Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

Build a voluntary programme people want to participate in before purchasing software to distribute content.

Employee advocacy works best when people have something useful to say and feel comfortable saying it in their own voice. Buying a platform does not create that willingness.

Software can make approved material easier to find, simplify participation and help administrators understand what is being used. The buying question is whether those functions solve a real programme problem, rather than whether the organisation could theoretically reach a large combined network.

Define why the programme exists: sharing expertise, supporting recruitment, explaining products or helping relevant audiences discover the organisation. Avoid combining every possible objective in the first pilot.

Invite a small group of willing participants. Ask what they would feel comfortable discussing, which channels they use and what support would help. Participation should not depend on everyone publishing identical corporate messages.

Agree expectations with relevant internal teams. Clarify disclosure, sensitive subjects, approval routes and where employees can ask questions. Use the organisation's existing policies and applicable requirements.

Offer a mix of prompts, source material and suggested copy. Encourage participants to add their own experience where appropriate. An expert's explanation of a common customer problem is often more useful than a generic announcement.

Test whether people understand the material and can adapt it without excessive effort.

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