Employee advocacy that keeps going after launch day.
“Our people never share our content.”
We build the plan that turns your employees into brand ambassadors: what they share, how they share it and how your team keeps it running week after week.
Your people already have the reach. They need a reason and a system.
You already know your people are your best marketing channel. Their combined networks are many times larger than your company page, and buyers trust a post from an engineer, a regional leader or a seller far more than anything with a logo on it. So you launched an advocacy program. Maybe you bought the platform, ran the kickoff, sent the first batch of posts.
Then month three arrived. Participation dropped to the same handful of enthusiasts. The content in the queue reads like ads, so nobody wants to put their name on it. Legal is nervous, managers are not asking about it, and the one person who owns the program is running it on top of a full-time job. Leadership starts asking whether it was worth it.
This is the most common story in employee advocacy, and it almost never comes down to the software. It comes down to the plan behind it. Employees don't share because they are not sure what is allowed, they don't see anything worth sharing, and nobody has made it part of the rhythm of their week.
Employee Advocacy Planning fixes those problems before you launch, or relaunch. We start with the people who will actually share and learn what they would post and what stops them. Then we build the program around them: the audiences you are trying to reach, the mix of content that earns attention instead of eye rolls, the rules of the road your legal and compliance teams can sign off on, and the weekly production approach that keeps good content flowing.
You get the documents that make it run: a blueprint, training for employees and program leads, an FAQ guide that answers the questions people are too embarrassed to ask, and creative guidelines so every share looks and sounds like your brand. Programs we have planned range from a single team to more than 500 marketers in a global organization, including firms working inside FINRA rules.
Our founder built the employee advocacy programs at two Fortune 500 companies before starting 26 Characters. That is why we plan for month six, not just launch day, and why the programs we design are still running long after the kickoff energy fades.
- Advocacy blueprint with goals, audiences, content mix and measures
- Training materials for employees and program leads
- FAQ guide that answers what people ask before they post
- Production approach for a steady weekly flow of content
- Creative guidelines so every share looks and sounds on brand
What changes when it is done right.
Your message travels through the personal networks of the people who know your work best.
Buyers trust people over logos. A post from an engineer or a regional leader lands differently than a brand ad.
Clear guidance and good content make sharing easy, so participation grows instead of fading.
From first call to finished work.
Every engagement starts with a conversation about your problem. Here is what happens next.
We interview program leads and a sample of employees to learn what they would share and what stops them.
We define audiences, content pillars, roles and the rules of the road, including any legal or compliance needs.
We write the training, FAQ guide and creative guidelines, and set up the weekly production approach.
We help you roll it out, then adjust the plan once real posting data comes in.
Nervous at first. Hooked by the end.
I put off making content about myself for years. I knew I needed it, I just never enjoyed it. Studio 26 turned out to be half strategy session, half therapy session, and somehow it's become one of the most fun hours of my month.
I'm my own worst critic, so I went into my first session expecting to hate how I sounded. Steve kept it so relaxed that I forgot we were recording. Now it's a session I actually look forward to.
The questions are what make it. Steve pulls out stories I'd forgotten I even had, and the hour flies by. All I do is show up and talk, and the team handles everything else.
Executive, electronics and defense industries
I expected one more meeting on my calendar. Instead, it's genuinely entertaining, with plenty of laughing along the way. It's completely seamless on my end, and it's always fun.
Executive, luxury hospitality industry
See it in the work.
Case studies from B2B companies where this service played a part.
Questions we hear about this service.
Don't see yours? Ask us when we meet.
Can this work in a regulated industry?+
Yes. We have built social media guidance for a financial services firm that had to follow FINRA rules. We work with your legal and compliance teams from the start.
Do you also create the content employees share?+
We can. Many clients pair the plan with our LinkedIn and social media content, so employees always have something worth sharing.
How big a program can you plan?+
Programs we have planned range from a single team to more than 500 marketers in a global organization.
Why do most advocacy programs stall?+
Usually there is no steady supply of content worth sharing and no one owns the weekly rhythm. The plan fixes both before you launch.
Connect with 26 Characters.
Want your people sharing your story? Let's talk about where your program stands today.