Why your employee advocacy program isn’t working (and how to fix It without forcing anyone)

“We want our employees to be more active on LinkedIn, but our people just don’t have time for LinkedIn.”

I’ve heard this sentence from HR teams, leaders, and marketing directors more times than I can count.

But here’s the truth (and it might sting):

Time isn’t the real issue. Reason is.

Employees make time for things that matter to them: career growth, recognition, opportunities, relationships, visibility.

If your employee advocacy program isn’t taking off, it’s not because your team is too busy. It’s because you’ve framed LinkedIn as a corporate obligation, not a personal advantage.

Let me show you how to fix that.

Why most employee advocacy programs fail

The most common pitch companies use is something like: “Let’s all start posting to increase the company’s visibility.”

To employees, this sounds like:

❌ More work
❌ No direct benefit
❌ Helping the company, not themselves
❌ A performance expectation they didn’t ask for

And when something sounds like a corporate task, people naturally avoid it. But when you flip the script, everything changes. Because LinkedIn isn’t a company tool – it’s a career-building engine.

Make LinkedIn a personal opportunity (not a corporate assignment)

Here are 5 proven ways to build an employee advocacy program that people want to be part of – not because they’re forced, but because they see real value.

1️⃣ Introduce real rewards (everyone should have a chance to win)

Most companies reward only the top performers (“highest reach wins!”). The problem? It motivates the top 1%… and discourages the other 99%.

Instead, reward participation.

Here are examples that actually work:

• Lunch with the CEO (especially in a big company)

• Tickets to concerts or events

• Wellness benefits

• Extra time off

• Book budget

• Gift cards

Make it fun, light, and inclusive. When people feel they have a real chance of winning, participation skyrockets.

2️⃣ Tie it to personal career growth

This is the golden rule: If employees don’t see personal upside, they won’t participate.

Your message needs to shift from:

“Post to support the company” to “Post to create more opportunities for yourself.”

LinkedIn can help them land:

• Job offers

• Promotions

• Speaking gigs

• Industry visibility

• Internal recognition

• Stronger professional reputation

The better their brand becomes, the stronger your company looks too.

This is where most companies get it backwards: Employee advocacy isn’t about promoting the brand. It’s about enabling people to shine – and the company benefits as a by-product.

3️⃣ Give them tools (eliminate friction)

Telling people “be active” is pointless. Give them what they need to take action.

For example:

• Post templates

• Writing prompts

• Content idea lists

• Cover photo templates

• Live 30-minute writing sprints

• A Slack or Teams channel for sharing drafts

This removes all friction. You’re not asking them to be creative on the spot – you’re giving them plug-and-play materials they can build on. And when the friction disappears, action begins.

4️⃣ Celebrate effort, not just results

Most companies only celebrate high-performing posts. That’s a mistake. People need encouragement long before their first “successful” post happens.

Celebrate things like:

• “Anna commented daily for two weeks – love the consistency.”

• “Sarah posted 3 times this month – amazing progress.”

• “Michael just shared his first-ever LinkedIn post.”

Recognition is a powerful motivator. Humans repeat behavior they feel proud of.

When you celebrate effort, consistency follows. When you celebrate only results, most people never start.

5️⃣ Make space for it (don’t add it to an already full schedule)

You can’t expect employees to magically “find time” for LinkedIn. Leadership has to signal: “This matters. And we support you.”

That means:

• Reducing another task

• Scheduling writing sessions

• Giving time during working hours

• Encouraging managers to support it

• Allowing LinkedIn activity during the day

When people feel safe investing time into LinkedIn without being judged, engagement rises instantly. Visibility grows where permission grows.

Your employees DO have time – they just need a reason

Be honest: Do people ignore LinkedIn because they’re “busy”? Or because they don’t see:

✔ What’s in it for them
✔ How it connects to their career
✔ Whether leadership even cares
✔ Why they should invest their energy
✔ Whether they’ll be judged for posting

When you shift the program from corporate benefit to employee benefit, everything changes.

People don’t follow orders. They follow meaning.

Give before you ask. Support before you expect. Enable before you measure. That’s what real employee advocacy looks like.

The business impact of a well-run employee advocacy program

When employees start posting:

• Company visibility skyrockets

• Employer brand strengthens

• Recruitment becomes easier

• Clients trust the brand more

• Culture feels more connected

• Leadership looks more transparent

• Teams start feeling proud of their expertise

And here’s the kicker:

👉 Employee posts perform 8× better than company page posts
👉 And reach 561% further on average

This isn’t a “nice-to-have.” It’s a competitive advantage.

What leadership needs to understand

Employees aren’t choosing between:

“I’ll work” vs “I’ll post on LinkedIn.”

They’re choosing between:

“Is this worth it?” vs “Is this pointless?”

Your job is to make the answer obvious. When people know that posting helps their future, not just your brand’s future, they show up.

How to get started (the practical checklist)

Here’s a quick list you can use immediately:

✔ Don’t make it corporate
Start with a personal message, not a KPI.

✔ Host a kickoff session
Explain the “why,” not just the “what.”

✔ Provide templates
Remove the blank page problem.

✔ Build a safe culture around posting
No judgment. No micromanagement.

✔ Celebrate participation weekly
Public shoutouts make it real.

✔ Track progress (privately)
Don’t embarrass people publicly for “low results.”

✔ Lead by example
If leadership is silent on LinkedIn, employees will be too.

Final takeaway

Your employees don’t lack time. They lack a reason.

Give them support, tools, recognition, and personal upside, and they will transform your company’s presence online.

Be willing to give before you get. That’s how genuine advocacy starts.

Need help launching an employee advocacy program?

I’ve helped teams at Nutreco, SEB, Danfoss, Sorainen, Tele2 and many others get visible on LinkedIn – without fear, pressure, or burnout.

👥 LinkedIn workshops for teams

Tailored sessions that help your employees post confidently and consistently.

👉 Book a LinkedIn and content creation workshop

💬 1:1 consulting for leaders

For managers who want to use LinkedIn strategically and lead by example.

👉 Send me a message – I’ll help you build a program your employees actually want to join.