Employee advocacy is a valuable strategy that can expand your employer brand, help recruiters reach passive talent and give candidates a more authentic view of your company. But without the right structure, running the program can quickly become another full-time job for Recruitment Marketing professionals who already have a lot on their plates.

If you’re new to employee advocacy, here’s the definition:

An employee advocacy program gives employees and recruiters the tools and support to become employer brand ambassadors, sharing authentic content and experiences with their professional networks that help candidates understand what it’s really like to work at your company.

Employee advocacy sounds relatively simple at first. Your role is to find people who want to participate, give them great content and ideas, encourage them to post on social media like LinkedIn, Instagram, Facebook or TikTok, and measure the results.

But then you actually launch the program and reality sets in.

Suddenly someone needs to plan and create content, communicate with advocates, onboard new participants, answer questions, recognize contributions, track results and keep everyone engaged. As the program grows, so does the work, and what started as a great way to expand your talent attraction strategy can quickly require constant attention just to keep it moving.

This is one of the challenges I hear about across the Rally Recruitment Marketing community. Teams aren’t struggling because they don’t believe in employee advocacy. They’re struggling because they’re already managing employer brand, social media, recruitment campaigns, careers site content, events, technology, analytics and everything else that falls under Recruitment Marketing today.

The good news is that running a successful employee advocacy program doesn’t require you to manage every interaction, create every post or chase employees every week to participate. It requires the right structure, processes and technology to make participation easier for your advocates and the program easier for you to manage and sustain.

In this blog post, I’ll share what you need to run an employee advocacy program that can grow and deliver recruiting results without making it your full-time job.

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