When real employees share what it’s like to work at your company, the right candidates pay attention.

91% of employers use social media to hire. 86% of job seekers use it to land their next role. So clearly social media is more than just #BookTok and cat videos. And, since your employees are almost certainly active on social media, the most powerful recruiting tool you have could be sitting right in your office and on your payroll.

Think about it: chances are your employers already have an online presence and they know your company better than anyone else. They understand what makes your workplace tick and can show that far better than any corporate brochure. So why not tap into their firsthand perspective and turn your team into ambassadors for your talent brand?

What is Employee Advocacy?

Employee advocacy is pretty simple when you break it down. It’s the process of having your team members share positive content about your company on their personal social media accounts. That could be anything from announcing a new hire to a mentorship program to snapping a casual photo in the break room. Ideally, job posts get shared too.

Often, companies rely on official accounts to carry these messages, but that approach only goes so far. Content shared by actual employees reaches much further, often into new circles, and lands with a kind of authenticity you really can’t fake.

Employee advocacy works because people trust what comes from someone they know. Most employees spend years building up their own networks, and those authentic connections make any recommendation they share feel much more believable than anything coming from a corporate account.

Why Companies Love Employee Advocacy Programs

The benefits for businesses are pretty impressive. Research quoted in Sprout Social found that company messages shared by employees reached 561% more people than when the same content was posted on official brand channels. Imagine how many passive candidates your job posts and employer value proposition (EVP) could reach with that kind of amplification, especially if you’re a smaller company or niche brand and no one knows who you are.

Employee advocacy also tends to drive better results across the board. Gallup surveys repeatedly find that companies with highly engaged employees outperform their competitors, and brand advocates rank among your most highly engaged employees. When your team feels connected to your mission and excited to share it, that energy shows up in their work quality.

For talent acquisition teams, employee advocacy can add serious weight to your EVP.  Candidates can spot corporate BS from a mile away, and they look for proof that your company is walking the talk on their employer brand. When potential candidates see current employees posting positively about their workplace, it creates a pipeline of people who are sold on your messages and  attracted to your company culture. These tend to be much higher-quality leads than cold applications—and don’t forget, this type of recruitment marketing is free.

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