How to Create an Employee Influencer Program

Ferris Bueller said it best: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” That motto sums up the vibe for the Employer Branding EXP event—and it’s also a great reminder for launching what we call an “employer influencer program.” So put down your coffee, pause your TikTok scroll, and let’s dive in on how to kick one off.

1. Start with Clear Goals and Objectives

Before you go searching for the Ferris Bueller of your organization, you need to define some tangible goals. (We’ll dig deeper into metrics in another article.) Maybe your aim is to highlight the company’s flexible work schedule or spotlight wellness programs for consultants. Whatever it is, take your time and collaborate with your internal teams. You want clarity on what you hope to achieve before you unleash your influencers.

2. Find Your Ferris Bueller

Once you have your goals locked in, it’s time to scout for potential employee influencers—people who naturally embody your brand values. Hunt for employees who are already active on social media or have industry clout. Maybe there’s someone who’s already crushing it with fun, engaging videos. If so, that’s your Ferris Bueller!

3. Set Up the Right Infrastructure

When it comes to platforms, LinkedIn might not always be the go-to. Depending on your audience, Facebook, X (formerly Twitter), Instagram, or TikTok could be a better fit. Plus, don’t forget handy apps like CapCut if your influencers want to get creative with video editing. The key is to meet your audience where they’re already hanging out.

4. Provide Training and Resources

Nothing drives marketing folks crazier than unapproved posts going wild on social media. To keep everyone sane, arm your employee influencers with brand guidelines and best practices. This way, the content they share is consistent and on-brand—without stifling their creativity.

5. Create a Content Strategy and Measure Results

Feed your influencers with shareable material, like company blog posts, job openings, industry news, or user-generated content. Then set up a system to track how things are going—watch for engagement, shares, and conversions so you can see what’s working (and what’s not).

In Conclusion

An employee advocacy program that just sits there doesn’t do anyone any favors. The secret is to keep it alive and evolving. Gather feedback, measure success, and tweak the program so your “corporate influencers” continue to represent your brand in an authentic way. After all, letting employees be themselves goes a long way—just make sure you keep an eye on the metrics and adjust as needed to hit your goals.

Now go find your Ferris Bueller and get that employer influencer program off the ground!