Employee advocacy, definition
For leaders, employee advocacy involves displaying one’s interest in and understanding of digital transformation. For employees, it is a means of strengthening their capacity for action and communication, both inside and outside of the company.
This approach consists in encouraging employees to share engaging content on social networks, related to the company and the industry. By becoming E-Ambassadors, employees develop their personal brand while increasing the company's visibility on social networks.
They become E-Influencers while contributing to the development of the company's image and e-reputation.
The JIN teams firmly believe in the concept of employee advocacy: it is a mode of communication based on trust, sincerity and benevolence, cardinal values of the contemporary brand. An employee or an executive who publicly commits to promote or defend the reputation of his brand and products is the most obvious sign of trust and benevolence towards his company.
While many question the sincerity of communication, it seems to us that employee advocacy has become an essential base in brand building.