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    Employee Advocacy

    & Content Training

    The original influencers

    Employee-generated content receives 8x more engagement than content shared through company channels alone, which means your people are one of your most useful recruitment tools.  Employee advocacy is the practice of empowering your own people to share authentic stories about working at your organisation, turning everyday employees into credible voices for your employer brand.

    Wiser builds two connected things: full     employee advocacy programmes that identify and mobilise your natural champions, and employee content training that gives any employee the skills and confidence to create content themselves. Together, they turn your people into talent influencers and organically grow your brand.

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    Real people, real experiences, and real trust

    We don't believe in forcing anyone to advocate for your brand. Instead, we identify the natural champions, those who already believe in what you stand for. Then we give them the tools, training, and confidence to share their stories in ways that are authentic and compelling. From creating content that stops the scroll to building their voice as thought leaders, we help your people find their social media identity and grow your brand organically.

    It works because trust has moved. 89% of people now trust peer recommendations over brand advertising and 80% of applicants use social media as part of their job search. Your people's posts are increasingly where candidates form their first impression, and they carry a credibility your brand channels don't have.

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    Why do we choose training over tech?

    Most advocacy solutions are built on technology: a platform that pushes pre-written, pre-approved content out to employees to repost at the tap of a button. It scales, but it strips out the one thing advocacy depends on. The same corporate message, duplicated across hundreds of feeds, is recognised instantly for what it is, and the authenticity that made it worth doing disappears.

    We take the opposite approach. We train people to create and share content they actually want to post, in their own voice. That distinction matters because reach lives in the personal network, not the corporate one: 90% of an employee's network is never reached by brand channels (Wiser cohort data, 2023).

    Employee advocacy programmes

    A Wiser advocacy programme is a structured, cohort-based way to turn your people into a consistent source of authentic content about working at your organisation, published on their own personal social channels. We identify and select the right champions, those who already believe in what you stand for, onboard them, and run workshops that build their storytelling and content skills.

    From there, we keep them supported with tone-of-voice guides, flexible training modules on a personalised learning system, and dedicated community management that sustains engagement through regular resources and check-ins. Reach, engagement and ROI are tracked throughout, so you always know what the programme is producing. Programmes run in cohorts and scale from a single group of champions to several hundred across multiple markets.

    Employee content training

    Employee content training develops a cohort who can produce content for your organisation's own brand channels. Where an advocacy programme equips champions to post on their personal profiles, content training builds the in-house capability to create content that runs on your employer-brand channels.

    We help the cohort find a confident on-camera and written voice, develop practical filming, writing and storytelling skills for LinkedIn, Instagram, TikTok and beyond, and stay authentic while staying on-brand. When we trained the graduate creators at a global bank to launch its first employer-brand TikTok presence, a first in the sector, 100% reported feeling confident making content after just three workshops.

    Why choose Wiser?

    Employee advocacy isn't a one-size-fits-all solution. Wiser designs programmes unique to your business, whether you're starting from scratch, levelling up an existing initiative, or training senior leaders and new graduate talent.

    We bring together expertise in employer branding, social media strategy and internal communications. From selecting the right champions to training them in authentic storytelling and supporting them with community management, we handle everything, and with real-time data and reporting, you always know exactly how your programme is performing.

    Find out how we helped Taylor Wimpey grow their advocacy programme

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    Woman with light brown hair wearing a blue pinstripe shirt smiles during a meeting in a modern office. Highlighting employee-generated content strategy in employer brand storytelling.
    Blonde woman in a bright green blouse chats during a meeting beside a man with a dark beard and check blazer. Empowering employee brand ambassadors with social media advocacy training.
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    Full service advocacy programmes

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    Foundation: Advocacy

    A 90-day programme of workshops, 1:1 drop-in sessions and resources to develop personal brand and storytelling skills.

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    Foundation: Content Creation

    From tone of voice guides to flexible training modules on a personalised LMS, we give employees everything they need to share their stories confidently, with a focus on video creation and producing content for brand channels.

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    Always-On

    Our community managers drive engagement after completing a Foundation programme with ongoing support to help them create the best content. 

    Employee Advocacy in action

    For a gaming company, we built a 12-month programme around a cohort of brand champions, using monthly L&D sessions, gamification and dedicated community management to keep output and engagement high.

    In 11 months, 55 ambassadors generated 23.5M impressions, worth £376K in comparative paid media, across 3,470 posts and 85K comments. The programme grew the brand's following by 303K and drove 94 direct referrals into the business.

    Two colleagues standing at a table and working together on laptops in a modern office environment.Two colleagues standing at a table and working together on laptops in a modern office environment.

    Bespoke training workshops

    We know sometimes specific aims call for targeted solutions. Our targeted training workshops for Senior Leaders, Talent Attraction or Sales teams arm your people with the advocacy fundamentals via small scale training that packs a punch.  

    Check out our work with DNV

    What it's like to work with Wiser:

    "Our employee advocacy programme, managed by Wiser, has transformed how we share our culture externally. It’s given our people a louder voice and strengthened our employer brand in an authentic way, whilst being supported creatively by the expert team at Wiser."

    Carrie Dunn, Head of HR at Taylor Wimpey

    Frequently asked questions about Employee Advocacy and Content Training

    Employee advocacy is the practice of empowering your people to share their authentic experiences of working for your organisation, primarily on social media. It turns employees into credible, trusted voices for your brand. In the context of employer branding, advocacy helps attract talent, build trust with candidates, and amplify your culture in a way that no corporate post can replicate.

    Yes, and the data backs it up. Content shared by employees generates eight times the engagement of content shared on corporate channels, and people are far more likely to trust a recommendation from a real person than a brand. For employer branding specifically, authentic employee voices reach passive candidates who would never click a job ad, building the kind of trust that makes people want to apply before a role is even live.

    The ROI from employee advocacy comes through in the following ways: increased organic reach, reduced reliance on paid media and job boards, stronger inbound candidate interest, and improved employee engagement. While exact figures vary by organisation and programme maturity, advocacy consistently outperforms corporate content on engagement metrics, and the compounding effect of a well-run programme builds significant brand equity over time.

    Wiser's clients have built advocacy programmes that scale globally and deliver measurable reach. For DNV, we trained 358 brand champions across 26 countries through six cohorts; together, they created 4,044 pieces of content, earning 111,508 engagements and 55,557 new followers, with 30 top performers progressing to an advanced "All-Stars" programme.

    At Taylor Wimpey, a self-nominated programme spread organically across the business from Scotland to Exeter, with employees naturally adopting their EVP language.

    Wiser's approach is rooted in authenticity rather than compliance. We don't believe in pressuring employees to post; we identify the people who already want to tell their story and give them the skills and confidence to do it well. Our programmes combine employer branding expertise, award-winning social media know-how, and genuine community management to create something that feels organic rather than corporate. The result is advocacy content that candidates actually trust and advocates who stay engaged well beyond the initial launch.

    To explore the rest of our servicesclick here