A successful employee advocacy program relies on excellent content. Your goal is to deliver a steady flow of engaging, relevant material that users will be eager to share. The most effective content isn't merely a link; it's a story ready to be shared.

This guide will walk you through the key principles of content creation and show you how to apply them in real-world scenarios.

Before you start creating content, make sure to determine your content strategy. Learn more in Defining your content strategy.

Core principles of shareable content

Your content pipeline should be designed with your user in mind. These principles will help you create posts that feel authentic and effortless to share.

• Be a Storyteller, Not a Spokesperson. People connect with authentic voices. Turn it into a story that an employee can relate to. Frame the narrative around an employee's contribution, a team's hard work, or a key learning.
• Grab Attention with a Strong Hook. Create an engaging headline or intro that encourages users to click and share, and makes their connections interested in reading it.
• Keep it Clear and Concise. Say more with fewer words. Use simple, easy-to-read language and format your text well with short paragraphs to improve readability.
• Always Include a Visual. Social media is visual. Always provide a high-quality, optimized image or video. A square visual asset often performs best on platforms like LinkedIn.
• Make it Effortlessly Shareable. Make sure each post is easy to publish with just one click. Offer many sharing messages and captions in the third person so everyone can share them comfortably without feeling like they're just repeating what a company says.
• Encourage Engagement. Include a clear call to action or pose a question in your sharing messages to encourage comments and shares.
• Optimize Sharing Prompts: In the "Write something about the post" section, include a clear call to action to share and give your ambassadors background info on the post topic.

Content templates

Here's how to apply these principles to key use cases. For each, we've provided a template you can adapt and use.

1. Talent acquisition 💼

Your Goal: To help hiring managers and team members attract great talent by sharing open positions.

Why it works: A job post shared by an employee is more trusted and visible than one from a corporate page.

• Post message: "Hi team! We have a critical opening for a [Job Title] on the [Team Name] team. Your share can make all the difference in helping us find a top-notch candidate to join our mission. Please share this post with your network!"
• Key asset(s): A photo of the team, a video from the manager, or a graphic with the job title.
• Sharing messages:
  1. Our team is growing! 🙌 We're looking for a talented [Job Title] to help us [briefly describe the team's mission]. This is an amazing opportunity to have a real impact. Learn more and apply here: [Link if image or video post] 💼
  2. Looking for a new professional challenge? We have an opening on my team for a [Job Title]. If you or someone you know is passionate about [Specific Skill], I encourage you to apply. [Link if image or video post]
  3. A fantastic opportunity just opened up in our [Department]! We're seeking a [Job Title] who can [Key Responsibility]. Find out if you're the right fit here: [Link if image or video post]

2. Thought leadership 💡

Your Goal: To position your company as an industry leader by amplifying expert insights.

Why it works: Providing curated, valuable insights for employees to share builds their personal brands, making them more likely to engage with company content.

• Post message: "New insights from our CEO, [CEO's Name]! This article on the future of [Industry] is a great resource to help build your brand as a thought leader. Please share your favorite insight with your network!"
• Key asset(s): A professional headshot or a custom graphic featuring a quote from the article.
• Sharing messages:
  1. The future of [Industry] is constantly evolving. In this new article, our CEO shares his perspective on [Key Point 1] and [Key Point 2]. What are your thoughts? [Link if image or video post] 💡
  2. I just finished reading this insightful article on [Topic]. The section on [Specific Insight] really resonated with me. I highly recommend giving it a read! [Link if image or video post]
  3. A fascinating look at the latest trends in [Industry]. This article from [Company Name] provides a great overview of what's happening and what's next. [Link if image or video post] 📈

3. Product or service promotion 🚀

Your Goal: To help the marketing team create buzz and drive traffic to new launches.

Why it works: An employee's genuine excitement about a product they worked on is the most powerful endorsement.

• Post message: "We have some exciting news! Our new [Product/Feature] has officially launched. This is a huge milestone for the team, and we need your help spreading the word. Please share this post with your network and help us get the word out!"
• Key asset(s): A product demo video, a high-quality product image, or a graphic of the product in use.
• Sharing messages:
  1. We're thrilled to announce the launch of our new [Product/Feature]! ✨ This tool was designed to help [Target Audience] solve a key problem in [Industry]. Learn more about how it works: [Link if image or video post]
  2. My team has been working hard to build something truly special. Our new [Product/Feature] is officially here to help you [Key Benefit]. Check it out and let me know what you think! [Link if image or video post]
  3. This is a game-changer! 🚀 Our new [Product/Feature] helps businesses like yours [Solve a Problem/Achieve a Goal]. Learn more below or reach out to me for more information: [Link if image or video post]

Content checklist

Before you publish any post to the platform, run through this checklist to ensure it's optimized for success: