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How Engaged Employees Become Your Brand’s Biggest Asset

How Engaged Employees Become Your Brand’s Biggest Asset

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Camilla Brambilla Pisoni | Content Creator & Copywriter at Ambassify

Engaged employees are often not just completing tasks but also openly and positively talking about your company to people outside of your organization. That's why they are your brand’s biggest asset: with the right tools, you can leverage them and their genuine endorsements to spread a positive message about your brand.

Picture this: an employee who not only shows up to work but also shows up for your brand. They’re not just completing tasks—they’re cheering for the company on social media, telling people outside of work about your company culture, and even stepping up to contribute ideas that elevate your business. 

These are engaged employees who’ve naturally become your brand’s biggest advocates. It’s a synergy that every company dreams of, but few know how to cultivate and leverage.

This is the result of how employee engagement and a strong internal culture can come together to make your employees genuinely committed to your company values and goals. And that will translate into employee advocacy. Let’s dive into why employee engagement and advocacy go hand in hand—and how you can unlock this dynamic duo for your organization.

Employee Engagement and Employee Advocacy: Two Sides of the Same Coin

At its core, employee engagement is about connection. Engaged employees feel emotionally invested in their work and aligned with the company’s mission. It boils down to how much employees can identify with the organization's values and see themselves in their goals and culture. 

Employee advocacy, on the other hand, is the outward expression of that connection—whether it’s recommending the company to others, sharing company updates on LinkedIn, or singing the brand’s content in everyday conversations and on social media.

Think about it this way: engagement is the foundation, and advocacy is the natural next step. Employees who feel valued, heard, and empowered are far more likely to take that extra step to become vocal advocates for your brand. Without engagement, advocacy can feel forced or inauthentic—and chances are it won’t even happen when forced. And without employee advocacy, you’re missing out on a powerful way to amplify your brand’s message through authentic, trusted voices.

Why Engaged Employees Make the Best Advocates

When employees are genuinely engaged, their advocacy is organic and authentic. Here’s why:

  • They Believe in Your Mission. Engaged employees don’t just understand your mission—they embody it. They see the bigger picture and feel proud to be part of something meaningful. This pride naturally extends beyond the workplace, making them enthusiastic ambassadors for your brand.
  • They Speak Authentically. Unlike traditional marketing campaigns, employee advocates bring authenticity. People trust people—and a glowing review or social media post about your work culture from an employee carries more weight than polished corporate messaging.
  • They’re Already Connected. Your employees are embedded in communities that you, as a brand, might struggle to reach. Whether it’s their professional network, social circles, or niche communities, their advocacy has the potential to resonate with diverse audiences (and attract more talent and prospects to your brand).

Creating a Culture That Fosters Engagement and Advocacy

So, how do you move the needle from engagement to advocacy? 

Start with listening. Engagement begins with understanding, and it’s not born out of thin air. Use surveys, feedback sessions, and one-on-one check-ins to get a pulse on what your employees value and need. 

Intranets, for example, make it easy to centralize and act on employee feedback, ensuring that everyone feels heard. You can also use them to ensure alignment of values, goals, and objectives. Employees are more engaged when they see how their work contributes to the larger goals, so communicating your mission and how individual roles align with it will have a huge impact.

How to Properly Leverage Employee Advocacy

If you notice advocacy naturally occurring in your company or if you see the potential for it, you should know that there are ways to turn it into an orchestrated effort that can deliver concrete results.

The essential step is to provide the right tools for it. You want to make it easy for employees to advocate, namely to share your content and their personal experiences about the company on social media. Employee advocacy platforms will help you structure advocacy and build a community of advocates with whom you can share content for them to share as social media advocates

For example, you can provide pre-approved branded content, templates, or quick-share updates and ask to share those on social media. The less friction there is, the more likely employees are to participate.

Often enough, employees will already be sharing on social media company content, anecdotes, and photos, and they will be happy to do so formally. Giving them a designated space to be advocates and find whatever content they need and want will give them the confidence to up their efforts.

The Bottom Line

Engaged employees are more than just happy workers—they’re your brand’s biggest assets. They bring authenticity, reach, and passion to your brand’s message in ways no marketing campaign ever could. 

By fostering a culture of engagement and providing the tools for advocacy, you can transform your workforce into a powerful marketing engine. Remember, it’s not about forcing employees to become advocates. It’s about creating an environment where advocacy is a natural extension of their engagement.