You Can’t Mandate Authenticity
For HR, marketing, and communications leaders who want advocacy that works
without forcing it.
The problem
Companies keep rolling out advocacy programs and wondering why they feel forced. They write scripts. They track participation rates. They mandate authenticity.
Then they’re surprised when nobody buys it.
I’ve watched this cycle for fifteen years. The program launches with energy. Participation drops within months. Leadership blames the employees. Nobody questions the approach.
Why advocacy programs fail
Most advocacy programs skip the one thing that makes them work: trust.
When leaders trust employees, they reduce control. Less control creates ownership. Ownership drives initiative. That’s when real engagement happens, not the survey kind.
Most programs jump straight to “post this on LinkedIn.” Three things kill them every time.
Approach. They mandate instead of enable. People post because there’s a KPI attached, not because they want to. Audiences spot the difference instantly.
Content. They hand out scripts instead of supporting real voices. Every post sounds the same. Corporate. Polished. Empty.
Value. They expect participation without offering anything personal in return. If there’s nothing in it for the employee, don’t be surprised when they check out.
Not everyone advocates the same way
This is the mistake I see most. Companies treat everyone the same. They either expect all employees to become content creators, which burns people out, or they ask so little that the best people disengage.
Different people have different capacities. I use a framework called VIBE to map it out.
Voice. Thought leaders. They have a point of view and can articulate it. They don’t need scripts. They need space.
Influence. Active ambassadors. They create content about their role and expertise. Not thought leadership, but real stories from the work itself. Equally valuable.
Boost. Engagement advocates. They amplify by sharing and commenting. A thoughtful comment or a strategic share can be just as powerful as an original post.
Engage. Partners and third-party advocates. People outside the organisation who extend reach because the relationship is real.
When you force someone into a role they’re not suited for, they burn out or disengage. Both are worse than doing nothing. Let people find their level.
Want to build this for your team?
I work with companies on this through Just Connecting.
Advocacy programs that work without scripts or mandates.
People representing their company because they want to, not because someone told them to.
Read the Employeeship manifesto
The philosophy behind everything on this page.
Trust, ownership, initiative.
What it means and why it changes how you think about your team.