In this article, you’ll learn how to use LinkedIn Elevate to
manage and measure the impact of an employee advocacy campaign for
How to Use LinkedIn Elevate to Manage an
Employee Advocacy Program by Karlyn Williams on Social Media
Examiner. What Are the Benefits of Employee Advocacy for Your
Employee advocacy is when you engage your employees to
be ambassadors to grow your company’s reach, generate
more prospects, and convert them into paying clients without
spending excess advertising dollars.
Let’s look at a few reasons why employee advocacy works,
according to LinkedIn:
Content shared by employees has double the engagement
than when shared by a company. People want to interact
with other people, not a faceless brand. So let employees be that
face (if they want to be). Let them share in and contribute to the
online voice of the brand.
Salespeople who regularly share content are 45% more
likely to exceed quota. They’re the employees who are
building the initial rapport with prospects. They’re the ones who
want to be the experts in their fields so they can showcase their
knowledge and position themselves for the sale. Assisting them in
sharing safe and on-brand content would be a smart idea,
By positioning employees as advocates, you’re also giving them
the freedom to create a personal brand.
brand is when you, as an individual, actively market yourself
as an expert in your industry or chosen field. In today’s digital
age, personal brands are becoming the vehicle by which larger
brands are being seen.
Geographic is one of the most authentic brands when it comes to
employee transparency. The photographers who snap the amazing
photos run their main Instagram. This means their employees out in
the field are creating the content and the copy that goes with it.
Here, Christina Mittermeier shares one of her photos for National
Geographic and links to the magazine’s Instagram:
Employee advocacy is the employee equivalent to
influencer marketing. It’s a win for your employees because
they get to show their expertise online and it’s a win for your
company because you get more exposure to different audiences.
How to Manage Your Program
Many companies haven’t adopted a social media employee
advocacy program for a few reasons:
- They don’t understand the tools that will be used to
implement the plan.
- They don’t trust their employees to be their frontmen and
- They’re scared of what employees might say about their
company online that could damage their reputation. (Hint: Employees
are already talking about you, so don’t you want to give them
something relevant to say?)
- They can’t get their employees engaged.
- They don’t have someone to run the program to ensure its
What can assist with some of these objections, and make the plan
simple and effective to implement is having a tool that manages it
all for you. Enter LinkedIn Elevate.
To give you a jump start, this tool will quickly
identify your most active employees on the
platform. These employees are the ones you want to get on
board first and maybe even have them take ownership of some
of the program’s implementation. Elevate also will
suggest trending content based on relevant topics
you’ve selected, and help ensure you engage key employee
audiences and customers.
Just like anything that makes marketers’ lives easier,
there’s a price tag involved. It varies based on the size of your
business and number of participants; you’ll have to contact LinkedIn
directly to get a price breakdown. Now let’s look at how to
set up an employee advocacy program with LinkedIn Elevate.
#1: Plan Your Employee Advocacy Program
Crafting a plan for your employee advocacy program gives you
clarity before making the case to leadership. Ask yourself,
“What’s the main objective for our program?” Here are a few
- Drive traffic to your website.
- Attract top talent.
- Amplify your brand story to new audiences.
- Further position your leadership insights.
- Develop relationships among employees and customers.
The list could go on, but narrow it down to one or two
main objectives. It’s important to note you should
choose objectives that relate to your business’s primary
Also decide what types of content you want to make your
employees aware of to share with you and other employees
(yes, it’s a two-way street):
- Curated content (sources outside your company website)
- Company-only content (sources like your blog, press releases,
recent company news)
Whatever content mix you decide, it’s important that there’s
consistency with relevant categories/topics.
If you don’t want to use a tool like Elevate to manage your
advocacy program, you can simply create a daily or weekly
email to send to your top social media employee
influencers. This email can include content that’s
curated or owned (from your company’s blog/website).
To make it quick to consume, include the headlines,
short descriptions, and the native link to the complete
article. Also include share buttons linking to
appropriate social channels. Adding these share buttons
makes it easy for your influencers to share and you can pre-fill
copy for the articles if you want.
#2: Use LinkedIn Elevate to Push Approved Content to Employee
Now that you’ve developed your plan, you’re ready to
up your LinkedIn Elevate account. Once it’s up and running,
click Sources in the top navigation bar to
pull up the pre-populated content from Elevate
based on the Trending in Industry list in the left column.
Click the Broadcast button
to the right of any articles you want to share.
Employees will see content you (or your admin) have published
and/or scheduled on the main Elevate dashboard. Each piece of
content is labeled with the appropriate topic, helping employees
select content that most interests them.
Employees can also recommend content to you to be broadcast on
the company’s Elevate feed. You may want to set your own
parameters for what fits within the content topics that are
relevant for your company and industry.
To see what employee participants want to
share, toggle over to Employee
Suggestions. You have the option to broadcast
right from this window.
#3: Use LinkedIn Elevate to Measure the Impact of Employee Advocacy
LinkedIn Elevate offers metrics to highlight employees’ shares
and how they’re driving key business metrics. That’s why you
want to have your goals written down before implementing the
program so you can properly measure success.
Some key analytics collected through Elevate include:
- Trends (number of broadcasts, shares, total reach, and
- Reach, engagement, and earned media value (Elevate integrates
with Facebook and Twitter, so it captures the data from each
- Audiences engaged (based on industries, professionals, and
- Employee share rates (by topics)
- Top sharers (participants in Elevate who are sharing the most
- Top broadcasts (the pieces of content that performed the
Explore the LinkedIn Elevate Dashboard
To access your analytics data, click on
Analytics from the top navigation. You will see a
dashboard with a snapshot of trends.
Scroll down to view reach and engagement data, earned
media down to the cent, the most engaging topics, and the top
employees sharing and suggesting content.
Examine the Leaderboard
To dig deeper into these metrics, toggle over to the
Leaderboard tab. On the leaderboard, view which
employees are your best ambassadors based on how much they
share. You can also see what topics interest them
most so you can continue to provide topic-rich
content for them to share. This measurement will be useful if you
put together a rewards system for the top sharers of the month.
Also notice the drop-down menus on the right that allow you to
filter the data further. You can select
the type of analytics category, the timeframe, and
Get Broadcast Insights
Next up is the Broadcasts tab. This data is similar to the Posts
Insights that many of us are familiar with on Facebook. From the
drop-down menus at the top, select the topics for which you
want to see metrics, the curators who shared those broadcasts, and
the groups most active when broadcasting.
Groups are how you segment employees within your Elevate
community. Are they part of the sales team, marketing team, or
C-suite? And as always, you can change the timeframe for a
different look at the data presented.
View Stats for a Specific Share
Of course, you can always take a deeper dive into specific
posts. Click on a headline to open a new window
where you can see the trends of the broadcast and the
reach, engagement, and earned media.
You can also view the top sharers of the content and
where they shared it.
Run a Report
The last feature I want to point out within the metrics is the
Reports function. My business primarily uses it for downloading
“seats” reports, which means it runs the numbers of all
employee groups and pulls out the top sharers, and lets us check in
on how many employees exist within each segmented group.
To run a report, toggle over to the Reports
tab. From the drop-down menu, select the type of
report you’d like to run.
It takes a few minutes to run a report. Once the data is
scraped, you’ll see the option to download the
report from the page. All reports are in Excel format.
Sometimes it’s nice to have monthly reports outside of the
platform to give you a broader overview of where your employees are
with their engagement with the platform. This analytics data is
essentially for social proof, and to see how many of your employees
are engaging with your online advocacy program and how many
Although I haven’t yet had the opportunity to use the
following tools, here are my takeaways from walking through demos
with a representative:
Amplify: Many social media managers and employees who create
content for companies are familiar with Hootsuite. What you may not
know, though, is that the Enterprise version (pricing varies by
organization) offers an employee advocacy feature. A positive for
some businesses is the adaptability because you don’t have to
open another tool or learn another system.
GaggleAMP: This tool
caters to the medium-sized business crowd. Pricing is based on the
size of your company and your needs. If you have 10 employees or
fewer, you can get started for $200/month, which includes
onboarding and support.
is a more robust yet user-friendly tool. This platform is geared
toward businesses with 200+ employees. Plans start at
I love it when organizations use a tool in a creative way that
benefits their audiences but doesn’t align with how the tool was
originally meant to be used. For example, organizations like
American Public University
System, an online university, are leveraging LinkedIn Elevate
to engage not only staff in the main office but also faculty and
alumni—a fun and relevant influencer program.
“Organizations should think of advocacy programs as more than
an employee-only focus. As a higher education institution, we have
an incredible community of faculty, students, and alumni with
expertise in so many fields with wide-reaching networks,” said
Madeline Kronfeld, Marketing Director, American Public University
She went on to say, “By extending our advocacy program beyond
staff, we’ve been able to reach people in industries from intel
to health sciences and share relevant information from our own
subject matter experts.”
Just like any type of social media, blog, or video episodic
program, you have to stay consistent with cadence and relevance of
content for employees to begin to adopt it and stick with it. In
addition, you need either a dedicated staff member to run the
social employee advocacy program or recruit a small team internally
to kick off the program and decide later, based on social proof, if
it’s worth bringing on a dedicated employee to run the
All in all, your employees can and should be your company’s
greatest asset. The question is: Are you leveraging them as willing
participants to become the driving force behind organically
building your social media presence?
What do you think? Do you have an employee advocacy
program for your business? Will you consider using Elevate to help
manage it? Please share your thoughts in the comments
More articles about LinkedIn marketing:
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Learn how to maximize your exposure with LinkedIn
Discover a five-step plan for turning cold LinkedIn prospects into
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