The subject of the article is employee advocacy defined as the promotion of an organization by the people who work for it. The scientific aim of the article is to systematize knowledge about employee advocacy and to identify areas for future research on this issue. A narrative review of literature was used as a research method. The utilitarian goal of the publication is to promote changes in the way of understanding the role of employees in the organizations' marketing activities. The key benefits of employing employees as brand ambassadors were presented. Arguments were prepared to support the thesis that employee advocacy programs have almost unlimited promotional potential, but employees can be valuable brand ambassadors only if they have knowledge of the brand's needs and employee advocacy mechanisms.