How ServiceTitan scales brand awareness through Employee Advocacy

Every company has a story to tell, but breaking through a crowded digital space is a constant challenge for social media teams. For Brizylla Araica (@baraica), Senior Community Specialist at cloud-based software platform ServiceTitan, the solution was not ramping up corporate posts on main brand handles. It was activating the workforce around existing posts to amplify reach.

By using Sprout Social, ServiceTitan turns employees into its most visible brand advocates. The strategy of engaging employees to promote content empowers the organization to expand brand awareness and build deeper trust with prospects and customers alike through established personal networks alongside brand-owned handles.

The advocacy equation

The biggest hurdle for any advocacy program is driving adoption. To get busy teams to participate, ServiceTitan focuses on showing employees how sharing company news builds professional credibility and strengthens client relationships.
 

"Our teams produce a high volume of content, making it difficult to publish everything quickly on our corporate channels. Employee Advocacy focuses our efforts, scales our reach and distributes our brand message faster." — Brizylla Araica, Senior Community Specialist at ServiceTitan

The sales team paired Employee Advocacy by Sprout Social with LinkedIn Sales Navigator, creating an integrated workflow that drives direct connection and message discovery. By keeping track of target leads and accounts in Sales Navigator, reps receive clear signals about what types of online content those prospects and clients are engaging with online. They then choose which assets suggested by Employee Advocacy to share with their own networks that will catch attention, lift engagement and reinforce their credibility and expertise with that audience.

The workflow in action

ServiceTitan uses a structured routine to keep its content relevant and organized:

• Curating content by department: The social team ensures the advocacy queue contains relevant content for every department. Corporate handles focus on major announcements and executive thought leadership. Employee-centered brand profiles highlight company culture and open career roles. Sales professionals share case studies, webinars, and product updates, while customer success managers pull content from product release notes, podcasts, and user conference announcements.
• Gamifying participation: To sustain employee engagement, the team introduces internal competitions. Top participants receive regular recognition during company all-hands meetings alongside rewards like gift cards. The team will also introduce an annual leadership award later this year to keep motivation high with an ongoing leaderboard view within the platform.
• Collaborating on business value: Advocacy metrics do not exist in isolation. The social team partners with the paid media team to analyze earned media value, map out community trends, and identify which content resonates most with audiences so they can plan upcoming Employee Advocacy efforts for maximum impact.

The business impact

By deploying Employee Advocacy to distribute product updates, case studies, and customer wins, ServiceTitan expands its organic reach. The strategy transforms how the company scales messaging, converting an internal content library into a decentralized publishing network. By pairing this strategy with real-time dashboards to translate social data into clear business impact for leadership, ServiceTitan demonstrates that employee networks drive measurable brand awareness.