Employee Advocacy creates value for both the company and its employees.
For the company, it turns employee expertise and experience into authentic communication that feels more personal and credible than traditional corporate content. It also helps the company reach new audiences through the combined professional networks of its employees.

For participants, the program is an opportunity to build a personal brand, increase professional visibility, grow a relevant network, and create new opportunities for career development, speaking engagements, industry recognition, and business relationships.

Employee Advocacy programs can be built around different business goals. The focus of the program determines which employees take part, what content they create, which audiences they engage with, and how results are measured.

1. Brand awareness and thought leadership
Employees share their expertise, industry insights, and professional experience through their personal social media profiles. This helps the company reach new audiences, strengthen its reputation, support PR activities, and communicate through real people rather than only through corporate channels.

2. Employer brand and talent attraction
Employees share authentic stories about their work, teams, projects, company culture, and career opportunities. This gives potential candidates a clearer view of the company and helps build trust in the employer brand.

3. Social Selling and business development
Employees grow relevant professional networks, build relationships with potential clients and partners, and use content, networking, and direct communication to create new business opportunities. Depending on their role, participants may manage these conversations themselves or pass qualified contacts to the sales team.

There are no restrictions on which functions or seniority levels can take part. The participant mix should reflect the program’s goals. For talent attraction, companies may focus on department heads, HR teams, hiring managers, and employees who can share an authentic view of their roles and teams. For Social Selling and lead generation, it is usually more effective to involve employees who work in sales, business development, partnerships, or other client-facing roles.

When possible, it is better to start the pilot with directors and senior leaders. Their participation shows that the company values public communication and supports employees who share their expertise and experience online. It can also encourage more employees to join and make the program easier to scale after the pilot.

Recommended selection criteria:

1. At least one year with the company
Participants should understand the company, its culture, and internal processes well enough to speak about them confidently.

2. Interest in personal branding and social media
They should be motivated to develop their professional presence and use social media regularly.

3. Willingness to create content
Participants should be ready to share their expertise, work experience, and professional perspective in their own voice.

4. Openness to public communication
They should be comfortable taking part in events, podcasts, interviews, industry discussions, or other external activities.

5. Time and commitment
Participants should be ready to attend the sessions, complete practical assignments, and continue applying what they learn.

Previous activity on professional social media is helpful but not required. What matters more is that participants are open to posting regularly, using social media professionally, and developing their personal profiles.

Before the program begins, the company should also prepare clear internal guidelines for social media and public communication. These guidelines may cover which topics employees can discuss, what information must remain confidential, how clients and projects can be mentioned, and whether any posts require approval. 

Once the participant group and internal guidelines are in place, ModumUp provides the training, mentoring, practical assignments, and individual feedback participants need to build a consistent professional presence on social media. We offer two program formats depending on the company’s goals, group size, and desired level of support.

1. Four-week Employee Advocacy workshops

2. Twelve-week Employee Advocacy mentoring program

A practical one-month program that gives employees the knowledge, tools, and confidence to use social media professionally and support the company’s goals.

This format works well for companies launching their first Employee Advocacy cohort, introducing employees to the core principles of Employee Advocacy, or training a larger group within a short period of time.

The program includes four 1.5-hour online workshops for up to 30 participants, practical assignments, individual feedback, and supporting materials that participants can continue using after the program.

Workshop topics

1. Professional positioning and social media profiles
Participants define how they want to be known professionally and update their profiles to reflect their expertise, experience, and role within the company.

2. Expert and personal content
Participants learn how to choose relevant topics, turn their experience into authentic content, and create posts that feel natural and useful to their audience.

3. Audience growth and professional networking
Participants learn how to identify relevant audiences, grow their professional networks, and build relationships through content and meaningful interactions.

4. Using Employee Advocacy to support company goals
Participants learn how their social media activity can support brand awareness, employer brand, talent attraction, and business development. Social Selling and lead generation techniques can be included when relevant to the goals of the program.

By the end of the program, participants will have updated professional profiles, clear personal positioning, a set of content themes, their first posts or drafts, a plan for growing their audience, and practical communication skills they can continue applying independently.

The same workshop format can be adapted to different business goals and participant needs.

For ANCOR, the main goal was to strengthen the employer brand and attract potential candidates. The program helped 22 employees use LinkedIn to share their expertise, give audiences a more personal view of the company and its culture, and communicate career opportunities.

For Dodo Brands, the focus was on helping employees develop stronger professional profiles and use LinkedIn more consistently. Since the group included both beginners and experienced social media users, the program was structured so participants could apply the material at their own level and build sustainable habits for creating content and growing their networks.

A three-month program for companies that want employees to build consistent habits, apply Employee Advocacy in practice, and continue developing the program after the mentoring period.

The program includes weekly online mentoring sessions for up to 12 participants, practical assignments, individual feedback, ongoing support, progress tracking, and supporting materials. The longer format gives participants time to test different approaches, publish content, grow their professional networks, and adjust their plans based on real results.

How the 12-week program works

Stage 1. Positioning and profiles
Participants define their professional positioning, identify the topics they want to be known for, clarify their target audiences, and update their social media profiles.

Stage 2. Content and visibility
Participants develop content themes, create and publish posts, and build a realistic content routine. They receive individual feedback and improve their content based on audience response.

Stage 3. Networking and goal-specific mechanics
Participants identify relevant audiences, grow their professional networks, and learn how to build relationships through content and direct communication. Depending on the program’s goals, this stage may include employer brand, talent attraction, thought leadership, Social Selling, or lead generation techniques.

Stage 4. Optimization and continuation plan
Participants review their progress, identify the approaches that work best for them, and create an individual plan for continuing their social media activity after the program.

By the end of the program, participants will have clear professional positioning, updated profiles, published content, a sustainable content routine, a relevant professional network, practical Employee Advocacy or Social Selling experience, and an individual continuation plan.

The mentoring format can be adapted to different business goals and participant needs.

For EXANTE, the goal was to generate B2B opportunities through employees’ personal LinkedIn profiles. ModumUp ran two international mentoring cohorts for 20 employees, combining weekly sessions with individual support. Participants worked on positioning, content, audience growth, networking, follow-up strategies, and lead generation. They started active conversations and calls with banks, brokers, and other financial institutions, and around 70% remained active on LinkedIn after the program ended.

For a boutique IT recruiting agency, the goals were to build brand awareness and generate new business through a LinkedIn brand ambassador program. Twelve employees from recruiting, marketing, and sales completed a practical three-month program with group sessions, individual coaching, and ongoing support. During the program, they added 6,767 targeted connections and generated two inbound leads, including one that became a signed contract. The company continued the program independently and, over the following 90 days, participants’ content received more than 2.7 million views and 16,738 engagements.