Unlocking the Power of “Why”: How Line Managers Can Ignite Employee Advocacy Through Purpose

By carefully examining what drives meaningful engagement and genuine employee advocacy, businesses worldwide have reached a key realization.

The power of “why” as a motivational tool. 

It is a foundational element in building a culture of employee advocacy.

At the heart of this are line managers. 

Their unique position allows them to bridge a company’s objectives and the story behind it’s brand, with individuals’ aims and interests, unlocking advocacy among their team members.

This article looks at how line managers are pivotal in developing the sense of purpose that fuels employee advocacy.

The Crucial Link Between Employee Purpose and Advocacy

The Crucial Link Between Employee Purpose and Advocacy

The concept of employee advocacy has shifted from being a mere buzzword to a clear goal for modern organizations.

Employee advocacy is the promotion of an organization by its staff members. To achieve this consistently, employees must genuinely believe in their organization.

The true value and potential of employee advocacy lies in enhancing their brand’s visibility and credibility through authentic promotion.

The link between employee purpose and advocacy is critical to this, and influenced heavily by line managers. 

When employees find purpose in their work, their engagement and productivity soar, making them far more likely to become brand advocates.

So if employee advocacy is so valuable and important, why isn’t it seen more often? 

Line managers are the missing link. 

Line managers act as a connection, between the organization’s strategic goals and the day-to-day reality of employees. 

They will explain the ‘why’ behind a company and its goals to their teams. 

How they manage employees is the difference between advocacy and apathy.

 The Role of Management Training in Fostering Advocacy

Line management is difficult, which means developing employee advocacy is difficult. 

To develop advocacy, line managers need to learn to engage with their teams effectively and link each member’s role with the broader company objectives. 

They must also learn what effective employee advocacy looks like so that they can help and guide team members as they become advocates for the company.

Learning to do this for team members, each of whom will see things differently and have different personal goals, is a high-level skill. It doesn’t come naturally to most people

Inevitably, many (most?) new line managers will benefit from coaching by experienced line managers when developing this skill. 

Key areas of focus for this type of help and training include:

  • Effective Communication Skills: 

Training enhances managers’ ability to express the company’s vision and how each employee’s work contributes to that vision. This includes not just the what, and the how, but, most importantly, the why behind their tasks. 

  • Empathy and Emotional Intelligence: 

Empathy allows managers to understand the personal aspirations and challenges of their team members and use these insights to motivate and engage their staff. 

Emotional intelligence is crucial for fostering an environment where employees feel valued and understood.

  • Strategic Alignment: 

Managers learn to align team objectives with the organizational mission, making the connection between individual roles and company goals clear and compelling. 

This alignment is critical for employees to see the impact of their work, fostering a sense of accomplishment and purpose.

  • Fostering a Culture of Transparency and Trust: 

Open communication about company performance, challenges, and strategic decisions makes employees feel included and valued. 

This transparency builds trust, which is essential for advocacy to thrive.

 Igniting a Sense of Purpose: Top Tips

Employee advocacy isn’t something that can be ‘turned on’ overnight. 

Installing a sense of purpose in employees is the outcome of consistent, thoughtful management.

Consistency is key. 

It builds trust as it shows employees that a company’s actions are consistent with its stated aims. 

For employees to truly understand the ‘why’ behind a company a manager must keep consistently:

  • Personalizing the Connection to Company Goals: 

Managers must tailor their approach to align company goals with the individual motivations and career aspirations of their team members. 

This personalized approach makes the company’s goals more relevant and meaningful to each employee. 

Story telling is a well established method of making the company’s goals resonate emotionally for an employee.

  • Creating Opportunities for Impact: 

Managers can help team members see the tangible impact of their work by involving them in specific projects that directly BOTH contribute to the company’s mission and particularly resonate with that specific team members interests.

  • Recognition and Reward: 

Acknowledging and celebrating achievements that contribute to company goals reinforces the value of each employee’s work. 

Recognition serves as a powerful motivator for continued advocacy and engagement.


The journey towards cultivating a workforce of passionate advocates begins with recognizing the critical role of line managers in unlocking the power of “why.” 

By equipping key players with the right training and tools, organizations can forge a deep connection between individual purpose and the collective mission. 

This alignment not only ignites a sense of purpose among employees but also fuels a culture of advocacy that propels the company forward. 

Author Bio

Erika BallaI’m Erika Balla, a Hungarian from Romania with a passion for both graphic design and content writing. Following the completion of my studies in graphic design, I discovered a second passion in content writing, particularly in crafting well-researched, technical articles. I derive joy from dedicating hours to reading magazines and collecting materials that inspire the creation of my articles. What sets me apart is my love for precision and aesthetics. I am committed to delivering high-quality content that not only educates but also engages readers with its visual appeal. I bring a unique perspective to my writing, actively immersing myself in this field to produce articles that illuminate complex concepts and present them in a clear and accessible manner.

Master the Art of Video Marketing

AI-Powered Tools to Ideate, Optimize, and Amplify!

  • Spark Creativity: Unleash the most effective video ideas, scripts, and engaging hooks with our AI Generators.
  • Optimize Instantly: Elevate your YouTube presence by optimizing video Titles, Descriptions, and Tags in seconds.
  • Amplify Your Reach: Effortlessly craft social media, email, and ad copy to maximize your video’s impact.