Advocacy works because people engage with people. Together, employees’ networks are often far larger than the company page’s following, and a colleague vouching for the work reads very differently from a brand promoting itself. Posts about what it is like to work somewhere also help with hiring.
Programmes often stall for the same reasons: employees are not sure what they may share, feel awkward promoting their employer, or are handed copy that does not sound like them. The programmes that last make taking part voluntary, give clear guidelines and train people to post with confidence.
