Employee Advocacy: How to transform your LinkedIn talent attraction strategy.
Roger Christie
I help clients harness the potential of their people online | Propel MD | Digital Reputation Academy | Podcast Host | Speaker | Exec Advisor | LinkedIn Top Voice
I recently asked a group of talent professionals one simple question:
"Who's tired of pestering staff to share job posts on LinkedIn?"
Every. Single. Hand. Went. Up.
And you know what? I wasn't surprised. Because after over a decade working with organisations on LinkedIn, I've seen this struggle time and time again. The frustration of low engagement, the disappointment of failed ambassador programs, and the endless cycle of "please share this post."
But here's the exciting part - it doesn't have to be this way.
In fact, I've seen organisations transform their approach and achieve:
The results are there. How do you get them?
It's clear this is a hot topic with leaders keen to achieve similar results from their employee advocacy efforts on LinkedIn.
I recently hosted a webinar about creating talent magnets on LinkedIn, and the response was incredible. I wanted to share my six key insights so you, too, can transform your approach to talent attraction.
One of the biggest mistakes I see organisations making is reducing their LinkedIn talent strategy to simply sharing job advertisements. While job posts have their place, they're just one small piece of the puzzle.
Think about it this way: when was the last time you were truly inspired to join a company based solely on a job ad? And what are the chances of hitting that one person's feed with the right ad at the right time when job posts have such low visibility?
What really draws us in are the stories, the culture, the people, and the purpose behind the organisation. With this approach, job posts are simply the icing on the cake.
2. The Power of Authentic Employee Voices
There is a common practice across the vast majority of organisations, regardless of sector: please repost the Company Page.
Whether it's written in policy, or simply encouraged over email with a link to the post in question, it's a practice that is actually preventing success on LinkedIn. Real voices and real stories generate real results.
Why? Because people trust people, not logos. People trust the voices and quirks of their connections, not the polished corporate script.
When your employees share their genuine experiences, challenges, and successes, they're not just posting content - they're building trust and creating connections. They resonate with people like them through people like them. These authentic stories become your most powerful talent magnets.
3. Creating a Sustainable Brand Ambassador Program
The key word here is 'sustainable.' Too many organisations launch ambassador programs with great fanfare, only to see them fizzle out within months (or with significant time and resource invested into pestering people, as per #1...!).
The secret to sustainability? It's not about quantity - it's about quality and authenticity.
It's not about posting - it's about listening and engaging.
Instead of setting post quotas or providing rigid scripts, focus on:
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4. The Trust Multiplier
During the webinar, I shared how enabling your people to participate in their way and voice online not only meant they were more likely to speak up and maintain their own level of activity - their audiences were more likely to love what they shared, too. Because it's their voice they trust.
The very best ambassadors can drive their impressions up by more than 7,000%. Yes - 7,000%! That's not a typo. But here's the crucial part - this kind of growth doesn't happen by accident. It comes from:
5. Avoid the Common Pitfalls
While the webinar focused on the opportunities that come from the right strategy, I also flagged a few of the more common traps I've seen organisations fall victim to. Make sure you avoid:
6. The ROI of Getting This Right
When you transform your LinkedIn talent attraction strategy, the benefits go far beyond just filling vacancies. Think about:
Having worked in this space for years now, here's the simple truth I keep coming back to:
Creating talent magnets on LinkedIn isn't about having the biggest budget or the most sophisticated tools. It's about harnessing the authentic voices of your people, and creating an environment where they feel empowered to be themselves.
Your employees are your best brand ambassadors. They're the ones who can speak authentically about your culture, share real experiences, and attract like-minded talent to your organisation.
Your job isn't to control this process - it's to enable and amplify it.
What to do next?
If you're keen to transform your LinkedIn talent attraction strategy:
Remember, this isn't about overnight transformation. It's about building sustainable practices that will serve your organisation for years to come.
Need Help?
If you'd like to dive deeper into any of these areas or need support in implementing these strategies, I'd love to help. You can:
I'd love to hear your questions and stories of success, too - what's working in your world of LinkedIn employee advocacy?
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P.S. If you found this valuable, I'd love you to share it with your network or tag your colleagues below.
#TalentAttraction #LinkedInStrategy #EmployeeAdvocacy #AuthenticLeadership