Employee Advocacy on LinkedIn: What It Looks Like and Why You Need It

Employee Advocacy on LinkedIn: What It Looks Like and Why You Need It

The first step of social media marketing is knowing where your audience lives, and many companies find their target audience on LinkedIn.

Whether you are a marketer or salesperson looking for prospective buyers or a recruiter looking for top applicants, LinkedIn is a great place to boost your social media presence, connect with people, and extend your brand’s reach. Here you can propel your brand’s credibility and gain the attention of your target audience organically. 

The way to do this is to leverage your employees. 

On average, employees collectively have social networks ten times larger than their corporate brand, according to LinkedIn

Quote on Employee Social Media Networks

This means if your employees share out a message similar to that of your brand handle, that message will extend much further through your employees. 

Your message resonates with your target audience more when it comes from your employees than it does coming from your brand. This should come as no surprise. People trust other people more than they trust brands or ads. People view a message from a brand or ad with a level of skepticism since it’s clear there is an agenda behind the message. 

When people view a message coming from another person, especially when it’s someone they know and trust, there is far less skepticism.  

This is why employee advocacy works on all social media platforms, not just LinkedIn. But LinkedIn is great for achieving goals around lead generation and recruiting.

Let’s use recruiting as an example. 

If you post a job opening on your company's LinkedIn account and say in the caption of the social post that your company is a great place to work with great benefits, it’s clear you are trying to prop up your company to fill a position. 

If an employee shares that same job opening and talks about how they enjoy working at the company, it comes off as much more authentic. It’s a person sharing their perspective and experience with the company. This can help broaden your talent pool, too.

You are much more likely to respond to a job posting you saw from a person you know and trust over the same job posting you saw from a brand handle. 

That’s what an employee advocacy program is all about. If you get employees active on LinkedIn, they can go to bat for your brand and extend your brand’s reach. An employee advocacy platform makes it easy for you to enable your employees to go to bat for your brand on LinkedIn. 

Employees sharing your message and being active on LinkedIn make your brand look more personable and trustworthy. It shows the faces behind your logo. When your employees share their industry knowledge, it props them up as industry thought leaders and makes both them and your brand look more credible. 

LinkedIn is a great place to connect with people in your industry including analysts, partners, customers, and prospective buyers.


Boost Your Social Media Metrics With LinkedIn Posts 

Using an employee advocacy program, you can greatly boost all your social media metrics on LinkedIn. 

Social posts from employees resonate more with other people than posts from your brand account. Because of this, social posts from employees garner more engagement leading to a much further reach, and they get more clicks. 

According to LinkedIn, when employees share content, it garners a 200% higher click-through rate than when the company shares it.

Sharing Content quote

With an employee advocacy program, you can use the LinkedIn algorithm to your advantage. 

This is a key aspect of employee advocacy.  

The LinkedIn algorithm, similar to other algorithms, favors posts from people over posts from brand accounts. Use your employees to workaround the LinkedIn algorithm. If you want to share an ebook, blog post, press release, webinar registration page, or some other type of content, you could boost these posts further up on LinkedIn feeds by having employees share them. 

Boost Your Social Media Metrics With LinkedIn Posts

Furthermore, the LinkedIn algorithm favors posts that get a decent amount of engagement soon after they’re posted. This means if you post something on LinkedIn that doesn’t get any engagement and someone else posts on LinkedIn and gets some engagement quickly, the second post will get priority in feeds. Similarly, a post that gets the same amount of engagement in less time will get priority in feeds. 

There’s an easy way your employee advocacy program can take advantage of this part of the LinkedIn algorithm. Simply have someone share a post on LinkedIn that you want to prop up. Then have everyone else in your program engage with that past through LinkedIn activity in your employee advocacy platform. Have employees comment on this LinkedIn post, share it, and like it. Make these the feature activities in your platform so employees act on them sooner. 


Use a Solution That Connects Your People With Your Audience

Social media is all about being social. 

If you want your employees to boost their social media presence and in turn your brand’s social media reach, you need them to be more active and social. 

This involves connecting with other people on social media. Important people to connect with include industry experts and analysts, partners, prospective clients, customers, and coworkers. 

Using an employee advocacy platform, you can suggest people for your employees to connect with on LinkedIn, suggest posts for employees to comment on, and conversations for employees to hop into. 

Use a Solution That Connects Your People With Your Audience

Suggesting these activities through an employee advocacy platform like GaggleAMP is incredibly helpful. It guides your employees in the right direction, helping them with what to do on LinkedIn. 

This is especially great for social selling initiatives. 

You can direct your salespeople to connect with prospective buyers, comment on posts of your target audience asking relevant questions, and more. There’s a lot your salespeople can do on their own outside of LinkedIn InMail. 

Engage with posts from prospective buyers, like:

  • Inject yourself in conversations with industry experts that will get a lot of engagement and views.
  • Answer relevant questions and solve problems. 
  • Provide expertise on industry topics and help people solve problems. 

As a manager of your employee advocacy program, you can suggest content for salespeople to share. Quality content that your salespeople post gives people a reason to engage with salespeople on LinkedIn.

Salespeople who regularly share quality content are 45% more likely to exceed quota, according to LinkedIn.


LinkedIn News And Content Strategy

A great aspect of LinkedIn is LinkedIn News. 

If you share a timely post on LinkedIn, such as your thoughts on industry news, LinkedIn might pick it up and promote that post in the LinkedIn Newsfeed for other LinkedIn users to see. If you have all your employees post their thoughts on recent industry news and have them engage with each other's posts, it draws more attention to your posts. 

LinkedIn News And Content Strategy

Getting selected for the LinkedIn Newsfeed is a way to go viral on LinkedIn, draw a great amount of engagement to someone at your organization specifically for their industry knowledge. This builds credibility for the employee and your brand. 

Content Strategy: Consistently Curate Quality Content

Content curation is an important part of any successful employee advocacy program whether it be for social selling efforts or otherwise. 

When an employee shares quality content, it makes them look more credible and knowledgeable in their field. This is especially true when they use the caption to express their thoughts and insights on the topic of the content. However, your employees can’t spend all day looking for content to share on their own. 

This is where your employee advocacy platform comes in handy. 

With an employee advocacy tool like GaggleAMP, your Gaggle manager can curate content that is relevant to your industry. Timely content is great, but simply sharing relevant content on industry trends and challenges is incredibly helpful. 

Sharing company news is another great way to get the word out about your brand through your employees. Have them express their excitement about the positive developments of your organization. 

For example, if your company got a recent round of funding or won an award, have your employees express on LinkedIn how proud they are of your organization. 

If your company recently donated to a charity, having your employees share this news is a great way to get the message out without your brand looking like it's patting itself on the back. 


Motivate Employees Through Gamification 

A common question people ask about employee advocacy is, “how do I get employees to buy in?”

Many people who are interested in employee advocacy, but never started a program, question whether or not it works. They want to know if their employees would even consider contributing to a program like this.

What you may not realize is you have employees on social media talking about your brand right now. You have employees who are incredibly proud of their organization and who are very active on LinkedIn. 

Some of these employees talk about your brand, while others don't because they are worried about saying something that the company doesn’t approve of. They aren’t sure of what they can and cannot say. Are they allowed to even mention the brand online? 

You need to encourage them and incentivize them to promote your brand on LinkedIn. 

Gamification is a great way to do this. 

LinkedIn News And Content Strategy 2

If you implement gamification into your employee advocacy program, you’ll see higher levels of employee engagement when it comes to your social media initiatives. 

GaggleAMP has built-in gamification features that make it easy for you to gamify your program. When suggesting activities for Gaggle Members to perform, the Gaggle Manager can assign points to each activity. The Members will earn those points when they opt to carry out the activity. 

Using the GaggleAMP leaderboard, you can see how many points each Gaggle Member accrued in a given period. The leaderboard is easy to share via an email, Gaggle Channel, or messaging platform, allowing you to acknowledge the Members who are performing well. 

You can also set goals for Members to earn rewards. For example, all Members who accrue a certain amount of points in a quarter will earn a gift card, company-branded merchandise, or a monetary bonus. 




Ramin Edmond

Ramin Edmond

Ramin Edmond is the former Content Strategist for GaggleAMP. Outside of work, Ramin likes to run, hike, and take pictures of Boston's best views. You can get in touch with Ramin by connecting with him on LinkedIn.

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