How Social Advocacy Reduces Hierarchy at Work

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Approx. 3 min. read
Last updated: November 2, 2017

Brand ambassador programs can bring the company closer together, while allowing for better communication to take place, both externally and internally.

A lot has been said about the benefits of Employee Advocacy for marketing, sales, recruitment and communication. It can result in increased traffic, engagement with content, positive word-of-mouth and more leads. It can also position employees as thought leaders and industry domain experts. Employees’ particular knowledge can be of use and interest to their connections, and sharing this information online can build up their professional image.

But brand ambassador programs are also a key way to boost the company culture and shape internal communication. The traditional top-to-bottom hierarchy is increasingly less suited for today’s workplaces, with new types of technology taking over communication and new possibilities for employees to participate in and contributing to strategic business decisions.

What impacts can Employee Advocacy have on the culture and communication structures?

It’s about inclusion

One of the central notions of Employee Advocacy is to include everyone into branding and make them feel part of the company mission. There needs to be structure in place for the program, but when employees feel confident in what they can share and how they should act on social media, they can take part and insert their individual personalities into the mix. Employee involvement is a great way to reduce hierarchy and flatten structures that may hinder effective working.

Related: What is Employee Generated Content (EGC) and How Does It Support Social Advocacy

Employees Feel Trusted

Encouraging social media use on behalf of the company sends a signal of trust and transparency from the organization. Guidelines based on this trust are designed to let employees know that their efforts count and their social media shares will speak for the brand. Think freedom, not restriction, when it comes to employees acting as brand ambassadors.

Different departments Can Learn from Each Other

Rooting for the same cause becomes apparent in an initiative such as Employee Advocacy. When it comes to sharing and discussing relevant company content, employees can find relevant information, contribute ideas and pass those on.

Employee advocacy online tool

Reduces Knowledge Silos

Shared tools for advocacy enable better information flow, both internally and externally. Access to information that can enable every individual to work better can save excess time and allow for several viewpoints to be factored in. Social advocacy is about collaboration, and breaking down silos doesn’t happen without effort by the leadership, as well as individual employees.

Want to find out about Employee Advocacy? Download our free guide below.

The Definitive Guide to Employee Advocacy

Annika Rautakoura
November 02, 2017