Curious Business: Insights for B2B Growth

Unlocking Employee Advocacy for Business Growth with Andrew Seel

Mar 24, 2025

Join Andrew Seel, a veteran of employee advocacy and founder of Togethr, as he unpacks the art of getting employees to share their stories on social media. Discover how genuine engagement can transform branding and trust. Andrew discusses the power of authenticity and the importance of equipping employees with social media skills. Learn about the structured approaches needed to encourage participation, the unexpected benefits of advocacy, and ways to measure success that go beyond just engagement. It’s a treasure trove of insights for modern businesses!

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ANECDOTE

From AOL to Advocacy

Andrew Seel's career began at AOL, working with early online communities.
This experience led him to found Togethr, a UK-based employee advocacy platform.

INSIGHT

Multifaceted Advocacy

Employee advocacy serves multiple functions, benefiting marketing, sales, and recruitment efforts.
It also boosts employee engagement and development.

ADVICE

Intrinsic Motivation over Rewards

Stop motivating employees with rewards and leaderboards for social media engagement.
Focus on intrinsic motivation instead of extrinsic rewards, as rewards-based systems are often gamed.

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What’s the best way to get employees talking about your business on social media? And is it worth doing? Are people influenced by what people say about their employers? In this episode, Stephen Morris speaks with employee advocacy expert Andrew Seel about the value, tools, benefits and best approaches, as well as its vital role in marketing and brand strategy.

Andrew is an accomplished expert in employee advocacy and social media. With a distinguished career that began at AOL, he navigated the landscape of early online communities. After founding one of the UK's first social media agencies, he identified the powerful potential of employees as brand advocates. This led to the launch of the first UK-based employee advocacy platform, Togethr. Working with well-known brands like John Lewis and Partners, BT, HSBC and the Post Office, Andrew’s passion is making digital communication more authentic and personal.

Listen to this episode of Curious Business to learn:

What employee advocacy is and how it can work for marketing, sales, recruitment and employees.
Why authenticity and trust are the key elements in an effective advocacy strategy.
The best ways to encourage, motivate and help employees to participate.
How a structured approach, ongoing training and support are essential.
Togethr’s step-by-step guide to establishing employee advocacy and their ten-level advocacy scale.
The unexpected benefits and ways employee advocacy can build trust, enhance recruitment and boost brand visibility.

Find out more about Togethr and its approach:
https://www.wearetogethr.io/

Connect with Andrew on LinkedIn:
https://www.linkedin.com/in/andrewseel/

Check out Andrew’s podcast:
https://www.wearetogethr.io/resources/podcasts

Mentioned in the episode:

- B.J. Fogg 'Tiny Habits' (affiliate link)

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Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and anecdotes to help you think differently about your business and marketing.

My name is Stephen Morris. I help start-ups and scale-ups gain clarity and take action, delivering momentum in their growth. If you'd like to know more, book a discovery call.