Top 10 employee advocacy tools to compare

Did you know that 64% of companies credit employee advocacy with attracting and developing new business, while 45% attribute new revenue streams to advocacy? So, it’s only natural that more and more companies are looking to leverage advocacy for higher social reach and authenticity. To help you pick the right employee advocacy tool, we have assembled a list of the Top 10 Employee Advocacy Tools.

But first, let’s define employee advocacy.

What is employee advocacy?

Employee advocacy is a social media marketing tactic that taps into the potential of employees’ social networks and authority.

By providing company content for employees to share on social media, marketers can extend their social reach and amplify their message. Employee advocacy also has the power to turn employees into brand ambassadors, adding authenticity and attaching a face—or better yet, faces—to the brand message.

Top 8 employee advocacy tools

Oktopost
LinkedIn Elevate
Bambu
SocialChorus
Dynamic Signal
Smarp
Sociabble
Connecteam

1. Oktopost

Oktopost is a social media management and employee advocacy platform for B2B companies. Oktopost enables B2B marketers to streamline all their social media and advocacy activities on one platform, pulling content from corporate channels to share on advocacy channels and vice versa.

With comprehensive capabilities, such as content suggestions, gamification, and social compliance, it allows B2B companies to not only reach marketing goals, but also strengthen employee engagement.

Oktopost’s platform tracks business metrics such as clicks and conversions, as well as engagement metrics (likes, shares, comments. It works well for B2B companies that are looking to not only boost brand awareness but also generate business results and measure the impact of advocacy on the bottom line.

Oktopost also allows B2B marketers to get more out of their social media data through integrations with leading marketing automation platforms, such as Marketo, HubSpot, Pardot, Eloqua, and others.

Leveraging these integrations, B2B marketers are able to capitalize on data and enhance lead segmentation, scoring, nurturing, and attribution programs. Oktopost also integrates with Salesforce, enabling social selling for sales reps, without leaving the Salesforce platform.

2. LinkedIn Elevate – (now LinkedIn “My Company”)

LinkedIn Elevate offers an advocacy tool that, unsurprisingly, leverages LinkedIn’s social media platform. Elevate enables program admins to curate content trending on LinkedIn and then suggest it to employees. Other features include a list of most engaged employees, analytics and targeting employees on LinkedIn with updates and reminders.

Elevate is a great fit for companies whose advocates are most active on LinkedIn. Elevate’s direct access to trending content on LinkedIn can also be a useful source of inspiration for marketers who struggle with content curation.

Companies that focus heavily on social recruitment are a natural fit for this tool, seeing as HR teams already spend a significant portion of their time on the social network.

Recently, LinkedIn Elevate was deprecated and instead Linkedin has begun offering basic employee advocacy tools through the company page.

3. Bambu

Bambu is an employee advocacy tool by Sprout Social. Using Bambu, marketers can create a curated content feed for employees to share on social networks and amplify the brand’s message.

Bambu does not offer direct integration with Sprout Social but can be connected with Sprout Social’s social media management platform via Zapier.

Bambu offers a few premium services, such as tradeshow event marketing, change management services and virtual event marketing. It also offers a social selling solution, which measures B2C metrics such as shares, impressions, and clicks.

4. SocialChorus

SocialChorus is a workforce communications platform that allows companies to plan, create and measure employee communications in one platform. The platform focuses on enabling leadership communications, HR communications, change management features – and also has employee advocacy capabilities.

It helps marketers simplify internal communications planning and personalize the employee experience. SocialChorus is a good fit for companies looking for an employee communications platform that also includes elements of employee advocacy.

5. Dynamic Signal

Dynamic Signal is a solution similar to SocialChorus – it enables both advocacy and overall internal communications. Among the social networks it supports are Weibo, Xing, BlogSpot, Tumblr, and WordPress blogs. Its integrations include several tools, such as Facebook Messenger, Slack, Oracle, Marketo, and others.

Dynamic Signal’s analytics suite aggregates data from social and internal channels and shows both internal content engagement and the social one. Brands looking for an all-in-one solution for internal communications and social advocacy will find this platform a good value.

6. Smarp

Smarp is an employee communications, engagement, and advocacy platform that features an internal content hub where employees can discover and then share content.

Using this tool, marketers can generate a news feed where employees can stay up to date with company news and announcements. The news feed allows employees to bookmark content for sharing, while the content hub features an internal resources database.

Smarp is great for gauging employee engagement as it tracks internal metrics and uncovers which content resonates with employees. One of its unique features is an “earned media score”.

It’s also a good fit for consumer brands looking to track social “vanity” metrics such as likes, shares, and followers, which makes companies like L’Oreal, Nissan, and Marriott prominent Smarp customers.

7. Sociabble

Sociabble’s platform doesn’t limit itself to employee advocacy, offering additional features, such as influencer marketing, internal communications, and employer branding.

It allows marketers to create personalized push notifications and newsletters for employees and also features integrations with retargeting tools like RadiumOne.

Sociabble enables users to build feeds of relevant content by aggregating content from social media, RSS feeds, and direct URL links. Users can also create their own content on the platform and share it with groups. It would be a valuable platform for teams looking for both internal communications and advocacy solutions.

8. Connecteam

While not strictly an employee advocacy platform, Connecteam offers an employee communication and engagement tool that can be used to support and sustain advocacy effectively, and this is what earned it a spot on this list.

Connecteam features multiple employee communication tools such as live chat group conversations, contact directory, feedback surveys and more. It also includes learning features accessible via desktop and mobile.

Connecteam is a good choice for global organizations, with multiple locations worldwide, seeing as it aims to connect employees who aren’t all necessarily based in the same geographic location.

We hope this list has made it easier for you to decide which advocacy tool is the best fit for your company. Now that you’re ready with the right platform, take a look at our guide for launching an employee advocacy program – and start extending your social reach.

Frequently Asked Questions

What is employee advocacy, and how does it specifically benefit B2B companies?

Employee advocacy is a social media marketing strategy where companies empower their employees to share company-related content on their personal social networks. For B2B companies, this tactic is crucial for extending social reach, adding authenticity to brand messages, and significantly impacting the bottom line. Research indicates it helps attract and develop new business (64%) and generate new revenue streams (45%) by transforming employees into trusted brand ambassadors.

How can B2B businesses effectively measure the ROI of their employee advocacy programs?

To measure ROI, B2B companies should seek platforms that track both business and engagement metrics. A robust employee advocacy tool will provide insights into key business results like clicks, conversions, and direct impact on revenue. Advanced platforms integrate with leading marketing automation (e.g., Marketo, HubSpot, Pardot, Eloqua) and CRM (e.g., Salesforce) systems, allowing B2B marketers to enhance lead segmentation, scoring, nurturing, and precise attribution for marketing and sales efforts.

What essential features should B2B companies prioritize when selecting an employee advocacy platform?

B2B companies should prioritize platforms that streamline social media management and advocacy activities into one comprehensive solution. Key features include content suggestions, gamification for employee engagement, and social compliance tools. Crucially, the platform should offer robust analytics to track business metrics (conversions, clicks) and engagement metrics (likes, shares, comments), alongside deep integrations with existing B2B marketing automation and CRM systems for data capitalization and social selling enablement.

How does employee advocacy contribute to B2B lead generation and pipeline acceleration?

Employee advocacy directly contributes to B2B lead generation by leveraging employees' extended networks to amplify company messages, increasing brand visibility and trust. By providing authentic content, employees can attract new prospects more effectively than corporate channels alone. Furthermore, integrating advocacy data with marketing automation platforms allows for enriched lead profiles, better segmentation, and more targeted nurturing campaigns, accelerating prospects through the sales pipeline.

Can employee advocacy enhance social selling for B2B sales teams?

Absolutely. Employee advocacy empowers B2B sales teams to become more effective social sellers by providing them with curated, compliant content to share with their professional networks. A leading platform integrates directly with CRM systems, allowing sales representatives to engage in social selling activities without leaving their primary sales environment. This approach builds rapport, establishes thought leadership, and identifies warmer leads, directly contributing to sales success and stronger client relationships.

The top 8 employee advocacy tools

What is employee advocacy?