# What is employee advocacy? Canonical page: https://depost.ai/glossary/employee-advocacy **Employee advocacy:** Employee advocacy is a programme in which a company’s employees post about their work on their own profiles, reaching audiences the company page cannot and carrying more credibility than the company’s own account. Also called: employee advocacy program, employee social media advocacy. The reason it works is arithmetic plus trust. The combined networks of a company’s employees are far larger than the company page’s following, and readers trust a named person describing their work more than a brand account describing itself. The reason most programmes fail is that they are run as distribution. Handing employees pre-written posts to copy produces a feed of identical updates that readers ignore and employees resent. Advocacy only works when the words are actually the employee’s. The operational problem is review. Communications teams need to see what goes out under the company’s banner, and employees will not participate in a process that takes a week. A programme lives or dies on whether approval takes minutes. Participation should also stay voluntary. Mandated posting produces visibly reluctant content, which costs more credibility than the extra reach earns. Measurement is where these programmes usually go wrong twice. They get judged on shares and impressions, which rewards the copy-and-paste behavior that kills them, and they get judged monthly, which is too short a window to see the thing that matters. The number to watch is how many people are still posting in month six without being asked. The second question worth asking is whose posts are working. A programme where three people carry the reach is a programme with three advocates and a mailing list, and the fix is coaching those three into a pattern the others can copy rather than sending everyone another reminder. **12×** larger combined reach in employee networks than the company’s own following (source: LinkedIn). ## In Depost AI Every participant gets their own brand memory and their own voice, so the feed does not turn into the same post repeated. Communications approves each draft before it publishes, with an audit trail of who approved what, and the bill scales by LinkedIn account rather than by seat, so adding a reviewer costs nothing. ## Questions people ask ### Do employees have to post from a company page? No, and they should not. The whole advantage comes from posts appearing on personal profiles, which reach further and read as more credible than anything published by the brand account. ### How do we keep advocacy posts on message without making them identical? Give each person their own voice and a shared review step. In Depost AI every participant gets their own brand memory, and communications approves each draft before it publishes. ## Read next - [Depost AI for employee advocacy](https://depost.ai/for/employee-advocacy) - [Approvals and audit trail](https://depost.ai/features/approvals) ## Related terms - [Content approval workflow](https://depost.ai/glossary/content-approval-workflow): A content approval workflow is the defined route a draft takes from writer to publication, naming who reviews it, what they can change, and what happens to feedback, so that nothing goes public without the right person having seen it. - [Social selling](https://depost.ai/glossary/social-selling): Social selling is the practice of building familiarity with potential buyers through public participation, commenting, posting, and useful replies, so that outreach lands with someone who already recognises your name. --- Cite as Depost AI (https://depost.ai/glossary/employee-advocacy). Index of every page: https://depost.ai/llms.txt. Full reference: https://depost.ai/llms-full.txt.