In an intensely competitive market, businesses not only need a strong marketing strategy but must also harness internal strength to expand their brand presence. Employee Advocacy Marketing (EAM) is no longer just an emerging trend but has become a core component of the strategies adopted by many major brands. The period from 2023 to 2024 has witnessed numerous successful EAM campaigns that have significantly enhanced brand awareness and strengthened customer engagement. This article explores EAM, its benefits, and notable case studies that demonstrate the effectiveness of this strategy.

Employee Advocacy Marketing -The Unmatched Power of Internal Communication

Employee Advocacy Marketing (EAM) is a strategy in which businesses encourage their employees to proactively share content and information about the company on social media platforms or through personal communication channels. Rather than relying solely on traditional media or paid advertising, companies leverage their own employees as trusted brand ambassadors.

According to a LinkedIn report, content shared by employees generates twice the engagement compared to content posted directly by the brand. Unlike Influencer Marketing or traditional Brand Ambassador programs, EAM does not require the presence of celebrities but instead relies on existing employees. When employees confidently and enthusiastically share about the brand they work for, the message becomes more authentic, credible, and capable of achieving a much greater reach.

Why is Employee Advocacy Marketing the Key to Success?

According to the report “The Year of Social Advocacy in the Workplace” published by PostBeyond, content shared by employees generates up to 561% more engagement than content posted on a brand’s official channels. Additionally, this strategy increases employee engagement with the company by 202%. For this reason, Employee Advocacy Marketing is not just a trend but a core element in building employees’ personal branding while enhancing the effectiveness of social media communications. The key benefits of this strategy include:

• Boosting Brand Awareness Naturally: Employees typically have extensive social media networks. When they share content about the brand, the message spreads organically and more authentically compared to traditional advertising.
• Increasing Credibility: Consumers are more likely to trust content shared by friends or acquaintances rather than direct advertisements from brands. Employees serve as the most credible representatives to communicate the company’s values and image.
• Optimizing Marketing Costs: Compared to paid advertising campaigns, Employee Advocacy is a cost-effective solution that yields high returns due to the powerful reach generated through employee networks.
• Enhancing Internal Engagement: Encouraging employees to participate in brand communication fosters a sense of belonging, motivates them, and contributes to building a strong corporate culture.

A prime example: If a company has 100 employees, each with 500 connections on social media, and they share just 10 posts per month, the brand’s total reach could exceed 500,000 impressions. This scalability makes Employee Advocacy Marketing a highly effective strategy, even when starting on a small scale. A small effort from employees can create a massive impact.

Case-study Employee Advocacy Marketing – VCB DigiBank “Choose Your Interface, Elevate Your Style”

In June 2024, Vietcombank, in collaboration with Novaon Digital, launched an Employee Advocacy Marketing campaign to introduce VCB Digibank, generating millions of interactions in just 1.5 months. With the participation of nearly 3,000 employees nationwide, the campaign was not only executed consistently and on a large scale but also created a strong media impact, contributing to the bank’s business growth strategy.

Case Study: Vietcombank – VCB Digibank “Chọn Giao Diện, Bật Phong Cách” in Partnership with Novaon Digital

Case-study Employee Advocacy Marketing thực tế – Danisa “Gratitude for the Unspoken Wonders”

In November 2024, Danisa partnered with Novaon Digital to launch an Employee Advocacy Marketing campaign aimed at amplifying the reach of the music video “Biết Ơn Điều Tuyệt Vời Chưa Nói”, in collaboration with singer Dương Hoàng Yến, along with the promotional program “Tết Tri Ân – Du Xuân Đẳng Cấp”. In less than two months, the campaign generated millions of interactions, reinforcing the emotional impact of the gratitude message during the Tet season. Thanks to the enthusiastic participation of employees nationwide, Danisa not only strengthened its brand image as a symbol of gratitude but also significantly boosted brand awareness, playing a key role in the success of its Tet business strategy.

Case Study: Danisa – “Biết Ơn Điều Tuyệt Vời Chưa Nói” in Collaboration with Novaon Digital

Case-study Employee Advocacy Marketing thực tế – “Nationwide Marketing – Advocacy Employee: Novaon Digital’s International Awards”

In February 2025, Novaon Digital launched the “Nationwide Marketing – Advocacy Employee” campaign to showcase its international achievements, solidify its market leadership, and elevate brand credibility. This initiative demonstrated Novaon Digital’s expertise in delivering comprehensive brand experience solutions while fostering trust with clients and partners. The campaign also reinforced Novaon Digital’s presence on the regional and global marketing landscape, positioning it for sustainable growth and future innovations.

Case Study: Novaon Digital – “Nationwide Marketing – Advocacy Employee: Novaon Digital’s International Awards”

Challenges and Solutions to Maximize Employee Advocacy Marketing

According to PostBeyond’s report, 74% of businesses implementing Employee Advocacy Marketing do so without a structured approach. While this strategy offers significant benefits, companies also face several challenges. Below are the most common obstacles and how Novaon Digital effectively addresses them:

• Difficulties in Scaling Up → Novaon Digital leverages automation to simplify processes, optimize time, and ensure campaigns can be rapidly scaled without compromising effectiveness.
• Lack of Alignment Between Brand Communication and Internal Messaging → Developing a comprehensive communication strategy ensures consistent messaging from internal teams to external audiences.
• Challenges in Measuring Effectiveness → Implementing a real-time reporting system provides accurate data on reach, engagement rates, and individual performance metrics.
• Low Employee Engagement → Introducing incentive programs that recognize and reward employees based on their contributions, boosting motivation and participation.
• Concerns About Time and Effort → Novaon Digital offers structured processes, content guidelines, and support systems to streamline content sharing, reducing the effort required while maintaining impact.
• Lack of Brand Identity and Personalization in Content → Establishing content guidelines & direction ensures a distinct brand voice and personalized approach while maintaining authenticity.

The Power of Internal Communication in Employee Advocacy Strategy

Internal communication is not just about connecting teams—it serves as a powerful lever to elevate brand presence. Employee Advocacy is more than a marketing tactic; it creates a sustainable media ecosystem, where every employee becomes a brand ambassador.

When employees actively share company values and culture, brand visibility grows organically, fostering trust and credibility among customers and partners. Businesses that effectively harness this power not only optimize communication costs but also gain a significant competitive advantage, as their brand is reinforced from within.

Learn more about Novaon Digital’s Employee Advocacy solutions here.