Your Team Should Be Your Secret Marketing Weapon.
Before paying influencers, start by training your people to be your brand ambassadors.
In today's digital landscape, your most powerful marketing asset isn't your company page—it's your people.
When your employees become active brand advocates, they create multiple touchpoints with potential clients, strengthen your recruitment efforts, and establish your company as an industry thought leader. This approach generates more inbound leads, creates genuine social proof of your company culture, and fosters your team's professional development.
Your employees should be the beginning of your word-of-mouth flywheel, creating a ripple effect that extends far beyond your company's direct reach.
Employee Networks Amplify A Business’s Reach
While many businesses focus their social media efforts solely on corporate channels, they're missing out on an exponentially larger opportunity for visibility: their employees' personal social media networks, especially LinkedIn.
Let’s consider the number of people that you could reach. Your team members’ combined LinkedIn followers likely dwarf your company page followers. Moreover, LinkedIn’s algorithm favors content from personal profiles over company pages. LinkedIn typically shows company page content only to 5% of page followers. In contrast, personal LinkedIn profiles generate approximately 2.75x more content impressions and 5x more engagement than company pages.
To amplify your business’s reach, it’s much more effective to leverage personal pages than company ones.
Employees’ Voices Amplify A Business’s Message
The most impactful brand messaging isn't always polished corporate content. An employee's straightforward, heartfelt explanation of their work often creates the strongest connection with potential clients and potential hires.
When your senior developer shares insights about your company's innovative approach to solving client challenges, or when your customer success manager celebrates a client's victory, they're not just broadcasting information—they're building trust through authentic, personal narratives.
Each employee brings their own unique perspective, authenticity, and relationships to the table. You can help them build trust in their work and your business through compelling personal narratives.
Key Messages Employees Can Share
Your employees can help achieve specific goals through strategic posting.
Thought leadership
By sharing their expertise through posts, videos, or articles, your team positions both themselves and your company as thought leaders.
Lead generation
Content about your work keeps your company top-of-mind for your employees’ networks, reinforcing your value proposition and generating network-driven inquiries.
Recruiting
Every post that employees share is a reflection of the company culture and pride in their work, which helps with long-term talent attraction. Employees can also share specific job openings, which is an implicit endorsement of the workplace.
Transform Your Team into LinkedIn Brand Advocates: A Strategic Approach
Employee brand ambassadors don’t appear overnight. Intentional coaching can turn team members into catalysts for business growth.
Here's how to transform your team into LinkedIn brand advocates in a strategic, sustainable way.
1. Build a Strong Foundation
Clarify your company’s mission and messaging
Create clear, accessible messaging guidelines that leave room for personal voice
Make sure that every team member understands the messaging
2. Educate and Empower
Coach team members on LinkedIn best practices, personal branding, and content creation.
Invite them to share their own perspectives, encouraging them to use their own voice and creativity.
Support them in developing their own thought leadership content through creative tools and templates.
3. Create Share-Worthy Content
Employees are more likely to share corporate content to their own feeds if it features them, their team, or their work.
Develop content featuring team members and their expertise.
Share behind-the-scenes and success stories.
Always get permission before featuring team members.
4. Recognize and Reward
Implement incentive programs for posting original content and / or engaging with corporate content
Offer hiring referral or sales bonuses
Celebrate successes such as new leads generated or brand awareness milestones
Ready to Unlock Your Team's LinkedIn Potential?
Your employees' personal brands on LinkedIn can be your company's greatest marketing asset—but only if you invest in developing them. Our team specializes in turning your employees into confident, effective LinkedIn advocates through customized training programs and content strategy development.
Want to learn how we can help your team become LinkedIn champions? Let's connect and discuss how to amplify your business through the power of personal branding.