8 employee advocacy tools to amplify your social media reach

Thinking of starting an employee advocacy program? Smart move. You could gain hundreds of influencers who are motivated to extend your brand’s social reach.

The question is, how will you manage it? In this guide, I’ve reviewed eight popular options and organized them for the types of teams they’d work best for.

What are employee advocacy tools?

Employee advocacy tools are platforms that help employees share approved brand content, like company news and thought leadership, across their personal social networks. They work by giving employees a central hub of ready-to-share posts, then tracking the results.

Because content from real people earns more engagement than the same message from a brand account, these tools boost brand visibility and reach well beyond a company’s official channels.

What are the best employee advocacy tools? (At a glance)

Short on time? Here’s how eight of the best employee advocacy platforms stack up:

Tool	Best for	Price	Key feature
Parliament by Hootsuite	Large teams & enterprises	Included with Hootsuite Enterprise (custom)	Leaderboard gamification + Slack and Microsoft Teams integration
DSMN8	Large teams & enterprises	From $850/mo	Advocate segmentation
Sprinklr	Large teams & enterprises	Custom quote	Salesforce integration
Haiilo	Large teams & enterprises	Custom quote	Internal social hub
Sociabble	Large teams & enterprises	Custom quote	LinkedIn partnership
Clearview Social	Small teams	From $425/mo	Content discovery options
SocialToaster	Small teams	From $450/mo	ContentToaster, an AI content curator
GaggleAMP	Agencies	From $8,800/yr	AI Paraphrase

What are the best employee advocacy tools for large teams?

The best employee advocacy tools for large teams are Parliament by Hootsuite, DSMN8, Sprinklr, Haiilo, and Sociabble. These platforms support approvals, analytics, and easy content sharing at scale. 

Here’s why each tool landed on our list:

1. Parliament by Hootsuite

Employee advocacy is all about collaboration, and Parliament is the best at making it easy to collaborate with your entire team. It has built-in approval processes and controls, which makes it easy for everyone to follow your social media guidelines.

The tool delivers results: Healthcare company DaVita used Parliament to turn 200 employee ambassadors into brand advocates, driving more than 24,000 shares (over $1.5M in equivalent ad value) and a 136% increase in LinkedIn traffic to its careers site.

That’s the power of advocacy, especially for recruiting: employees put your company culture on display and help attract top talent.

Who is this for?

• Large businesses looking for a way to make employee advocacy easy, fun, and trackable.
• Teams that want to seamlessly fold an employee advocacy strategy into their larger social marketing plan.

Pricing: Parliament is included for Hootsuite Enterprise (custom pricing) customers.

SMM star rating: (5/5)

Key features:

• Slack and Microsoft Teams integrations: An employee advocacy program only works if it’s easy for people to do it. These integrations streamline the process, empowering employees to share content without leaving the platforms they use every day.
• Leaderboard: The Leaderboard lets you gamify employee advocacy. You get to see your own shares, reach, and clicks. Then, you can also see a list of those metrics for other advocacy members.
• AI content writer: Wisdom, Hootsuite’s social-first AI, can quickly spin up post captions for advocacy content. You can also use it to repurpose top-performing social posts (e.g., case studies or company news) into something a team member can click and share — which saves a ton of time.
• A cohesive part of social media management: Parliament is part of Hootsuite, so managing employee advocacy feels like a natural extension of social media management. You don’t have to use multiple tools, and you can get your advocacy metrics in the same place as your other social analytics. Plus, the mobile app lets users share on the go.

What’s lacking/missing?

• It would be cool if you could set separate goals for individual users. Maybe newbies could have a lower “ramp-up” target for social sharing. Or, an executive could have more goals that encourage them to leverage their personal brand.

Customer review:

Source: G2

2. DSMN8

DSMN8 is one of the most full-featured, stand-alone employee advocacy platforms. It has just about everything you could ask for when you’re managing a huge group of advocates, especially if they work in different geos and job functions.

Source: DSMN8

Who is this for?

• Enterprise businesses with a large advocacy team (and budget).

Pricing: Starting at $850/mo for the Start-up plan.

SMM star rating: (4.5/5)

Key features:

• User segmentation: This tool lets you segment your advocates by geography and role so each gets relevant content for their employee networks.
• Content choices: You can create a variety of post captions, link titles, and preview images so your users can mix and match in their posts. That lets your team share unique content with just a few clicks that still honors the message.
• ROI tracking: There’s always a need to prove business results with an advocacy program, and DSMN8’s ROI tracking helps a lot here. It tells you the cost per click and earned media value for the attention your network’s posts get.

What’s lacking/missing?

• The price puts DSMN8 out of reach for many businesses that don’t have huge advocacy programs.
• Advocates can piece together unique posts to share on their personal social media accounts, but they can’t customize them beyond that very much.

Source: G2

3. Sprinklr

Sprinklr is a marketing and customer success management platform with basic employee advocacy features baked in. 

While it doesn’t have some of the bells and whistles of other options on this list, it could be a good choice for brands that want fewer point solutions and the ability to incorporate advocacy into their CS and social management efforts.

Source: Sprinklr

Who is this for?

• Businesses that want to simplify their tech stack by incorporating basic employee advocacy tools along with their CS management platform.

Pricing: Sprinklr doesn’t share pricing on its website, but a comparable plan to Hootsuite starts at $249 per month.

SMM star rating: (3.5/5)

Key features:

• Simplified approval workflow: Sprinklr’s content and advocate approval screens are simple and intuitive. You don’t have to hunt to see where you are in the content approval process, who’s involved, and what needs to happen next. You can even set up notifications to track how things are progressing.
• Awards and badges: Sprinklr takes gamification one step further by awarding coins and badges for things like posts, likes, and comments.
• Salesforce integration: Sprinklr connects with Salesforce, which means you can synchronize the data from both platforms for a more unified view of customer management and your employee advocacy program.

What’s lacking/missing?

• Overall, Sprinklr is one of the more complex platforms on this list, so expect a learning curve once you get started.

Customer review:

Source: G2

4. Haiilo

Haiilo is an employee engagement platform that operates like an internal social media app. Employees can share, like, and comment on each other’s posts, and even join themed groups —it’s like Facebook for your business.

It also works for sharing content on external social media platforms, turning internal ideas into thought leadership content.

Source: Haiilo

Who’s this for?

• Because Haiilo relies on an active community of employees to generate content, it’s best for large companies with big teams.
• Businesses that need an employee engagement tool and also want to launch an organized employee advocacy program.

Pricing: Haiilo pricing is based on custom quotes, so you’ll need to contact their sales team for a demo first.

SMM star rating: (4/5)

Key features:

• Intranet to external sharing ease: I’ve worked with several company communication platforms, but the social media-like interface on Haiilo is so much more engaging than most. For advocacy, it feels so natural to turn posts from internal thought leaders into one that employees can quickly share. I love that workflow.
• Peer-to-peer content ideation: The toughest part of social media marketing is constantly coming up with new ideas. The peer-to-peer nature of Haiilo means employees are always germinating the seeds of the next viral thought leadership LinkedIn post.

What’s lacking/missing?

• Haiilo gets nearly flawless marks as an internal communication tool, but compared to more comprehensive advocacy tools, it’s missing some features like AI content creation and ROI tracking.

Customer review:

Source: G2

5. Sociabble

Sociabble is an internal communications platform that has employee advocacy features added in.

The platform emphasizes employee-generated content (like UGC, but for employees) and social selling. Plus, the tool integrates well with LinkedIn.

Source: Sociabble

Who is this for?

• Large brands that want to expand their social selling success on LinkedIn.
• Businesses that need an enterprise-level employee communication platform and advocacy tools.

Pricing: Sociabble doesn’t have a pricing or package landing page, so you’ll need to contact them for a custom quote.

SMM star rating: (3.5/5)

Key features:

• Contextual content generation: Sociabble’s AI content generator takes a bunch of factors into account when creating social media captions. It’ll consider the context, user profiles, compliance guidelines, and your brand tone. So, if I’m managing a lot of advocacy efforts with hundreds of participants, I don’t have to micro-manage what they share if they use Sociabble’s AI to write it.
• LinkedIn partnership: Sociabble’s LinkedIn API and partnership make it one of the best advocacy options for B2B businesses. For example, you can post and engage with LI content directly on the Sociabble app.
• Lead generation tracking: Sociabble is great for social selling. That carries through in its analytics, where you can track leads generated from your advocacy program. You can even use UTM tags to see which of your brand ambassadors is the lead-gen champion!

What’s lacking/missing?

• There doesn’t seem to be a way to tag personal or business LinkedIn accounts on posts you create in Sociabble.

Customer review:

Source: G2

What are the best employee advocacy tools for small teams?

The best employee advocacy tools for small teams are Clearview Social and SocialToaster. Both can elevate your program without straining a smaller marketing budget (even if they aren’t exactly “cheap”).

Let’s take a closer look how they compare:

6. Clearview Social

Clearview Social is an easy-to-use advocacy program that scales with you. It has an entry plan that comes in at about half the price of other dedicated employee advocacy software. 

That said, Hootsuite’s social media management plans with advocacy tools are still less expensive. But if you want a stand-alone advocacy platform to compete with the big guys, I’d give Clearview a look.

Source: Clearview Social

Who is this for?

• Smaller businesses with fewer than 50 employee advocates will find Clearview more accessible than some of the more expensive options on this list.

Pricing: Plans start at $425 per month for one admin, three social accounts, and up to 50 employee advocates.

SMM star rating: (4/5)

Key features:

• Content discovery options: Clearview gives you several ways to curate content for your team to share. There’s a Chrome extension that allows users to grab what they like from the web. Integrated Google Alerts and RSS feeds continually send new content your way. And there’s a suggested content feature your employees can use to suggest content to the marketing team.
• Earned Media Value metric: It can be difficult to quantify the effects of PR and brand awareness. That’s why this platform’s Earned Media Value (EMV) metric jumped out at me. EMV calculates what it would cost to get the same amount of social media reach as your employee advocacy posts. That’s a quantifiable benefit you can include in monthly reports.

What’s lacking/missing?

• Like other employee advocacy tools, Clearview Social doesn’t let you tag people and businesses in content you publish from the platform.

Customer review:

Source: G2

7. SocialToaster

SocialToaster is an employee advocacy platform that includes a handful of standard features you typically see in other advocacy tools. However, it has a particular focus on gamification and rewards, which makes it an interesting choice for teams who want to ramp advocacy adoption in a hurry.

Plus, SocialToaster has a pricing tier that’s more palatable for smaller teams.

Source: SocialToaster

Who is this for?

• Smaller brands that want to get into the advocacy game.
• Any-sized business that wants to use incentives to get lots of internal (and even external) influencers sharing their content.

Pricing: The Bronze tier costs $450 per month and lets you have three admins and 200 users.

SMM star rating: (3/5)

Key features:

• ContentToaster: This is an AI content curator. It continually reviews your digital assets (blog posts, white papers, etc.) and your advocates’ engagement. Then, it automatically sends content to each employer brand advocate that they’re more likely to engage with and share.
• Advocate rewards: Most advocacy platforms have some type of gamification feature. What’s interesting here is how SocialToaster lets you add and promote actual rewards (prizes, VIP experiences, etc.). That’ll motivate more employees to get involved. It also makes it possible to create a brand fan advocacy program where you incentivize customers to join and share your brand content.

What’s lacking/missing?

• You don’t get the same level of scheduling features on SocialToaster as you do on other platforms.

Customer review:

Source: G2

What are the best employee advocacy tools for agencies?

The best employee advocacy tool for agencies is GaggleAMP. No tool is built solely for agencies, but GaggleAMP’s white-label reporting and managed-services features make it the strongest fit for reselling an advocacy program. Here’s why:

8. GaggleAMP

GaggleAMP is also a stand-alone employee advocacy platform with all the typical features like one-click sharing and analytics. It stands out by offering tools that help each employee create unique — but on-brand — content, and because it’s one of the easiest tools to learn and use.

I could have placed this tool in the “Large teams” group since GaggleAMP is designed for individual brand use. But it also has some interesting managed services training and features that help agencies offer it as a product to their clients.

Source: GaggleAMP

Who is this for:

• Agencies looking to add employee advocacy as a sellable line item.
• Marketing teams that want a diverse group of employee voices sharing a singular brand message.

Pricing: GaggleAMP pricing starts at $8,800 per year for up to 100 members.

SMM star rating: (4/5)

Key features:

• AI-powered Paraphrase: Gaggle’s Paraphrase feature lets each employee reword a personalized version of a caption based on a core brand message. It helps advocates write a unique post while staying on brand.
• Agency certification: GaggleAMP has a whole training and certification program for agencies. You’ll learn how to launch and run an advocacy program, how to package it with other services, and get some sales messaging to help you sell it.

What’s lacking/missing?

• GaggleAMP is easy to use, but there’s a lot to it, which can feel overwhelming at first.
• It would be cool if employees could get multiple AI post options to choose from.

Customer review:

Source: G2

How to optimize employee advocacy tools for better engagement [expert tips]

Want to increase employee participation? We asked two people who’ve done the work: Kim Snow, Head of Demand Generation at TeamOhana, and Laura Moss, a content marketer who’s worked with brands large and small. Here are their best tips:

1. Explain the “why” behind employee advocacy
2. Remove friction from the process
3. Secure executive buy-in
4. Identify existing advocates

1. Explain the “why” behind employee advocacy

Show employees how their advocacy helps both them and the company, so it doesn’t feel like an empty ask.

“Many employees, especially those outside of sales or marketing, may not immediately see the value of engaging with company content on social media,” Snow shares.

“It’s essential to communicate how even simple actions such as a like, comment, or reshare can significantly expand the reach and visibility of the company’s message,” she adds. 

“When employees understand the tangible impact of their engagement, they are more likely to feel motivated and invested in contributing.”

This is where gamification and ROI reporting features come in handy. Don’t just report those numbers. Share them laterally with other teams so they can see the real value of posting an article to their LinkedIn feed.

2. Remove friction from the process

Want your advocacy program to really take off? Avoid complexity.

“Make it as easy as possible for employees to participate,” Snow says. “Share direct links to the posts you want them to engage with, clearly outline what action you’re requesting (e.g., like, comment, or share), and provide a suggested timeframe for completion.”

Most employee advocacy tools support content distribution with one-click publishing and scheduling. Lean on those features, and look for other ways to make sharing simple.

“By removing guesswork and minimizing effort, you increase the likelihood of consistent engagement,” Snow says.

3. Secure executive buy-in

Get leadership actively participating, because advocacy spreads fastest when it’s modeled from the top.

“Your C-suite should be active on social for a variety of reasons: they have a built-in following, they’re the face of the company, etc. But they also set an example for the rest of the company,” Moss notes.

Snow agrees. “Secure executive support early on and ask them to help reinforce engagement efforts with their teams,” she says. “It’s far easier to encourage peer participation when it’s modeled from the top.”

Most leaders want to understand the impact of a program before they support it. Start your pitch with the expected results, back it up with examples, and then lay out how it’ll work.

4. Identify existing advocates

You may already have advocates without realizing it. Start with the employees posting about your company, since they’re your easiest wins.

“According to Weber Shandwick, 50% of employees who use social media are already posting about their companies there,” Moss points out. “Find these people, whether they’re in marketing or engineering, and empower them to lead the way for the rest of your employees.”

A good place to start is your brand’s LinkedIn account. Scroll the reposts and company mentions to find employee posts.

This is also a great time to fire up your social listening tools. Note brand and product mentions from employees, then reach out to help them operationalize their advocacy. 

And, of course, celebrate it with the team to get more people excited about joining.

Turn employees into brand advocates with Parliament by Hootsuite. Curate pre-approved, on-brand content your team can share across their social networks, expand your reach, and measure the impact of employee advocacy from one easy-to-use platform. Try it free today.