Humans. Employee Advocacy is NOT the same as “have all your employees share the same stuff mindlessly on their social media channels”. That’s employee repetition. You want people to actually advocate for you? Give them something to believe in, identify with, and then equip them to use their own voice to talk about it in a way that matters to them. Sure, you can beg them to share it with a click and never think twice, and that doesn’t take much work. But wouldn’t you rather inspire them to want to do it with a flavor all their own?