Employee Advocacy on LinkedIn
Want to find and reach your target audience on LinkedIn? Learn how to create thumb-stopping content and build, execute and optimize ads in LinkedIn Campaign Manager on this one-day course.
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COURSE OVERVIEW
1 day course
Certificate of Attendance
Private
Company-page organic reach on LinkedIn has fallen by around 60% since 2024, while posts from individuals earn up to five times more engagement than posts from brands. Just 3% of employees typically share company content — yet they drive around 30% of total engagement. Employee advocacy is how you close that gap.
On this one-day course, you’ll learn how to design, launch and measure an employee advocacy programme on LinkedIn: how to recruit and enable your first champions, keep them supplied with content that performs well with the algorithm, and prove the results in a way leadership trusts.
The session is designed for marketing, communications, HR and leadership teams who want to turn their people into a trusted distribution channel — reaching prospects, candidates and partners with content that carries the credibility of a peer, not an ad. You’ll leave with a 90-day pilot plan you can actually launch.
Our Employee Advocacy on LinkedIn course is offered as a private training session that can be delivered virtually or at a location of your choice in South Africa.
What you’ll learn
By the end of this course, you will be able to:
- Make the business case for employee advocacy, using current LinkedIn benchmarks and the economics of advocacy vs paid
- Set up a minimum viable program — content supply, distribution channel, guidelines and tracking — without an expensive platform
- Track reach, engagement, profile views and attributed pipeline from day one, and report earned media value to leadership
- Select and onboard your first champions, and secure a visible executive sponsor
- Write and coach posts that perform well with the algorithm: hooks, formats, timing and the first comment
- Keep advocates motivated, avoid the common failure modes and know when to scale
Course agenda
The Advocacy Opportunity
- The state of LinkedIn and why company-page reach collapsed
- What employee advocacy is (and isn’t)
- The network-effect maths and the win for company, employee and audience
- Five trends shaping advocacy, and the myths that stall programs
- Advocacy vs paid: the economics
- Who in the company should post, and how advocacy shortens the funnel
Building the Program
- Anatomy of a working program: champions, content engine, enablement, guardrails, distribution, measurement
- Selecting your first champions and defining who owns what
- The minimum viable tech stack and choosing a platform when you’re ready
- Social guidelines, the golden rule and promising air-cover
- Content supply, monthly rhythm and the 30-minute onboarding workshop
- Activating executives and overcoming advocate hesitation
Content That Performs
- Optimizing the profile before the first post
- How the algorithm ranks you: quality filter, golden hour, Depth Score
- What the ranker now punishes
- Matching format to outcome: text, links, native video, carousels and images
- Hooks, content pillars and the anatomy of a great advocacy post
- The engagement layer, mastering the first comment and using AI without sounding like AI
Measure, Scale & Sustain
- Benchmarks to aim for and the four metrics to track from day one
- Vanity metrics vs value metrics, and earned media value explained
- Attribution without a big platform: UTMs and CRM
Who it’s for
The course is ideal for business owners, sales and marketing teams, or anyone looking to grow their personal brand on LinkedIn.
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