LinkedIn Employee Advocacy

Advocacy programmes usually fail the same way. Marketing writes a post, sends it to thirty people with "please share", and eight of them paste it on the same morning. Colleagues like each other's copies for a week. A manager starts asking who has posted. By the second month the willing have gone quiet and the unwilling are resentful, and the company has taught its own staff that their personal accounts are a distribution list.

The cause is treating employees' accounts as a channel the company owns. This skill designs the programme the other way round: people opt in individually, write in their own words about subjects they know first-hand, at a cadence sized to the time they have actually agreed to, with review limited to a short list of risk triggers. It works offline. It plans from a roster file the user supplies; it does not post, schedule, log in to anything, or collect data from the network.