From Strategy to Action with Employees as Brand Ambassadors

1. What exactly is Apostle — functionally and in terms of its purpose?

Apostle is an easy-to-use SaaS solution for employee advocacy and social publishing. In practice, Apostle enables employees, teams and partners to effortlessly share content on their networks, always aligned with your brand’s strategy and content plan.

The goal: to expand your social media reach through the power of your people. This makes your brand more visible, relatable, and trustworthy. Apostle combines innovative software, a proven methodology, Social Reach Optimization (SRO), and personal guidance.

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2. What changes in current behavior?

With Apostle, part of the content distribution shifts from the marketing or communications team to the employees themselves. This requires a behavioral shift: employees become active brand ambassadors instead of passive followers.

In practice, this means employees, managers, and ambassadors receive ready-to-use post suggestions, which they can personalize or publish immediately as a personal post. No impersonal repost, but an authentic message in their own words. For marketing, this means more control over planning, fewer ad-hoc actions and better measurability.

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3. What does it ask from employees, managers and teams?

For employees, it requires only a small and regular time investment: reading, adapting and sharing content. For managers, it mainly requires leading by example: actively participating, posting themselves and motivating others.

Teams need to embed ambassadorship into their work culture. This works best when managers share successes, ambassadors are given space, and good contributions are visibly acknowledged and appreciated.

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4. What roles and responsibilities does the methodology provide for the organization?

A successful Apostle rollout requires clear roles and responsibilities:

SRO Professionals: At least two people within the organization are trained to become Social Reach Optimization (SRO) Professionals. They are the driving force behind the program and often work within the marketing & communications department and/or HR or recruitment teams. Through online e-learning and coaching sessions, they learn how to shape the content strategy and structure, manage the content calendar, and keep it up to date. They also ensure colleagues are supported and motivated. These tasks are often smartly divided between two people for maximum continuity.

Managers: The management team plays a key role in executive profiling. Just like ambassadors, managers receive post suggestions that they can personalise or publish immediately as a personal message. In doing so, they act as visible role models and inspire others within the organization.

Ambassadors: These are the employees who bring Apostle to life. They regularly receive personal post suggestions that they can easily adapt or share directly. A small core group of ambassadors also has the task of contributing authentic content themselves. This is structurally secured through a regular editorial meeting.

In this way, SRO Professionals provide structure, managers inspire, and ambassadors provide visibility and credibility.

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5. What is the time investment for usage and implementation?

The time investment is surprisingly low: an average employee or ambassador spends just 5 to 10 minutes per month reading, personalizing and publishing post suggestions.

For implementation, you can expect:

• Ambassadors: a one-time kick-off or instruction session of 45 to 60 minutes.
• SRO Professionals: about 8 hours of training and setup spread over a few weeks. After that, they plan a monthly editorial meeting of 1 hour to discuss new ideas, themes and content suggestions. The time needed to create posts depends on the desired number of posts and your internal capacity.

By using innovative tools like Apostle, you save a significant amount of time: everything is structured, planned, and easy to distribute. This gives you complete control over quality and planning without constant ad-hoc hassle.

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6. What is the role of the management team?

The management team is the driving force behind a thriving employee advocacy culture. By actively posting and being visible themselves, they set the right example (executive profiling). They make ambassadorship a topic in team meetings and remove obstacles. The result? Employees feel safe and motivated to make active contributions.

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7. What support does Apostle offer during implementation?

Apostle is more than just software. During implementation and embedding, we provide:

• A practical kick-off workshop.
• An online learning environment for SRO Professionals.
• A number of one-on-one coaching sessions to develop the content strategy, structure and calendar.
• Access to a knowledge base, best practices and a dedicated customer success manager.
• An ongoing program through the Ultimate Combo package, with regular evaluations to monitor and optimize impact.

This keeps the program lively and ensures its long-term success.

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8. What results can be expected?

Organizations that work with Apostle can expect the following results:

• An organic reach that is 3 to 10 times greater.
• Employees generate up to 8x more engagement.
• 92% of people trust recommendations from people they know more than posts from companies — authentic, human stories create an emotional connection. Employee Employee-generated content (EGC) outperforms traditional branded content: real stories simply work better.
• 38% of job seekers in 2024 looked for work, and 28% found work through personal connections and referrals.
• A stronger employer brand — companies with a successful employee advocacy program are 58% more likely to attract top talent.
• 86% of participants experience a positive impact on their professional development.
• Employee advocacy generates extra impressions, engagement and website clicks that translate into earned media value.
• It reduces dependency on paid social media ads.
• Ambassadorship boosts pride, ownership, appreciation and employee satisfaction, increasing the chance of retaining talent by 20%.

Various client cases and references show that these results are achievable. Because the program is structurally embedded, its impact naturally grows with the organization.

9. What are the costs and next steps after an experiment?

Many organizations start with our 60-day experiment. This is a low-threshold introduction for a fixed fee. After this period, you decide whether to scale up with a license that matches your organization’s size and ambitions.

You can choose packages such as Collaborate or Performance Driven (fully measurable, including intensive support). This way, Apostle grows flexibly with your goals.

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10. How scalable is Apostle and how do you implement it at your own pace and maturity level?

The strength of Apostle is that the program is modular and scalable. You decide how big you start and at what pace you expand. Our advice: start small, for example with one department or a select group of ambassadors, and then scale step by step. This builds a solid foundation and increases the chances of sustainable adoption.

You decide:

• How many teams and departments join in.
• Whether you activate only internal employees or also involve partners and customers.
• How post suggestions are approved and distributed.
• How much internal support or external guidance you use.

Apostle always grows flexibly with your organization’s maturity on your terms and at your pace.

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Conclusion: building a strong brand together

Apostle is much more than a tool. It is a movement within your organization: employees, managers and SRO Professionals work together towards a brand that is more visible, human and credible.

With minimal time investment and maximum impact, you build a sustainable network of ambassadors who strengthen your brand every day.

Curious how this could work for your organization? Book an inspiration session with no strings attached or try our 60-day experiment.

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