Stand up and run a LinkedIn employee advocacy program

by sergebulaev · MIT license · ★ 3,059 on GitHub · updated Sep 18

Stand up and run a LinkedIn employee advocacy program for a marketing or sales team. Covers 14-day launch playbook, brand-guideline governance, per-post time budget, cadence benchmarks, and team ROI (reach, engagement, pipeline).

---
name: linkedin-employee-advocacy
description: "Stand up and run a LinkedIn employee advocacy program for a marketing or sales team. Covers 14-day launch playbook, brand-guideline governance, per-post time budget, cadence benchmarks, and team ROI (reach, engagement, pipeline). Triggers on \"employee advocacy\", \"get the team posting\", \"scale LinkedIn across team\", \"advocacy ROI\". Not for planning one person's own calendar (use linkedin-content-planner)."
---

# 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

Overview

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.

What you get

14-day launch plan(if cold-starting)
Operating model(voice capture, ideation, approval, posting, measurement)
Cadence targetsper team member (realistic, not punishing)
KPI dashboard spec(team reach, engagement, pipeline attribution)
Governance playbook(brand safety without blocking velocity)

Manual install (npx, ZIP)

Claude Codenpx skills add sergebulaev/linkedin-skills --skill linkedin-employee-advocacy -g -a claude-code

Claude Code (manual)

mkdir -p ~/.claude/skills && curl -sL https://codeload.github.com/sergebulaev/linkedin-skills/tar.gz/5c6192db54db \
  | tar -xz -C ~/.claude/skills --strip-components=4 linkedin-skills-5c6192db54db/.codex-marketplace/linkedin-skills/skills/linkedin-employee-advocacy

Windows (PowerShell)

New-Item -ItemType Directory -Force "$HOME\.claude\skills" | Out-Null; Invoke-WebRequest "https://m.agentalley.io/zip/bde8f0f86654ac75e531/linkedin-employee-advocacy.zip" -OutFile "$env:TEMP\linkedin-employee-advocacy.zip"; Expand-Archive "$env:TEMP\linkedin-employee-advocacy.zip" -DestinationPath "$HOME\.claude\skills" -Force

Claude.ai / desktopDownload the ZIP and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

SKILL.md6.0 KB
references/3 files · 12.4 KB

Read the files here

sergebulaev/5c6192d4 files

SKILL.md6.0 KB

SKILL.md

Show the full text129 lines

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

Scale authentically. Individuals compose in their own voice, not corporate language. Corporate-tone team posts underperform authentic voice 3x.
Maintain control. Brand guidelines integrated into the workflow. Review step is optional, not blocking — high-trust roles bypass review entirely.
Remove friction. Per-post time budget: 5 minutes. Anything more and the program dies in week 3.
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

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-monitor — track which team members' comments drive author replies
linkedin-engager-analytics — see who's engaging with each team member's posts
linkedin-comment-drafter — its reshare mode is how team members amplify a brand or colleague post to their own feed with a short take (lib.repost(post_url, commentary) on approval); the cleanest advocacy action after an original post

1	---
2	name: linkedin-employee-advocacy
3	description: "Stand up and run a LinkedIn employee advocacy program for a marketing or sales team. Covers 14-day launch playbook, brand-guideline governance, per-post time budget, cadence benchmarks, and team ROI (reach, engagement, pipeline). Triggers on \"employee advocacy\", \"get the team posting\", \"scale LinkedIn across team\", \"advocacy ROI\". Not for planning one person's own calendar (use linkedin-content-planner)."
4	---
5
6	# LinkedIn Employee Advocacy
7
8	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.
9
10	## When to use
11
12	- Marketing leader wants to get their team posting on LinkedIn
13	- User is planning an advocacy program launch
14	- Team is posting but output is inconsistent / off-brand / low-engagement
15	- Need ROI measurement framework for an existing program
16	- Requests: "how do I get the team posting", "launch advocacy", "scale LinkedIn across 10 people"
17
18	## Input
19
20	- Team size (5-50 typical)
21	- Marketing goal (reach / pipeline / recruiting / thought leadership)
22	- Current state (everyone silent / some active / inconsistent)
23	- Brand guideline constraints
24
25	## Output
26
27	- 14-day launch plan (if cold-starting)
28	- Operating model (voice capture, ideation, approval, posting, measurement)
29	- Cadence targets per team member (realistic, not punishing)
30	- KPI dashboard spec (team reach, engagement, pipeline attribution)
31	- Governance playbook (brand safety without blocking velocity)
32
33	## Four operating principles
34
35	1. Scale authentically. Individuals compose in their own voice, not corporate language. Corporate-tone team posts underperform authentic voice 3x.
36	2. Maintain control. Brand guidelines integrated into the workflow. Review step is optional, not blocking — high-trust roles bypass review entirely.
37	3. Remove friction. Per-post time budget: 5 minutes. Anything more and the program dies in week 3.
38	4. Prove ROI. Track team reach, engagement, pipeline impact. Without attribution, the program gets cut at the first budget review.
39
40	## Benchmarks
41
42	- Launch target: team posting within 14 days
43	- Active team size benchmark: 8-11 members
44	- Output benchmark: 70+ posts/week (at 8 members) or 3-5 posts/member/week
45	- Per-post time budget: 5 minutes
46	- Team touchpoint math: 11 people × 3 posts/week × 300 min impressions = 40,000 monthly touchpoints baseline
47	- Employee vs. brand page: 8x more engagement, 6-8x more reach on personal posts
48
49	## 14-day launch playbook
50
51	### Days 1-3: Voice capture
52	- Short interview with each team member (5-10 min) to extract their actual voice
53	- Identify their domain expertise and 2-3 content pillars
54	- Set realistic individual cadence (some commit to 1/week, some 3/week — don't force uniformity)
55
56	### Days 4-7: First posts
57	- Everyone ships their first post, drafted in their voice
58	- Marketing reviews only for brand safety (never for style)
59	- Celebrate every first post internally — social proof unlocks the next team member
60
61	### Days 8-10: Ideation pipeline
62	- Set up a shared ideation source (newsletter digest, trending-topics feed, internal wins)
63	- Each team member gets 5-10 topic suggestions per week
64	- They pick, not assigned
65
66	### Days 11-14: Rhythm lock
67	- Establish cadence: each team member publishes on fixed days/times
68	- Set up KPI dashboard (see below)
69	- Run first weekly review
70
71	## Governance: brand-safe without being blocked
72
73	What marketing reviews:
74	- Factual claims about the company / products / customers
75	- Confidential info
76	- Legal/compliance issues (finance, health, regulated industries)
77
78	What marketing does NOT review:
79	- Personal voice, tone, style
80	- Opinions the team member has about their own work
81	- Formatting, hashtags, emoji choices
82	- Topic selection (within pillars)
83
84	The review SLA: <4 business hours. Anything longer and the post is dead (posts go stale in the news cycle).
85
86	## ROI measurement
87
88	### Per-person metrics (content quality)
89	- Impressions per post
90	- Engagement rate (reactions + comments + shares / impressions)
91	- Comments (depth signal)
92	- Profile views attributed to post
93
94	### Team-level metrics (program health)
95	- Total team reach
96	- Total team engagement
97	- Individual contribution rank (leaderboard)
98	- Active members / total members (participation rate)
99
100	### Business metrics (pipeline impact)
101	- Inbound DMs sourced from LinkedIn content
102	- Meetings booked from LinkedIn
103	- Closed-won deals with LinkedIn as first-touch channel
104	- Employee referrals sourced from LinkedIn (if recruiting is a goal)
105
106	## Anti-patterns
107
108	- Copy-paste corporate posts across team accounts — LinkedIn detects this, suppresses all of them
109	- Ghostwriting that erases the writer's voice — reads as fake
110	- Mandatory posting cadence without individual calibration — program dies in 6 weeks
111	- Approval loops >24h — makes the program feel like work
112	- Measuring only vanity metrics — program gets cut without pipeline attribution
113	- All-same pillars across team — redundancy kills team reach (360Brew penalizes clustering)
114
115	## Resources
116
117	- `references/advocacy-principles.md` — the 4 operating principles with examples
118	- `references/team-cadence-matrix.md` — realistic cadence by role + seniority
119	- `references/governance-playbook.md` — what to review, what not to, SLA
120
121	## Related skills
122
123	- `linkedin-post-writer` — each team member uses this for individual drafts
124	- `linkedin-profile-optimizer` — team profiles should match before the program launches (otherwise profile clicks convert poorly)
125	- `linkedin-content-planner` — each team member gets their own pillar mix
126	- `linkedin-thread-monitor` — track which team members' comments drive author replies
127	- `linkedin-engager-analytics` — see who's engaging with each team member's posts
128	- `linkedin-comment-drafter` — its reshare mode is how team members amplify a brand or colleague post to their own feed with a short take (`lib.repost(post_url, commentary)` on approval); the cleanest advocacy action after an original post
129