Advocacy
The power of employee advocacy
GORDON GLENISTER, CEO OF EMPLOYFLUENCE. COM, EXPLAINS WHY CONFERENCE ORGANISERS AND VENUES SHOULD BE USING EMPLOYEES AS ADVOCATES
I n the people-driven world of events, word-of-mouth has always been a powerful force. But today, it’ s no longer just about guests and keynote speakers spreading the buzz. One of the most overlooked marketing assets for conference organisers and venue operators is sitting right inside their own business: their employees.
In a time when authenticity trumps advertising, your people are your most credible voice. Employees who are active on social media, engaged in the industry, and proud of their work can become natural brand advocates. They offer a behind-thescenes perspective and a trusted voice that resonates far more than a polished press release or sponsored post ever could.
The events industry is built on relationships, trust, and experience. Potential clients want to see engaging venues and organisers who genuinely care about the details. Employee advocacy adds soul to your brand.
According to Nielsen, 92 % of consumers trust recommendations from individuals over brands. When your team shares what they love about your venue or a successful event they helped execute, they’ re not just sharing content – they’ re building trust with their networks.
What’ s more, employees’ networks are often made up of industry peers and prospective clients – even media, that can create quite a ripple effect.
Frontline force Event organisers and venue staff are already on the frontline of incredible moments. From transforming blank spaces into magical settings to coordinating with top-tier talent and solving last-minute crises with flair; these are the stories that deserve to be told.
Social media users connect with people, not logos. A short Instagram Reel of your technician lighting up a room, or a heartfelt LinkedIn post from your events manager reflecting
“ Employees who are active on social media, engaged in the industry, and proud oftheir work can become natural brand advocates”
Left: Gordon Glenister on a successful conference, can be more engaging than any traditional ad.
Practical content ideas for employee advocates Here are a few ideas to get your employees’ creativity flowing:
• Behind-the-scenes stories: A day in the life of an events coordinator, setting up a stage, or a candid moment with the catering team preparing for a gala dinner.
• Event countdowns and live updates: Sharing excitement in the lead-up to an event, or quick updates and fun moments during the day.
• Testimonials and shoutouts: Highlighting amazing client feedback or showing appreciation for partners and team members.
• Learning and insights: Employees sharing what they’ ve learned from events, trends they’ re noticing, or innovations they’ re implementing.
• Staff takeovers: Let team members‘ take over’ the company Instagram or LinkedIn Stories during a major event to show it through their eyes.
• New hires: Employees that share‘ we are hiring’ posts can find they are reaching people that traditional recruitment methods don’ t therefore reducing fees. Successful employee advocacy doesn’ t happen by chance; it requires a culture that values employee voices. At Employfluence, we help organisations unlock the potential of their people through structured employee advocacy programmes. That means offering content ideas, social media training, and empowering staff to be themselves online.
When those people become advocates, your brand becomes more relatable and more visible. Brands like IBM, Dell Computers, Curry’ s, KPMG, Adobe, Spotify, Starbucks and many others have all embraced employee advocacy, so think about your people and the stories they’ re already living, just waiting to be shared. n
ISSUE 137 / CONFERENCE & MEETINGS WORLD / 19