The impact of LinkedIn employee advocacy programs on company page engagement


26 Sep 2023  •   3 minutes read

Author: Admin

The Power of LinkedIn Employee Advocacy Programs in Boosting Company Page Engagement

LinkedIn has established itself as the go-to platform for professionals, with over 700 million users worldwide. It serves as a hub for networking, job searching, and content sharing. One of the most effective ways for businesses to leverage LinkedIn is through their company page. It allows companies to showcase their brand, share updates, and engage with their target audience.

Why Company Page Engagement Matters

Company page engagement on LinkedIn refers to the level of interaction and activity generated by a company’s posts and updates. It includes metrics such as likes, comments, shares, and clicks on the content shared by the company. High engagement rates indicate that the content is resonating with the audience, leading to increased brand awareness and potential business opportunities.

LinkedIn engagement rates vary across industries and company sizes. According to recent studies, the average engagement rate on LinkedIn is around 2%, with some industries experiencing higher rates due to the nature of their content or target audience. LinkedIn engagement benchmarks can serve as a useful reference point for companies to measure their performance against industry standards.

The Role of Employee Advocacy

Employee advocacy is a powerful marketing strategy that involves leveraging the networks and influence of employees to promote a company’s brand and content. It taps into the credibility and authenticity of employees, who are seen as trusted sources of information by their connections on LinkedIn.

LinkedIn employee advocacy programs encourage employees to share company updates and content on their personal profiles, amplifying the reach and visibility of the company’s messaging. By leveraging the collective networks of employees, companies can significantly increase their organic reach and engagement on LinkedIn.

The Impact on Company Page Engagement

LinkedIn employee advocacy programs have a direct impact on company page engagement. When employees share company content, it reaches a wider audience beyond the company’s immediate followers. This increased exposure leads to higher visibility, and ultimately, more engagement on the company page.

Furthermore, when employees share company updates, it adds a personal touch and humanizes the brand. This can lead to higher levels of trust and credibility, as the content is being endorsed by individuals rather than just the company itself. When followers see that employees are actively engaging with the content, they are more likely to do the same.

Employee advocacy also encourages employees to actively engage with the company’s content on their personal profiles. This includes liking, commenting, and sharing posts, which further boosts the engagement metrics on the company page. When employees engage with the content, it signals to their connections that it is worth their attention, increasing the likelihood of them also engaging with it.

Tips for Implementing an Employee Advocacy Program

Implementing an employee advocacy program on LinkedIn requires careful planning and execution. Here are some tips to help you get started:

1. Establish Clear Goals: Define what you want to achieve with your employee advocacy program. Whether it’s increasing brand awareness, driving website traffic, or generating leads, having clear goals will guide your strategy.

2. Provide Training and Resources: Train your employees on how to effectively use LinkedIn and share company content. Provide them with resources such as pre-written posts, images, and videos to make it easy for them to participate.

3. Incentivize Participation: Offer incentives and recognition for employees who actively participate in the program. This can be in the form of rewards, bonuses, or even a leaderboard to create a sense of competition.

4. Encourage Authenticity: Encourage employees to share their own perspectives and experiences when sharing company content. This will make their posts more authentic and relatable, increasing the chances of engagement.

5. Monitor and Measure Results: Regularly monitor and measure the impact of your employee advocacy program. Track engagement metrics on the company page, as well as the reach and engagement generated by employee shares.


LinkedIn employee advocacy programs can have a significant impact on company page engagement. By leveraging the networks and influence of employees, companies can increase their reach, visibility, and engagement on LinkedIn. Implementing an employee advocacy program requires careful planning and execution, but the rewards are well worth it. Empower your employees to become brand ambassadors and watch as your company page engagement soars.

Remember to regularly analyze and optimize your employee advocacy program to ensure it continues to drive the desired results. LinkedIn engagement metrics and insights can provide valuable feedback to help you refine your strategy and stay ahead of the competition. Embrace the power of employee advocacy on LinkedIn and unlock the full potential of your company page.

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