5 Ways Employee Advocacy Improves LinkedIn Content Reach

LinkedIn is the largest professional network in the world, boasting over 930 million members globally. It’s a platform where connections, credibility, and content drive success. For businesses, posting on LinkedIn through corporate accounts is only part of the strategy. Employee advocacy, where employees actively share and promote company content, can amplify your reach and engagement exponentially.

A LinkedIn survey indicated that the collective LinkedIn networks of employees are, on average, ten times larger than their company's follower base, making employee advocacy a critical strategy for driving brand visibility. This article explores five powerful ways employee advocacy improves LinkedIn content reach, actionable LinkedIn steps, and how tools can simplify advocacy efforts.

1. Expanding Network Reach

Your company’s LinkedIn follower count may be in the thousands, but consider the untapped potential of your employees’ networks. The average LinkedIn user has approximately 400 connections. Multiply that by your employee headcount, and you’re looking at a massive pool of potential viewers. When employees share company posts, they don’t just extend your reach; they also position your content in front of a highly relevant audience—one that trusts and values their connection.

Pro Tip: Leverage LinkedIn’s tagging and mention features. Encourage employees to tag coworkers, clients, or partners in their posts. This increases visibility not only within their network but also within the tagged individuals’ networks.

Contrast Security Case Study: Unlocking LinkedIn Success

Contrast Security successfully leveraged GaggleAMP to expand their LinkedIn reach. By engaging employees in advocacy efforts, they amplified their content’s visibility across the professional networks of their team members. This approach resulted in a notable increase in LinkedIn impressions and meaningful engagement with industry peers.

2. Building Credibility and Trust

In a digital world full of ads and promotional posts, authenticity wins. According to the Edelman Trust Barometer, content shared by employees is three times more trusted than content shared by a brand. This trust is especially critical on LinkedIn, where professional credibility plays a huge role in engagement.

By enabling employees to advocate for your company, you humanize your brand. For example, a software developer sharing a success story about a new product launch will resonate far more than a generic company post.

Pro Tip: Offer your employees LinkedIn training sessions to teach them how to write authentic, engaging posts that align with their personal brand and company values. Highlight real-world examples of effective posts from within your team to inspire others.

3. Increasing Engagement Rates

Content shared by employees generates 2x the engagement rate of company-shared posts. Why? Because individuals on LinkedIn are more likely to engage with content from someone they know. The personal touch creates curiosity, fosters a meaningful interaction and, significantly increases engagement on LinkedIn.

Encourage employees to diversify their content by sharing not just corporate updates but also their personal takeaways from conferences, lessons learned on projects, or even challenges they’ve overcome in their role.

Pro Tip: Encourage employees to ask questions in their posts. Questions drive comments and create opportunities for conversation.

Another way to boost engagement is by having employees engage with one another’s posts. A well-timed comment from a colleague can draw attention and invite others to join the discussion, further amplifying the post’s reach.

4. Amplifying Brand Awareness

Employee advocacy drives exponential growth in brand impressions. Each time an employee shares a post, it sparks a ripple effect, leading to more shares, likes, and comments. This amplification can significantly enhance brand awareness without additional advertising spend.

Pro Tip: Encourage employees to use consistent hashtags (e.g., #LifeAt[YourCompany] or #[YourBrandName]) to build a recognizable thread of brand-related posts. Branded hashtags create cohesion and make it easier for users to discover related content.

While impressions and reach metrics are valuable, remember that the quality of engagement matters, too. Employee-shared posts often attract more meaningful interactions, including comments and private messages from industry peers or potential clients.

SendGrid's Case Study: LinkedIn Revolution

SendGrid effectively utilized GaggleAMP to scale their LinkedIn presence. Through employee advocacy, they tapped into the professional networks of their team members, leading to a 3x increase in impressions and elevated brand recognition across LinkedIn.

5. Strengthening Talent Attraction

LinkedIn is a top platform for recruiting, and employee advocacy plays a significant role in attracting top talent. When employees share their positive experiences or showcase your company culture, they create authentic employer branding.

A well-executed employee advocacy program can make your company more appealing to passive candidates who might not be actively job hunting but are intrigued by what they see through employees’ posts.

Employer Branding Success

Starbucks has successfully leveraged employee posts to highlight their workplace culture, making it a desirable place to work. A simple post about a team celebration or professional milestone can speak volumes to prospective hires.

Pro Tip: Create a branded "Employee of the Month" program and encourage employees to share their recognition on LinkedIn. It’s a win-win for morale and employer branding. Showcase behind-the-scenes photos or videos to give an authentic glimpse of life at your company.

Employee Advocacy as a Key LinkedIn Strategy

The LinkedIn algorithm is increasingly favoring organic, personal connections over brand-driven content. This shift makes employee advocacy not just a nice-to-have but a must-have strategy for maximizing your LinkedIn presence.

The Benefits of Employee Advocacy for Your Business

Employee advocacy bridges the gap between organic content and authentic engagement, enabling businesses to:

• Build Meaningful Connections: Employee advocacy helps establish genuine relationships with your audience by showing the people behind the brand. When employees share content, they bring their own personality and professional insights, making it more relatable and engaging.

• Increase Brand Loyalty: When employees actively share and engage with company content, they foster a sense of pride and belonging. This sentiment extends to their networks, creating a ripple effect that strengthens trust and loyalty among your audience.

• Tap into Unreachable Audiences: Employees often have diverse networks that go beyond your company’s usual reach. By leveraging these connections, your content gains exposure to untapped segments of potential customers, partners, or recruits who might not otherwise encounter your brand.

Actionable LinkedIn Hacks for Advocacy Success

Here are quick tips to optimize your LinkedIn advocacy efforts:

• Optimize Employee Profiles: Ensure employees have professional photos, compelling summaries, and relevant experience listed.

• Share Success Stories: Personal success stories resonate well on LinkedIn. Encourage employees to share how their work impacts clients or the community.

• Use LinkedIn Polls: These generate high engagement and allow employees to spark interactive conversations.

• Leverage Creator Mode: Enable Creator Mode for employees who frequently share content, as it highlights their activity and increases their visibility.

• Track Progress: Regularly review metrics like engagement rates and post reach to understand what’s working.

How GaggleAMP Enhances Employee Advocacy

GaggleAMP simplifies the process of employee advocacy, making it seamless for companies to empower their employees to share content. Here’s how GaggleAMP stands out:

• Content Curation: Pre-approved content ensures consistency and alignment with brand messaging.

• AI-Powered Paraphrasing: Helps employees customize posts for authenticity.

• Gamification: Drives engagement with leaderboards and rewards for employees who participate the most.

• Analytics: Tracks impressions, reach, engagement, and ROI from advocacy efforts.

• Multi-Platform Integration: Supports LinkedIn as well as other platforms like Facebook, Instagram, X (formerly Twitter), and more.

• Collaboration Tool Integration: Works with tools like Slack and Microsoft Teams for seamless communication.

Maximus Case Study: Empowering Employee Voices

Maximus leveraged GaggleAMP to empower their employees to build their personal brands while amplifying the company’s message. This approach not only strengthened employee engagement but also significantly boosted LinkedIn visibility and brand awareness.

With GaggleAMP, companies can scale their LinkedIn advocacy efforts and unlock the full potential of their employees’ networks.

Unlock LinkedIn’s Full Potential with GaggleAMP

Employee advocacy is a game-changer for LinkedIn content reach, engagement, and brand awareness. By expanding network visibility, building trust, and supporting recruitment, advocacy transforms your LinkedIn strategy into a powerful engine for growth.

Tools like GaggleAMP make it simple for employees to become brand ambassadors while providing actionable insights and gamification to keep everyone motivated.

Start your employee advocacy journey today and watch your LinkedIn presence soar!