“Just post something. Throw it in ChatGPT and you’re done.” If only it were that simple!
If you’re assuming your team should somehow just get LinkedIn, and it’s all easy? That’s the first mistake.
This mindset is one of the biggest reasons employee advocacy on LinkedIn fails before it even begins. Because what seems “easy” to you, especially if you’re confident on LinkedIn, feels overwhelming to most of your team.
And if you assume they already know what to do, how to do it, and feel confident doing it? That’s where everything falls apart.
It’s not a motivation problem. It’s a support problem.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
What Actually Goes Wrong
Let me share what I’ve seen repeatedly play out.
Person 1 dives in and starts posting daily. But it’s off-brand, full of buzzwords, and leaves marketing quietly panicking.
Person 2 wants to join in, but keeps staring at a blank screen because they’re worried they’ll say the wrong thing.
Person 3 starts strong but burns out after two weeks. It’s too hard. No one noticed their post. What’s the point?
The rest of the Team are quietly watching, not sure what’s expected, and definitely not putting their hand up to be the company spokesperson online.
Even with AI tools, templates, prompts and content calendars, none of it matters if your team doesn’t know how to use them, doesn’t feel confident trying, or is too time-poor to give it a go.
And if your social media policy is more “threat” than “guide”? They’ll stay silent just to stay safe.
The Real Issue Isn’t Content. It’s Culture.
If your workplace is dealing with staff turnover, low trust or a general feeling of disengagement, LinkedIn isn’t going to fix that. In fact, it will highlight it.
If you ask someone to post about how amazing the company culture is while they’re thinking about quitting? Good luck.
Here’s what I’ve learned after training thousands of people: Most of the blockers have nothing to do with writing skills. It’s about fear, confusion, and lack of clarity.
- If people don’t feel safe, they won’t post.
- If they don’t have time, they won’t even try.
- And if leaders don’t lead, the rest won’t follow.
No framework, prompt or Canva template will ever solve that.
So What Does Actually Work?
Treat LinkedIn like a team sport. Some people will be strikers. Others play defence. Some are there to cheer from the sidelines. Every role matters. Not everyone has to post to be valuable.
But if you want consistent, confident participation, your team needs:
Time – Posting takes longer than you think, especially when you’re new. I recommend allocating one hour per post to start.
That includes:
- Coming up with ideas
- Researching
- Writing and editing
- Learning new tools
- Getting approvals
If you want your team to post three times a week, give them three hours. Don’t expect it to happen between meetings and emails.
Support – Give them simple prompts. Easy-to-follow templates. Image resources. Examples that don’t sound like marketing speak. And if you’re using tools like ChatGPT, teach them how to utilise it effectively. Don’t just throw them in the deep end and expect magic.
Recognition – This is the part most people miss. The first time someone likes a post? Acknowledge it. The first time someone publishes something? Celebrate it.
What feels like nothing to you might’ve taken serious courage.
"Employees will spend their time doing what gets recognised and rewarded." MJR
Lead From The Top or Don’t Bother
This one’s non-negotiable. If the leadership team remains silent on LinkedIn, it sends a message to the rest of the company: this isn’t important.
I’ve seen too many employee advocacy programs fail simply because leaders refused to participate. If you believe in it, show up. Even one post a month makes a difference.
When teams see LinkedIn as something everyone does, not just marketing, they become curious. And when they feel supported and celebrated? They stick with it.
Confidence First. Content Second.
The people who consistently show up on LinkedIn aren’t just “good at writing.” They feel safe. They feel supported. They’ve had time to practice.
That’s what leads to consistency. That’s what builds trust. And that’s what moves the needle for your brand and business.
So next time you think “they should just post,” stop and ask:
Have you really given them the tools, time and trust to succeed?
If not, now’s the time to start.
Want to support your team through training? Let’s make it happen together.
Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
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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.
