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What Do You Call Your Employee Advocacy Members? | CMAweekly Customer Marketing and Advocacy Slack

1 General Discussion

1 General Discussion

What Do You Call Your Employee Advocacy Members?

Gabrielle Herrera

·Oct 31, 2025 05:51 PM·

Those of you who work on employee advocacy - what do you call your members? Advocates feels too vague yet also holds a lot of authority in the DevRel space Champions is also a bit overused (ironic for me to say, I know) Evangelist isn’t an inclusive term

7 comments

· Sorted by Oldest

Joel (Salesforce)
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If a company has a name often used for its employees (e.g., at Lattice, employees were often referred to as Latticians), why do they need to have a name for them in a program that’s typically org-wide? I don’t think I’ve ever heard of participants in an employee advocacy program be called something other than employees or what employees at the organization are referred to as internally/externally. OR are you asking to brand a sub-group of employees within your employee advocacy program?
Gabrielle Herrera
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Not all employees would participate in this program
Gabrielle Herrera
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So I’d lean towards staying away from using general employee branding (which separately, is owned by Employer Brand and People Ops, not Community)
Joel (Salesforce)
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Got it, makes sense you’d want it different then! Hmm, I’d lean into the culture and/or outcomes of the program or unifying trait(s) of the sub-group of employees in the program then. Maybe something with Allstars or the like then 🤷‍♂️
Christine Newman
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We just call it employee advocacy but the platform is open to all employees to use (it’s really just social posts via Sprout).
Sofia Rodriguez Mata
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I've seen Council and Circle a lot, with a descriptor before the word. Imagine, "Advocate Council" or "Experts Circle".
Irwin Hipsman
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Wonder what ChatGPT would recommend. Agree with Joel (Salesforce) that something that is connected to the company makes it feel special.