Why Do This?

Social connections are more trusted than brands, period. People are more likely engage with content from friends than from company pages. Sales is about building relationships — which is much easier with a social connection.

The average social media user engages with at least six social media platforms. Total up the number of connections throughout your company and that can be a lot of people your team members can potentially reach.

Adding to the genuine nature of talking to your personal connections, the fact that the post can highlight specific work performed by the employee ads to the authenticity of the message.

Let’s say Abby is a project manager at a branding and marketing agency. She posts about the wonderful experience of helping a Shepherd rescue with their new site. She talks about interacting with the client team and managing the site development to help save more German Shepherds. See how the authenticity is more genuine than a CEO talking about it on a company page?

By the way Abby Kase is real and she is an amazing project manager like our entire team of project managers and the Shepherd rescue is real as well. It’s called the German Shepherd Rescue of Northern California. Please click the link the help find a home for a loving pup.

Define a Process for Your Employees/Brand Ambassadors

You definitely want a strategy and process for social sharing. Employees should speak in their own voice but tailor that voice for your company’s tone and messaging approach.

Decide what social channels will work the best for your employee sharing. Our “go to” channel is LinkedIn but if you have a sustainable, high-end clothing brand like our client Eidean, Meta maybe a better bet for employee sharing.

Lead by example. As a leader in the company, be active on your organization’s company pages and your personal profile pages.

Motivate sharing with rewards. Consider rewards for your employees that get good engagement in social channels. In team meetings praise your folks for posting and encourage more of it.

Encourage your team members to connect on social channels so everyone can share some of your posts for even more reach. Ask people to follow your company page on LinkedIn, Meta, Twitter and TikTok.

What Are You Trying to Accomplish?

Without making things too complicated you do want to agree on what you are trying to accomplish. Employees sharing projects or products that they worked on is an example to show how proud they are of their work.

Also be emphatic if people don’t want to share everything on their personal channels. LinkedIn makes more sense for a lot of employee sharing. But if someone has a side business and they are using their personal social accounts for keep that in mind.

Hold Group Training Sessions

Some team members will likely need some training. You can schedule monthly group sessions to discuss process, content and tone and of course ideal content to share. Combine this meeting with a company-wide discussion on content generation. You’ll find new content with this approach!

You can ease people into this and probably should. Your social media manager will learn as well because your employees often provide questions that your customers want answers to.

Start with asking them to Like a company post. Then ask them to share a company post and add their thoughts. Encourage people to foster engagement through asking questions or starting a topic to discuss.

Providing pre-approved content is ideal but also takes time and resources. For small companies you could provide some templates and show employees how to use cropping tools to get the aspect ratio of images in the proper format. Make it fun and employees will have fun doing it.

Help employees building strong LinkedIn personal pages that highlight their skills as well as your company’s value proposition.

Wrap Up

This can be a fun process where everyone learns something. Creating an effective process with high quality content is guaranteed to get your brand more exposure, reach and hopefully increase revenue.

Summary

Employee advocacy on social media is a cost-effective way for small businesses to expand their reach and build brand credibility. By encouraging employees to share their work and experiences on platforms like LinkedIn and Meta, companies benefit from more authentic and trusted communication.

The strategy involves defining goals, providing training, and offering support such as content templates and tools. Leaders should set the example and motivate team members with praise or rewards. With a clear process and consistent encouragement, businesses can boost engagement, generate content, and foster company pride.

FAQ: Employee Social Media Strategy

What is employee advocacy on social media?
It’s when employees share work-related content through their personal social media channels to help promote the company authentically.

Why is employee sharing more effective than brand posts?
People trust content from individuals more than from brands, making employee posts more relatable and engaging.

Which platforms should employees use?
It depends on your industry. LinkedIn is a common choice for professional content, while Meta (Facebook, Instagram) might be better for consumer-focused brands.

How should employees share content?
In their own voice, while aligning with the company’s tone and message. Encouraging authenticity is key.

Should there be a process in place?
Yes. A defined strategy helps maintain consistency and ensures content supports company goals.

What if employees aren’t comfortable posting on their personal accounts?
That’s okay. Focus on platforms like LinkedIn and respect personal boundaries, especially if they have other ventures.

How can you encourage participation?
Offer training, provide templates, recognize participation in meetings, and give rewards for engagement.

What’s the first step to get started?
Start small—ask employees to like and share posts. Gradually build confidence with training and content guidance.

Should there be training sessions?
Yes, monthly group sessions can align tone, process, and content strategy while sparking content ideas.

What’s the ultimate goal?
Boost brand exposure, strengthen employee engagement, and generate more authentic, high-performing content to support business growth.