In a noisy marketplace, you need to find tactics that help you build reputation, gain brand awareness, and become a trusted company in your industry.

So, what's one of the strategies you can use?

Leverage employee advocacy tools that help you entrust employees with promoting your brand.

Employee advocacy helps your target audience connect with real people they trust more than the brand — your employees. And according to research, customers consider employees more credible than brand CEOs, influencers, or celebrities.

customers trust employees

Image via Edelman

Much like affiliate or influencer marketing campaigns, employee advocacy programs rely on influential individuals helping you promote your brand.

However, in this case, these individuals you leverage for word-of-mouth marketing are not celebrities or influencers but your own employees.

But there's a problem with this strategy.

There are so many employee advocacy tools that choosing one that suits your needs can be challenging.

But don't fret.

This post will help you find employee advocacy tools with features that meet your needs and company goals.

What to know which ones they are?

Read on to discover the best employee advocacy tools your brand can use.

Employee Advocacy Tools: Detailed Comparison of Features and Why They Stand Out

Why should you leverage the top employee advocacy tools?

Employee advocacy has many benefits besides helping you build brand awareness and grow a positive reputation.

Leveraging it can also:

  • Help build your company culture
  • Empower employees
  • Expose you to top talent
  • Boost your social media reach
  • Increase engagement

There are many more benefits that you get from running an employee advocacy program. However, you will have a hard time managing your program if you don't have the right employee advocacy tools.

These are tools that streamline your employee advocacy process from curating company content and getting employees to share to personalizing for authenticity and tracking performance.

But which are these top employee advocacy tools?

Find out below.

1. Smarp


Image via Smarp

As one of the top employee advocacy tools, Smarp makes it easy to create content for social media and disseminate it to employees.

This employee advocacy tool enables you to accurately segment content so that it's relevant to each employee.

Smarp is also among employee advocacy tools that ensure employees receive real-time alerts of new updates at any time, anywhere.

Key Features

  • Publishing Studio to help you choose the content type and curate communications to employees
  • Accurate segmentation of employees to ensure they share relevant content they relate to
  • Built-in content creation tool to create articles in minutes
  • Employee News App to disseminate latest company news and alerts at any time
  • Advocacy amplifier to ensure employees easily share your messages and become your biggest brand advocates
  • Internal content hub for employees to easily find the content they can share
  • Ability to gamify the experience, keep employees engaged, and help them hone social media strategies
  • AI recommended insights and notifications when there's a drop or spike in performance
  • In-depth reports on engagement, internal communication performance, employee performance, etc.


  • Automation features
  • Ability to customize the employee advocacy platform
  • Enterprise package offers for teams that want to scale
  • Integrates with most social media and employee communication channels


  • You have to invite team members manually, which can be challenging for large teams.


  • Easy to use

Tool Level

  • Beginner


  • Customized depending on needs.

Pro Tip: The news feed on Smarp makes it easy for employees to find content, bookmark it, and leave comments. Asking them to leave comments can be a good way to avoid sharing duplicate content.

2. Hootsuite Amplify

Hootsuite Amplify

Image via Hootsuite

What makes Hootsuite Amplify stand out as one of the most effective employee advocacy tools is its analytics.

With the in-depth reports it offers, you can tell which posts perform well and which employees drive engagement.

Best of all?

It's a great add-on if you already use Hootsuite as a social media management tool since it makes training and onboarding employees easier.

Key Features

  • Library of curated content employees can easily access and share
  • Ability to remind employees to share relevant content
  • Integrates easily with LinkedIn, Twitter, and Facebook
  • Detailed analytics on channels and employee posts
  • Ability to set topics for content type appropriate for different employees
  • Enables employee advocates to recommend content to admins


  • Robust brand advocacy management solution
  • Effective and intuitive mobile app
  • Easy planning and tracking of posts


  • The interface on this employee advocacy tool can appear cluttered for some users and is not easy to navigate.


  • Moderately easy to use

Tool Level

  • Intermediate


  • Contact the team for a demo and pricing details

Pro Tip: Leverage the free resources, webinars, and academy to learn more about the platform and its proper use.

3. EveryoneSocial


Image via EveryoneSocial

What makes EveryoneSocial stand out among employee advocacy tools is its focus on engagement.

This employee advocacy platform collects employee data and then enables you to modify the interface so that employees can stay engaged with numerous incentives.

What's more?

Their extensive analytics tools can help you track which employees drive social media traffic and engagement.

Key Features

  • Powerful tools to help you curate, review, and approve content for employees
  • One-click sharing to help employees share content on social media platforms with ease
  • Tools for organizing employees and delegating responsibilities
  • Gamification features and leaderboards to reward or rank employees
  • Blacklisting or controlling content shared by employees to avoid inappropriate messages
  • Integrations with Microsoft Teams, Slack, Salesforce, Google Analytics, Chrome, etc.


  • Automated content curation and collection
  • Detailed reports


  • Searching for older posts or specific content that isn't recent can be a hassle.


  • Easy to use

Tool Level

  • Beginner


  • Starter: Free
  • Teams: $24 per month
  • Enterprise: Contact sales

Pro Tip: Leverage their HR tool to get employees to share job opportunities. The hiring manager can then easily find potential candidates who come through as personal referrals.

4. Bambu by Sprout Social

Bambu by Sprout Social

Image via Sprout Social

Employee advocacy tools like Bambu by Sprout Social make it easy to amplify your reach, increase engagement, and improve conversion rates with the help of employees.

With it, you can make it easy for employees to access shareable content, customize their experiences, and ensure their messaging aligns with your brand values.

Key Features

  • Create content easily and have employees share in one click
  • Employees can quickly find topics that match their interests and resonate with their audience
  • Detailed analytics you can leverage to build a more impactful content strategy and improve ROI
  • Designated admins to easily add or organize pre-approved content employees can share
  • Ability to add notes or material on the sharing board so that employees know what's urgent or how to share
  • Tools that ensure a streamlined social media sharing process
  • Social selling solution to help sales teams grow thought leadership and drive qualified leads


  • Scheduling functionality
  • Customization options


  • This employee advocacy tool has a complicated and somewhat lengthy initial setup


  • Moderately easy to use

Tool Level

  • Intermediate


  • Request a demo to get pricing

Pro Tip: Leverage their compliance feature to lock posts that you want audiences to share as is without editing. The employee can then either decide to share the post or not.

5. Dynamic Signal

Dynamic Signal

Image via Dynamic Signal

Dynamic Signal is one of the standout employee advocacy tools because it integrates with a wide range of platforms including Slack, Salesforce, Microsoft Teams, SharePoint, Oracle PeopleSoft, etc.

Additionally, Dynamic Signal makes it easy for your employees to share things on social media as it can connect to many social media networks, including WordPress blogs, Twitter, Tumblr, LinkedIn, Instagram, etc.

Key Features

  • Create quality content and tailor it to each employee
  • Easily curate content and import from third-party sites
  • Real-time and personalized push notifications to keep employees in the loop on preferred channels
  • Content submission portal where employees can contribute content
  • Drive employee engagement with polls, surveys, gamification, etc
  • Streamlines content sharing with easy scheduling and the ability to post on multiple channels
  • In-depth reports to help you calculate ROI, reach, content performance, engagement, etc.
  • Easily manage separate leaderboards, social media accounts, streams, etc., from one dashboard


  • Social selling tools
  • Templates for email notifications, social media posts, and newsletters
  • Customization options


  • Complicated functionalities, especially on the back-end, can make it hard for some users to enjoy using the platform.


  • Moderately easy to use

Tool Level

  • Intermediate


  • Contact team for pricing

Pro Tip: Leverage the newsletter feature to build employee trust and make them feel like they play a crucial role in the brand’s success.

6. DSMN8


Image via DSMN8

DSMN8 is one of the finest employee advocacy tools and it can effectively turn your employees into in-house influencers for your brand.

Just the way you can improve your content strategy with influencers, the platform makes it possible for your employees to generate massive engagement for the brand and maximize its reach.

Key Features

  • Author by DSMN8 makes it easy to crowdsource content from employees, review, and publish it
  • Internal communications solution that makes it easy to engage employees, segment, and notify them
  • Lens to streamline the production of photo and video content submissions from employees
  • Employee recognition and rewards for participation and outstanding performance
  • Employer branding software to showcase company culture, influence top talent, and amplify opportunities
  • AI-assisted distribution to avoid duplicating content across social media networks
  • Integrates with Slack, Salesforce, Marketo, Google Workspace, Adobe Analytics, etc.


  • Content customization options
  • Advanced reports
  • Automated workflows


  • Most users complain of the inability to see a preview of posts before they get published.


  • Easy to use

Tool Level

  • Beginner


  • 30-day free trial
  • Self-Service – $599 per month
  • Enterprise – Chat with the team for pricing.

Pro Tip: DSMN8 has a number of free tools you can use to calculate ROI and compare yourself to competitors. These include the ROI Calculator, Reach Calculator, and Engagement Analysis tools.

7. Sociabble


Image via Sociabble

Sociabble stands out among employee advocacy tools because it offers solutions for advocacy, helps with internal communications, and drives employee engagement.

Additionally, it’s among those employee advocacy tools that allow you to get content from numerous online sources and curate it into relevant or personalized messages for employees.

Key Features

  • Internal communication solutions to help you reach employees on numerous social media channels
  • Curate content from listening tools and third-party sources
  • Engage employees with gamification, challenges, quizzes, polls, badges, etc.
  • Track website traffic and lead generation from employee activity
  • Manage, scale, and track social selling success
  • Amplify employer brand content and optimize recruitment opportunities on social media


  • Ability to filter content
  • Numerous customization options
  • Mobile app available


  • The inability to customize the gamification function.


  • Easy to use

Tool Level

  • Beginner


  • Contact sales

Pro Tip: Leverage Sociable’s gamification features to encourage employees to participate in CSR activities and talk about company initiatives.


Q1. What are employee advocacy tools?

A. Employee advocacy tools are solutions that make it easy for your employees to share and endorse brand-related content on their social media channels.

Q2. Which is an example of employee advocacy?

A. An example of a successful advocacy program is one run by Starbucks.

Starbucks has publicly published social media guidelines for their employees to follow and refers to them as partners. Doing this gives them a sense of belonging and encourages participation.

Their employees regularly engage in promoting the brand and showcasing their positive organizational culture. On the other hand, the brand also publishes employee-generated content on various social media networks like Facebook and Instagram.

Their Facebook page currently has over 378k followers, while their Instagram partner account has 139k followers.

Q3. Which are these employee advocacy platforms?

A. Employee advocacy tools you can use include:

  • Smarp
  • Hootsuite Amplify
  • EveryoneSocial
  • Bambu by Sprout Social
  • Dynamic Signal
  • DSMN8
  • Sociabble

Q4. How do you explain advocacy?

A. Advocacy is any action aimed at recommending, arguing for, speaking in favor of, defending, pleading on behalf of, or supporting others.

Q5. How do I get employee advocacy?

A. Start by identifying employees who can effectively promote your brand on social media. Then, with the help of one of the employee advocacy tools, work with these employees to promote your brand and achieve business goals.

Q6. What is social media advocacy?

A. It's the act of leveraging social media users who support your business to help you promote your brand. In most cases, these include influencers, employees, and customers.

Q7. What is your favorite tool for employee advocacy, and why?

A. One of our favorite employee advocacy tools is DSMN8.

With it, we can not only turn employees into influencers but also easily manage internal communications and build robust employee advocacy programs.

Q8. How do you implement a successful employee advocacy program?

A. Create employee advocacy programs with these steps:

  • Identify the program’s benefit to your business
  • Define clear objectives for the program depending on departments it will help
  • Choose channels to leverage
  • Choose the right employee advocates
  • Find employee advocacy tools to advance your program
  • Set launch dates
  • Get stakeholder buy-in
  • Define the program's value and encourage employees to participate
  • Document, track your program, and optimize

Q9. How can you boost your employee advocacy program?

A. Use these tactics:

  • Get executive and stakeholder buy-in
  • Train employees
  • Dedicate resources to help you keep the program running smoothly
  • Identify reliable employee advocacy tools that streamline the process
  • Track employee performance and reward
  • Regularly measure program performance and optimize

Q10. What are the benefits of employee advocacy?

A. Benefits you get from an employee advocacy program include:

  • Increased employee engagement
  • Positions employees as thought leaders
  • Boosts brand visibility
  • Humanizes your brand
  • Increases customer engagement
  • Reduces marketing costs

Which Employee Advocacy Tools Suit Your Business Needs?

Have you found an employee advocacy platform to streamline your program from the ones we listed?

You should.

With the right employee advocacy tools, you not only make it easy to turn your workforce into influencers, but you also help them grow thought leadership in their areas of work.

Most importantly?

You make it easy for your brand to control messages employees share, build brand awareness, amplify reach, and increase conversion opportunities.

Explore the employee advocacy tools we've listed and try them out. Then share your experience and whether these employee advocacy tools meet your needs in the comments.