sales-employee-advocacy

What this skill does

# Employee Advocacy Strategy

Helps the user design and run employee advocacy programs — turning employees into brand ambassadors on social media through content curation, gamification, compliance controls, and measurable ROI.

## Step 1 — Gather context


If `references/learnings.md` exists, read it first for accumulated knowledge.

Ask the user:

1. **What do you need help with?**
   - A) Designing an employee advocacy program from scratch
   - B) Choosing an employee advocacy tool
   - C) Increasing employee participation in an existing program
   - D) Creating a content library for employees to share
   - E) Setting up compliance controls and brand guidelines
   - F) Measuring advocacy ROI and earned media value
   - G) Something else — describe it

2. **Company size and structure?**
   - A) Startup / small team (under 50 employees)
   - B) Mid-market (50-500 employees)
   - C) Enterprise (500+ employees)
   - D) Agency (managing for clients)

3. **Current state?**
   - A) No advocacy program yet
   - B) Informal — some employees share on their own
   - C) Have a program but low participation
   - D) Have a tool but want to switch or optimize

4. **Primary goal?**
   - A) Increase brand awareness and reach
   - B) Generate leads and pipeline
   - C) Support recruiting and employer brand
   - D) Amplify product launches and campaigns
   - E) All of the above

**If the user's request already provides most of this context, skip directly to the relevant step.** Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end.

## Step 2 — Route or answer directly

If the request maps to a platform-specific skill, route:
- Sprout Social Employee Advocacy setup → `/sales-sproutsocial`
- Social media management (publishing, scheduling) → `/sales-social-media-management`
- Influencer marketing with external creators → `/sales-influencer-marketing`
- Sales enablement content management → `/sales-content`
- Content strategy and creation → `/content-strategy`

Otherwise, answer directly from the strategy knowledge below.

## Step 3 — Employee advocacy strategy reference

**Read `references/platform-guide.md`** for detailed module documentation, pricing, integrations, and data model.

*You no longer need the platform guide details — focus on the user's specific situation.*

## Step 4 — Actionable guidance

Based on the user's specific question:

1. **Program design** — goals, pilot group, content guidelines, launch plan
2. **Tool selection** — match to team size, existing tools, and budget
3. **Participation boost** — gamification, executive buy-in, content quality, friction reduction
4. **Content library** — what to include, how to curate, caption writing, refresh cadence
5. **Compliance** — brand guidelines, regulated industry requirements, GDPR
6. **ROI measurement** — EMV, adoption metrics, pipeline attribution

## Gotchas

*Best-effort from research — review these, especially items about platform capabilities and pricing that may change.*

- **Mandatory participation backfires.** Forcing employees to share makes content feel inauthentic and causes resentment. The best programs make sharing easy and rewarding, not required.
- **Content quality is the #1 participation driver.** If employees wouldn't share the content on their own, gamification won't fix it. Invest in creating genuinely shareable content — industry insights, team wins, and thought leadership outperform press releases.
- **Executive participation is non-negotiable.** If the CEO and VPs aren't sharing, employees won't either. Get leadership to commit before launching.
- **Don't expect instant scale.** Start with 20-50 enthusiastic employees, prove value, then expand. Company-wide launches have high initial sign-ups and low sustained engagement.
- **Advocacy tools add cost on top of social management.** Sprout Advocacy requires a Sprout subscription + advocacy add-on. DSMN8 is $5-8/user/month. For a 200-person program on DSMN8, that's $1,000-1,600/month. Budget accordingly.
- **Employees sharing identical content looks bad.** If 20 people post the same LinkedIn post with the same caption, it's obviously corporate. Use tools that generate personalized variations (DSMN8) or strongly encourage employees to edit captions.

- **Self-improving**: If you discover something not covered here, append it to `references/learnings.md` with today's date.

## Before recommending a specific platform skill

This skill covers a strategy domain across many platforms. **Before pointing the user to any specific platform skill** (any `/sales-{platform}` listed in `## Related skills`, e.g., `/sales-mailshake`, `/sales-klaviyo`, `/sales-apollo`), read that platform skill's actual `SKILL.md` first. The 1-line description in `## Related skills` is enough to *identify* a candidate — it's not enough to *commit* to it or to write a prompt that invokes it well.

**How to read it:**
- If `~/.claude/skills/{skill-name}/SKILL.md` exists locally, `Read` it.
- For `sales-*` skills, `WebFetch` directly from this repo: `https://raw.githubusercontent.com/sales-skills/sales/main/skills/{skill-name}/SKILL.md` — e.g., for `sales-mailshake`: `https://raw.githubusercontent.com/sales-skills/sales/main/skills/sales-mailshake/SKILL.md`.
- For non-`sales-*` skills (third-party), look up `{org}/{repo}` in `~/.claude/skills/sales-do/references/skill-sources.md` if installed and fetch the same `skills/{skill-name}/SKILL.md` path under that repo.

**After reading,** ground your recommendation in something concrete from the SKILL.md (its scope, a sub-flow, its `argument-hint` shape, or a "Do NOT use for..." negative trigger). Align any generated invocation with the platform skill's `argument-hint`. If the platform skill turns out not to fit the user's situation, swap to another or handle the question here directly rather than recommending a poor fit.

## Related skills

- `/sales-sproutsocial` — Sprout Social platform help — includes Employee Advocacy module setup and config
- `/sales-social-media-management` — Social media management strategy — publishing, scheduling, engagement, tool comparison
- `/sales-social-listening` — Social listening strategy — monitor how employee advocacy impacts brand mentions
- `/sales-content` — Sales content management — organize and distribute sales collateral
- `/sales-influencer-marketing` — Influencer marketing with external creators (not employees)
- `/sales-do` — Not sure which skill to use? The router matches any sales objective to the right skill. Install: `npx skills add sales-skills/sales --skill sales-do`

## Examples

### Example 1: Design an employee advocacy program
**User says**: "I want to launch an employee advocacy program for our 200-person B2B company. Where do I start?"
**Skill does**:
1. Defines goals: brand awareness + lead generation
2. Recommends pilot group of 25-30 across sales, marketing, and leadership
3. Creates content guidelines and initial library of 20 shareable pieces
4. Recommends DSMN8 or GaggleAMP for B2B-focused structured activities
5. Outlines a 4-week launch plan with gamification
**Result**: Complete advocacy program design with tool recommendation and launch timeline

### Example 2: Boost low participation
**User says**: "We launched employee advocacy 3 months ago but only 15% of employees are sharing regularly"
**Skill does**:
1. Diagnoses common causes: content quality, executive participation, friction, awareness
2. Audits current content library — is it genuinely shareable?
3. Recommends quick wins: executive commitment, Slack integration, weekly leaderboard, content refresh
4. Designs a re-launch campaign with a 2-week contest
**Result**: Actionable plan to increase adoption from 15% to 30%+ within 6 weeks

### Example 3: Choose an advocacy tool
**User says**: "We use Hootsuite for social management. Should we use Amplify or a separate advocacy tool?"
**Skill does**:
1. Compar