What is employee advocacy?

LinkedIn distributes company page posts far worse than personal ones. That is why many companies stop pushing the corporate page and lean on their own teams instead.

Where it usually breaks is execution. Handing the same text to twenty people to publish verbatim produces twenty identical copies in the feed, and the effect is the opposite of the one intended: it reads as a campaign and nobody engages.

What does work is providing the material — the figure, the case, the announcement — and letting each person tell it in their own words. It takes more work and less control, which is exactly what communications departments find hard to accept.