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Most advocacy programs rest on one person
What distributed advocacy actually looks like on LinkedIn, measured on 246 companies whose employees post.
- The five steps to launch, in the order that works
- A launch checklist of 18 boxes, with a score
- What 246 companies whose employees post actually look like
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What the checklist covers
No email needed for these. The guide holds the 18 boxes in full, the five steps and the scoring.
Organizational prerequisites
- Solid culture
- Executive sponsorship
- A dedicated, named owner
- Two or three clear objectives
Strategic preparation
- 5–15 volunteers identified
- Guidelines written
- Editorial plan set
- Recognition planned
Tooling
- LinkedIn profiles in order
- A publishing platform chosen
- A shared resource library
and the rest in the guide
The 246 companies we measured
Our own data, shown on this page. In the median company, the single best advocate carries 57% of all the reactions its employees earn.
| # | Company | Advocates | Reactions | Top 1 share |
|---|---|---|---|---|
| 1 | Microsoft | 64 | 1,211,406 | 48% |
| 2 | 51 | 1,793,709 | 39% | |
| 3 | EY | 36 | 54,183 | 21% |
| 4 | Amazon Web Services (AWS) | 32 | 390,684 | 37% |
| 5 | Amazon | 24 | 78,764 | 46% |
| 6 | Audencia | 21 | 42,121 | 14% |
| 7 | Dataleum | 21 | 31,801 | 62% |
| 8 | Salesforce | 20 | 42,999 | 52% |
| 9 | Chartwell Retirement Residences | 20 | 4,319 | 13% |
| 10 | IBM | 18 | 218,941 | 88% |
How it was measured
Rolling twelve months. An advocate is a profile with at least 3 posts over the period, and a company appears from 4 advocates. Company pages posting under their own name are removed, as are entries that name no real employer. The figures describe only the employees present in our corpus, never a company's full workforce, and that corpus over-represents the B2B ecosystem: a company missing here may well run an excellent program.
Questions
- What counts as an advocate?
- An employee who published at least 3 posts over the last twelve months under their own name. Below that, an account is dormant rather than an advocate.
- Why does the top 1 share matter more than total reach?
- Total reach flatters a company whose founder posts a lot. The share held by the best advocate tells you what would remain the day they leave.
- Is this a ranking of the best programs?
- No. It ranks the companies whose employees post the most in our corpus. A company can be absent and still run a better program than anyone in the table.
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