When an Estée Lauder executive was fired over an offensive Instagram post in 2022, it wasn’t just a personal misstep but a reminder of the blurred lines between private social media activity and corporate reputation. In today’s hyper-connected world, what employees share online rarely stays personal; it can ripple across an entire brand in seconds. Social media is no longer just a marketing tool. It is a critical platform that legitimizes and reinforces corporate presence and identity. 

With 75% of B2B buyers influenced by social media and LinkedIn guiding decisions for half of them, companies also know that their most influential brand ambassadors might be sitting at their desks. But with great influence comes great risk, pushing businesses to balance encouraging employee social media use aligned with corporate goals while respecting their freedom of expression.

OPPORTUNITIES OFFERED BY EMPLOYEE ADVOCACY

Today, 54% of businesses actively encourage their teams to share branded content to enhance company reach. This comes as no surprise to Yumei Foong, an independent social media consultant who has worked with a cross-section of corporate entities in Asia, the Middle East, and Europe, who says, “People are more likely to trust individuals than organizations, so employees’ words carry more weight.” Echoing this sentiment is Sanya Ijaz, Account Director at Atteline, an integrated communications agency in the Middle East, who highlights how employee advocacy boosts engagement and reach, resonating more effectively with audiences. “Hearing something from an employee feels much more relatable than a corporate email or newsletter.”

Sakshi Ramchandani, Head of Social Media at Cameo Communications, a UAE headquartered PR agency, shares her firsthand experience with the positive effects of employee-generated content for both the individuals and the company. “When they began sharing videos and posts on social media, we didn’t just see an uptick in the company’s metrics; it broke down the stereotype of a ‘boring B2B agency’.”

Leading companies like Duolingo and Monzo Bank have also demonstrated that authentic employee experiences have attracted wider audiences, fostering an image of openness and trustworthiness that ultimately benefits the brand.

THE DOUBLE-EDGED SWORD 

While employee advocacy offers clear benefits, it’s not without its pitfalls, as every post, like, or comment can extend beyond personal networks, directly impacting the organization’s reputation. “Social media accounts are technically personal platforms,” says Foong. “Employees take them when they leave the company, and they have full control. While there’s value in employees applying their personalities and expertise to their social media activity, it’s a thin line between freedom of expression and potential oversteps.”

Examples of such oversteps go well beyond Estée Lauder. Chipotle, for instance, terminated an employee after they publicly criticized the company’s wages on Twitter. Justine Sacco, former senior director of communications at IAC, was dismissed after an offensive tweet went viral during her flight to South Africa. Conner Riley lost a job offer from Cisco after disparaging the company online, while Citigroup fired an employee for posting hate speech.

“When employees are off the clock, they’re in their own space, which means there’s always a chance for accidental missteps, misaligned messaging, or content that doesn’t match brand values,” Ijaz notes, adding that benefits can only be unlocked when done right.

THE IMPORTANCE OF OVERSIGHT

One way to navigate this is by providing clear guidance.  Foong recommends setting expectations early on with a well-crafted social media policy, providing positive examples, and explaining the implications of certain behaviors on the brand image. Such an approach has demonstrated positive impacts, as companies that follow clear social media guidelines have experienced a 20% increase in employee engagement. “The approach should not be one of a parent disciplining a child but one of measured explanations,” she says. “In cases of controversial content, reasonable employees will likely adjust or remove posts if justified. Those who refuse despite clear reasoning may indicate deeper issues.” Ramchandani agrees that guidelines should focus on protecting the brand without making employees feel micromanaged or overly monitored, but rather, encouraged and celebrated.” 

Managers also have an essential role in setting the tone for online engagement. Ramchandani recommends championing personal branding efforts and coaching on brand messaging. “Some companies even gamify social media advocacy, rewarding employees for impactful posts, which fosters a positive, proactive social media culture.”

A CONSTANT EDUCATION

At the heart of these efforts is educating employees on appropriate and professional social media behavior. As a rule of thumb, Foong defines appropriate content as anything that adds value—whether it’s personal insights, role-related experiences, or industry-specific knowledge. In contrast, inappropriate content includes unfounded opinions, provocative remarks, overly political statements without context, or sharing confidential information.

Within a solid foundational framework, Ramchandani says companies can support bold points of view to help employees stand out. “Encourage fresh, unconventional take with brand approval,” she says, providing the example of behind-the-scenes content, personal reflections, team stories, and creative inspiration. Employees can also offer their take on emerging trends or share forecasts based on their experiences. “Whether it’s a shift in consumer preferences or excitement about new technology, these posts position employees as thought leaders and create real value for their networks,” she says, “At the end of the day, consistency doesn’t have to mean conformity. Regular training, open communication, and a strong internal culture help maintain a unified message without stifling individuality.”  

STRIKING THE BALANCE

Undoubtedly, striking the right balance between relatability and professionalism isn’t easy. “There’s no one-size-fits-all approach,” says Ijaz. “The key is being open to different styles while setting clear boundaries. It’s about respecting personal spaces, fostering authenticity, and stepping in only when there’s a clear risk to the brand. ”

Most experts agree, however, that companies must provide their employees with the right tools to succeed, especially given their impact on enhancing the brand. “People are tired of endless advertisements and polished corporate messaging,” says Ramchandani. They’re looking for real people to connect with.” Indeed, in an age where authenticity drives engagement, companies that embrace employee advocacy with clear guidelines and genuine support will be well-positioned to turn their people into their most influential brand ambassadors.