Employee Advocacy
Employee advocacy describes the voluntary participation of staff in a company's external communication by sharing content or reporting on their working day through their personal social media profiles. Personal profiles often reach different contacts than the official company channel.
In practice
Voluntariness is a condition, not a courtesy: obliging staff to post from private profiles is awkward under employment law and produces visibly insincere content. Provide material that is easy to share and clarify in advance what stays internal, such as client names, prices or site details. Point out that employees promoting their own employer should make the commercial connection recognisable. The benefit is often greater in recruitment than in sales: glimpses from colleagues read as more credible to applicants than job adverts do.