In recent years, employee advocacy has become a buzzword that has captured the attention of public relations, marketing, human resources, and business circles. The concept of having employees voluntarily promote, recommend, or defend their organization has existed for a long time. However, the rise of social media and the fact that people place a significantly higher level of confidence on their personal networks over company messages, has increased the perception that employee advocacy needs to be seen as a priority by organizations. Naturally, these outcomes are highly attractive to a wide range of organizations. Thus, the natural question that arises is the following: How do we motivate employees to engage in or enhance these advocacy behaviors?
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James Madison University - Communication and Advocacy (M.A.) Overview
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The State of Employee Advocacy | 2017 Survey by JEM Consulting
Since the introduction of social media, the corporate communication landscape has changed significantly, and thus organisations need to find new innovative ways to communicate. One emerging strategy is digital employee advocacy, which ultimately means that employees voluntarily endorse their employers on social media platforms. As of now however, research on how organisations should operate in order to encourage such behaviour is rather unexplored and inadequate, and a stronger understanding of the motivation and underlying mechanisms is needed.