When candidates want to know what it’s like to work for your charity or non-profit, they’re not just reading job specs – they’re looking for voices they trust. And in today’s charity recruitment landscape, that usually means hearing it from your people, not your brand.
That’s where employee advocacy comes in. It’s one of the most effective, yet underused tools in your charity recruitment toolkit.
In this blog, we share practical ways to build internal advocacy into your non-profit recruitment strategy, starting small, making it easy, and focusing on real voices that resonate.
- Understand what employee advocacy actually is
Employee advocacy isn’t just asking your team to share job ads. It’s when staff, volunteers, or even trustees speak authentically about their experience with your organisation – through stories, images, quotes, or simple social posts.
That could mean:
- A frontline worker posting a photo from a team event
- A volunteer writing a blog about why they got involved
- A trustee sharing a personal reflection and linking to an open role
These messages carry weight. According to LinkedIn’s UK Talent Trends 2024 report, candidates are three times more likely to trust employees than employers when it comes to workplace insights.
- Don’t limit it to current staff
You don’t need to rely solely on employees. Some of your most powerful advocates may be:
- Long-term volunteers
- Former staff who remain supporters
- Trustees with community or professional credibility
- Beneficiaries who are proven ambassadors
- Graduate scheme participants who are likely to be part of Alumni networks
Think of everyone who engages with your organisation as a potential storyteller, and make it easy for them to share your roles, values and impact with their networks.
- Start small, but make it meaningful
You don’t need a formal advocacy programme to get started. A few low-effort steps can quickly build momentum:
- Feature a ‘Why I applied’ story from a new hire on your website or as a blog article.
- Share behind-the-scenes photos with commentary on Instagram or Facebook.
- Add short staff testimonials to your careers page and job ads.
- Use quotes from internal staff surveys in recruitment materials.
The goal is to show what your workplace is really like, through the eyes of the people in it. These human touches often resonate more than polished, corporate-style messages.
- Make sharing optional, easy, and rewarding
Not everyone will want to be an advocate – and that’s okay. But many people are happy to share if you make it simple, respectful, and voluntary.
Try this:
- Create a short guide or toolkit with sample posts, hashtags, and links
- Ask people individually rather than sending out blanket requests
- Publicly thank advocates in team meetings or internal newsletters
- Give people autonomy over what and how they share
- Avoid pressure. Advocacy should feel empowering – not like extra unpaid work.
- Tailor advocacy to the platform and the role
- Not all roles, or audiences are on the same platform, so tailor where and how you encourage advocacy:
- LinkedIn is ideal for leadership, policy, governance, and fundraising roles
- Instagram is strong for community services, youth engagement, or campaigns
- Facebook is great for local outreach, retail, or volunteer roles
- Internal comms – don’t forget intranets, meetings and newsletters to encourage sharing
- Give your people something worth sharing
Your team can’t advocate for your organisation if they’re not proud of what they see. That means giving them recruitment content that’s clear, human, and genuinely reflects their experience.
As a minimum, this means:
- Well-written job ads with realistic tone, inclusive language and clear benefits
- A careers page that showcases your culture, flexibility and values
- Realistic timelines and respectful communication with candidates
When job satisfaction is good, employees are far more likely to recommend you to others, organically and authentically.
- Track the impact of internal advocacy
Even simple advocacy can move the needle. You can track its effect using:
- Custom application links
- ‘Where did you hear about this role?’ questions on your application form
- Reviewing referral sources in your ATS or website analytics
You might be surprised how many applicants arrive via peer networks or social shares. This data helps justify investment in internal comms and helps you double down on what’s working.
- Link it back to your employer brand
Advocacy and employer brand go hand in hand. The more aligned your internal experience is with your external messaging, the more natural advocacy becomes.
That’s why advocacy isn’t just a recruitment tactic. It’s a reflection of your culture.
- What employee advocacy isn’t
A quick word of caution – don’t confuse advocacy with forced promotion.
This isn’t about creating a team of brand ambassadors who parrot corporate messages. It’s about making space for genuine, varied voices, even if they’re imperfect.
Let people speak in their own tone, from their own experience. That’s what builds trust, and ultimately attracts the right candidates.
- Use advocacy to fill hard-to-hire roles
Some roles, like care workers, retail supervisors, or IT specialists, are notoriously hard to fill in the charity sector. Internal advocacy can help by:
- Reaching passive candidates who trust a friend more than an ad
- Explaining the job’s purpose in real terms
- Showing that the work is meaningful, supported and appreciated
This is especially useful if you can’t compete on pay. Culture, support and values often tip the balance, and who better to explain those than someone doing the job?
Final thought: Let your people do the talking
In the charity and non-profit sector, your people are your brand. If they speak well of your organisation, candidates will listen.
That’s why employee advocacy isn’t a nice to have. It’s one of the simplest, most cost-effective ways to build trust, widen reach and attract the right people for your mission.
And it starts from within.
Key takeaway:
Your best recruiters might already be inside your charity. Make it easy for them to share, speak, and advocate, and you’ll attract stronger, more aligned candidates.
We work with hundreds of non-profits to deliver recruitment that’s inclusive, efficient, and aligned with your mission.
Here’s how:
Talent Attraction
- Reach qualified candidates with targeted job advertising, expert copywriting, and campaign performance insights.
- Smarter strategies mean more of the right people see (and apply for) your roles.
Applicant Tracking System
- Simplify your hiring process with a user-friendly ATS designed for in-house teams. From anonymous CV screening to interview scheduling, it’s built to reduce bias and admin.
- Fairer hiring tools that save time and support diversity.
Careers Sites
- Showcase your culture, values and opportunities with a branded, accessible careers site. Help candidates connect with your purpose – and choose you.
- Create lasting impact by attracting people who believe in your mission.
Let’s talk – whether you’re hiring 2 people or 200.
Call the Webrecruit Charity Team today on 01392 823131 or email the team here
Find out more here
