EMPLOYEE EXPERIENCE
The needs of employee advocacy programmes have also grown more complex, with many organisations looking to develop employee-led brand building initiatives, rather than simply resharing content. Many organisations are responding by developing upskilling initiatives and resources to boost staff confidence in using social media for promoting the employee brand, incorporating gamification into advocacy programmes to motivate younger employees and focusing on culture development to create workplaces employees naturally want to champion.
Why aren’ t employees posting? Each generation has slightly different hesitations when it comes to participating in employee advocacy programmes. Older generations will often prioritise autonomy and privacy when it comes to social media, while younger generations may see sharing company content on their personal social media accounts as inauthentic. Research from Hinge Research Institute also reports that 75 % of employee advocates say they have received no formal social media training from their employer – meaning that staff are often both unmotivated and uninformed on approaches to employee advocacy.
In order to better empower staff of all generations, many leading companies have developed more robust employee advocacy programmes to empower their staff – such as Cisco. The company’ s # WeAreCisco employer brand focuses not just on sharing corporate messaging, but amplifying unique voices across its global workforce of more than 80,000 employees. On a company level, many of the posts Cisco shares across its social media platforms under WeAreCisco is employee generated content( EGC), and features snapshots of working life – such as home offices, team outings and volunteer work. The company also hosts a dedicated blog for employees to write accounts of their career journeys and professional highlights – helping to better humanise the brand for prospective talent.
90 July 2026