What is employee brand advocacy

‍
Picture this: your employees are proudly talking about your company, sharing stories, and naturally promoting what you stand for. That’s employee brand advocacy—turning your team into genuine ambassadors who build trust and credibility, not just for themselves, but for your business too. People trust people more than corporate messaging, making it a win-win!

Employee branding and employer branding go hand-in-hand. While your company shapes its image (employer branding), your employees are the ones bringing it to life. They’re the heartbeat of your recruitment branding efforts—helping attract top talent with the authenticity that no polished ad can achieve.

A study by PwC indicates that employee trust enhances talent attraction, with 60% of employees recommending their employer to friends and family.

Why LinkedIn matters for employee branding

Let’s be real, if your team isn’t active on LinkedIn, you’re missing out on a huge opportunity. It’s the place for professionals to showcase who they are, what they do, and why it matters—all while boosting your company’s online reputation. 

LinkedIn engagement is also a key part of effective onboarding. When new employees feel connected to your company’s values and culture from the start, they’re more likely to represent the brand authentically. Encouraging them to engage on LinkedIn helps solidify that connection, making them proud ambassadors of your brand.

You can kickstart employee branding during the onboarding process by encouraging new hires to share their experiences on LinkedIn—whether it’s posting about their excitement for their new role or highlighting their journey into the company.

These early LinkedIn activities can contribute to a strong online presence that is reflected in the Social Selling Index (SSI). This reveals how effectively your team is building relationships, engaging with content, and establishing trust—key elements for their professional growth and the company's success. 

Want to evaluate you and your team’s LinkedIn effectiveness? 

Check out the Social Selling Index (SSI) here. Think of it as a scorecard that reflects how well individuals use LinkedIn to engage their network and build their personal brand. Employees with a high SSI aren’t just enhancing their own profiles; they’re also elevating your company’s credibility. 

Strategies for promoting employee brand advocacy

Ready to turn your team into a squad of enthusiastic brand ambassadors? Here’s how:

1. LinkedIn power hours: Host workshops where employees can spruce up their profiles, learn the ropes of content sharing, and make their SSI scores soar. Trust us, they’ll thank you when their profiles start getting noticed!
2. Share to win: Why not make content sharing fun? Offer incentives—whether it’s public recognition, cool swag, or even a surprise bonus—for employees who actively engage and spread the word about your company’s latest achievements.
3. Culture of connection: When employees feel genuinely connected to the company’s mission and values, advocacy becomes second nature. Celebrate successes, encourage feedback, and make sure everyone feels part of the bigger picture.

By giving your employees the tools and motivation to be vocal champions, you’re not only boosting your employee branding strategy but also supercharging your recruitment branding efforts. When your team is proud to share their work, the authenticity speaks for itself—and that’s what today’s job seekers and customers are looking for.

It’s equally important to turn departing employees into brand advocates during the offboarding process. By encouraging them to share their positive experiences and insights, you can strengthen your company’s reputation and create lasting impressions with potential hires and customers. Their feedback becomes a powerful testimonial that continues to reflect your company’s culture and values, even after they’ve moved on. This approach not only leaves a positive mark but also fosters goodwill, enhancing your employer brand for the future.

Here's a checklist you and your team can use to boost your Social Selling Index and expand your reach on LinkedIn.

Social Selling Checklist

• Profile Picture: Enhance your image and create a strong first impression.
  ‍
• Background image: Use the company-provided background image to ensure consistency across profiles. This aligns with the company's branding and enhances professional appearance.

• Personal URL: Personalize your LinkedIn URL to make it concise and professional. A clean, customized URL not only looks more polished but is also easier to share. For example: www.linkedin.com/in/your-name.here
  ‍
• Steps to Customize Your LinkedIn URL:
  • Go to your LinkedIn homepage.
  • Click on the "Me" icon in the top right corner.
  • Select "View Profile."
  • On the right side of your profile page, click "Edit public profile & URL."
  • Choose "Edit your custom URL" on the right sidebar.
  • Click the "Edit" icon next to your current URL.
  • Enter your desired custom URL.
  • Click "Save" to apply your changes.

• Headline: Craft a headline that highlights what drives you or your professional commitments. Make it engaging and reflective of your career goals.
  ‍
• Summary: Write a summary that starts a conversation with your readers. Engage them by sharing your professional journey, skills, and what makes you unique.
  ‍
• Featured posts: Highlight key posts or articles that showcase your expertise, achievements, or thought leadership.

• Experience: Clearly describe your role and responsibilities at your work. Focus on your contributions and achievements.

• Rich Media: Include rich media such as YouTube videos, or presentations to provide a dynamic view of your work.‍

• Regular posting: Post at least twice a month on LinkedIn to stay active and relevant in your network.

• Networking: Connect with industry professionals and peers. Join relevant LinkedIn groups. This helps expand your network and engage in discussions pertinent to your field

‍

The tips into practice: interview with Lisa van der Laan

Let’s talk about Lisa van der Laan, a dedicated Customer Success Manager at Appical. She not only delivers great results for her clients but also embodies brand advocacy. Lisa recognizes the value of an active LinkedIn presence and how it can influence her personal brand.

By aligning her profile with Appical’s mission, sharing insights, and celebrating team achievements, Lisa has enhanced her reputation while positively impacting Appical’s online presence. This is a clear example of employee advocacy in action!

Can you share a bit about your role as a Customer Success Manager?

Absolutely! As a Customer Success Manager at Appical, my primary goal is to ensure our customers get the maximum value from our platform. I manage a portfolio of 40 customers, focusing mainly on large enterprises and organizations expanding Appical into new regions. I work closely with each account to understand their objectives with our tool, provide them with data insights, and act as their internal advocate.

What does it mean for you to be a Brand Advocate as an employee?

Being a Brand Advocate means actively living Appical’s values—enthusiasm, professionalism, and positivity in every customer interaction. As an advocate, I share success stories and insights about our platform, helping to build trust and credibility for our organization. For example, I’ve shared the case study of Dutch Ministry of Defence, highlighting how our platform has made a significant impact.

How do you think employees can influence a company's reputation?

Every Appical customer interacts with our Sales, Implementation, Customer Success, and Support teams. These teams must embody and express Appical’s values. This consistent representation strengthens our brand and builds a solid reputation.

In what way do you feel connected to Appical's values, and how does that influence your role as a Brand Advocate?

Appical’s values—Welcoming, Enthusiastic, Dedicated, and Ownership—resonate deeply with me. Feeling connected to these values makes it natural for me to represent them in my role. It’s all about bringing enthusiasm and dedication to every customer interaction, which in turn fosters a positive perception of our brand.

What inspired you to focus on improving your LinkedIn profile and Social Selling Index?

It all started with an inspiring Social Selling workshop where I learned valuable tips to upgrade my LinkedIn profile. A strong LinkedIn presence is vital for building both my professional and personal brand, expanding my network, and promoting workshops and tips about Appical.

LinkedIn is a powerful platform for connecting with industry peers, potential clients, and thought leaders. By enhancing my profile, I aimed to showcase my expertise, reach a broader audience, and leverage networking opportunities for our brand. A robust LinkedIn presence positions me as a knowledgeable and reputable contact in the industry.

What specific steps did you take to enhance your LinkedIn profile?

To enhance my LinkedIn profile, I took several steps:

1. Upgraded my roles to reflect my current responsibilities accurately.
2. Added more detailed information about my role at Appical.
3. Included a video with Defensie to showcase a successful case study.
4. Started posting regularly, at least twice a week.
5. Engaged with others by liking and commenting on their posts.

Conclusion

Investing in employee brand advocacy is a game-changer for your LinkedIn strategy. By empowering your team to enhance their Social Selling Index (SSI), you unlock a ripple effect of benefits: increased visibility, stronger professional relationships, and enhanced company credibility. From boosting LinkedIn engagement during onboarding to fostering a culture of connection, the strategies outlined here can transform your employees into proud ambassadors who drive authentic brand promotion.

As Lisa van der Laan's inspiring journey at Appical shows, employee advocacy isn't just about marketing—it's about building trust and amplifying success, one LinkedIn profile at a time. Start building your advocacy powerhouse today!
‍

‍

‍