Reach inward first, then outward
Internal announcements
The unglamorous half, and the one that matters more. A policy change or a leadership update has to reach the whole workforce, not the part of it that reads email.
Employee advocacy
People share what they are proud of and what is easy to share. The second part is a tooling problem; the first is not.
Advocacy cannot be mandated
A lot of employee-advocacy tooling is built around pressure — leaderboards, participation targets, gentle managerial nudges. It works briefly and then produces exactly the kind of content nobody believes, which is worse for the employer brand than posting nothing.
The useful version is narrower. Make it easy for people who already want to share to do so, keep participation genuinely optional, and accept that the ceiling on advocacy is how people actually feel about working there. That is set by the day-to-day, not by the sharing button.
Which is also why internal announcements come first in this module. Reaching your own people reliably is the prerequisite; amplification is what happens afterwards, if it is earned.
