Updated May 12, 2022
Your employees have the power to make or break your employer brand. Leveraging their unique perspectives to tell your story and share your employee value proposition (EVP) can be a huge boost to your recruiting efforts. This approach, referred to as employee advocacy, is now a vital part of any organization’s Recruitment Marketing strategy.
In this post, we’ll explain what is employee advocacy and share 14 tools that can help you boost your employee advocacy program. Let’s dive in!
Rally note: We’ll be updating this list as we find and try more employee advocacy tools, so be sure to bookmark this page and check back often!
What is employee advocacy?
Employee advocacy is the promotion of your company by the people who work for it. This can look like an employee re-sharing content from your corporate social media channels, sharing their own content about your organization or recommending your organization as a great place to work.
An employee advocacy program can help elevate your employer branding efforts and amplify your message, while also building credibility with target candidate audiences. Here are a few reasons to consider developing an employee advocacy strategy:
- More people trust a regular employee (54%) than a CEO (Edelman Trust Barometer)
- Authenticity is by far the most influential factor in people deciding which brands they like and support, and people are 2.4 times more likely to say employee generated content (EGC) is authentic compared to brand-created content (Stackla)
- Content focusing on your employees, leadership, hiring managers and other people in your company, on the other hand, is receiving double the engagement it was in Q4 2021 (Rally Inside)
While the stats on why it’s worth creating an employee advocacy program are clear, building an effective program can be time consuming and complex. Leveraging technology, like an employee advocacy platform, is a great way to help streamline your processes, engage your employees as well as track and measure your efforts. To help you out here, we’ve put together a list of 14 tools that you can use to get started or improve your employee advocacy initiatives.
Employee Advocacy Platforms
What is an employee advocacy platform?
An employee advocacy platform is a tool that helps companies provide pre-approved content for their employees to share on social media. Many of these platforms make use of features such as gamification, content feeds and leaderboards to create and deliver a simple and fun user experience while encouraging employee participation on social media.
List of employee advocacy platforms
Sprout Social is known for its social media and content management tool, and Bambu is a great extension of that! Bambu includes an amplification feature that allows Marketing and Recruitment Marketing teams to curate content for their employees to share.
Dynamic Signal enables employees to quickly and easily share positive press, thought leadership and open roles across their social media networks. The platform also uses gamification and leaderboards to encourage and reward employees who share frequently.
EveryoneSocial is an employee advocacy, social selling and employee communications platform designed to help your employees become powerful marketers, sellers, communicators and recruiters. EveryoneSocial includes employee recognition features, as well as fully customizable leaderboards and points systems to allow you to run contests and campaigns with all your employees.
GaggleAMP’s employee advocacy and communications platform enables companies to boost the distribution of workplace communications and social media messaging. Instead of using a content library, Gaggle allows you to segment the content your employees see by tagging and grouping individual content pieces.
Hootsuite is one of the world’s most widely used social media management platforms, with more than 16 million users worldwide. Hootsuite Amplify integrates with Workplace by Facebook to make it easier for employees to find and share approved content.
Oktopost is a social media management software designed by B2B marketers for B2B marketers. Oktopost can connect with your social media management platform to help provide shared workflows, campaigns and reports to help your teams save time and stay productive. Oktopost also uses gamification features to help motivate your employees to share more frequently and see how they compare to their peers.
PostBeyond is an employee advocacy and social selling platform, where marketers can activate and engage employees to share content with their social networks on behalf of their brand.
Smarp helps enterprise businesses communicate effectively with their entire workforce, corporate and frontline. Through Smarp, businesses can create, aggregate and automatically deliver personalized content to every employee while empowering them to amplify select messages externally.
Sociabble is a Software as a Service (SaaS) platform that aggregates content sourced from official company channels (social networks, company websites, etc.) as well as content suggested by your own users and administrators. And to improve engagement, employees can also take fun built-in quizzes and surveys.
Stories Incorporated is an authority in helping employers to uncover powerful stories from their team members about their employee experience and creating video, blog and photo content libraries around these stories. You pick the storytellers and Stories Incorporated takes over from there, working with your storytellers in whichever way they feel most comfortable (in-person, virtual or using one of their hybrid approaches) to help them tell their stories in an authentic and engaging way. All you need to do is approve the content once it’s created.
Rally note: For a better idea of the kinds of stories that Stories Incorporated can help you create, watch our webinar with Jessica McFadden, Head of Marketing at Stories Incorporated, Why Stories of Your People are Key to More Talent Engagement.
Employee Advocacy Content Creation Tools
What are employee advocacy content creation tools?
Employee advocacy can also involve arming your employees with the right tools and resources to create their own content that shares their unique story of working at your organization. This is a relatively new element of employee advocacy, as more and more organizations begin to trust their employees to take the reins on authentically communicating their employer brand and share their own content.
List of employee advocacy content creation tools
Altru is a mobile-first platform that allows candidates to engage directly with a company’s employees, allowing your team to share their firsthand perspectives through short-form video. Altru’s technology allows organizations to create and nurture authentic relationships with their candidates.
Gigg helps you to take employee generated content (EGC) and share it front and center on your website, without having to go back and forth with a team of developers. This can also encourage more usage of your company hashtag because employees will see your careers site content getting updated on a regular basis with fresh social posts. Gigg comes equipped with a social inbox so that you have a single place to explore EGC, engage directly with employees and new hires, decide what content appears on your careers site as well as monitor chatter around your brand.
GoodSeeker is a platform you can use to create and collect employee generated stories, candidate Q&As and proof of company values in action centered around specific campaigns. You can use it to invite employees to respond directly to candidates’ pressing questions and make it easy and fast for employees to answer these questions in a meaningful way that ties back to your company’s values. Your employees are then given the power to control the visibility of their stories, whether they want to only keep them internal or share them externally with their networks. You as the employer also have the ability to approve to share on socials, careers pages and to send to candidates and prospects.
PathMotion is an online discussion platform that connects job candidates directly to real employees via your careers site. It’s a Q&A platform that offers up live chat events and video features to help you leverage your employee stories to build and share authentic Recruitment Marketing content.
At the end of the day, your employees are your best recruiting tool. Creating an employee advocacy strategy and choosing the right tools to support this strategy can help you activate your brand champions and extend your employer brand reach.
We hope that this list helps you identify the right tool for your organization’s needs so that you can start amplifying your great Recruitment Marketing content!
If you’d like to learn more about creating and implementing an employee advocacy program, check out our How to Guide, The Ultimate Guide to Building an Employee Stories Content Library.