# How to Implement Employee Brand Advocacy Programs
In the digital age, people trust people more than they trust brands. For Australian small businesses, your employees are your most valuable marketing asset; their authentic voices can reach networks your official company page never could. An effective employee brand advocacy program turns your team into a powerhouse of organic reach, building credibility and driving business growth through genuine recommendations.
Prerequisites
Before you begin, ensure you have the following:- An active company page on LinkedIn, Facebook, or Instagram.
- A team of at least 3-5 employees willing to participate.
- A clear understanding of your brand values and tone of voice.
- A basic social media policy for your workplace.
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Step 1: Define Your Goals and KPIs
Don't start sharing just for the sake of it. Decide what success looks like for your business. Are you trying to generate more leads, attract better talent for recruitment, or simply increase brand awareness in the Brisbane local market? Common KPIs include:- Total reach/impressions from employee posts.
- Engagement rate (likes, comments, shares).
- Website traffic originating from social media.
- Number of job applications received via social referrals.
Step 2: Identify Your 'Early Adopters'
Start small. You don't need the whole company on board on day one. Identify a handful of employees who are already active on professional networks like LinkedIn or are naturally enthusiastic about the company. Screenshot Description: You should see a simple spreadsheet listing employee names, their preferred social platforms, and their current level of social media activity (Low, Medium, High).Step 3: Establish Clear Social Media Guidelines
Many employees don't post because they are afraid of saying the wrong thing and getting into trouble. Create a simple, one-page document that outlines the "Golden Rules." Include:- What is encouraged (sharing company wins, behind-the-scenes photos).
- What is off-limits (confidential client data, financial figures, or disparaging competitors).
- A reminder to include a disclaimer that "views are my own" if they are discussing industry politics.
Step 4: Audit and Optimise Employee Profiles
Before your team starts driving traffic to their profiles, those profiles need to look professional. Host a "Profile Workshop" where you help staff:- Update their profile pictures (consider hiring a local photographer for professional headshots).
- Write a compelling "About" section that mentions their role at your company.
- Ensure their current workplace is correctly linked to your official Company Page.
Step 5: Create a Centralised Content Hub
Make it as easy as possible for your team to share. Whether it's a Slack channel, a WhatsApp group, or a shared Google Drive, create a space where you drop "ready-to-share" content. Screenshot Description: A Trello board or Google Drive folder organised by month, containing high-quality images, pre-written captions, and suggested hashtags like #BrisbaneBusiness or #LifeAt[YourCompany].Step 6: Train Your Team on Personal Branding
Advocacy shouldn't just benefit the business; it should benefit the employee’s career too. Run a session explaining how being a thought leader increases their professional value. Teach them how to add their own "spin" to company news so it doesn't look like a copy-paste job.Step 7: Focus on Culture and Behind-the-Scenes
Product updates are boring. People want to see the human side of your Australian business. Encourage staff to share:- Photos from Friday afternoon drinks or team lunches.
- Snapshots of their home office setup.
- Work anniversaries or certifications they’ve earned.
- Volunteering days or community events.
Step 8: Implement a Feedback Loop
Schedule a monthly 15-minute check-in with your advocates. Ask them: "What was easy to share?" and "What felt awkward?" Use this feedback to refine the type of content you provide in the hub.Step 9: Recognise and Reward (Without Being Transactional)
Avoid paying per post, as this kills authenticity. Instead, recognise top advocates in company meetings. You might offer a small incentive like a $50 voucher for a local Brisbane café for the person who generated the most engagement that month.Step 10: Measure and Scale
Use LinkedIn Analytics or tools like Shield or Buffer to track the performance of employee posts compared to your company page. Once you have a successful pilot group, invite the rest of the company to join the program.---
Pro Tips for Success
- Give them freedom: Don't force employees to post. It must be voluntary to remain authentic.
- The 80/20 Rule: Encourage staff to post 80% about their professional interests and industry news, and only 20% directly about your company’s products.
- Mobile-First: Most employees will post from their phones. Ensure your content hub is easily accessible via mobile devices.
Common Mistakes to Avoid
- The "Copy-Paste" Trap: If 10 employees post the exact same caption at 9:00 AM, the algorithm will flag it as spam, and it looks robotic to their followers.
- Ignoring Comments: Advocacy doesn't end with the post. Encourage employees to reply to comments on their threads to build real relationships.
- Lack of Executive Involvement: If the CEO and management aren't posting, the rest of the staff won't feel empowered to do so either.
Troubleshooting
Problem: "My team says they don't have time to post." Solution:* Provide "Caption Templates" where they only have to fill in one or two sentences. Remind them that one high-quality post per week is better than five low-quality ones. Problem: "The engagement is very low on employee posts." Solution:* Check if they are tagging relevant people or using too many hashtags. Encourage other team members to like and comment on each other's posts within the first hour of posting to boost the algorithm. Problem: "We are worried about employees being headhunted if they are too visible." Solution:* This is a common fear, but the reality is that high-performing employees are always at risk. A strong advocacy program actually increases employee loyalty because they feel like a valued part of the brand's success.Next Steps
Now that you've laid the groundwork for your advocacy program, it's time to start creating the content your team will be proud to share.- Draft your Social Media Policy: Ensure it's compliant with Australian Fair Work guidelines.
- Host your first Kick-off Meeting: Get your early adopters excited.
- Need help with a content strategy? If you want a professional strategy tailored to your Brisbane business, contact the experts at Local Marketing Group.