Employee advocacy tools provide a platform for employees to share approved corporate content like blog posts, thought leadership articles, news stories, community initiatives through their personal social networks. These tools help amplify company messaging and also improve employee employer relationships by facilitating advocacy and engagement. Employee advocacy tools enable brands to crowdsource content creation and distribution through their workforce, reducing marketing budgets. Companies provide curated content and track the reach and influence of employee shares.

 

The need for employee advocacy tools has increased manifold during the pandemic as remote and hybrid work models became mainstream. With employees working remotely, companies need online platforms to foster collaboration, gather feedback and strengthen workforce engagement. Employee advocacy acts as an important internal communication tool for dispersed teams. It helps employees feel more involved with company goals and values. Additionally, brands can leverage the trusted networks of their employees to authentically promote products and services to a wider audience.

 

The Global Employee Advocacy Tool Market is estimated to be valued at US$ 1.39 Bn in 2024 and is expected to exhibit a CAGR of 11.% over the forecast period 2024 to 2030.

 

Key Takeaways

Key players operating in the Employee Advocacy Tool market include DrumUp, PostBeyond, SAP Employee Engagement, Sociabble, EveryoneSocial, GaggleAMP, LinkedIn, Hootsuite and Sprinklr. These platforms provide comprehensive solutions for employee advocacy, content sharing, engagement tracking and analytics.

 

The growing popularity of remote and hybrid work models is driving demand for online communication and collaboration platforms that can strengthen internal communications and workforce engagement. Employee advocacy tools effectively address this need by facilitating participation of dispersed employee community.

 

Technological advancements like AI and machine learning are helping employee advocacy platforms provide personalized recommendations, automate content curation and offer deeper analytics. Platforms are integrating with enterprise systems to deliver a seamless experience across devices and work environments.

 

Market Trends

The emergence of social selling: Advocacy platforms are promoting social selling strategies where sales and marketing leverage employee networks to authentically promote offerings. This is gaining traction.

Adoption of mobile apps: Platforms are enhancing mobile capabilities for employee advocacy on-the-go through dedicated smartphone applications.

Integration of intranets: Vendors are integrating advocacy tools with existing employee intranets and collaboration platforms for a unified experience.

 

Market Opportunities

Leveraging employer branding: Companies can use advocacy to strengthen their employer brand and attract top talent by highlighting work culture, CSR initiatives etc.

Targeting niche professional groups: Platforms can offer customized advocacy solutions targeting specific employee segments like sales teams, tech community etc.

Facilitating remote onboarding: Advocacy tools provide opportunities for remote employee onboarding, peer-learning and mentoring.

 

Impact of COVID-19 on Employee Advocacy Tool Market growth

 

The COVID-19 pandemic had a significant impact on the Employee Advocacy Tool Market Growth globally. During the initial phases of the pandemic, many businesses imposed lockdowns and work-from-home policies to curb the spread of the virus. This transition to remote working models disrupted communication channels within organizations. Employee advocacy tools played a vital role in helping companies strengthen internal communication and engagement among remote employees during this period. It allowed organizations to push relevant information to employees, address concerns, and boost morale while working remotely. This drove up demand for employee advocacy solutions in 2020 and 2021 as companies looked to digital tools to stay connected with their workforce.

 

However, the pandemic-induced economic slowdown and job losses also impacted the market. Many businesses, especially small and medium enterprises, put investments in new technologies and tools on hold due to budget cuts. This led to a decline in demand from the SMB sector. With the lifting of lockdowns and resumption of on-site operations in 2022, demand normalized. But new trends like hybrid work policies are expected to continue driving the need for employee advocacy tools even in the post-pandemic era. Companies now recognize the importance of robust internal communication platforms to engage employees effectively in distributed work models.

 

The employee advocacy tool market is concentrated in North America and Europe in terms of value. Both regions collectively account for over 65% of the global market revenue. This is attributed to high technology adoption, presence of key players, and advanced digital infrastructure in countries like the US, Canada, Germany, UK and France. The Asia Pacific region, led by China, India and Japan, has emerged as the fastest growing regional market for employee advocacy tools. With growing digitization of businesses and rapid tech penetration, the APAC market is projected to witness around 14% CAGR during the forecast period.

 

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