This LinkedIn change had me shaking my head.
On the one hand, the platform is being swamped with people promoting the benefits of employee advocacy (including me). Then LinkedIn announced that its tools that support employee advocacy are being discontinued. Yes really.
In some ways, I totally understand, and in others, I’m shouting at the screen, nooooooooo don’t do it. I think if it were a new feature launched today, the uptake would be massive. Maybe it was just ahead of its time.
But at the end of the day – it is what it is, and we must evolve if we want to grow our business.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which goes into much more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
What Were the My Company and Employee Advocacy Tabs on LinkedIn?
The My Company Tab and Employee Advocacytab have been key LinkedIn tools that allowed businesses to run employee advocacy programs directly on the platform. These features created a private mini-intranet within LinkedIn for teams to unite and support each other. It was only available to businesses with more than ten employees.
However, as of November 2024, these tools will disappear. LinkedIn is moving its resources towards other priorities, especially those with a more AI-driven focus, leaving businesses scrambling to find alternatives.
For all the details of this change – https://www.linkedin.com/help/linkedin/answer/a6836874?hcppcid=search
Why Did LinkedIn Remove the My Company and Employee Advocacy Tabs?
The simple reason for these changes is that LinkedIn is shifting its focus, and employee advocacy tools no longer fit its AI-focused vision for the future. While this move makes sense from LinkedIn’s perspective, businesses relying on these free tools will feel the pinch.
I do wonder if this will come back in a different paid version in the future.
LinkedIn My Company Tab Alternatives for Employee Advocacy in 2025
For Small Businesses:
If you don’t have the budget to invest in costly employee advocacy tools, it’s time to go old-school. Tools like Slack or simple email notifications can inform employees about new content. Encouraging staff to share content manually might not be as streamlined, but it’s an effective stopgap.
A basic Excel or Google Sheets system can help track participation and engagement. It’s not perfect, but with a bit of manual effort, you can still maintain a degree of employee advocacy without investing in expensive tools.
For Larger Teams:
Consider investing in gamified employee advocacy tools if your business has the budget. These platforms can incentivise employees to share company content by turning participation into a competition, offering rewards for engagement. However, you’ll need to ensure that these tools align with your brand and that their ROI justifies the cost.
Is Employee Advocacy Still Worth It on LinkedIn?
The benefits of employee advocacy are undeniable. Studies show that employees are 14 times more likely to share company-provided content than create their own. This statistic alone demonstrates how crucial it is to keep employees active on LinkedIn in 2025, even if it takes more effort.
Employee advocacy strengthens personal and employer brands, bringing a human face to your business.
While LinkedIn may be moving away from built-in advocacy features, employee advocacy is more important than ever. You can still reap the benefits by maintaining active engagement with your team and encouraging them to share relevant content.
Planning Your LinkedIn B2B Marketing Strategy for 2025: Don't Get Left Behind
As we move into 2025, it’s clear that LinkedIn is evolving, and businesses must evolve with it. Whether you were using the My Company tab or not, it’s time to reassess how you’ll leverage your internal resources to achieve your business goals on LinkedIn.
There’s no substitute for a well-thought-out LinkedIn strategy aligned with your business goals.
Looking for help? Book an intro call here.
Follow B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth for more LinkedIn tips and strategies.
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
