Foreword Online

Ideas, information and industry news for collegiate retailers

Are Your Employees Advocates for Your Store?

Posted by Kate Seat on 4/23/15 11:00 PM
Topics: retail management, student employees, sales strategies, customer loyalty, Marketing to Students

Student employees are great advocates for college storesYour student workers are a natural resource when it comes to what merchandise you stock — after all, they are your target market! As such, they should be involved in some of buying decisions, which can help transform them from employees to advocates. It's likely that they also have established social media networks that may exceed your store's reach, so if they get a say in what your store carries, they're more likely to want to promote those items to their friends and family. You can rely on them as a test market for new products, or to keep you apprised of new and upcoming trends. To find out more about the concept of employee advocacy, check out the following excerpt from a post by Olivier Choron for Social Media Today.

Why involve employees?

With two thirds of consumers buying decisions occurring digitally before they even interact with your brand; it becomes crucially important that you have a strong online presence. And what better way to promote your brand than through your employees’ social media accounts?

Whether you are a small or large organization, your employees will certainly have a social media presence, with a mix of personal and professional connections. Think about how much further your message could reach, just by utilizing them. And let’s not also forget that the message will be shared by the connections their followers trust, strengthening the promotional effectiveness.

Many of our customers use employee advocacy to increase their potential reach, and I cannot begin to tell you how happy they are with the outcome. One of our customers went from reaching a few hundreds of connections (Twitter followers, Facebook friends and LinkedIn contacts), to 170,000 connections, just by allowing 160 employees to share their content.


Through increasing your potential reach, this undoubtedly will increase your competitiveness. Ensure you are at the forefront of potential customer’s minds when they decide to make the all-important decision to buy your product over competitors.

Create passion

Employee advocacy is also a great way to create a motivated workforce, who are equipped with an in-depth knowledge of their brands offerings. Also to their connections they appear as a professional, sharing their knowledge to others.


These posts also allow your employees to become thought leaders and trusted advisors in the social media world. They are providing value to their online community. To become a thought leader, all employees have to do is add their opinion to your post. It will provide a personal touch, whilst allowing them to appear up-to-date with the industry they work in.

Related articles on Foreword Online

Article comments

Subscribe for updates

Share your experience

Contact our editorial team to set up an interview or to contribute a guest post.

Most popular posts