How to build influence through employee and board member advocacy programs

Kimberly Kayler
Oct 15
5 min read

An organization's most credible and influential voices often come from within. Employees and board members, from frontline staff to leadership, possess authentic perspectives that can significantly enhance brand reputation and reach. Structuring this collective influence through a formal advocacy program transforms individual efforts into a unified marketing and communications asset. Key to success, however, is creating a detailed framework for understanding, establishing and engaging both employees and board members in an advocacy program.

What does employee advocacy (EA) mean and how can organizations benefit from it? An employee or member advocacy program is a structured initiative that encourages and enables participants to promote the organization, its content and its brand message through their personal social media networks and other channels. These programs go beyond ad hoc sharing and create a formal system for distributing approved content, empowering both employees and board members to act as brand ambassadors. Such efforts get results. Employee/member shared content simply performs better. It’s considered eight times more authentic, and seven times more likely to generate a positive response. It is also a great way for your organization to stay in touch with clients and employees. A great example of this can be found in our blog: What is an engagement campaign?

The underlying principle is to leverage the trust and credibility anchored in peer and leadership communication. A message shared by an employee or board member is often seen as more authentic than a corporate announcement. An effective program equips all participants with the tools, content, and guidance needed to share information efficiently and confidently. This not only extends the organization’s reach but also positions employees and board members as industry thought leaders, contributing to their professional growth.

Still not sold? Consider that, according to Nielsen Online Global Consumer Survey, 90 percent of consumers trust product or service recommendations from people they know. Further, employees on average have 10 times more social connections than a brand does (source: Social Chorus) and sales reps using social media as part of their sales techniques outsell 78% of their peers (source: Forbes). But, creating a successful advocacy program requires precise planning and a strategic approach. It is not simply about asking employees or board members to post more; it involves building a supportive environment. What are the key steps to building a successful EA program?

1. Define clear goals and objectives

Before launching, it is essential to clarify what the program is designed to achieve. These goals will determine the program’s structure, content strategy, and key performance indicators (KPIs). Typical objectives include:

Increasing brand awareness and expanding social media reach.
Generating qualified leads through trusted personal networks.
Strengthening employer branding to attract high-caliber talent.
Enhancing engagement among employees and board members, fostering a culture of advocacy.
Increasing website traffic and content engagement.

2. Establish guidelines and best practices

Providing explicit direction empowers employees and board members, while minimizing risk. Guidelines should enable authentic advocacy, not restrict initiative. Consider the following elements:

Social media policy: Develop a policy outlining essential practices, including do’s and don’ts, disclosure requirements (such as using #employee or #board) and confidentiality rules.
Content suggestions: Offer clear recommendations on what content to share, including company publications, industry news, project milestones and professional achievements.
Tone of voice: Advise on maintaining a professional and personal voice that reflects both the individual’s perspective and the organizational brand.

3. Select the right technology platform

A manual approach may suffice initially, but dedicated advocacy platforms enhance efficiency and scalability for both employees and board members. Key features to prioritize:

Content hub: A centralized resource where participants can access and share approved content easily.
Scheduling: Tools that allow users to schedule posts in advance.
Analytics: Dashboards displaying key data on shares, clicks, engagement and top-performing content and advocates.
Gamification: Elements such as leaderboards and incentives to foster ongoing participation.

4. Develop a content strategy

The foundation of a successful advocacy program is a steady pipeline of relevant, shareable content for both employees and board members. A robust content strategy should deliver value to networks while supporting organizational objectives. Content should be:

Relevant: Matched to the interests of both employees, board members and their respective networks.
Varied: Incorporating company news, industry analysis, board or leadership commentary, project updates, employee and board member spotlights and thought leadership.
Easy to share: Optimized for a range of platforms with pre-written messaging, appropriate hashtags and images.

Engaging employees and members

With the program outlined, it is key to build engagement! Securing and maintaining involvement is essential for program longevity and effectiveness. Participation by employees and/or members should be viewed as valuable and purposeful, not as an obligation. Here are some tips for success:

Start with a pilot group: Engage a small, committed set of employees and board members. This allows for process refinement, feedback collection and momentum building. These pioneers will serve as program champions.
Provide training and support: Recognize that social media familiarity varies. Offer sessions on optimizing profiles (such as LinkedIn), content sharing best practices and platform use. Continue support to build confidence across all roles.
Set achievable goals: Perceptions of advocacy as demanding can deter participation. Assist employees/members in setting realistic activity goals. For some, one post or share per week can have a significant impact. Emphasize consistency over sheer volume.
Encourage multiple engagement methods: Clarify that advocacy extends beyond sharing links to include:
Like: Enhancing visibility with minimal effort.
Comment: Stimulating discussion and increasing reach with thoughtful input.
Share: Distributing content widely, with encouragement for adding individual context.
Create: Empowering participants to generate unique content, such as site photos, board reflections or professional insights.
Share analytics and feedback: Deliver regular updates regarding program performance. Highlight which content resonates, participation rates and collective outcomes. Sharing these results strengthens participants’ sense of purpose and clarifies the value of their contributions.

Another key to building engagement is helping your employees and/or members understand their role in building authority and amplifying your organization’s messaging and therefore impact. Their advocacy signals importance and demonstrates alignment across the organization. Remind participants that their participation strengthens their own professional brand. In fact, according to Hinge Research Institute, 86 percent of employees involved in a formal advocacy program reported a positive impact on their own careers!

Ensure this group receives information tied to significant developments or industry thought leadership. Their contributions should be reserved for announcements or perspectives where credibility is paramount.

Through a carefully structured advocacy program that includes employees and board members, an organization forges a culture of authentic ambassadors. This collaborative approach amplifies the brand’s presence, reinforces trust and directly supports organizational objectives. AOE has extensive experience helping brands build their advocacy efforts. Reach out today to learn more!