Marketing on Glassdoor and LinkedIn Through Employee Advocacy

Marketing on Glassdoor and LinkedIn with employee influencers has become a critical strategy for brands looking to stand out in talent acquisition and employer branding. In today’s competitive job market, employees are a company’s secret weapon. Explore how employee advocacy can energize your presence on these platforms—and gain a competitive edge in 2025.

Why Employee Influencers Matter in Employer Branding

Employer branding is no longer confined to company-curated content. Employee influencers offer unique authenticity that candidate audiences crave. According to LinkedIn’s 2024 Global Talent Trends report, job seekers trust insights from current employees three times more than information from official company channels.

When real employees share experiences, reviews, or workplace wins, the content resonates deeply. It humanizes your brand, showing prospective candidates what it’s actually like to work at your company. Employee advocacy can drive:

• Increased brand credibility
• Broader organic reach for your content
• Higher-quality job applicants
• Improved retention and engagement internally

By empowering employee influencers, your business unlocks new marketing and recruiting power through authentic voices. Let’s look at how this works across two of the most impactful platforms: Glassdoor and LinkedIn.

Optimizing Your Glassdoor Presence With Employee Advocacy

Glassdoor remains a go-to resource for job seekers in 2025, boasting over 60 million monthly visitors. Claiming and optimizing your company profile is the first step, but the magic happens when you activate employees to share honest feedback and stories:

• Encourage Reviews: Invite employees to review your company on Glassdoor—regular, authentic reviews boost credibility.
• Spotlight Employee Voices: Feature employee testimonials in your Glassdoor profile’s ‘Why Work With Us’ and ‘Company Updates’ sections.
• Respond to Reviews Transparently: Show prospective candidates you value feedback by responding thoughtfully as an employer.
• Share Success Stories: Highlight employee achievements or positive reviews in your social media and internal communications channels.

Companies with regular, positive Glassdoor review activity tend to attract more applicants and create trust. Remember, authenticity trumps perfection—future hires are looking for genuine experiences, not marketing spin.

Boosting LinkedIn Reach Through Employee Advocacy Programs

LinkedIn stands unrivaled for professional networking and employer branding. But the algorithm favors genuine engagement. Employee advocacy exponentially boosts visibility, with LinkedIn data showing content shared by employees receives double the engagement versus company page posts.

To leverage this:

1. Formalize Advocacy: Create clear guidelines, make participation easy, and recognize contributors.
2. Craft Shareable Content: Provide employees with stories, behind-the-scenes photos, or leadership insights to share—don’t dictate; empower.
3. Leverage LinkedIn Features: Encourage employees to use tags, hashtags, or LinkedIn’s @mentions to amplify reach.
4. Highlight Employee Success: Share promotions, milestones, or external recognition company-wide to fuel genuine pride.

Regularly evaluate which posts drive the most engagement, and continually optimize your program. Recognize employee advocates in company meetings or spotlights to reinforce participation.

Practical Steps to Activate Employee Influencers on Both Platforms

Creating an effective employee influencer program for Glassdoor and LinkedIn isn’t about force; it’s about inspiration and enablement. Here’s how to do it in 2025:

1. Educate Employees: Run training on personal branding, social media best practices, and why their voice matters.
2. Set Guidelines: Articulate clear do’s and don’ts. Provide sample posts, FAQ sheets, and easy opt-in mechanisms.
3. Make Participation Voluntary: Authenticity thrives when employees choose to advocate. Make the program opt-in, not mandatory.
4. Recognize Contributions: Highlight advocates in internal newsletters, awards, or bonus programs.
5. Monitor and Iterate: Track metrics—profile views, Glassdoor ratings, engagement on LinkedIn—and adapt based on what works.

Successful employee influencer programs depend on trust. Maintain transparency and encourage honest dialogue so advocacy remains credible.

Tracking Success: Metrics That Matter in 2025

Measuring the ROI of employee advocacy is crucial. In 2025, the following metrics offer a clear view of what’s working—and what can improve:

• Glassdoor Rating Changes: Monitor changes in your average rating and new review count each quarter.
• LinkedIn Engagement: Track likes, comments, share rates, and follower growth for both individual and company posts.
• Talent Acquisition Metrics: Analyze changes in application volume, candidate quality, and time-to-hire after launching advocacy efforts.
• Employee Participation: Gauge the percentage of active advocates versus total employees.

Regularly review these statistics with leadership and iterate your strategy. Informed by data, your employee influencer program becomes a self-improving engine for both brand visibility and workplace culture.

Common Pitfalls and How to Avoid Them

Even well-intentioned employee advocacy programs can falter without the right guardrails. Watch out for these pitfalls:

• Overly Scripted Content: Avoid “copy-paste” posts or inauthentic messaging—these can backfire and erode trust.
• Ignoring Negative Feedback: Address criticism promptly and transparently on Glassdoor and LinkedIn. Defensive silence harms credibility.
• Lack of Recognition: If advocates feel unappreciated, participation drops. Regularly share wins and recognition.
• Poor Onboarding: Without proper training or guidelines, employees may feel uneasy about public posting. Educate first.

Focus on authenticity, education, and transparent communication to build a sustainable, thriving advocacy culture.

Frequently Asked Questions About Marketing on Glassdoor and LinkedIn with Employee Influencers

• What is employee advocacy?
  
  Employee advocacy is when staff voluntarily promote their employer on platforms like Glassdoor and LinkedIn, sharing authentic experiences and content that boost employer reputation and reach.
• How do you encourage employees to share company content on LinkedIn?
  
  Encourage participation by providing easy-to-share content, offering recognition programs, running training sessions, and fostering a culture of openness and pride in the company’s mission and achievements.
• Can negative employee reviews hurt our brand?
  
  Some criticism is inevitable and can even boost credibility when addressed transparently. Consistent positive engagement and open responses show job seekers you value feedback and continuous improvement.
• Is it necessary to incentivize employee influencers?
  
  Recognition and rewards can help encourage participation, but authenticity is paramount. Many employees are motivated by pride and belonging; incentives should supplement, not replace, genuine reasons to advocate.
• How do you measure the effectiveness of employee advocacy on Glassdoor and LinkedIn?
  
  Track metrics like Glassdoor review volume and ratings, LinkedIn engagement rates, application quality, and employee participation to determine success and improve your program over time.

Marketing on Glassdoor and LinkedIn with employee influencers is a powerful, authentic way to attract top talent and build brand trust in 2025. Empower your people, optimize your programs, and let their voices amplify your employer brand—success follows when real advocates lead the conversation.