I'm a big fan of Amazon and use it regularly (as I'm sure do many) but you certainly have to question their employee advocacy methods...
As our guest blogger, Alex Bourgeois, talks about, advocacy has to be earned. You cannot force or even cajole employees into a program and tell them what they should be writing, indeed if you do, it's destined to fail as all authenticity has been lost.
If you think about it, employee advocacy is actually enabling your very own micro influencers to become active and and we all know the risks of 'fake' influencers ; it doesn't matter whether they are celebrity status or your employees.
What you can do though is support your employees with the knowledge, tools and content ; the value they can unlock is priceless.
The power of employee advocacy is in its authenticity. While CEO and marketing messages paint the usual rosy picture about workplace conditions that no one really believes in, from an external point of view employees are perceived as the most trustworthy source of information to talk about their employer with honesty and integrity. If employees are seen regurgitating the HR manual online, that authenticity is gone - and don’t think for a second people don’t see through it.