The Agency Guide to Employee Advocacy on LinkedIn: Start with Your Company Page

Last Updated: 14 May 2025

Most agencies try to force their employees to post on LinkedIn.

"Hey, we need more visibility. Can everyone share our latest blog post?"

"We should all be posting at least once a week!"

"Why isn't anyone engaging with our company updates?"

Stop. Just stop.

I've helped dozens of agencies build their LinkedIn presence, and I've learned one thing: Forcing your team to become "thought leaders" overnight doesn't work.

But I've also discovered something interesting: Your company page can be the perfect "training ground" for employee advocacy.

Why Most Employee Advocacy Programs Fail

Let's look at the typical agency approach:

1. Leadership decides everyone needs to be active on LinkedIn

2. They set up a content calendar

3. They ask everyone to post regularly

4. Nothing happens

5. They give up

The problem? Jumping straight into personal branding is like asking someone who's never coded to build a full-stack application.

According to Gallup's 2024 workplace engagement research, only 23% of employees worldwide are actively engaged at work. Expecting disengaged employees to enthusiastically promote your company on their personal profiles is setting yourself up for disappointment.

Your developers, designers, and project managers aren't afraid of expertise. They're afraid of exposure.

The Company Page Training Ground

Here's a better approach I've seen work repeatedly:

Start with zero pressure: Your company page.

Why? Because posting through a company page is:

• Less personally exposing

• More focused on work you're already doing

• Easier to edit and approve

• A natural part of the job

It's like pair programming, but for LinkedIn content.

According to LinkedIn's own research, when employees do begin sharing company content, it generates twice the engagement rate of company-shared content. But you need to build that confidence first.

The 30-60-90 Day Plan That Actually Works

Here's how to build this system:

Days 1-30: The Shadow Period

• Share company updates yourself

• Ask team members to contribute insights anonymously

• Document their solutions and wins

• Show them their expertise in action

Example workflow:

Dev: "We just solved this interesting caching problem."
You: "Can you write down the approach?"
Dev: shares technical notes
You: "Great, I'll post this from our company page."

Days 30-60: The Collaboration Phase

• Let team members draft posts

• Edit and publish through company page

• Give feedback on what works

• Build their confidence through company wins

Real story: One of our senior developers went from "I have nothing to share" to drafting weekly technical insights.

Why? Because he saw his solutions helping others through our company page.

Days 60-90: The Transition Period

• Encourage personal sharing of company content

• Help them build their own voice

• Create templates they can use

• Support their first personal posts

Research from Sprout Social shows that in 2024, text posts still outperform visuals on LinkedIn, making it easier for technical team members to start participating without creating complex media.

Content Types That Work for Technical Teams

Stop asking your team to be influencers. Instead, help them document their work:

Solution Spotlights

• Technical challenges solved

• Architecture decisions

• Performance improvements

• Bug investigation stories

Process Insights

• Code review practices

• Testing approaches

• Project management wins

• Client communication tips

Learning Moments

• New technology explorations

• Failed approaches and lessons

• Useful resource discoveries

• Knowledge sharing sessions

According to Hinge Research Institute, 86% of employees in formal advocacy programs report a positive impact on their careers. Documenting work isn't just good for your agency - it's good for your employees' professional growth.

Building Your Support System

Your job isn't to force content, it's to remove barriers:

Create Clear Processes

• Simple submission system

• Content templates

• Approval workflows

• Publishing schedule

Provide Resources

• Writing guidelines

• Example posts

• Feedback loops

• Topic ideas

Set Realistic Expectations

• No posting quotas

• Focus on quality over quantity

• Celebrate small wins

• Patient progression

Research from Content Marketing Institute shows that "delegated management" advocacy programs have an 83% higher sustainability rate than traditional approaches.

The Multiplier Effect

Once your system is working, here's what happens:

Company Page Growth

• More diverse content

• Higher engagement

• Better reach

• Increased authority

Team Development

• Growing confidence

• Personal brand building

• Professional growth

• Industry recognition

Business Impact

• Easier recruiting

• More inbound leads

• Stronger client trust

• Enhanced market position

Research from DSMN8 found that "75% of decision-makers and C-Suite executives say that a piece of thought leadership has led them to research a product or service they were not previously considering."

LiGo's Delegate Access: The Secret Weapon for Agency Advocacy

The biggest obstacle to sustainable employee advocacy programs is coordinating content creation across multiple team members. LiGo's Delegate Access feature solves this perfectly:

• Centralized management: Your marketing team can create and schedule posts for team members from a single dashboard

• No password sharing: Each employee authorizes LiGo through secure OAuth - no direct LinkedIn credentials are ever shared

• Voice preservation: Create distinct content themes for different team members based on their expertise

• Quick approval process: Team members can quickly review posts without the burden of creation

As an agency leader, you want your team visible on LinkedIn without disrupting their actual work. With Delegate Access, your content manager can orchestrate everyone's presence while each employee maintains ownership of their personal brand.

Learn more about setting up Delegate Access at ligo.ertiqah.com/settings#access.

Start Here: Your Action Plan

This week:

• Set up a simple Slack channel for sharing wins

• Create one basic content template

• Document one team solution

Next week:

• Post three team insights

• Get feedback from involved team members

• Refine your process

This month:

• Build a content bank from team contributions

• Create a sustainable publishing schedule

• Celebrate your first wins

Now that you've got your team involved, let's talk about positioning your collective expertise. Read next: Positioning Your Agency's Expertise Through LinkedIn Company Updates

This article is part of our Agency Growth on LinkedIn series. New to company pages? Start with our guide on turning your company page into a lead generation engine.