Authenticity is key to cutting through the noise

Building Your Personal Brand and Boosting Business

In today’s digital-first world, employee advocacy has emerged as a powerful tool for both individuals and companies to amplify their voices and reach wider audiences. Gone are the days when a company’s official channels were the only platform for promotion.

We are now recognized as key advocates, bringing a level of authenticity and personal connection that no corporate post can replicate. I have indeed used this approach for several years; I posted blogs based upon my own experience, feeling, believe, and yes I knew that it helped me “brand myself” both internally the company I worked for (last employer was IBM until July 1st) as well as externally, which helped me build also a great network outside the company I worked for. During my “IBM days” I also (re)-posted many company values, products, solutions etc. as I was (I still am) proud of those and I wanted the world to know about it..

I write this blog because I believe branding yourself and also branding the company you work for is a two-way street, benefiting both individuals and companies. For companies, it amplifies their reach, builds trust with audiences, and fosters a more engaged workforce. For us employees, it’s an invaluable tool for personal branding, networking, and career growth. In an age where authenticity is key to cutting through the noise, employee advocacy offers a genuine, human approach to marketing and engagement.

Why Employee Advocacy Matters

In today’s professional landscape, the why behind any action is what drives true commitment. For employee advocacy, the why is crystal clear: it humanizes companies and builds trust through the voices of real people. It’s not just about promoting a brand; it’s about empowering employees to share their genuine experiences, insights, and stories. This level of transparency builds stronger connections with clients, partners, and the public, fostering trust and credibility in an increasingly skeptical world.

People are more likely to trust a message that comes from an individual than a corporate entity. Employees have their own networks, built on authentic relationships, and when they advocate for their company, they bring personal influence into the conversation. This is why employee advocacy has become essential—it takes marketing and branding out of the boardroom and places it in the hands of real people with real experiences.

Why Does This Matter to you?

1. Building a Personal Brand

Personal branding is more critical than ever. By engaging in advocacy, you have the opportunity to demonstrate your expertise, insights, and values to a broader audience. This is especially important because employers and recruiters often look at social media profiles to assess potential candidates. By regularly sharing relevant content and participating in industry discussions, you can curate a digital presence that reflects our professional capabilities. This helps us stand out and become go-to voices in our fields.

We are no longer just representatives of our company; we are micro-influencers within their networks. When we consistently share thoughtful insights, we attract attention not only to our own profile but also to our company, positioning ourselves as indispensable assets. In the long term, this can lead to career growth opportunities, whether through promotions, leadership roles, or job offers.

2. Networking and Influence

Employee advocacy enables us professionals to expand our networks organically. By sharing content and engaging in discussions on platforms like LinkedIn, we can connect with industry peers, influencers, and potential mentors. These relationships are vital for professional growth as they offer learning opportunities and potential career paths. Having a strong network can also provide a safety net during times of career transition.

Through advocacy, we are positioning ourselves at the center of industry conversations. This not only expands our reach but also elevates our influence within our professional communities. Engaging with content from peers or industry experts also fosters reciprocal relationships, where others may start sharing or engaging with our content, further boosting our visibility.

3. Skill Development and Thought Leadership

Employee advocacy helps us stay on top of industry trends, news, and innovations. To share meaningful content, we must engage with the latest developments in our field, which in turn helps us stay relevant. Regularly contributing our thoughts, experiences, and solutions to common industry challenges sharpens our communication and critical thinking skills, positioning ourselves as thought leaders.

In addition, by actively participating in advocacy, we develop social media savviness, which is a valuable skill in today’s digital-driven economy. Understanding how to effectively communicate and engage on platforms like LinkedIn can enhance our visibility and make us more attractive to future employers.

4. Ownership and Empowerment

Employees who engage in advocacy often feel a greater sense of ownership and empowerment. When we are given the autonomy to share our unique perspectives, we feel more connected to the company’s mission. This fosters a deeper sense of loyalty and satisfaction, as we are contributing to the success of the organization in a meaningful way.

Being trusted to advocate for the company allows us to align our personal values with the organization’s goals, which can boost morale and drive engagement. It’s a form of recognition that says, “Your voice matters.” When we feel valued and empowered, we tend to be more motivated, productive, and committed.

5. Career Growth and Opportunities

Advocacy can lead to tangible career benefits. As we build our personal brand and expand our networks, we become more visible to recruiters, industry leaders, and other potential employers. This can translate into opportunities for career advancement, collaborations, or even new roles that align with our skills and aspirations.

Furthermore, employees who actively engage in advocacy often develop a more comprehensive understanding of their industry; at least this works for me. This perspective, combined with our expanding network, equips us to leverage emerging opportunities, be it in the form of speaking engagements, partnerships, or leadership roles. For those seeking to transition into new industries or roles, having an established personal brand and a robust network can make all the difference.

How to Implement Employee Advocacy

Implementing an employee advocacy program requires more than just encouraging us as employees to share company content. It’s about creating a culture that empowers us to be authentic, while also providing us with the tools and support we need to be effective advocates. Here’s my view how to do it:

1. Provide Training and Resources

Not every employee will be naturally comfortable with social media or understand how to create a strong personal brand. Providing training on topics like social media best practices, personal branding, and effective communication can help employees feel more confident in their roles as advocates. Offering resources such as curated content libraries, branded visuals, and suggested messaging can also make it easier for employees to participate in advocacy while maintaining consistency in the company’s messaging.

2. Encourage Authenticity and Personalization

Employee advocacy works best when employees feel free to share their own experiences, perspectives, and insights. Encourage employees to put their personal spin on the content they share—whether that’s offering their own commentary, sharing personal success stories, or highlighting projects they’re passionate about. Authenticity is key to building trust, and it’s what makes employee advocacy so powerful.

3. Create a Supportive Infrastructure

A successful employee advocacy program needs the right infrastructure in place to support it. This includes user-friendly platforms or tools that allow employees to easily share content, track their impact, and engage with others. Tools like employee advocacy platforms can streamline the process, making it easy for employees to find and share relevant content while tracking engagement metrics. Additionally, internal support through dedicated advocacy managers or teams can provide guidance, encouragement, and recognition.

4. Recognize and Reward Participation

To keep employees motivated and engaged in advocacy, it’s important to recognize their efforts. This can be done through regular shout-outs in team meetings, internal newsletters, or company-wide platforms. Additionally, tying advocacy to rewards—such as bonuses, recognition awards, or even professional development opportunities—can incentivize participation. When employees see that their contributions are valued, they’re more likely to stay engaged and active in advocacy efforts.

5. Align Advocacy with Business Goals

For an employee advocacy program to have long-term success, it must align with broader business goals. This means that the content shared should not only be beneficial for employees' personal brands but should also reflect the company’s values, mission, and strategic priorities. Whether the goal is to boost brand awareness, attract talent, or enhance customer relationships, ensuring that the content supports key business objectives will make the program more impactful for both the company and its employees.

Conclusion: Employee Advocacy as a Win-Win Strategy

Employee advocacy is a two-way street, benefiting both individuals and companies. For companies, it amplifies their reach, builds trust with audiences, and fosters a more engaged workforce. For us, it’s an invaluable tool for personal branding, networking, and career growth. In an age where authenticity is key to cutting through the noise, employee advocacy offers a genuine, human approach to marketing and engagement.

When companies foster a culture that encourages advocacy, they are not just boosting their own brand but also investing in our professional growth. This symbiotic relationship can lead to stronger organizational loyalty, higher employee satisfaction, and greater long-term success for both parties.

So, whether you are a company looking to empower your employees or an individual aiming to build your professional brand, the path forward is clear—embrace employee advocacy, and unlock its potential to transform careers and businesses alike.

Please let me know your thoughts on this subject in a reply