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Employees are talking about your brand on social media — in fact, 50% of employees post messages, pictures or videos in social media about their employers. With nearly120 million full-time employees in the U.S., that means 60 million employees choose to talk about their employers online.

The good news is that their messages are overwhelmingly positive; the bad news is that much of this employee advocacy is happening beyond your awareness. Many employees are sharing about their companies on social media without training or guidance on brand-safe content.

The key is to understand why employees would advocate for their companies. What’s in it for them? How do you make it feel natural for them to advocate? How can you motivate them to do it well?

Continue reading at AdAge.com