Choosing Advocacy Content: What Resonates with Employees and Audiences?
In the evolving landscape of brand communication, employee advocacy has emerged as a powerhouse strategy, transforming employees into passionate, authentic spokespersons. But the success of any advocacy program hinges on one critical element: the content. It’s not enough to simply ask employees to share; the content itself must possess an inherent quality that compels sharing and resonates deeply with both the employee advocate and their external network. Understanding what makes advocacy content truly effective requires a nuanced approach, blending internal appeal with external impact.
The Internal Compass: What Motivates Employees to Share?
Employees are not merely distribution channels; they are individuals with their own professional identities and networks. For content to truly resonate with them, it must align with their values, empower them, and enhance their personal brand. Authenticity is paramount. Employees are more likely to share content that feels genuine and reflects the company’s true culture and mission, rather than overly polished marketing collateral. This means providing content that offers real insights, behind-the-scenes glimpses, or a human perspective on company initiatives.
Empowerment is another key motivator. Content that positions employees as thought leaders, experts, or valued contributors fosters a sense of pride and ownership. This could be content featuring their contributions, industry insights they can genuinely stand behind, or information that helps them develop professionally. When employees feel that sharing company content elevates their own professional standing, they become proactive advocates. Conversely, content that feels like a directive or solely serves corporate interests without mutual benefit will likely see low engagement.
Tailoring Content to Internal Audiences
Consider the diverse roles and interests within your organization. A general piece about quarterly earnings might not excite everyone, but a deep dive into an innovative project relevant to engineers, or a spotlight on community service initiatives for CSR-focused employees, will likely hit home. Personalization, even at a broad departmental level, can significantly boost internal resonance. Providing a variety of content types—from blog posts and whitepapers to short videos, infographics, and success stories—allows employees to choose what aligns best with their professional persona and their network’s interests. The goal is to make sharing feel like a natural extension of their professional life, not an additional task.
The External Echo: What Captivates Your Target Audience?
While internal resonance is crucial for activating advocates, the ultimate goal of advocacy content is to influence external audiences. For content to cut through the noise, it must be valuable, relevant, and engaging to the target demographic. This means moving beyond self-promotion and focusing on providing solutions, insights, or entertainment that addresses their needs and pain points.
Thought leadership content, for instance, resonates strongly. When employees share articles or opinions that position the company as an authority in its field, it builds credibility and trust. This could involve commentary on industry trends, predictions, or innovative approaches to common challenges. Case studies and success stories, particularly those that highlight customer transformations or quantifiable results, offer compelling evidence of value. Visual content, such as infographics, short explainer videos, or compelling imagery, often performs exceptionally well due to its shareability and ease of consumption across social platforms.
From Internal Story to External Impact
The best advocacy content bridges the gap between internal authenticity and external relevance. It often starts with an internal story—a company value, an employee achievement, a unique process—and frames it in a way that provides value or insight to the external audience. For example, an internal initiative focused on sustainability isn’t just a feel-good story; it can be positioned externally as a commitment to responsible practices, attracting environmentally conscious customers and talent.
Ultimately, content that encourages conversation and engagement will yield the strongest results. Ask questions, present dilemmas, or share provocative insights that invite comments and shares. The goal is not just dissemination, but interaction. This turns your employees’ networks into active participants in your brand narrative, amplifying your message far beyond your direct reach. By thoughtfully crafting advocacy content that speaks to both the hearts and minds of your employees and the needs of your external audience, organizations can unlock the full potential of their most valuable assets: their people.
If you would like to read more, we recommend this article: Supercharging Talent Acquisition: Leveraging AI and Automation in Employee Advocacy
