At ExtraDigital, we believe every employee has the potential to be a powerful brand storyteller.
As organic reach for company pages continues to decline and trust in corporate messaging weakens, forward-thinking brands are finding new ways to stand out on LinkedIn.
The solution isn’t always louder advertising; it’s often more authentic storytelling.
People’s feeds are flooded with brands and businesses trying to sell themselves. Encouraging employees to share their own experiences, insights and successes can lead to a significant increase in reach, credibility and engagement.
In 2025, employee advocacy has become one of the most effective and measurable things in your B2B marketing strategy, as audiences search for and value more human, genuine interactions.
Why Employee Influence Outperforms Brand Pages
We’re not telling you to stop posting from your business page, far from it.
Company pages are still an essential part of your strategy. They show your brand’s story, highlight your services, and provide a central hub for updates and campaigns.
In fact, a well-structured B2B marketing strategy combines consistent company-page content with employee advocacy to achieve maximum visibility and engagement.
But when it comes to reach and interaction, employees’ posts will usually outperform brand pages.
LinkedIn’s algorithm
The algorithm continues to prioritise content from individuals over organisations, that’s why LinkedIn employee advocacy is now essential for brand visibility — and the data makes this clear:
- A study found that posts shared via personal profiles generated nearly 3x more impressions.
- 73% of social media managers report that employee advocacy doubles the brand’s social media engagement.
Why? Because people trust people.
When an employee shares a genuine story about their work, a recent project or a professional milestone, it feels relatable and credible. That authenticity cuts through in ways that polished corporate content often can’t.
How to Identify and Support Natural Brand Advocates
Every business has people who already act as informal ambassadors, the ones who are proud of what they do.
The key is to empower them and fit them into your digital strategy, not script them.
Spot your champions
Look for colleagues who naturally post about work, share industry insights or comment thoughtfully.
Make participation easy and rewarding
- Offer short workshops and training sessions to build confidence in engaging with posts.
- Share a central library of content ideas and visuals.
- Recognise standout posts publicly to build momentum.
Keep it real
The best advocacy is voluntary. Encourage personal stories, not copy-and-paste updates. When people write in their own voice, their posts are far more engaging.
Balancing Authenticity with Brand Consistency
Successful employee advocacy balances freedom with consistency. Instead of rigid rules, create flexible frameworks:
Tone Pillars
Think of these as the personality of your brand, the way it “sounds” when it talks. Are you friendly and approachable? Insightful and helpful? Innovative and forward-thinking? Knowing this helps everyone stay consistent and authentic.
Do’s and Don’ts
A few simple guidelines go a long way:
- Do share your perspective and what excites you about your work.
- Do celebrate wins, big or small.
- Don’t share confidential information or speak on behalf of the company.
Story Prompts
Sometimes it’s hard to know what to post. Prompts make it easier to get started:
- “What’s a project you’re proud of this month?”
- “How does your role make a difference?”
- “What’s something new you’ve learned recently?”
Posts by employee advocates receive around twice as many clicks on average as posts from the company page – reinforcing the value of real, original voices over brand page resharing.
That’s why it’s important to support employees in crafting their own narratives rather than simply reposting branded updates.
Measuring the Impact on LinkedIn
Employee advocacy is as much about insight as it is about creativity. LinkedIn’s own analytics make it easy to see what’s resonating, from who’s posting to how people are engaging.
Keep an eye on:
- Participation rates – how many people are getting involved and how often they post.
- Reach and engagement – total impressions, reactions, comments, and shares
- Click-throughs – how many people are visiting your content, website, or careers page.
- Follower growth – whether your company and team networks are expanding as a result.
Tracking these simple metrics helps you understand what’s working, recognise your most active advocates, and refine your strategy over time.
Real-World Inspiration
Some leading brands are already setting the standard:
- Adobe’s #AdobeLife showcases employee experiences, driving higher engagement and boosting employer reputation.
- HubSpot encourages real employee stories about growth and learning, strengthening recruitment and customer trust.
In the UK, companies like BT and Aviva are using employee storytelling to highlight sustainability and innovation.
The common thread? Real voices drive visibility, and advocacy turns employees into trusted industry voices.
The Takeaway
Employee advocacy is no longer a side project; it’s a cornerstone of modern brand strategy.
By supporting employees to share their own stories, you amplify brand visibility, build deeper trust, and attract both customers and talent – all through the most genuine channel there is: your people.
Effective LinkedIn employee advocacy turns everyday posts into long-term impact.
Ready to Activate Your People on LinkedIn?
At ExtraDigital, we help brands design and launch employee advocacy programmes that drive measurable engagement and growth.
From LinkedIn training and content frameworks to analytics and storytelling support, we turn your teams into your most powerful marketing channel.
Get in touch to find out how we can help you build an employee-led brand presence that delivers results in 2025 and beyond.
