I see businesses overlook this all the time. One of your biggest and best marketing channels is sitting inside your business.
Your people.
Your employees are on LinkedIn. They have networks, industry connections and relationships that your company page simply can’t replicate.
LinkedIn has reported that, collectively, employees’ networks are around 10 times larger than their company’s follower base. That represents a huge opportunity for businesses to extend their reach beyond the people already following the company page.
And then there’s trust.
According to the 2025 Edelman Trust Barometer, 63% of people trust brand employees to provide accurate information about a brand - compared with 58% who trust the brand’s CEO.
Which reinforces something I’ve believed for a long time:
People trust people.
However, this is where businesses often get employee advocacy wrong.
Sending your team a message saying, “Please like, comment and share our latest post” isn’t really employee advocacy. 😅
That’s homework.
Give them something worth sharing
If you want your employees talking about your business on LinkedIn, give them things they genuinely want to talk about.
Think:
Projects they’re proud of
Lessons they’ve learned
Team achievements, milestones and product launches
Industry insights and observations
Behind-the-scenes moments
Client or customer outcomes
Stories about the work they’re doing and the people they’re doing it with
And importantly… don’t give them a script.
Give them the key message, the information or perhaps a few talking points -and then let them put it into their own words.
Because it’s their perspective that makes the story interesting. It’s also what makes it believable.
The hot tip? It’s not just about reposting
Employee advocacy doesn’t mean everyone needs to repost every company update.
In fact, I’d much rather see an employee write a thoughtful comment on a company post than simply hit “repost” without adding anything.
Advocacy might be someone sharing an industry insight and adding their perspective.
Celebrating a colleague.
Talking about a project they’ve worked on.
Sharing something they learned from a client conversation.
Or celebrating their own career milestone.
The goal isn’t to get more people pressing repost.
The goal is to get more of your people genuinely active on LinkedIn - building their own visibility, showcasing their expertise, growing their networks and, naturally, talking about the business they are part of.
That’s a very different thing.
Start with the willing
And don’t think you need your entire workforce posting on LinkedIn from Day 1. Start with the willing.
Find the people who are already interested, somewhat active on LinkedIn, proud of what they do and open to learning.
Help them build their confidence.
Show them what good LinkedIn activity actually looks like.
And most importantly, help them understand what’s in it for them.
Because this shouldn’t just be about increasing the company’s reach.
Being more visible on LinkedIn can help your employees build their professional reputation, showcase their expertise, grow valuable industry relationships and create new opportunities throughout their careers.
When they understand that, advocacy becomes far more natural.
A Brand Ambassador Program can be a brilliant kick-starter
If you’re wondering how to turn all of this into something practical, a Brand Ambassador Program is a great place to start.
Rather than trying to activate an entire business at once, choose a smaller group of willing employees and give them the training, tools and confidence to use LinkedIn well.
Help them optimise their profiles. Show them how to grow the right networks. Give them ideas around what they can talk about. Teach them how to engage thoughtfully. And then provide some ongoing follow-up and accountability so it doesn’t all disappear two weeks after the training.
Once that first group starts showing up consistently, something interesting happens.
Other people in the business start noticing.
They see their colleagues building their profiles, sharing interesting ideas, having conversations and becoming more visible in their industry.
That’s when employee advocacy can start to build its own momentum.
Finally… let your people tell the story
Your company page absolutely has an important role to play.
It tells people what your organisation does. It shares company news, achievements, announcements and expertise. And it provides an important source of credibility for anyone researching your business.
But there’s another layer to your brand story that a company page simply can’t tell in quite the same way.
The human story.
The culture.
The people.
The challenges.
The projects.
The lessons learned along the way.
The impact your work is having.
These are the stories your employees can bring to life.
And when your people talk about those experiences in their own words, your target audience gets to see the business through the eyes of the people who actually work there.
That’s powerful.
So instead of asking your employees to simply share more company content, give them the confidence, tools and freedom to tell your story in their own way.
When you empower your people to become visible, you’re not just extending the reach of your company page. You’re building a much bigger network of trusted voices around your brand. ❤️
Book a LinkedIn discovery meeting with Lucy Bingle today - https://calendly.com/lucybingle/30min
Follow our company page here - Lucy Bingle | LinkedIn Experts
Visit our website here - www.lucybingle.com