We often think of social media in terms of platforms, posts, and content calendars. But what if the most powerful tool in your digital kit is actually…people? 

Specifically, your people. 

Employees can be great storytellers for your organisation. When they share authentic posts about their work, people pay attention.  

They could be your best-kept secret when it comes to creating meaningful engagement online.  

Why employee advocacy works 

Whether it’s a LinkedIn post celebrating a project milestone or a candid snap from a community event, employee content tends to feel more genuine. They’ve chosen to share their experience with their network and it often resonates more than polished corporate posts because it’s personal and voluntary.  

According to Edelman, employees are “the most trusted of all company spokespeople – even more than the CEO”. Yet many organisations miss the opportunity to support and encourage employee advocacy.  

For government agencies, local councils, and other public-facing businesses, where public trust is critical, this is a golden opportunity.  

Real, relatable employee advocacy 

You’re not trying to create a team of influencers, but there’s real value in encouraging them to share the human side of your organisation. It might be a team clean-up of a park in your LGA, the launch of a new service, or a behind-the-scenes look at new infrastructure. 

These stories show that there are real people behind the policies and press releases. They demonstrate that your organisation cares, is active in the community, and delivers for the people it serves. After all, people connect with people.  

How to empower staff and manage risk 

Giving employees the autonomy to have an authentic voice on social media doesn’t mean giving up control. With clear guidelines in place, employee advocacy can thrive safely. 

Start by building it into your social media policy, including: 

• What types of content are appropriate to share  

• Expectations of privacy, confidentiality, and compliance  

• Guidance on tone and following the ‘when in doubt, don’t post’ rule  

• Use of approved images or materials  

• Avoiding statements that could be misconstrued as your organisation’s official position  

• Encourage common sense and good judgement 

• How to escalate issues or complaints internally 

You can also use internal communication tools, such as Yammer, to celebrate milestones and get inspired by what others are sharing.  

Keeping your channels of communication open builds trust with your staff, as they will engage more confidently when they know they’re encouraged to do so 

Social media training builds confidence 

Not everyone will feel confident posting on social media or even know where to begin.  

Offering short, practical training sessions can provide direction on what, when and how to post:  

• How to take a good photo 

• Tips for writing a short, engaging caption 

• When and how to tag your organisation’s account 

• Why their voice matters 

The goal isn’t perfection but meaningful participation. 

It also helps to see senior management leading by example. When leaders post and comment online, they set the tone and give their teams ‘permission’ to do the same. 

Your organisation can also engage with these posts. A simple like or comment on employee content, when appropriate to do so, can go a long way. 

If you’re opening the door to more voices, make sure your compliance processes are established. 

You don’t need to monitor every employee’s post, but you do need to with your organisation’s own social media. It’s essential for compliance with recordkeeping legislation (find out how to become compliant here).  

When your staff become your advocates, you’ll likely see more public trust and better engagement on your corporate social channels. They can help shape how your brand is received.