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10 EMPLOYEE ADVOCACY EXAMPLES [THE TOP BRANDS THAT ARE CRUSHING IT]

CAMERON BRAIN

CEO

Last modified at
Mar 16, 2022
 * Employee Advocacy

21 minute read




HOW MANY OF YOUR EMPLOYEES ARE ALREADY ON SOCIAL?

Get Employee Report

Finding some of the best employee advocacy examples will help you understand how
other companies are using an internal social program.

Yet, these examples will also show you how other well-known brands are quite
successful with it.

The concept of activating employees on social may be new, somewhat scary, or
maybe you are unsure how it can benefit your organization.

This is why we created this post, to ensure you feel more at ease and learn what
other brands have done to enhance their marketing, sales, communications, and
social recruiting through employee advocacy.

This post will cover:

 * Employee Advocacy Background Info
 * Ten of the Best Employee Advocacy Examples

FYI: Rather have this content below packaged in an eBook? We got you covered.
Download the content here and read it whenever you have the time or easily
distribute with your team.
 


EMPLOYEE ADVOCACY BACKGROUND

Employee advocacy is a powerful strategy for raising brand awareness across
social media.

While bloggers, thought leaders, and social media celebrities often have large
followings, your employees have followers as well (more than you may know) and,
those other groups are in a unique position to share about their experiences at
and passion for the companies they work for.

And for many B2B companies, activating employees on social media provides a huge
opportunity.

Employees are not only more approachable – as compared to a celebrity or a CEO –
they are also one of the most trusted sources by your buyers.

As outlined in Edelman’s Trust Barometer study, buyers trust your employees over
your CEO, spokesperson, or marketing department to help them with their purchase
decisions.

Maybe you’re wondering why you need an employee advocacy program when you
already have established brand handles (e.g., @Nike)?

According to a study by Cisco, employee posts can generate 8X more engagement
than when that same content is shared through a brand handle. Further and for
many companies, their employees’ networks are far greater than their brand
handles (upwards of 10x in some cases).

However, achieving employee advocacy success requires more than simply telling
your people to share your company’s content online.

You need a plan, you need a policy and guidelines, you need to know what your
goals are, and you need to provide your people with a great platform to find and
share content from.

Okay, take a deep breath. You can do this!

Seriously, it’s not hard and the benefits are too good to ignore; if you’re
serious about social and your brand, you need to be serious about employee
advocacy.

Below we’ve outlined ten employee advocacy examples from companies that have
succeeded in going from zero to success with this strategy. We have no doubt
your company can do the same!

 
Related: Need help with your employee advocacy launch plan? This guide will walk
you through the entire process to ensure your company is successful.
 


THE 10 BEST EMPLOYEE ADVOCACY EXAMPLES:

 




1. ELECTRONIC ARTS (VIDEO GAME PUBLISHER)

With 20,000+ employees spread across 30 offices in six different geo-regions,
the video game company was suffering from multiple, competing internal cultures.

Electronic Arts launched their employee advocacy program, called “EA Insiders”
in 2014. Within a very short time employees from around the globe were writing
to the program managers about how much more connected they were to their
coworkers.

New members were sent official certificates and an EA Insiders stocker thanking
them for joining and participating in the program, and leaderboards and contests
were created to spur friendly competition.

With thousands of active users across the globe, the EA Insiders program
generates tens of thousands of social shares each month to a network of over
1.1M.

Electronic Arts has done an amazing job with their employee advocacy program,
which should serve as a great example for any global consumer brand looking to
better connect and leverage their teams.

Read more about the EA Insiders employee advocacy program in this in-depth case
study.


 




2. DELL (TECH COMPANY)

Social media has been a core part of Dell’s marketing strategy for years. Dell
was one of the earliest, large tech companies to deploy sentiment analysis and
social media monitoring technology.

However as time went on and Dell’s ambitions grew, it became clear that they
needed a structured, centralized program and platform to realize their full
vision.

Dell is truly a pioneer in the world of employee advocacy. In addition to having
top-level executive support their program from its inception (a key to any
program’s success!), they were the first to encourage employees to find and
share their own content in addition to what the Dell team provided them.

As the former head of Dell’s program, Amy Heiss put it:

> “One of the big tenets of our social media and community training is that we
> want people to post 80% about topics that are informative, helpful and
> relevant to our customers or are personally interesting to our employees,
> stuff that reflects their own interests. Only 20% of the content they share
> should actually be about Dell.”

Empowering their employees to share content beyond news about Dell has been
hugely central to the success of their program.

Employees who participate in Dell’s employee advocacy program have shared
hundreds of thousands of pieces of content since the program’s rollout and have
driven tens of thousands of clicks back to dell.com.

Get the complete Dell employee advocacy case study here.
 

 




3. GENESYS (TECH COMPANY)

Genesys was one of the first, if not the first company to take employee advocacy
into the sales department. Since that time, Genesys has shown how social selling
should be done and the lift it can drive.

The Genesys social selling program has been in place since the beginning of 2015
and is deployed across their global salesforce. However, simply handing their
salespeople a new tool wasn’t enough, they rightfully wanted to understand how
social was driving revenue.

As a global organization, Genesys has sellers all over the world–in fact, the
majority of their organization (including their sales teams) is remote.

The Genesys approach to social selling is simple: every seller is unique and
creating a top-performing sales organization (especially one that spans the
globe) requires harnessing and enabling their unique styles. Sound familiar?

The most successful manager at Genesys uses social media to open doors for her
team. In EMEA a new hire asked if she would have access to social media tools
before she accepted the position (younger workers want the best tools,
especially those that enable them to use social media).

In India, a BDR uses social to connect with admins where it’s culturally
unacceptable for a sales rep to go direct to the executive.

As detailed in our complete case study of their program, the results of Genesys’
efforts have served as the gold standard for how other companies have approached
deploying employee advocacy within their own sales teams.

From increasing pipeline more than 2x, to deal sizes, to win rates, the results
continue to have a demonstrable impact on Genesys’ bottom line.

 



4. KELLY SERVICES (STAFFING AGENCY)

In this digital age, if a job seeker is missing a LinkedIn profile picture, or
their profile looks lackluster it’s unlikely that a recruiter is going to want
to engage. This is why employee advocacy is such an important tool for the
staffing and recruiting industry, and why Kelly Services is a leader in the
space.

In 2010, Kelly Services hired the Altimeter Group to evaluate their social media
marketing strategy. They wanted to put a social system in place that would set
the foundation for a modern marketing strategy and that would attract new
business and new talent.

“The first thing Altimeter recommended was employee advocacy,” said Lorrie Sole,
Senior Marketing Manager at Kelly Services. “We have a large employee base, many
of whom are active on social media. And it quickly became clear that if we could
harness the power of our employees, we could outpace our corporate marketing
channels 10x.”

Bill Oswin, a Recruiting Specialist for Kelly Services put it this way:

> “Since I began using social media I have seen an uptick in the number of
> qualified connection requests on Linkedin and followers on Twitter. People now
> know what type of positions I have and that I’m active in the recruiting
> world.”

We call that a win and another great employee advocacy example. Get the complete
Kelly Services case study.

 




5. CIENA (NETWORKING EQUIPMENT)

Like many organizations, what brought Ciena to employee advocacy was their
desire to have employees be more active on social media, primarily to increase
the reach of their brand.

However — and soon after launching their own employee advocacy program — they
realized it could also be leveraged to do the same with their channel partners.

For three years now Ciena has worked with EveryoneSocial to achieve both these
goals:

Not only are their employees more engaged on social media, but their decision to
include channel partners in their program has been a runaway success, so much so
that two of their largest partners have now decided to launch employee advocacy
programs of their own.

“A lot of our partners have asked me, ‘why do you do it? Why do you let all of
these partners into your employee advocacy program?’” said Bo Gowan, Ciena’s
Social Media Leader.

“The benefit to us is simple: the platform’s ease of use means there is very
little incremental cost to us–from both a time and financial perspective–and it
provides meaningful value for our partners.”

Get the complete Ciena case study, including detailed information on how they
extended their employee advocacy program to include channel partners.

 




6. COUPA (TECH COMPANY)

56% of younger employees (Gen Y’ers) say they wouldn’t accept a job unless they
had access to social media while at work, and one third said they would prefer
access to social media over a higher salary.

“Instead of fighting employees’ desire to be on social, we’re choosing to
embrace it.” said Kira Bernshteyn, Social Media Strategist at Coupa, a newly
public software company.

> “Social media has long been a part of our corporate culture” Kira says, “and
> we have always encouraged our employees to use it to their advantage.
> 
> In the early days there were 80 employees in our company and I used to send
> out a weekly email featuring key company content we wanted to promote as well
> as pre-packaged shares they could post to Facebook, Twitter, and Linkedin.”

Over time, the process become unwieldy as it does for many companies. As the
company grew to more than 1,000 employees, Coupa’s marketing function has become
more sophisticated.

As media coverage and content volume increased, aggregating new content and
increasing a number of emails sent weekly become ineffective and caused sharing
efforts among employees to plateau.

“Ultimately we decided that EveryoneSocial was the best platform for us,” Kira
said. In January 2016, Coupa launched their employee advocacy program
company-wide.

Kira filled eight company streams with relevant content from corporate blogs,
professional development and leadership seminars, partners’ Twitter accounts,
and industry news and surveys. Employees began sharing that information with
their own networks and in a single month quadrupled Coupa’s total reach across
social media.

 




7. HPE (TECH COMPANY)

HPE’s employee advocacy strategy is unique due to their use of EveryoneSocial—an
employee advocacy platform. It is a service that helps businesses unlock the
power of employees in extending their social reach.

With EveryoneSocial, the company was able to easily curate, manage, and publish
content in their chosen social media channels.

To help fuel their advocacy program, HPE offered incentives and guided employees
on the proper way to interact with social media platforms.

Gamification, in particular, is one of the effective tactics that increased
their employees’ drive to advocate for the HP brand.

 




8. ZAPPOS (E-COMMERCE)

Zappos takes pride in having a free, tightly-knit culture. This culture shows in
the way employees or “Zapponians” can tweet about their day-to-day operations.

It doesn’t matter if it is a costume party or employees grouped together in a
meeting. As long as it is about the employees, it deserves a spot in the
EyeZapp–Zappos’ official Twitter page for employee advocates–with the hashtag
#CompanyCulture.

As a result, Zappos can attract both customers and potential employees who wish
to become part of the company culture. To inspire employees to participate, the
company also keeps a leaderboard that lists the top performing employees in
social media.

If you’re interested in more about how employee advocacy can be used for HR and
talent acquisition, we suggest reading the Kelly Services and Electronic Arts
case studies.

 




9. STARBUCKS (RETAIL)

One of the commendable tactics in Starbucks’ brand advocacy strategy is that
they refer to employees as “partners.” This simple decision granted employees
the sense of belongingness and accountability for their social media activities.

As stated in their social media guidelines “We’re called partners because this
isn’t just a job, it’s our passion. So, go ahead and share it!”

A crucial ingredient in their employee advocacy program is the comprehensive
social media guidelines they made widely available to their partners.

They also built dedicated social media accounts for their partners, which now
continues to grow by the thousands every week. Starbucks is another early
adopter and top employee advocacy examples.

 




10. REEBOK

The Success of Reebok’s employee advocacy program revolves around encouraging
employees to share their passion for fitness and then incorporating a
provocative hashtag when they first developed their program.

As a result, the company can easily track the content that employees have shared
and evolve their approach over time.

Reebok also values openness within the organization and encourages employees to
be authentic.

However, to keep the brand relevant, they want employees to focus on sharing
their fitness activities such as weight-lifting, running, and cycling primarily
through networks such as Facebook and Instagram.

 

We packaged the above information in a complete guide. You can grab your copy
here and share with your team.
 

 


FINAL THOUGHTS

Employee advocacy may not be a new concept, but with the rise of social media,
it becomes imperative for companies to utilize their workforce through social.

And while these examples do have thousands of employees, companies with a few
hundred employees can also benefit from employee advocacy.

If you’re serious about social media as a marketing, sales, communications,
employer branding, or talent acquisition channel for your company, you need to
be serious about employee advocacy too.

In the coming years, every company with more than a few hundred employees will
have an a program in place.

We hope the employee advocacy social media examples above give you the
inspiration to create or improve your own program. It’s not hard, especially if
you have the right partners.

If you’re looking for more information we recommend you check out our customer
case studies, our ebook and resources, and our blog.

 


INTERESTED IN SEEING HOW EVERYONESOCIAL’S EMPLOYEE ADVOCACY PLATFORM CAN HELP
YOUR BUSINESS? GET YOUR PERSONALIZED DEMO WALKTHROUGH WITH OUR TEAM.

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