Staff Advocacy of Your Social Content: Why It Matters and How to Do It

Staff Advocacy of Your Social Content: Why It Matters and How to Do It

Getting your team to share your company's social media content can be a game-changer, especially in fields like accounting and law where trust is key. But is it worth it? Let’s dive into what staff advocacy is, why it’s important, and how you can make it work.

What is Staff Advocacy?

Staff advocacy is when your employees share your company’s content on their personal social media accounts, particularly LinkedIn. For accountants and solicitors, this can help your firm reach new audiences and build trust with potential clients. Here’s why it’s a big deal:

Bigger Reach: Your employees have their own networks, so when they share your content, it reaches way more people than your company's social media pages alone. This is very useful for spreading the word about your services.

More Trustworthy: People trust recommendations from friends and family more than they trust sponsored ads. When your staff shares your content, it feels more genuine and less like marketing.

Better Engagement: Content shared by employees often gets more likes, comments, and shares. This can help start conversations and engage more people.

How to Get Your Team On Board

To make staff advocacy work, you need to do it right. Here’s how:

Create Content Worth Sharing

Make sure your content is interesting and relevant so your employees will want to share it. For accountants, this could be tips on saving money on taxes. For solicitors, it could be advice on legal issues like forming a company.

My Hack: Use images or short videos to make your posts more eye-catching and shareable.

Train Your Team

Not everyone is comfortable with social media. Offer some training to help your team feel confident about sharing content. This could cover how to use social media, the basics of personal branding, and how to post in a way that fits with your company’s style.

If you don’t have time for this, contact me and we can set up some in-house training [email protected]

Example: A law firm might host a 1hr workshop on how to use LinkedIn effectively, showing staff how to post updates, share content, and engage with others.

Set Clear Rules

It’s important to have some guidelines for what to share and how to share it. This helps avoid any confusion or mistakes. For example, make sure employees know not to share confidential information or discuss ongoing cases.

Hack Tip: Create a simple guide with examples of good posts and things to avoid.

Lead by Example

When the leaders of your company share content, it sets a good example for everyone else. If they’re active on social media, it encourages the rest of the team to get involved too.

Example: The managing partner of an accounting firm might regularly post about industry news, showing the team how to engage online.

Recognise and Reward Effort

Thank your team members who share content and participate. This can be as simple as giving them a shout-out in a meeting or offering small rewards.

Hack Tip: You could even start a “Social Media Star of the Month” programme to highlight top contributors.

Track Your Success

Keep an eye on how well your content is doing. Use tools to measure likes, shares, comments, and employee advocacy metrics within the LinkedIn platform. This helps you see who’s sharing, what works and what doesn’t, so you can keep improving.

Example: If posts about financial tips get a lot of engagement, focus more on creating similar content in the future.

Key Takeaways: Making It Work

Getting your team to share your company’s content can be a challenge. But get it right, and it will certainly boost your online presence. By creating great content, providing practical social media training, setting clear guidelines, leading by example, recognising contributions, and tracking success, you can turn your employees into powerful brand advocates. When done right, staff advocacy can help you reach more people and build stronger connections with potential clients.

If you need help on how to get your people to be better brand ambassadors, we’d like to hear from you. Get in touch [email protected]?

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