Employee Advocacy

A social media strategy that’s limited to company-owned pages is missing out. Your users, employees, and influencers have the power to vastly increase your reach. 

At Wix, my team and I piloted our first-ever Employee Advocacy program, creating the training materials, support mechanisms, and tracker to measure performance. In our first round of the program, we trained 60 top performing employees and emerging leaders to create content across mediums and platforms – not just LinkedIn. 

The program received positive internal feedback, with over half of participants creating and sharing content to their channels. On average, video content created by employees and shared to their pages had 4X the watch time of our brand page. Engagement and reach were 2-3X our company page on LinkedIn, and the first round of the program approximately 4Xed the volume of content about Wix on the platform.

With 0.5% the number of followers as the brand page, this employee’s post received 2X the number of likes and 9X the number of comments about our collaboration with Manchester City and user/influencer How Ridiculous. 

We also used the training to identify potential on-camera talent for our pages, and future plans for scaling the program include rolling the training out as part of our company onboarding and 1:1 support for select experts to act as content creators on their own pages.  

Developed AMA-style series featuring employee experts in various content pillar areas, including SEO, marketing, and more. My team and I assisted with scripting and developed a guide to train employees how to film.

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