Browse Definitions :
Definition

employee advocacy

Contributor(s): Ivy Wigmore

Employee advocacy is the promotion of an organization by its staff members.

A business may ask employees to actively promote the organization, often through social media, as an element of their jobs. However, the most compelling employee advocacy consists of freely-offered communications on the part of the workforce. The question of whether or not staff members are likely to freely promote an organization is highly related to the degree of employee engagement in the workplace, and employee engagement is largely a factor of the corporate culture and the employer’s ability to make working for them a positive experience.

Forrester research studied the status of employee advocacy through a global survey of over 5,500 information workers. The survey used a 10-point Likert scale to quantify the response to two questions:

  • How likely are you to recommend your company's products or services to a friend or family member?
  • How likely are you to recommend a job at your company to a friend or family member?

The results of Forrester’s research indicated that there is a great deal of room for improvement. Overall, the North American score was negative twenty-four percent on the employee advocacy score for recommending their company's products and services. Forty-nine percent of the information workers sampled were detractors, twenty-four percent were neutral and just twenty-seven percent were promoters. For job referrals, the overall score was negative sixteen percent, with forty-three percent detractors, twenty-nine percent neutral and twenty-seven percent promoters.

See a Google hangout on the topic of employee advocacy:

This was last updated in October 2014

Continue Reading About employee advocacy

Join the conversation

2 comments

Send me notifications when other members comment.

Please create a username to comment.

If you make a product that offers a compelling benefit, employees will advocate for it just out of due course. If you have to work on getting your employees to advocate for your company, that may be telling you something. It felt fun going to my current company when I transitioned jobs, and when asked if I knew about their product, I was able to truthfully say "yes, I and a dozen other people wrote a book while using it, I've been a customer for two years!"
Cancel
Not many companies have implemented employee advocacy. It's like an internal building of the company between the employees. Great article - gives a nice insight about employee advocacy.
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

SearchCompliance

SearchSecurity

  • computer worm

    A computer worm is a type of malicious software program whose primary function is to infect other computers while remaining ...

  • Single Sign-On (SSO)

    Single sign-on (SSO) is a session and user authentication service that permits a user to use one set of login credentials (e.g., ...

  • Certified Information Systems Auditor (CISA)

    Certified Information Systems Auditor (CISA) is a certification issued by ISACA to people in charge of ensuring that an ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • disaster recovery team

    A disaster recovery team is a group of individuals focused on planning, implementing, maintaining, auditing and testing an ...

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

SearchStorage

  • VRAM (video RAM)

    VRAM (video RAM) is a reference to any type of random access memory (RAM) used to store image data for a computer display.

  • Kilo, mega, giga, tera, peta, exa, zetta and all that

    Kilo, mega, giga, tera, peta, exa, zetta are among the list of prefixes used to denote the quantity of something, such as a byte ...

  • flash memory

    Flash memory, also known as flash storage, is a type of nonvolatile memory that erases data in units called blocks.

Close