The concept of employee advocacy was good; increase brand visibility, build trust with potential customers, and attract talent; but that promise was never fully realized… until now.
Employee advocacy has long promised to increase trust and attract top talent by having employees share their company’s message. Inspired by Charlene Li’s Groundswell, the core belief is simple: people trust people more than brands.
However, traditional efforts often fall short. While the goal is to boost brand awareness through employee-driven promotion, key issues arise:
- Employees feel disengaged
- Marketing campaigns lack authenticity
- Company leadership involvement is lackluster at best; leaving employees without guidance or inspiration
The solution is a new model, blending leadership-driven engagement with authentic employee participation: the Skyfall & Groundswell model. Executives lead by example, setting the tone for engagement, and employees follow suit. This approach works even better when it’s fun—when employees feel part of a ‘tribe,’ connecting, collaborating, and competing for engagement.
A case study from a top global hospitality firm’s employee advocacy program highlights this shift. Qnary’s audit revealed that employees were disengaged because they didn’t see personal value in participating. They also were unmotivated with a lack of leadership involvement.
By fostering employee-driven engagement with leadership support, companies can revitalize their advocacy efforts—strengthening the connection between leaders, employees, and company values. This not only brings teams closer together but also helps businesses grow by increasing brand awareness, building consumer trust, and attracting top talent.
Reinventing employee advocacy is about empowering both leadership and employees to engage authentically.
By bridging the gap between leadership and teams, businesses can drive impactful advocacy that benefits everyone—creating a triple win for employees, executives, and the business as a whole.