and scalable. Firms present staff with instruments, content material, and pointers to share.
A platform like Hootsuite Amplify makes this straightforward. It gives staff with a curated feed of pre-approved content material they’ll submit with a couple of faucets. Amplify helps firms:
- measure efficiency
- gamify participation with leaderboards
- guarantee compliance
- helps staff to construct their private manufacturers
Worker advocacy program examples will usually embody:
- Curated content material hubs the place staff can entry pre-approved posts
- Coaching and sources to assist employees construct their private model whereas staying on-message
- Incentives or recognition that encourage ongoing participation
- Measurement and analytics to trace attain, engagement, and enterprise influence
In different phrases, casual advocacy is spontaneous and private. Structured applications are intentional and strategic.
Why do firms run worker advocacy applications?
Firms run worker advocacy applications as a result of they obtain enterprise worth past conventional advertising and PR.
For recommendation from an early adopter of worker advocacy applications, we chatted with Victoria Samways, Main Tom’s Advertising and marketing & Model Supervisor. Samways has lengthy used Amplify as her most well-liked software.
“Our staff are very highly effective model ambassadors,” says Samways. “Every worker can simply have tons of of connections on LinkedIn alone. Instances that by the variety of staff a model has, and that’s a big viewers. Advocacy helps our model consciousness, gross sales, recruitment, and tradition targets.”
A number of the advantages of worker advocacy applications are:
- expanded model attain and consciousness
- attracting high expertise
- improved fame
- elevated worker engagement
Broaden model attain and consciousness
Collectively, staff have a large social attain. When staff share your model’s content material, the message spreads quicker than branded promoting. And it feels extra genuine. You possibly can broaden your model’s attain into new circles by tapping into your staff’ networks.
Entice and recruit high expertise
If somebody talks about how nice they’re, do you imagine them? 9 instances our of ten you’re extra more likely to belief a good friend who vouches for somebody. Than somebody bragging about themselves.
And the identical is true for manufacturers. You’ll belief a good friend’s suggestion over an organization boasting about how we’re all a household right here.
Construct a greater fame
Humanizing your model is less complicated when actual individuals do the speaking. Seeing others advocate for his or her office builds belief and credibility in that firm.
So your staff’ posts aren’t outright related to your model’s fame. They’ll nonetheless have a constructive knock-on impact. Individuals don’t submit about a spot they dislike, until it’s to complain.
Enhance natural engagement
Algorithms are inclined to reward private accounts over firm pages. Content material shared by staff can earn extra likes, feedback, and shares than the identical submit from a model deal with.
That engagement compounds over time, bettering visibility, credibility, and ROI on content material advertising efforts.
“We launched our first webinar-related marketing campaign after rolling out the Amplify initiative. Amplify rapidly grew to become our second-best channel to generate net-new signups to our webinar. It was solely surpassed by paid social, which required funds,” says Samways.
“This helped improve the quantity of webinar attendees by 30+% at hardly any further price.”
Help gross sales and lead era
Social promoting is more practical when staff share related content material with their networks. Trusted connections shorten the gross sales cycle, heat up leads, and generate pipeline alternatives.
In a latest examine, practically “64% of advocates in a proper program credited worker advocacy with attracting and growing new enterprise.” And, as if that wasn’t sufficient, near 45% attribute new income streams to worker advocacy.
Victoria studies that Main Tom netted 100k within the gross sales pipeline, straight attributed to advocacy. To showcase a consumer’s case examine, they launched a marketing campaign utilizing Amplify, UTM monitoring codes, and high-quality content material.
“By means of this, Amplify landed inside our high 5 visitors sources for the marketing campaign,” says Samways. “Because of the UTM monitoring hyperlinks, over the approaching weeks, we noticed a wholesome quantity of leads that we attributed again to this marketing campaign. Which resulted in over $100k in our pipeline with a higher-than-average win fee.”
Place staff as thought leaders
Sharing trade insights or firm wins elevates the group and the worker. When your advocacy posts are effectively executed, you’re handing free content material to your staff. By sharing, they’ll enhance their skilled fame. This, in flip, makes your organization look professional for retaining high trade expertise.
Nearly 86% of advocates in a proper worker advocacy program reported that their involvement in social media had a constructive influence on their profession.
What are the most effective worker advocacy program examples in 2025?
From tech giants to international retailers, worker advocacy applications are discovering success. Examples show that when staff get behind the mic, the model message hits tougher.
Listed here are among the most insightful worker advocacy program examples for 2025.
Hootsuite
Trade: Software program as a service.
Program focus: Model consciousness, recruiting high expertise, and income development.
The way it works: Hootsuite overhauled our personal Amplify technique with three priorities.
- Make content material related throughout all departments
- Diversify matters
- Introduce robust adoption and recognition ways
A cross-department Amplify Content material Council takes care of relevance. The Amplify Recognition Program offers out prizes and different incentives for participation. Coaching, onboarding sources, and push notifications hold staff engaged and constant in sharing.
Key outcomes:
- 250% year-over-year development in income generated
- 80% Amplify sign-up fee (+9% YoY)
- 4.1 million impressions in Q1 from worker posts
- 94% of natural employer-brand impressions got here from Amplify shares
Takeaway for companies:Usually refresh and broaden your content material combine to attraction to completely different worker teams (if we will do it, so are you able to!). Advocacy thrives when staff see content material that’s personally related. And when participation is acknowledged, not simply anticipated.
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Amarino
Trade: Accounting, Enterprise Consulting, and Know-how.
Program focus: Model consciousness, expertise recruitment, and thought management.
The way it works:
Utilizing Hootsuite Amplify, Armanino created curated content material hubs organized by trade and repair themes. Workers obtain coaching by means of model bootcamps and social media workshops. Then, they’ll confidently share content material whereas constructing their private model.
Key outcomes:
- 14,707 web site clicks from worker posts.
- 19.2M individuals reached with worker content material (+638% year-over-year).
- $232,375 USD in potential advert worth created.
Takeaway for companies: Equip staff with each content material and coaching. Don’t simply hand them posts. Educate employees to adapt content material into their very own genuine voice. You’ll see stronger engagement, recruiting wins, and measurable model carry. Amarino has 595 lively Amplify customers who customise posts into their very own voice.
Dell Applied sciences
Trade: Info expertise.
Program focus: Constructing belief and increasing attain in B2B tech circles. Empowering worker engagement and compliance.
The way it works: Dell’s worker advocacy program is among the largest on the market. Their Social Media and Communities College trains staff on accountable social sharing. They’ll then share Dell’s thought management, product updates, and company social duty initiatives.
Dell makes use of an 80/20 technique. 80% of matters are informative, useful, and related to clients — or personally attention-grabbing to staff. And 20% are in regards to the firm.
Key outcomes:
- Over one yr, Dell drove greater than 150,000 shares inside its worker advocacy platform. This yielded 45,000 clicks to Dell’s web site.
- In complete, Dell’s attain has exceeded an viewers of 1.2 million.
Takeaway for companies: Give your staff content material they discover personally invaluable to extend your workforce’s buy-in. Construct an expertise the place your employees can discover, select, and share attention-grabbing content material.
Athletico
Trade: Healthcare.
Program focus: Model consciousness, group engagement, and worker empowerment.
The way it works: Athletico makes use of Hootsuite Enterprise and Amplify to pinpoint social media–savvy staff. Then, they flip them into model advocates. Content material planning classes hold the pipeline contemporary. Athletico blends brand-owned posts with thought management and consciousness campaigns.
Key outcomes:
- 95% adoption fee within the first week of launching this system.
- 40% improve in attain from worker advocacy.
- 39% improve in engagement throughout all channels.
- 79% ongoing adoption fee of this system.
Takeaway for companies: Capitalize on current worker enthusiasm. Give your workforce structured help plus easy-to-share content material. It will ship attain and engagement, even with a small advertising workforce.
Colliers
Trade: Actual property.
Program focus: Recruitment, model consciousness, and thought management.
The way it works: Colliers used Hootsuite Amplify to launch a world worker ambassador program. It includes a content material library providing 250+ shareable posts per thirty days. Coaching and an inner useful resource hub supported adoption. Social listening ensured model security and optimized technique.
Key outcomes:
- 4,700 worker posts shared in a single yr.
- 9.5 million individuals reached in Canada (+43% YoY).
- 229% YoY improve in social media impressions.
Takeaway for companies: A well-structured advocacy program amplifies attain and builds your workforce’s credibility. Give your staff a mixture of enterprise perception and culture-driven tales to share. They’ll interact broader audiences and entice expertise extra successfully than model channels alone.
Antalis
Trade: Papers, Packaging and Visible Communication.
Program focus: Employer branding, recruiting, and gross sales enablement.
The way it works: Antalis launched an worker ambassador program with Hootsuite Amplify. Rolling out coaching and help ensured employees can confidently share pre-approved content material.
With a central content material library and regional governance, staff throughout features — from advertising to gross sales — may entry posts related to their experience. Peer studying from different Amplify clients and ongoing coaching helped speed up adoption.
Key outcomes:
- 87% adoption fee for the worker ambassador program.
- 2,400 shares of Amplify content material final yr.
- 300% improve in net visitors from social to marketing campaign websites.
Takeaway for companies: Give staff easy accessibility to related, high-quality content material they’re proud to share.
Starbucks
Trade: Meals and beverage.
Program focus: Status administration, employer branding, and group engagement.
The way it works: Starbucks encourages worker advocacy by means of the Starbucks Companion program. Workers (known as “companions) share tales about office tradition, initiatives, and group.
Advocacy occurs by means of each structured applications and natural sharing. Workers get content material sources, coaching, and recognition.
Supply: Starbucks Companions
Key outcomes:
- Created a picture as a values-driven model.
- Bolstered its fame as an employer of alternative.
- Boosted engagement with native communities.
Takeaway for companies: Starbucks encourages staff to share tales about values and function, not simply merchandise. When advocacy highlights tradition and group, it builds belief and authenticity with audiences.
Salesforce
Trade: Software program as a Service.
Program focus: World model consciousness, thought management, tradition, and recruiting.
The way it works: Salesforce used the Haiilo platform to revamp its Social Ambassador Program. They supply curated content material, coaching, and gamification. Workers are auto-subscribed to channels based mostly on their position and site. They’re in a position to personalize copy variations (in a number of languages).
Supply: Mariam Tahan
Key outcomes:
- 2033% return on funding on the advocacy program.
- 25,141 staff enrolled in 21 months.
- 742,000+ social shares.
- Advocates grew their networks 3x quicker and noticed 6x extra profile views.
Takeaway for companies: Present a framework that protects your model. However give your staff the liberty to personalize content material. Program success depends on ease and personalization.
Morgan Philips Group
Trade: Recruitment and Expertise Administration.
Program focus: Model consciousness, advisor experience, international visibility.
The way it works: Morgan Philips Group makes use of Sociabble to empower its recruiters and consultants to share content material about their work, sectors, and firm information.
Supply: Morgan Philips Group
Key outcomes:
- Roughly 2 million LinkedIn connections in 2024.
- Reached 340 million individuals with employee-shared content material.
- 8,000 leads generated.
- $1.4 million USD in potential advert worth created.
Takeaway for companies: Need to construct visibility quick in a crowded market? Make it simple for workers to share content material that displays their area data.
DaVita
Trade: Healthcare
Program focus:Recruiting high nursing and affected person care expertise. Empowering staff to share genuine tales about tradition, advantages, and profession alternatives.
The way it works: DaVita used Hootsuite Amplify. 200+ worker ambassadors get pre-approved, brand-safe content material that highlights actual teammate experiences. Recruiters and employees share compelling tales throughout social networks, boosting attain and credibility.
Key outcomes:
- 24K+ shares of worker tales
- $1.5 million+ in equal advert worth
- 136% improve in candidates from LinkedIn to their profession website
- 27% year-over-year development in job functions from social media
- 80% sustained adoption fee of Amplify amongst teammates
Takeaway for companies: By turning staff into storytellers, DaVita bridged the hole between recruitment and advertising. Genuine advocacy attracts certified candidates and strengthens belief within the model.
“The individuals facet of the content material is essential,” says Samways. “Workers are naturally extra inclined to help a co-worker or workforce’s achievement slightly than a extra generic model piece. This may vary from a chunk of content material that places a subject professional within the limelight to emphasizing the workforce behind a latest case examine.”
Croda
Trade: Healthcare
Program focus: Enhance visibility, strengthen buyer relationships, and amplify sustainability messaging.
The way it works: Croda centralized 36 model social channels with Hootsuite Enterprise. Amplify helped to share curated content material, creating consistency, effectivity, and measurable engagement.
With Superior Analytics and built-in safety, the corporate aligned its digital technique to amplify sustainability messaging and strengthen buyer relationships.
Key outcomes:
- 23 million LinkedIn connections reached through Amplify since 2019
- 5,000+ net conversions by means of worker advocacy content material
- 50% improve in web site conversions from social (Q2 2022 → Q2 2023)
- 150–200 lively Amplify customers, together with executives and influencers inside their sectors
- Improved effectivity and diminished duplicated efforts throughout advertising groups
Takeaway for companies: In technical B2B sectors, staff can humanize your model. And drive actual enterprise outcomes. The large three core parts of this technique are:
- Centralized social exercise
- Workers empowered with easy-to-use advocacy instruments
- Messages aligned with core values (like sustainability)
Adobe
Trade: Software program as a Service.
Program focus: Model consciousness, worker engagement, inner communications, and social recruiting.
The way it works:
Adobe makes use of EveryoneSocial. They provide staff a curated content material library calibrated to completely different pursuits and roles. Workers can share posts, interact with one another, and comply with content material teams that resonate.
Supply: Cathya Lopez
Key outcomes:
- Over 900 staff are utilizing the platform.
- Social attain expanded by over 3,000,000+ by means of these worker shares.
- Common attain per consumer is over 4,000 individuals through their very own networks.
Takeaway for companies: Have your content material replicate staff’ roles or pursuits. Watch program adoption and participation rise.
Worker advocacy program FAQ
What’s an instance of worker advocacy?
An instance of worker advocacy is when your employees turns into your hype workforce. An instance may very well be a Hootsuite worker sharing a thought-leadership submit about worker advocacy whereas calling out Hootsuite’s Amplify software.
What are good advocacy examples?
The very best ones really feel genuine, not scripted. Good worker advocacy examples often come from staff who’re pleased with the place they work and need to share tales that match their very own voice.
What makes a superb worker advocacy program?
Two phrases: ease and authenticity. Worker advocacy software program is essential. Easy instruments make sharing easy. Content material that looks like one thing a human would really say goes a great distance. Then, sprinkle in coaching, recognition or incentives, and the liberty to personalize.
How do you measure the success of worker advocacy applications?
You’ll need to take a look at KPIs and metrics like:
- Natural attain and impressions
- Engagement
- Recruiting metrics and expertise acquisition
- Gross sales influence
- Program participation and adoption charges
Our information on measuring worker advocacy success will present you precisely how to do that.
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