How Reebok Used Employee Advocacy to Exponentially Boost its Social Media Presence

Employee advocacy has gotten a lot of buzz recently, but the truth is, its success for business strategies goes back — way back. For Reebok, articles praising the company for its innovation surrounding employee advocacy started cropping up as early as 2015. Fast forward to 2023, and they’re still reaping the benefits of establishing employee advocacy as a cornerstone of their employer branding and as a piece knitted into the fabric of their business as a whole. 

What did Reebok know about employee advocacy that other businesses didn’t, and how did they do it? Find out below.

What Is Employee Advocacy? 

In short, employee advocacy is a social media content marketing strategy that capitalizes on the enthusiasm and expansive networks of a business’s own employees. It helps ensure that branded messaging comes from a reliable source (your employees), reaches the correct audience, and resonates with that same audience. Given its past success, employee advocacy is projected to stay, leading companies to even more growth. 

Why Reebok Is King

Back in 2015, Reebok made a decision to start targeting a new demographic. Rather than focusing solely on elite athletes, they wanted to embrace the fit lifestyles of your everyday sweaty enthusiast. As their efforts shifted, the team made an essential discovery that allowed them to step into the world of employee advocacy — their own employees were a near-perfect swathe of their new target demographic. Hypothetically, that meant their personal networks would allow the company to reach even more of that same target audience. 

They recognized that the challenge with social media wasn’t just having people post fitness and athletics but connecting those core aspects of what Reebok does with the brand itself. For that, they needed employees to be enthusiastically on board with the brand and transparent about being involved with Reebok.

What Made Reebok’s Employee Advocacy Program Successful? 

Reebok made a few crucial decisions early on when it came to employee advocacy. 

1. They wanted their brand values to be part of the entire corporate culture. 

That meant building a community of employees engaged with the brand and embracing their values. Adding employee advocacy into the heart of the company values and culture is a key indicator of the program's overall success. 

2. They knew employees would be better received than CEOs for messaging. 

Companies with employee advocacy programs see a more significant return in earnings throughout the year. Messaging comes across as more trustworthy, and when employees love where they work, the entire company receives brand lift and brand recognition in the eyes of its audience. Reebok encouraged its employees to post their every day sweaty activities while in Reebok gear, humanizing the brand. 

3. They wanted to make it fun. 

Reebok’s employee advocacy program was rooted in a somewhat saucy hashtag, #FitAssCompany. This let employees have fun with the program and encouraged them to express their love of fitness. It also allowed Reebok to track participation and the growth of the program. The hashtag also had the added benefit of helping brand awareness grow as it caught on. 

4. They decided transparency was crucial. 

When it came to their program, Reebok knew transparency would be essential for success. They didn’t want to hide that their employees were excited about the brand! This reflected better on the company and made its messaging more trustworthy and relatable, boosting customer engagement

How Did Reebok Do It? 

Besides the successful uptake of the #FitAssCompany hashtag, Reebok understood the value of a successful brand campaign for their employees — i.e., The employees could build their own mini-celebrity on social media if the company picked up their posts. They allowed for employee social media “takeovers” and incentivized them with the potential for being featured on the company page. 

Lastly, Reebok strategically tied its employee participation with current campaigns. If it was trail running season, they heavily encouraged and featured employees who posted content about running in their Reebok gear. This gave them a plethora of user-generated content to add to the pool and draw from for their accounts.  

What You Can Learn From Reebok’s Employee Advocacy Program 

In short, there were a few key takeaways from the success of Reebok’s employee advocacy program. 

  • Be transparent
  • Make it fun and valuable for your employees
  • Incorporate it into your corporate values and brand
  • Encourage authenticity 

For how to build and scale an employee advocacy program for your business, check out our other blog posts. They have plenty of valuable information to start you off on the right foot!

If you have started building an employee advocacy program of your own and reaping the benefits, you’ll need content for your team to use! That’s where the professionals like us here at Ghostit come in. Want to discuss how we can help? Reach out today!

Join Our Email List

Thanks! We will only send you awesome things or helpful tips on how to improve your business.
Hmm, something went wrong try again!

Related Posts

No items found.

How Reebok Used Employee Advocacy to Exponentially Boost its Social Media Presence

How Reebok Used Employee Advocacy to Exponentially Boost its Social Media Presence

Author :

Laurissa Cebryk

Employee advocacy has gotten a lot of buzz recently, but the truth is, its success for business strategies goes back — way back. For Reebok, articles praising the company for its innovation surrounding employee advocacy started cropping up as early as 2015. Fast forward to 2023, and they’re still reaping the benefits of establishing employee advocacy as a cornerstone of their employer branding and as a piece knitted into the fabric of their business as a whole. 

What did Reebok know about employee advocacy that other businesses didn’t, and how did they do it? Find out below.

What Is Employee Advocacy? 

In short, employee advocacy is a social media content marketing strategy that capitalizes on the enthusiasm and expansive networks of a business’s own employees. It helps ensure that branded messaging comes from a reliable source (your employees), reaches the correct audience, and resonates with that same audience. Given its past success, employee advocacy is projected to stay, leading companies to even more growth. 

Why Reebok Is King

Back in 2015, Reebok made a decision to start targeting a new demographic. Rather than focusing solely on elite athletes, they wanted to embrace the fit lifestyles of your everyday sweaty enthusiast. As their efforts shifted, the team made an essential discovery that allowed them to step into the world of employee advocacy — their own employees were a near-perfect swathe of their new target demographic. Hypothetically, that meant their personal networks would allow the company to reach even more of that same target audience. 

They recognized that the challenge with social media wasn’t just having people post fitness and athletics but connecting those core aspects of what Reebok does with the brand itself. For that, they needed employees to be enthusiastically on board with the brand and transparent about being involved with Reebok.

What Made Reebok’s Employee Advocacy Program Successful? 

Reebok made a few crucial decisions early on when it came to employee advocacy. 

1. They wanted their brand values to be part of the entire corporate culture. 

That meant building a community of employees engaged with the brand and embracing their values. Adding employee advocacy into the heart of the company values and culture is a key indicator of the program's overall success. 

2. They knew employees would be better received than CEOs for messaging. 

Companies with employee advocacy programs see a more significant return in earnings throughout the year. Messaging comes across as more trustworthy, and when employees love where they work, the entire company receives brand lift and brand recognition in the eyes of its audience. Reebok encouraged its employees to post their every day sweaty activities while in Reebok gear, humanizing the brand. 

3. They wanted to make it fun. 

Reebok’s employee advocacy program was rooted in a somewhat saucy hashtag, #FitAssCompany. This let employees have fun with the program and encouraged them to express their love of fitness. It also allowed Reebok to track participation and the growth of the program. The hashtag also had the added benefit of helping brand awareness grow as it caught on. 

4. They decided transparency was crucial. 

When it came to their program, Reebok knew transparency would be essential for success. They didn’t want to hide that their employees were excited about the brand! This reflected better on the company and made its messaging more trustworthy and relatable, boosting customer engagement

How Did Reebok Do It? 

Besides the successful uptake of the #FitAssCompany hashtag, Reebok understood the value of a successful brand campaign for their employees — i.e., The employees could build their own mini-celebrity on social media if the company picked up their posts. They allowed for employee social media “takeovers” and incentivized them with the potential for being featured on the company page. 

Lastly, Reebok strategically tied its employee participation with current campaigns. If it was trail running season, they heavily encouraged and featured employees who posted content about running in their Reebok gear. This gave them a plethora of user-generated content to add to the pool and draw from for their accounts.  

What You Can Learn From Reebok’s Employee Advocacy Program 

In short, there were a few key takeaways from the success of Reebok’s employee advocacy program. 

  • Be transparent
  • Make it fun and valuable for your employees
  • Incorporate it into your corporate values and brand
  • Encourage authenticity 

For how to build and scale an employee advocacy program for your business, check out our other blog posts. They have plenty of valuable information to start you off on the right foot!

If you have started building an employee advocacy program of your own and reaping the benefits, you’ll need content for your team to use! That’s where the professionals like us here at Ghostit come in. Want to discuss how we can help? Reach out today!

Ready for a content marketing strategy that increases your traffic and conversions?

Check our

Read Our Latest Blog Posts!

6 Green Flags to Look for When Choosing an Employee Advocacy Agency

Learn the six essential green flags to ensure your employee advocacy program's success. From brand alignment and engaging content creation to seamless platform training, these are the traits a good agency possesses.

The Future of Employee Advocacy

Discover the future of employee advocacy as it evolves beyond the basics, embracing employee-generated content and the power of AI to create more authentic and diverse messaging for reaching new audiences in the ever-changing social media landscape.

The Intersection of Mental Health and Employee Advocacy

Discover why mental wellness is crucial for a thriving employee advocacy program and learn effective strategies to support your workforce's well-being, enhance creativity, elevate engagement, and project a positive brand image.

How Adobe Uses Employee Advocacy to Develop Killer Workplace Culture

Adobe leveraged employee advocacy to foster a remarkable workplace culture. Discover the benefits and strategies to build a thriving culture through employee advocacy in this comprehensive blog.

How Employee Advocacy Can Boost Customer Engagement

Boost customer engagement and foster authenticity with an effective employee advocacy strategy that equips your team with the right tools, content, and training—learn how to extend your reach, increase employee expertise, and build trust with Ghostit's comprehensive approach.

Best Practices for Creating Content for Your Employee Advocacy Program

Amplify your brand's reach and engagement on social media with compelling content for your employee advocacy program. Learn how to incorporate visuals, craft captivating stories, strategically choose platforms, promote employee-generated content, and more tips on creating content that works to drive business growth.

Employee Advocacy: Attracting and Retaining Top Talent

Discover the benefits of employee advocacy, how it can attract and retain top talent, and practical tips for creating a strong employer brand and showcasing your company culture.

How Starbucks Uses Employee Advocacy To Boost Brand Reach

Learn how Starbucks leverages the power of employee advocacy to boost brand reach and cultivate a positive brand image. Discover their strategies and insights in this insightful blog post. Get inspired to develop your own employee advocacy program and unlock the potential of your workforce.

5 Things To Remember When Sharing Third-Party Content

Learn why sharing third-party content on your website is essential for SEO and how to do it effectively with these five tips, including being thorough, personalizing the content, and giving credit where it's due. Boost your brand and reputation by creating shareable content for your business, and book a call with the experts today!