When you’re looking for a new restaurant, you often rely on real customer reviews. When you consider buying a product, a friend’s recommendation is more convincing than a flashy TV ad. In the world of recruitment, the situation is not so different. Amidst everything companies say about themselves, the most important question remains: "What do their employees say?"

In this article, we will highlight the power of "Employee Advocacy" as one of the strongest strategies for building an employer brand. We will explore the reasons why employees are the best advocates for your brand, how companies can empower them to become authentic ambassadors, and review real-world examples.

The Power of Employees' Voices: Unmatched Credibility

Job seekers extensively research company reviews and ratings online before applying for any position. This is where the employee's voice stands out as the most credible source of information about a company. According to research from Glassdoor, an employee's voice is three times more credible than a CEO's when discussing working conditions at a company.

Polished marketing campaigns cannot replace real stories. The testimonials and success stories narrated by employees themselves give the employer brand a human touch and add a crucial element: trust. While an ad can be polished and professional, employees' stories that speak of challenges, successes, and the daily work environment are what build credibility and attract talent on a foundation of honesty and transparency.

Turning Employees into Ambassadors: Strategies for Empowerment

Employee advocacy does not happen on its own; it is a direct result of a strong culture and a positive employee experience that genuinely makes employees want to share their stories. Therefore, companies must empower and motivate their employees to become brand ambassadors through practical strategies:

Encouraging Participation on Social Media: Platforms like LinkedIn, Instagram, and X (formerly Twitter) are ideal channels for employees to share their daily experiences and professional achievements. Companies can provide clear guidelines on how to represent the company online and encourage them to use a specific brand hashtag (e.g., #LifeAt...).

• Using Storytelling Content: Companies can help their employees tell their stories through engaging content such as videos, interviews, and written posts. This content, in which employees share their real experiences, adds immense credibility to the brand's messages.
  
  

• Recognition and Reward Programs: Employees who actively participate in branding efforts should be appreciated and rewarded. These rewards can be tangible or intangible, such as public recognition, small financial bonuses, or simply an expression of gratitude.
  
  

• Employee Social Media Takeovers: This is an innovative strategy for building trust. By allowing employees to take over the company's social media accounts for a day, they can share a behind-the-scenes look at their daily lives, offering followers an authentic and realistic view of the workplace.

Proven Strategies: Real-World Examples

Many leading companies in the field of employer branding have proven the effectiveness of leveraging their employees' stories.

• Marriott Careers: Marriott uses storytelling as a core element on its professional social media pages. It regularly publishes short video interviews titled "Five Question Friday," in addition to videos that highlight employees' achievements and hobbies, which adds credibility to their brand messages.
  
  

• Work at Eneco: This company builds trust with its audience by allowing employees to take over its Instagram account for a full day. Employees share their personal experiences, such as filming their day in the office or their fieldwork, which gives potential applicants an opportunity to realistically learn about their future work environment and its nature.
  
  

• Netflix: Netflix has gone beyond traditional employer branding marketing methods by launching its own podcast, "WeAreNetflix Podcast." In this podcast, employees speak candidly about their daily lives at the company, including challenges and positives, which reflects a blend of authenticity and creativity.
  
  

• HubSpot: HubSpot relies on a "culture of transparency and empathy" in its employer brand. For this purpose, they created accounts and platforms like "HubSpotLife" and special hashtags to publish employee stories and user-generated content, which genuinely reflects their work environment.

The Fatal Mistake That Can Ruin Everything!

This mistake is, quite simply, pretense. You should never force or pressure employees to beautify the company's image through these channels. They must convey a real employee experience. Every positive thing employees share with the public and every unique experience must be something they have actually gone through. Therefore, first and foremost, you must focus on designing an excellent employee experience that cares for the employee and the work environment, meets their needs, and respects their privacy. A positive employee experience is the beginning.

Presenting an exaggerated or inauthentic image of the company may initially attract candidates, but it will lead to a lack of trust and damage the reputation as soon as the contradiction between promises and reality is discovered.

In conclusion, the best strategy for building a strong employer brand is not about spending on advertising, but about investing in your employees. When employees feel appreciated, have a sense of belonging, and are proud to work for your company, they will automatically become the best and most honest advocates for your brand. Empowering your employees to turn their personal stories into a part of your brand's story is a powerful and effective strategy for building trust and attracting the best talent.