Amplify: Introduction to Employee Advocacy

If you're here, you already know that your employees are your greatest brand ambassadors. But how do you turn that potential into real business impact?

This series will demystify LinkedIn Employee Advocacy, giving you practical, step-by-step guidance on how to empower your team, amplify your brand, and drive measurable results using the LinkedIn platform. From content strategies to executive buy-in, case studies to future trends, you’ll get everything you need to build a powerful advocacy programme. We're breaking down LinkedIn Employee Advocacy into bite-sized, super-easy steps. No jargon, just pure advice and engagement.

This will be your go-to resource for LinkedIn advocacy that works.

Are you in?

The Topics

Here are 10 topics which I will be covering in the coming weeks:

1. Introduction to Employee Advocacy
2. Building an Authentic Employee Voice
3. The Foundations: Your Social Media Policy
4. Content Strategies for LinkedIn Advocacy
5. Leveraging Executive Buy-In for Advocacy
6. Measuring the Success of Advocacy Programs
7. Challenges in Employee Advocacy and How to Overcome Them
8. Training Employees to Be Effective Advocates
9. Case Studies: Successful LinkedIn Advocacy Campaigns
10. Future Trends in Employee Advocacy on LinkedIn

What is "LinkedIn Employee Advocacy"?

LinkedIn Employee Advocacy refers to the practice of empowering and encouraging employees to actively promote and support their organisation through their personal LinkedIn profiles. This involves sharing company-related content, such as news, achievements, and thought leadership pieces, as well as engaging in professional discussions and networking activities that reflect positively on the organisation.

Employee advocacy on LinkedIn leverages the credibility and reach of individual employees to amplify the company's brand presence, enhance its reputation, and foster stronger connections with potential clients, partners, and recruits. It is a strategic approach that combines social media engagement with internal communications to create a powerful brand ambassadorship program.

It makes sense, doesn't it?

As a professional LinkedIn trainer and accredited marketer, I've witnessed firsthand how organisations that empower their workforce to become brand ambassadors achieve remarkable results in terms of reach, engagement, and business growth.

Understanding Employee Advocacy: Beyond Corporate Communications

Effective advocacy programmes recognise that employees are not just participants in corporate culture but active creators and promoters of it. When employees share company content, they extend your message far beyond what corporate channels alone could achieve. Research indicates that employees typically have networks ten times larger than their company's corporate accounts, and content shared by employees receives substantially higher engagement rates* The mathematics is compelling – a company with just 100 employees actively sharing content could potentially reach tens of thousands of additional connections.

??Top Tip: Make more employees admins / super admins of your Company Page:

As a super or content admin of your LinkedIn Page, you can grow your follower base by inviting your 1st-degree connections to follow your Page. You can invite your 1st-degree connections or, with a Premium Company Page subscription, you can invite followers of similar Pages or people who interacted with your Page's content.

(With a Premium Company Page subscription, you can invite followers of similar Pages, even if they aren’t a 1st-degree connection. You can also turn on auto-invites to automatically invite people who interacted with your content in the past 30 days.)

With a Premium Company Page subscription, you can invite followers of similar Pages, even if they aren’t a 1st-degree connection. You can also turn on auto-invites to automatically invite people who interacted with your content in the past 30 days.

Employee-shared content enjoys greater credibility. People inherently trust messages from individuals within their network more than they trust corporate communications. When your employees share information about your organisation, it carries the implicit endorsement of someone the audience already knows and trusts, making it significantly more persuasive than traditional marketing.

Furthermore, employee advocacy humanises your brand. Each employee brings their unique perspective, voice, and network, creating diverse touchpoints that make your organisation more relatable and authentic. This human element is invaluable in building meaningful connections with potential clients, partners, and recruits.

Beyond external benefits, employee advocacy fosters stronger internal engagement. When employees actively participate in representing the company, they typically develop a deeper connection to its mission and values. This strengthened sense of belonging contributes to improved workplace culture, higher retention rates, and enhanced employee satisfaction.

LinkedIn: The Premier Platform for Employee Advocacy

While employee advocacy can span multiple channels, LinkedIn stands out as particularly effective for professional brand building. With over 1bn members across more than 200 countries and regions, LinkedIn provides unparalleled access to professional networks and decision-makers.

The platform offers several features that specifically support advocacy efforts. As of March of this year, 2025, here's an overview of the key employee engagement features on LinkedIn:

1. My Company Tab: This feature has evolved and is now integrated into company pages. Aufweisen adieu My Company tab!
2. Employee Notifications: Companies can still send notifications to employees about important posts or updates, encouraging them to share and engage with content.
3. Content Suggestions: LinkedIn offers content suggestions tailored to your company and industry, making it easier for employees to find relevant content to share.
4. Employee Advocacy Tools: LinkedIn has enhanced its employee advocacy capabilities, allowing companies to curate content for employees to share and track the impact of these shares.
5. LinkedIn Live: This feature allows companies to broadcast live video content, which can be an effective way to engage employees and share company updates in real-time.
6. Polls and Surveys: Companies can create polls and surveys directly on their pages, encouraging employee participation and feedback.
7. Learning and Development Integration: LinkedIn Learning is more tightly integrated with company pages, allowing organisations to highlight recommended courses for employee development.
8. Analytics Dashboard: An improved analytics dashboard provides insights into employee engagement, content performance, and the overall impact of your company's LinkedIn presence.
9. Custom CTA Buttons: Companies can add customised call-to-action buttons on their pages, which can be used to direct employees to internal resources or engagement platforms.
10. Employee Spotlight Feature: This allows companies to highlight individual employees, their achievements, and their stories, fostering a sense of community and recognition.

Perhaps most importantly, LinkedIn's algorithm tends to favour individual users over corporate accounts. Content shared by employees typically receives substantially higher visibility in followers' feeds than the same content posted through company pages. This algorithmic preference makes employee advocacy on LinkedIn particularly effective for expanding organic reach

Building a Culture That Nurtures Advocacy

Ultimately, sustainable employee advocacy stems from a positive workplace culture. Employees advocate most effectively when they genuinely believe in their organisation and feel valued within it. Focus on creating an environment where staff feel connected to your mission, informed about company developments, and empowered to represent the brand authentically.

Encourage senior leadership to participate actively in advocacy efforts. When executives lead by example, it signals the programme's importance and legitimises participation across all levels of the organisation.

Remember that effective advocacy isn't forced or scripted. It flourishes in organisations where employees feel such strong alignment with company values that sharing becomes natural. The most powerful advocacy programmes don't just create social media activity – they reflect and reinforce a culture where employees genuinely want to champion their workplace.

In sum...

Employee advocacy represents a powerful opportunity to amplify your organisation's voice through your most credible ambassadors – your people. When implemented thoughtfully, it creates a virtuous cycle where increased visibility enhances brand perception, attracts talent, and drives business growth.

I hope you found this useful and will be with me on this journey to building your company a program that drives growth and reach for you.

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Next steps:

Social Media Policy: If you have 1+ employees and do not have a policy in place, book a call with me to discuss your requirements.

Book a bespoke LinkedIn training session for your team: https://www.trevisanconsulting.com/corporate-training/

ref: *https://firstup.io/blog/benefits-of-employee-advocacy/