Skill: sergebulaev/linkedin-employee-advocacy (version 1.0.0)

--- name: linkedin-employee-advocacy description: Plan, launch, and operate a LinkedIn employee advocacy program for a marketing team. Covers 14-day launch playbook, authentic-voice posting at scale, brand guideline governance with optional review, per-post time budgeting, team posting cadence benchmarks, and ROI measurement (team reach, engagement, pipeline impact). Triggers on "employee advocacy", "team posting program", "scale LinkedIn across marketing team", "brand amplification", "advocacy ROI", "get the team posting", "employee-generated content". --- # 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-engagement` — track which team members' comments drive inbound

path: references/advocacy-principles.md
content: # Employee Advocacy — Four Operating Principles

Source: https://co.actor/use-cases/marketing-teams + 2026 practitioner research

## 1. Scale authentically

Individuals compose in **their own voice**, not corporate language.

- Team-written copy that sounds like the brand = 3x lower engagement than personal voice
- Use a short voice-capture interview at onboarding (5-10 min) to document each person's tone
- Don't normalize — keep the variance. The person who curses occasionally stays that way. The one who writes in technical prose stays that way.

**Litmus test:** if someone reads 5 random posts from your team and can tell which person wrote each one, you're doing it right.

## 2. Maintain control

Brand guidelines integrated into the workflow. Review step is **optional, not blocking**.

- High-trust roles (VPs, Directors) bypass review entirely
- Mid-trust roles (Managers, ICs) route to a 4-hour review window
- New hires default to review, earn bypass after 4 weeks of clean posts

**What the review catches:**
- Factual errors about products / customers
- Confidential info leaks
- Regulatory issues (finance, health, disclosure rules)

**What the review does NOT change:**
- Voice, tone, formatting
- Opinions the team member has about their own work
- Topic selection (within pillars)
- Hashtags, emoji

## 3. Remove friction

Per-post time budget: **5 minutes**. Anything more and the program dies by week 3.

- AI does heavy lifting: ideation, drafts, visual suggestions
- Team member reviews, edits, approves, publishes
- Approval workflow is async and <4h SLA
- Mobile posting is a first-class path (not desktop-only)

**Math:** 5 min/post × 3 posts/week × 11 people = **2.75 hrs total team time per week** for full program output.

## 4. Prove ROI

Track team reach, engagement, and pipeline impact. Without attribution, the program gets cut at the first budget review.

### The 3 KPIs

- **Team reach** — sum of impressions across all creators
- **Team engagement** — comments + reactions + shares
- **Pipeline impact** — inbound DMs, meetings booked, closed-won deals with LinkedIn as first-touch

### What NOT to use as primary KPI

- Follower count (vanity, slow-moving)
- Post frequency (effort, not outcome)
- Hashtag performance (not a business metric)

## Benchmarks (2026)

- Launch → first team post: **14 days** target
- Active team size: **8-11** members for meaningful output
- Team output: **70+ posts/week** at 8 members (~10 per person per 4 weeks)
- Per-post time: **5 min** max
- Team touchpoints: **40,000/month** at 11 people × 3 posts/week
- Per-post impression floor: **300** (anything lower, audit profile/hook)
- Employee vs. brand page: **8x engagement**, **6-8x reach**

## Example team config

```yaml
team:
  VP Marketing (author: Alice):
    cadence: 2 posts/week
    review: bypass
    pillars: [thought leadership, contrarian takes]
  Senior PMM (author: Bob):
    cadence: 3 posts/week
    review: bypass
    pillars: [product positioning, competitive teardowns]
  Marketing Manager (author: Carol):
    cadence: 3 posts/week
    review: 4h SLA
    pillars: [campaign recaps, customer wins]
  Content Writer (author: Dan):
    cadence: 4 posts/week
    review: 4h SLA
    pillars: [industry analysis, frameworks]
  ... (5 more team members)

weekly_output: 23 posts total from 8 members
weekly_time_cost: 1.9 hours
target_team_reach: 15,000 impressions/week (growing toward 40,000/month)
```


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