Why is employee advocacy considered a valuable strategy for LinkedIn Company Page growth?

Employee advocacy is considered a valuable strategy for LinkedIn Company Page growth because it significantly expands the company's reach, increases brand credibility, and drives higher engagement with content. When employees share company content, their connections are more likely to see it than if the company only shares it from the Company Page. Employees' networks tend to be more diverse and personal, reaching audiences that the Company Page might not otherwise access. Employee-shared content is often perceived as more authentic and trustworthy than content directly from the company, leading to higher engagement rates (likes, comments, shares). This increased engagement boosts the visibility of the content and the Company Page in LinkedIn's algorithm. Activating employee advocacy builds a stronger online community around the brand and enhances its reputation. For instance, if a company develops a thought-leadership article, encouraging employees to share it with their networks exponentially increases its reach and credibility compared to simply posting it on the Company Page.