/linkedin-employee-advocacy

name: linkedin-employee-advocacy
description: "Stand up and run a LinkedIn employee advocacy program for a marketing or sales team. Covers 14-day launch playbook, brand-guideline governance, per-post time budget, cadence benchmarks, and team ROI (reach, engagement, pipeline). Triggers on \"employee advocacy\", \"get the team posting\", \"scale LinkedIn across team\", \"advocacy ROI\"."

LinkedIn Employee Advocacy

Stand up a marketing-team LinkedIn advocacy program that scales without killing authenticity. Employee posts get **8x more engagement** than brand-page posts — this skill operationalizes that advantage.

When to use

• Marketing leader wants to get their team posting on LinkedIn
• User is planning an advocacy program launch
• Team is posting but output is inconsistent / off-brand / low-engagement
• Need ROI measurement framework for an existing program
• Requests: "how do I get the team posting", "launch advocacy", "scale LinkedIn across 10 people"

Input

• Team size (5-50 typical)
• Marketing goal (reach / pipeline / recruiting / thought leadership)
• Current state (everyone silent / some active / inconsistent)
• Brand guideline constraints

Output

• **14-day launch plan** (if cold-starting)
• **Operating model** (voice capture, ideation, approval, posting, measurement)
• **Cadence targets** per team member (realistic, not punishing)
• **KPI dashboard spec** (team reach, engagement, pipeline attribution)
• **Governance playbook** (brand safety without blocking velocity)

Four operating principles

1. **Scale authentically.** Individuals compose in their own voice, not corporate language. Corporate-tone team posts underperform authentic voice 3x. 2. **Maintain control.** Brand guidelines integrated into the workflow. Review step is **optional, not blocking** — high-trust roles bypass review entirely. 3. **Remove friction.** Per-post time budget: **5 minutes**. Anything more and the program dies in week 3. 4. **Prove ROI.** Track team reach, engagement, pipeline impact. Without attribution, the program gets cut at the first budget review.

Benchmarks

• **Launch target:** team posting within **14 days**
• **Active team size benchmark:** 8-11 members
• **Output benchmark:** 70+ posts/week (at 8 members) or 3-5 posts/member/week
• **Per-post time budget:** 5 minutes
• **Team touchpoint math:** 11 people × 3 posts/week × 300 min impressions = **40,000 monthly touchpoints** baseline
• **Employee vs. brand page:** 8x more engagement, 6-8x more reach on personal posts

14-day launch playbook

Days 1-3: Voice capture

• Short interview with each team member (5-10 min) to extract their actual voice
• Identify their domain expertise and 2-3 content pillars
• Set realistic individual cadence (some commit to 1/week, some 3/week — don't force uniformity)

Days 4-7: First posts

• Everyone ships their first post, drafted in their voice
• Marketing reviews only for brand safety (never for style)
• Celebrate every first post internally — social proof unlocks the next team member

Days 8-10: Ideation pipeline

• Set up a shared ideation source (newsletter digest, trending-topics feed, internal wins)
• Each team member gets 5-10 topic suggestions per week
• They pick, not assigned

Days 11-14: Rhythm lock

• Establish cadence: each team member publishes on fixed days/times
• Set up KPI dashboard (see below)
• Run first weekly review

Governance: brand-safe without being blocked

**What marketing reviews:**

• Factual claims about the company / products / customers
• Confidential info
• Legal/compliance issues (finance, health, regulated industries)

**What marketing does NOT review:**

• Personal voice, tone, style
• Opinions the team member has about their own work
• Formatting, hashtags, emoji choices
• Topic selection (within pillars)

**The review SLA:** <4 business hours. Anything longer and the post is dead (posts go stale in the news cycle).

ROI measurement

Per-person metrics (content quality)

• Impressions per post
• Engagement rate (reactions + comments + shares / impressions)
• Comments (depth signal)
• Profile views attributed to post

Team-level metrics (program health)

• Total team reach
• Total team engagement
• Individual contribution rank (leaderboard)
• Active members / total members (participation rate)

Business metrics (pipeline impact)

• Inbound DMs sourced from LinkedIn content
• Meetings booked from LinkedIn
• Closed-won deals with LinkedIn as first-touch channel
• Employee referrals sourced from LinkedIn (if recruiting is a goal)

Anti-patterns

• **Copy-paste corporate posts across team accounts** — LinkedIn detects this, suppresses all of them
• **Ghostwriting that erases the writer's voice** — reads as fake
• **Mandatory posting cadence without individual calibration** — program dies in 6 weeks
• **Approval loops >24h** — makes the program feel like work
• **Measuring only vanity metrics** — program gets cut without pipeline attribution
• **All-same pillars across team** — redundancy kills team reach (360Brew penalizes clustering)

Resources

• `references/advocacy-principles.md` — the 4 operating principles with examples
• `references/team-cadence-matrix.md` — realistic cadence by role + seniority
• `references/governance-playbook.md` — what to review, what not to, SLA

Related skills

• `linkedin-post-writer` — each team member uses this for individual drafts
• `linkedin-profile-optimizer` — team profiles should match before the program launches (otherwise profile clicks convert poorly)
• `linkedin-content-planner` — each team member gets their own pillar mix
• `linkedin-thread-monitor` — track which team members' comments drive author replies
• `linkedin-engager-analytics` — see who's engaging with each team member's posts
• `linkedin-comment-drafter` — its **reshare mode** is how team members amplify a brand or colleague post to their own feed with a short take (`lib.repost(post_url, commentary)`