Employee advocacy is when employees promote the organization they work for by sharing company updates through their personal social media accounts. The benefits to the employer might be obvious, but employees enjoy a host of benefits, too. MarketingCharts.com’s Benefits Advocates Receive from Employee Advocacy survey shows that of employees involved in their company’s employee advocacy program:

  • 87% expanded their professional networks
  • 70% are better informed about industry trends
  • 50% have attracted and developed new business
  • 48% discovered opportunities for professional partnerships
  • 47% developed skills in high demand

Other benefits, such as improved internal marketing, breaking down silosand championing content, make starting an employee advocacy program a no-brainer. Need more help convincing your stakeholders? Here are some other benefits to everyone involved in employee advocacy:

  • A disengaged employee costs the organization an average of $10,000 in profit annually. – Aon Hewitt 
  • Nearly 31% of all high-growth firms now have a formal employee advocacy program in place. – Hinge Marketing
  • 85% of the total new graduates or new workforce entrants surveyed said employee treatment/welfare was more important than other factors when deciding which company to work for. – Nielsen
  • 73% of salespeople using social selling as part of their sales process outperformed their sales peers and exceeded quota 23% more often. –Aberdeen Group

If you’re ready to make employee advocacy part of your content strategy, we’ve collected eight employee advocacy tools to help you begin this journey or improve your current efforts. The common feature among these tools is content curation, so identifying the dashboard style you prefer, your budget and additional features you want will be key in deciding which tool best suits you and your team.

  1. Hootsuite Amplify

Employee Advocacy

Hootsuite, a powerhouse social media management platform, has a lot of data to pull from its 10 million+ users. Their data shows an 8X jump in engagement when employees share social content and 24X more reshares. They also state that 92% of employees’ followers are new to your brand. Their three-step formula requires:

  1. Employees download app Amplify.
  2. Curators send approved content from Hootsuite to Amplify with one click.
  3. Employees can view possible content to share and select which they’d like to share on their networks.

Brands have the ability to see which content is shared most and which employees are sharing the most to track results. So rewarding or publicly recognizing high-achieving employees is a breeze.

  1. LinkedIn Elevate

Employee Advocacy

“Salespeople who regularly share content are 45% more likely to exceed quota.” This compelling statistic stopped us in our tracks when reading Linkedin’s description for their employee advocacy tool, Elevate. Linkedin’s version allows employees to create a custom dashboard filtered by their interests so the content they share doesn’t come across as foreign in their personal feeds.

This custom curated content makes employees more likely to share the content since it’s specifically interesting to them, plus the reputation metrics compel employees to share more to increase their profile views. Key metrics such as site traffic, leads generated and new hires are included in your manager dashboard, and Linkedin also offers launch planning, coaching meetings and performance reporting.

  1. Trapit

Employee Advocacy

Trapit is named for the “traps” created by a keyword or URL that you dictate, essentially creating buckets of content drawn from 100,000 content sources discovered through AI but then vetted by Trapit employees. These “traps” ensure that employees aren’t sharing the exact same information as their colleagues since they have plenty of content to choose from that’s relevant to their role. The more employees use Trapit, the more it learns their preferences and delivers content they will be more compelled to read and share.

  1. Sociabble

Employee Advocacy

Sociabble emphasizes that it’s “not just an employee advocacy platform.” While it also aggregates content—a must-have feature among these tools—Sociabble also allows for employees to submit their own content to be shared by others. You can also activate contests to encourage healthy competition, and it also doubles as an internal communication tool. These factors, along with its appealing design, ensure employees actually use the tool on a daily basis.

  1. Everyone Social

Employee Advocacy

EveryoneSocial focuses on tailoring their platform to individual team members. They promise an up-to-date UX and mobile-first approach with apps that encourage on-the-go use. Content is curated with the employee in mind, not the external audience, so that they will be more compelled to share the content. Users can also tag co-workers about a piece of content, which encourages more sharing of that piece since it’s already been vetted by a teammate.

  1. Dynamic Signal

Employee Advocacy

DynamicSignal claims the No. 1 spot among employee advocacy tools since they boast more customers in the category, including IBM, Humana, and Salesforce. This enterprise-level software promises easy integration with global business processes without losing the personalization needed to make employees want to actually use it. User dashboards feature content tailored to their role, location, seniority and interests, and team leaders can add internal-only content, PDFs, and more to further customize the experience. In addition, push notifications provide company updates in real time, and employees can receive surveys, quizzes, and leaderboard notifications, too.

  1. Bambu

Bambu Employee Advocacy Tool

The folks behind Sprout Social, considered one of the best social media management tools in the business, built Bambu, so credibility is baked into this tool. Managers control permissions by creating teams and designating roles, and content can be tagged with start and end dates so employee sharing aligns with your campaigns and content strategy. The reporting dashboard allows for filtering by content tags so popular themes can be identified, and the tool highlights the most impactful days and times for content sharing.

  1. Oktopost

Oktopost is known as a social media management platform for B2B marketing, and they’ve recently added an employee advocacy arm. For teams already using Oktopost for their social media needs, adding in the social advocacy piece is easy. They also push the ability to support closed loop reporting since it can be integrated with marketing automation platforms including Salesforce, HubSpot, and Marketo.

Employee Advocacy


Do you have a favorite employee advocacy tool not on our list? Share with us on Twitter @ContentScience.

The Author

Content Science is a growing content strategy and intelligence company and the publisher of Content Science Review. We empower digital enterprises for the content era by taking their content approach to the next level. Customers of our professional services and one-of-a-kind products (such as ContentWRX and Content Science Academy) include the Fortune 50, the world’s largest nonprofits, and the most trusted government agencies.

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5 Comments on "8 Employee Advocacy Tools to Amplify Your Content and Support Employee Development"

Leonard D
6 months 10 days ago

I would bring to your notice another employee advocacy tool – SocioAdvocacy, which is coming out with a self-serve platform, which even small and medium-sized enterprises can leverage to build a social image for themselves.


Prathik V
7 months 15 days ago

Another tool I would include in this list is DrumUp – https://drumup.io/employee-advocacy. A little surprised it’s not a part of it already. DrumUp’s gamified leader–board is great for employee engagement and motivation to share. In addition to letting you upload and store your promotional content, the platform also helps you source the latest industry content for sharing. Finally, the platform provides analytics to help your track employee engagement and engagement with the posts shared by them on social media. Definitely worth a look.

How to Turn Your Employees Into Powerful Brand Advocates - Performancing
9 months 4 days ago

[…] in specialized social media training to help develop their skills. You can start by introducing employee advocacy tools that can make their roles more […]

Niklas S
11 months 2 days ago

A good, but incomplete list. You can’t mention Employee Advocacy without mentioning Smarp!

Hannah K
1 year 22 days ago

This is a great list indeed! All that’s missing is PostBeyond 🙂


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