Powering B2B growth through LinkedIn advocacy

LinkedIn has made it simpler for brands to discover and sponsor user-generated content (UGC) with a new, streamlined discovery feature in Campaign Manager.This update helps marketers find relevant posts that mention their brand or event across 1st, 2nd and 3rd+ degree connections - then request permission to promote them as Thought Leader Ads.What’s new in Campaign ManagerEasier content discovery: A built-in search and highlight function surfaces posts, articles and newsletter pieces that mention your brand or event.Wider reach: You can now discover content from beyond your immediate network (including 3rd+ degree connections).Partnerships tab: Sponsored content opportunities are shown in a dedicated “Partnerships” area, and you can filter by content type to streamline outreach.Why brands should careThought Leader Ads let companies amplify authentic voices, not just company posts, by sponsoring organic content created by others.LinkedIn reports these ads see about 2x higher click-through rates than comparable single-image ads, making them an attractive option for boosting engagement and credibility.Key benefits:Authenticity: Boosting real users’ posts can feel more trustworthy than brand-only messaging.Efficiency: Built-in discovery reduces time spent hunting for promotable content.Scale: Access to 3rd+ degree posts expands potential sponsorship candidates.How to use LinkedIn Thought Leader Ads (step-by-step)1) Find relevant contentUse the new discovery tools in Campaign Manager’s Partnerships tab to surface posts, LinkedIn articles or newsletters that mention your brand or event.2) Get permissionBefore promoting anything, request sponsorship permission from the content creator. LinkedIn’s workflow in Campaign Manager makes it easier to send and track those requests.3) Launch a campaignOnce approved, you can convert the organic post into a Thought Leader Ad and run it with your chosen targeting and budget.Creator monetization: a possible next stepWhile the current process focuses on sponsorship permission, the improved discovery flow could lay groundwork for future monetization for creators.If LinkedIn decides to share ad revenue with creators whose posts are sponsored, it could create a new incentive for posting brand-positive content.That said, brands and platforms should balance monetization with authentic dialogue; paid incentives can unintentionally skew commentary.Coverage and context on LinkedIn’s broader creator efforts:Best practices for brandsPrioritize relevancy: Sponsor posts that genuinely align with your messaging and values.Be transparent: Clearly communicate sponsorship terms with creators.Measure performance: Compare Thought Leader Ads’ CTR and engagement to other ad types to understand ROI.Respect authenticity: Avoid pressuring creators into overly promotional content; authentic endorsements perform best.LinkedIn’s updated discovery tools make Thought Leader Ads easier to find and activate, opening up new opportunities to amplify user voices and boost campaign performance.As this feature rolls out to more countries, it’s worth testing Thought Leader Ads alongside existing ad formats to see how UGC-driven promotions perform for your brand.

Employee personal brands extend your company's reach, but without measurement, it is hard to justify resources.This guide helps B2B marketing and HR teams build a clear, defensible approach to reporting business outcomes from employee social activity on LinkedIn and other professional channels.Purpose: Turn activity into measurable outcomes.Scope: Awareness, engagement, lead signals, and talent impact.Outcome: A replicable measurement plan and dashboard checklist.Start with clear goals and mapped outcomesThe first step is to link employee activity to business outcomes. Use three goal buckets:Awareness: Reach, impressions, profile views.Engagement and trust: Comments, shares, follower growth, sentiment.Demand and talent signals: leads, meeting requests, job inquiries.For each bucket, define one primary KPI and two supporting metrics. That keeps reporting focused and aligns to stakeholders.Attribution models that work for employee advocacyEmployee posts are often organic and multi-touch. Use pragmatic attribution:Direct attribution for actions that clearly originate from an employee post, like a tracked link click that results in a demo booking.Assisted attribution for leads where employee content increased engagement during the buying process, measured via lead surveys or lead scoring uplift.Correlation tracking when direct links are missing: track timing of spikes in inbound inquiries after coordinated employee campaigns.Combine these with UTM parameters, dedicated landing pages, and short-form tracking to connect employee activity to conversions.Practical tipAlways append UTM tags to campaign links and add a hidden field or source on forms that captures "employee_post" values. This makes direct attribution clean and repeatable.Suggested KPI set for B2B teamsBelow is a compact KPI set that balances visibility and business outcomes.Reach: Total impressions and profile views from employee posts.Engagement rate: Likes, comments, shares divided by impressions.Lead signals: Demo requests, content downloads, or contact form submissions tied to employee campaigns.Talent signals: Inbound recruiter messages and job application volume resulting from employee content.Sales influence: Number of opportunities where a seller cites employee content as a touchpoint.Building a simple dashboardCombine platform analytics with CRM and web analytics to create a single source of truth. A typical dashboard has three panels:Activity panel: Posts, shares, and top-performing employees.Engagement panel: Impressions, engagement rate, and follower lift.Outcome panel: Leads attributed, demo requests, and talent inbound metrics.Use an employee advocacy solution to centralize post scheduling and analytics. See how built-in reporting can speed analysis on an employee advocacy analytics page.How to calculate a simple ROIROI for personal branding programs is often a mixture of direct revenue and soft value. Use this conservative formula to start:Sum direct revenue attributed to employee-driven leads over a period.Add estimated value of assisted conversions using a conservative uplift percentage.Divide by program cost including platform, content creation, and team time.This produces a monetary ROI figure you can present to leadership. Be explicit about assumptions and update them with real data over time.Operational checklist to scale measurementApply these practical rules to keep measurement consistent:Standardize UTMs and naming conventions across employee campaigns.Automate data ingestion from LinkedIn and your advocacy platform into your BI tool.Train employees to use trackable links and to tag campaigns in post copy when asked.Schedule a monthly review with marketing, sales, and HR to review dashboard insights.Vulse customers often pair the platform with a CRM to close the loop between post and pipeline. Learn more on our features page about LinkedIn analytics and reporting.Example: 90-day reporting cadenceRun this lightweight cadence for the first 90 days:Week 0: Baseline metrics for profiles, impressions, and leads.Week 1 to 8: Run two focused campaigns and collect UTM-tagged conversions.Week 12: Produce a stakeholder report with direct revenue, assisted conversions, and talent signal changes.Repeat and refine goals based on what moves the needle.Evidence and further readingResearch shows employee-shared content generates higher trust and click-through rates than brand-only content. For context, LinkedIn's guidance on employee advocacy provides practical benchmarks and best practices, which can help calibrate expectations: LinkedIn Marketing Solutions.For measuring social ROI and building dashboards, HubSpot's guide to social media ROI is a useful practical resource: HubSpot Blog.Frequently asked questionsQ: How soon can we expect measurable results?A: You can see awareness and engagement shifts within 30 days. Attribution to pipeline typically takes 60 to 90 days depending on sales cycles.Q: Do we need an employee advocacy tool to measure ROI?A: Tools make tracking and reporting far easier but you can start with manual UTMs and CRM tagging. A platform scales measurement and reduces manual work.Q: Which metric should executives care about most?A: That depends on priorities. For revenue-focused leaders show attributed pipeline and deals. For talent-focused teams highlight inbound candidate volume and recruiter touchpoints.

LinkedIn is taking a new approach to building better AI; it’s recruiting members to help label and annotate data.Instead of relying only on anonymous contractors, LinkedIn will invite professionals to apply their industry expertise to create high-quality, human-labelled training data, and yes, you can get paid for it.This isn’t just manual tagging.LinkedIn says it will vet applicants to make sure their background matches the annotation tasks, using profile details (education, licenses, work history) and an AI-driven conversational interview to verify expertise.Learn more about the program on LinkedIn’s help page.How the process worksProfile-based vetting and AI interviewsIf you express interest, LinkedIn may use an AI-powered conversation to ask about your professional background and assess whether you’re the right fit for specific annotation projects.The platform uses that information to match you with tasks that need specialized knowledge — for example, medical, legal, or financial labeling.Annotating industry-specific dataOnce matched, you’ll annotate examples so AI systems learn how people in your profession refer to tools, products, outcomes, and context.This helps AI models provide more accurate recommendations, search results, and professional insights across LinkedIn, and potentially for other companies that license training data.Why this matters (and why it’s complicated)Benefits for professionals and AI qualityEarn flexible, skill-based income by applying domain knowledge.Improve AI understanding of niche terms and context, leading to better matches and recommendations.Receive personalized feedback, LinkedIn may suggest profile improvements based on the interview.Ethical and career considerationsThere’s a tension here: by training AI, experts could also be helping build systems that automate parts of their own jobs.The conversation about fairness, pay, and long-term impacts of AI labor is ongoing — see a deeper dive into the industry’s reliance on human labelers in this article from The Conversation.What to consider before you sign upConfirm what tasks you’ll do, and how much you’ll be paid per assignment.Understand how your interview data will be used, LinkedIn says it will supplement your profile information to match you to projects and suggest profile updates, and will not use that info for other purposes without permission.Think about long-term implications for your role and industry.LinkedIn’s approach leverages its unique access to professionals across industries to create higher-quality, specialized training data.For people who want flexible income and enjoy applying domain expertise, it’s an attractive option, but it’s reasonable to weigh the potential trade-offs for your career.

In this guide, we share a repeatable, tested framework your employees can use to write LinkedIn posts that increase reach, drive engagement, and protect authenticity.Use these steps to coach advocates, run quick experiments, and measure wins.Learn a 5-part LinkedIn post framework optimized for employee sharing.Includes example templates, testing tips, and measurement signals.Designed to keep posts authentic while improving reach and CTR.Why a simple framework mattersMany employee advocates want to help but don’t know how to turn ideas into posts that perform on LinkedIn.A clear, short framework reduces friction and preserves each person’s voice while aligning content with business goals.Purpose: teach non-writers a reliable structure that balances authenticity and discoverability so your program drives measurable results.The 5-part LinkedIn post frameworkUse these five elements in order. Not every post needs all five, but this sequence is your baseline for consistent performance.1. Hook (1–2 lines)Start with a single strong sentence that creates curiosity, states a clear benefit, or challenges an assumption. Short hooks drive more clicks and reduce scroll fatigue.Examples: "Why our launch failed in week one" or "3 small habits that doubled my focus."2. Value or story (2–4 short paragraphs)Deliver practical value or a concise personal story. Keep paragraphs to one or two sentences. Bullet lists work well here to make ideas scannable.3. Evidence or microcase (1 paragraph)Add one concrete data point, a quick example, or a mini case that supports the claim. This builds credibility without turning the post into a long read.4. Clear human CTA (call to action)End with a simple CTA that invites conversation, not sales pressure. Examples: "What do you think?" "Share a tip below." "If you’ve tried this, tell me how it went."5. Don't forget accessibilityFinish with alt text for any image you attach which helps accessibility and sometimes keeps posts clear if images don’t load.Post templates advocates can useProvide employees with short, fill-in-the-blank templates they can personalize. Templates reduce decision fatigue and increase adoption.Lesson template: “Hook. What happened. What I learned. One tip. CTA.”How-to template: "Problem. Quick steps (3 bullets). Result. CTA asking for others’ tips."Thought starter: “Contrarian statement. Brief rationale. One question to the audience.”Practical coaching tips for managersRun a 20–30 minute workshop to introduce the framework.Use live examples from your team’s LinkedIn to map posts to the format. Short group edits show how to maintain voice while improving structure.Encourage employees to keep a swipe file of ideas and snippets they can quickly turn into posts. Consider pairing new advocates with a mentor for the first 6–8 posts.Test and measure what mattersFocus on simple, meaningful metrics that reflect both reach and quality:Impressions and engagement rate (likes + comments divided by impressions)Qualitative signal: number of meaningful comments or DM leadsDownstream signal: clicks to content, topic mentions, or demo requestsRun A/B tests on hook styles, post length, and CTA phrasing for two weeks per test. Use internal tracking or a platform like Vulse to capture advocate-level performance.Quick checklist before publishingDoes the first line create curiosity or state a benefit?Is the post under 250 words and broken into short paragraphs?Is there a clear CTA that invites conversation?Have you added 2–4 relevant hashtags and alt text for images?Common pitfalls and how to avoid themAvoid making posts read like ads. If a post feels promotional, remove the sales language and add a human insight.Don’t over-hashtag; three focused tags often outperform a long list. Finally, respect employees' voices-coaching should be optional and framed as skill development.Ready-to-run experiment (7 days)Day 1: Run a 30-minute training introducing the framework.Days 2–6: Each advocate posts using one template. Track impressions and comments.Day 7: Review results and share top-performing hooks and CTAs with the team. Repeat with minor tweaks.For examples and case studies on advocate-led content that scaled, see our resources.Author:Questions and answersQ: How often should employee advocates post?A: Start with one post per week per advocate. Consistency matters more than volume; increase frequency only after measuring quality and engagement.Q: How do we keep posts authentic while aligning to brand goals?A: Use frameworks and templates, but let employees personalize language, anecdotes, and opinions. Offer optional topic buckets rather than rigid scripts.Q: Should we require approval before posting?A: Prefer guidance over gatekeeping. Use lightweight checks for regulated industries, otherwise encourage speed and authenticity with optional review for new advocates.

LinkedIn has announced it’s tightening access to Competitor Analytics on Company Pages.Previously free, this feature will now be limited for non-paying company pages: starting October 15th 2025, free accounts can only compare metrics against a single competitor.To compare up to nine competitors and view trending posts from three rivals, companies will need LinkedIn Premium Company Pages, a paid tier that begins at about $99/month.Why LinkedIn is making the shiftThis is part of LinkedIn’s broader push to grow its business subscription offerings.Premium Company Pages have been one of its fastest-growing products, and restricting features like Competitor Analytics nudges businesses toward paid plans.It also helps LinkedIn reduce support and infrastructure costs by limiting certain tools to subscribers.What this means for social teams and marketersIf your team relied on free Competitor Analytics, expect a change in how you benchmark performance.- Narrower competitive context: Free accounts will see comparisons to only one competitor, which can limit trend spotting and strategic benchmarking.- Fewer visibility signals: Access to trending posts from multiple competitors helps spot content tactics and timing — losing that view makes it harder to replicate what’s working across your industry.- Cost vs. value decision: Teams must weigh whether expanded competitor insights justify the monthly subscription, or if they can get the same value through other tools or internal measurement.How to adapt to company page changesPick your single competitor wisely: If you’ll only be able to compare to one page, choose a direct peer whose audience and content strategy closely match yours.Export historical data: If possible, download or archive recent analytics now so you have a baseline for future comparisons.Use third-party tools: Consider analytics platforms that track LinkedIn performance across multiple pages and offer broader benchmarking.Lean into first-party signals: Measure your own follower growth, engagement rates, and post performance closely — these are the metrics you control.How employee advocacy helps offset platform limitsWhen platform analytics become gated, employee advocacy becomes an even more valuable growth lever.Amplifying content through employees extends reach, drives authentic engagement, and reduces sole dependency on platform-provided insights.Tools like Vulse make it easy to turn employee networks into predictable distribution channels and provide alternative performance signals tied to referrals, clicks, and conversions.Quick wins with an advocacy strategyEncourage employees to share high-performing posts to increase organic reach.Track referral traffic from employee-shared links to measure real business impact.Use internal analytics from advocacy platforms to spot which content types resonate, even if platform-level competitor insights are restricted.This change signals a wider trend: platforms are increasingly gating advanced analytics to paid tiers.Advertising will likely remain the biggest revenue stream for social platforms, but expect more features to be packaged into subscriptions.If you rely on platform analytics, now is a good time to diversify your measurement approach and invest in owned channels, like employee networks, that you can activate and measure directly.Want to reduce reliance on platform analytics and amplify your reach with employee networks? Explore Vulse to see how employee advocacy can boost your content performance.

LinkedIn is making a small but significant change to its Campaign Manager, updating the names of key campaign elements to better align with industry standards.While this update doesn’t affect functionality, it could confuse marketers who are used to the old naming conventions.What’s Changing in LinkedIn Campaign ManagerLinkedIn recently announced that it will rename some elements within the campaign hierarchy, also referred to as the ad campaign structure. As LinkedIn explains:“To improve clarity across Campaign Manager, we’re updating the naming of entities within the campaign hierarchy. This hierarchy defines how campaigns are organized and managed.”Starting next month, the following changes will take effect:Campaign Groups → now called CampaignsCampaigns → now called Ad SetsFor a visual overview of LinkedIn’s updated ad structure, see this guide from Social Media Today.Why LinkedIn is Updating NamesThese updates are designed to simplify LinkedIn ad management and make it more intuitive for new advertisers. LinkedIn says:“These updates align with industry-standard naming used in other ad management platforms, making it easier for new advertisers to get started. This also simplifies workflows and navigation, helping you manage campaigns more intuitively and enabling new features to perform at their full potential.”In short, while the change is largely cosmetic, it brings LinkedIn more in line with other platforms like Facebook Ads and Google Ads, helping marketers transition between networks more easily.What Marketers Should DoFor most marketers, there’s no action needed; your campaigns and ad sets will continue to run as normal.However, if you’re used to LinkedIn’s previous structure, it’s worth noting the updates to avoid confusion when navigating Campaign Manager.If you manage multiple campaigns or work with a marketing team, consider sharing this update with your colleagues to ensure everyone is on the same page.

Staying ahead today means continuously upskilling and adapting to industry trends.LinkedIn has taken a major step to support professional growth with its new LinkedIn Learning Career Hub, a platform designed to guide employees and organizations toward meaningful skill development and career advancement.What is LinkedIn Learning Career Hub?The LinkedIn Learning Career Hub is a centralized platform that helps professionals and companies identify skill gaps, track industry trends, and unlock tailored learning opportunities.By combining internal employee data with external benchmarks, Career Hub ensures that both organizations and individuals can make smarter, data-driven decisions about learning and career progression.Key Features of LinkedIn Career HubLinkedIn’s Career Hub is built around three core pathways for professional development:1. Trending Skills InsightsThis feature provides organizations with a clear overview of the skills their teams already have while highlighting emerging trends in various industries. By analyzing LinkedIn profile data alongside external benchmarks, businesses can identify skill gaps and align training programs with organizational needs.2. Internal MobilityInternal Mobility is designed to help employees explore new career opportunities within their company. LinkedIn highlights the required skills for these roles and recommends relevant courses to help staff prepare for the next step in their career journey.3. Role GuidesRole Guides provide actionable guidance for employees looking to upskill and align with specific roles. By integrating LinkedIn’s rich data insights, curated content, and talent expertise, Role Guides offer a clear roadmap for building the skills needed to advance within your organization.AI Upskilling at the ForefrontA key focus of the Career Hub is AI upskilling. LinkedIn has unlocked 34 AI-focused courses and four AI Skill Pathways on LinkedIn Learning, available through November 22nd. These resources help professionals understand how AI tools are transforming workplaces and how to use them effectively, not just as a replacement for human work but as a strategic guide to augment productivity.Additionally, LinkedIn has published a centralized overview of AI tools based on usage trends among members, helping employees and businesses make informed decisions about AI adoption.Why Career Hub Matters for BusinessesResearch shows that many organizations struggle to fully leverage AI because staff lack proper training. LinkedIn Learning Career Hub addresses this by offering structured, relevant courses and role-specific guidance. Companies that invest in their employees’ AI skills can achieve higher efficiency, smarter decision-making, and stronger competitive advantage.Unlock Your Career PotentialThe launch of LinkedIn Learning Career Hub represents a significant opportunity for professionals to grow, upskill, and navigate internal career paths effectively. By integrating AI learning pathways, internal mobility tools, and trending skills insights, the platform ensures that both employees and organizations stay ahead in an evolving workplace.Explore more about LinkedIn Career Hub here.

LinkedIn has become the go-to platform for professionals to connect, share insights, and build brand reputation.With 1.2 billion members worldwide, including an estimated 480 million active users, the platform is experiencing record-high engagement levels.For businesses, founders, and professionals, the question is no longer “Should I be on LinkedIn?” but “How do I maximize my impact here?”According to Buffer’s latest LinkedIn study (covering over 2 million posts from more than 94,000 accounts), there’s one clear answer: posting frequency.Why Posting Frequency Matters on LinkedInLinkedIn’s algorithm is designed to reward activity.The more often you post, the more opportunities the system creates for your content to appear in front of your target audience.Put simply: more posts = more reach.And here’s the data to back it up:2–5 posts per week → +1,000 impressions per update6–10 posts per week → +5,000 impressions per update11+ posts per week → +16,000 impressions per updateNot only do impressions increase, but engagement (likes, comments, shares) also rises as a natural byproduct of greater visibility.Buffer notes that LinkedIn doesn’t impose a cap on reach when you post frequently — instead, it leans into your activity.Why This Matters for Professionals and BrandsLinkedIn is no longer just a recruitment tool, it’s a content platform.Conversations that used to happen on X are now shifting to LinkedIn, making it an increasingly valuable space for thought leadership, networking, and lead generation.For professionals, this means every post is an opportunity to:Showcase expertiseBuild trust with your networkReach potential clients, employers, or partnersSpark meaningful conversationsFor businesses, especially in B2B industries, LinkedIn has become one of the most cost-effective ways to build a brand presence and connect directly with decision-makers.According to LinkedIn’s Marketing Solutions data, 4 out of 5 people on the platform drive business decisions, making it a must-use channel for B2B growth.Best Practices for Posting on LinkedInWhile frequency is key, it’s not just about posting anything. To build a strong presence:Focus on value: Share content that educates, inspires, or sparks discussion.Mix formats: Use a combination of text posts, carousels, images, and video.Engage back: Reply to comments and interact with others’ content.Be consistent: Stick to a schedule — whether that’s 3 posts a week or daily updates.Test learn: Monitor impressions, clicks, and engagement to refine your approach.How Vulse Helps Agencies and Businesses Grow on LinkedInAt Vulse, we’ve seen firsthand how powerful LinkedIn can be when used strategically.Born from our own journey as an agency, we’ve built tools that make it easy to:Plan and schedule content for consistencyMatch tone of voice for employee advocacyTrack performance analytics to see what’s workingEngage with brand mentions to grow reputationBy combining Buffer’s insights on frequency with Vulse’s tools for strategy and execution, agencies and businesses can take their LinkedIn presence to the next level.LinkedIn is hungrier than ever for content. With more professionals shifting their conversations and thought leadership here, the opportunity to build visibility and influence is huge.The bottom line is post more often. Post with purpose. Post consistently.Do that, and you’ll unlock LinkedIn’s full potential for growth, connection, and opportunity.

Choosing the right employee advocacy tool is a critical decision for B2B brands that want to amplify their reach on LinkedIn and beyond. In 2025, the two names that often come up in conversations are Vulse and Oktopost.While both platforms are designed to support employee advocacy, their approaches, features, and focus areas differ significantly.In this article, we break down the strengths of each tool, compare their features, and help you decide which platform best fits your business needs.Why Employee Advocacy Is Essential For B2B BrandsEmployee advocacy has become more than just a marketing strategy.It’s now one of the most effective ways to:Increase organic reach on LinkedInBuild trust and thought leadership within target industriesEmpower employees to become brand ambassadorsGenerate leads from authentic, employee-driven contentWith LinkedIn sunsetting My Company businesses need a dedicated tool to fill that gap.Vulse: The LinkedIn-Focused Employee Advocacy ToolVulse is designed specifically for B2B companies that want to maximize results on LinkedIn.Unlike general social media management platforms, Vulse leverages unique LinkedIn API access to create a more precise and effective employee advocacy experience.Key Features of Vulse:LinkedIn API integration for seamless publishing and analyticsTone-matching AI to keep employee content on-brandAccount scoring to measure advocacy effectiveness at an individual and company levelContent planning tools to simplify employee participationBuilt with B2B advocacy in mind rather than broad consumer marketingVulse is particularly strong for companies that want to focus their advocacy strategy where it matters most: LinkedIn.Oktopost: An Enterprise Social Media SuiteOktopost is positioned as a B2B social media management platform with employee advocacy included as part of its offering.Key Features of Oktopost:Broad social media scheduling and reporting across channelsEmployee advocacy as part of a larger, more expensive enterprise platformIntegrations with marketing automation and CRM toolsAnalytics for enterprise marketing teamsOktopost works best for organizations that want a high-budget, multi-channel advocacy program embedded within a broader social media strategy.Vulse vs Oktopost: Head-to-HeadFeatureVulseOktopostFocusLinkedIn employee advocacyBroad social mediaBest ForB2B companies prioritizing LinkedIn growthEnterprise teamsAI Content SupportTone-matching AI, account scoring, employee planning toolsSocial publishingEase of UseSimple and employee-friendlySuited for large, high-budget marketing teamsIntegrationsLinkedIn API, SaaS integrationsCRM, marketing automation, enterprise systemsWhich Tool is Right for You?Choose Vulse if your company is primarily focused on LinkedIn, wants AI-powered advocacy features, and values simplicity for employees.FAQs: Vulse vs Oktopost Employee AdvocacyQ1: What is the difference between Vulse and Oktopost?A: Vulse is a dedicated LinkedIn employee advocacy tool designed to boost organic reach and employee engagement, while Oktopost is a broader B2B social media management platform that also offers advocacy. Vulse focuses on simplicity, LinkedIn optimization, and employee adoption, while Oktopost emphasizes multi-channel campaign management.Q2: Which employee advocacy tool is better for LinkedIn?A: If your priority is LinkedIn employee advocacy, Vulse is purpose-built for it, with unique features like tone matching, content scoring, and LinkedIn API integration. Oktopost offers LinkedIn features too, but as part of a wider social media suite.Q3: Is Vulse more cost-effective than Oktopost?A: For companies focused on LinkedIn employee advocacy, Vulse is more cost-effective since it avoids paying for multi-channel features you may not need. Oktopost is better suited for enterprises managing complex, multi-platform campaigns.Q4: Why should companies invest in employee advocacy software?A: LinkedIn has continued limiting organic brand reach in 2025, making employee-driven sharing essential for visibility. Employee advocacy software like Vulse helps brands empower staff to amplify company content authentically.Q5: Can Vulse integrate with other marketing tools?A: Yes. Vulse integrates with LinkedIn and can be extended to other platforms, including CRMs, analytics tools, and multi-channel marketing stacks. The right choice depends on your company’s tech setup and advocacy goals.

Employee advocacy has become one of the most powerful ways for B2B brands to grow on LinkedIn.In 2025, the landscape shifted again as LinkedIn updated its approach to employee engagement and visibility.If your company is investing in advocacy, it is critical to understand these changes and adapt your strategy.The Evolution of Employee Advocacy on LinkedInLinkedIn has continued to refine its platform to prioritize authenticity, community, and trust. Over the past year, major changes have directly affected how organizations use employee advocacy:1. The Transition from My Company TabLinkedIn officially phased out certain features of the My Company tab within company pages, moving toward more integrated advocacy options.While the tab allowed employees to see suggested content, LinkedIn is now focusing on features that encourage organic employee sharing and thought leadership-driven content.2. Stricter Controls on AutomationIn 2025, LinkedIn increased its restrictions on automated posting and engagement tools.The platform is limiting visibility for comments made via third-party automation, ensuring that interactions remain genuine. This means companies relying on automation risk-reduced reach and credibility.3. Growing Importance of Authentic VoicesLinkedIn is rewarding posts from real people over brand handles.This makes employee advocacy more important than ever, as employees are often perceived as more trustworthy than corporate accounts.Brands that empower employees to post original insights, share company updates, and participate in industry conversations are seeing stronger engagement.Why This Matters for B2B CompaniesThe 2025 changes emphasize quality over quantity.For businesses, this means:Prioritizing authentic employee contributions over automated campaignsShifting focus from centralized posting to distributed advocacy across teamsTracking the ROI of advocacy programs to show impact on reach, engagement, and conversionsEmployee advocacy platforms like Vulse help companies navigate these changes by making it easier to distribute content to employees, track performance, and ensure messaging stays aligned.How to Future-Proof Your Advocacy Strategy in 2025Here are three steps B2B marketers should take:Invest in Employee EnablementTrain employees on personal branding, thought leadership, and how to use LinkedIn effectively.Use the Right Advocacy PlatformWith LinkedIn phasing out legacy tools, companies should use a dedicated employee advocacy software like Vulse to centralize, measure, and scale advocacy efforts.Measure What MattersTrack beyond likes and impressions. Measure profile views, follower growth, and inbound leads to capture the real business value of advocacy.LinkedIn is all about authenticity and human-centered engagement.Automated tools are being restricted, company features are shifting, and employees are becoming the true voice of your brand.By adapting now, your business can stay ahead and unlock the full potential of employee advocacy.

LinkedIn has announced a significant change that could reshape how brands and professionals approach engagement on the platform.The visibility of comments made via automation tools will be restricted, meaning marketers relying on automated engagement may see their reach and influence decline.This move is part of LinkedIn’s broader commitment to authentic, human-first conversations. For marketers, the message is clear: quality engagement from real people now matters more than ever.Why LinkedIn is Limiting Automated CommentsAccording to LinkedIn’s official statement comments generated through third-party automation tools will soon have reduced visibility. This includes activity designed to mimic genuine interaction at scale.The rationale?LinkedIn wants to protect the authenticity of conversations.Automated comments can often come across as generic or spam-like, undermining trust in the platform.A recent Social Media Today report notes that this change is aimed at ensuring high-quality discourse, keeping LinkedIn a trusted space for professional networking and thought leadership.What This Means for MarketersFor brands and agencies using automated tools to boost engagement, this change is a wake-up call.The risk is clear: if you continue to rely on automated comments, your visibility, and by extension, your ROI on LinkedIn, will shrink.Instead, marketers need to double down on authentic employee advocacy and thought leadership. Genuine comments from real employees will not only maintain visibility but also foster trust, credibility, and stronger connections with audiences.How to Adapt Your StrategyTo stay ahead, marketers should pivot from automation to strategic advocacy and content planning. Here’s how:Encourage employee voices: Support staff in sharing insights and responding personally to posts.Leverage trusted platforms: Tools like Vulse (with unique LinkedIn API access and AI tone matching) help teams create authentic content at scale - without falling into the automation trap.Build thought leadership campaigns: Position executives, subject-matter experts, and employees as credible voices in your industry.By focusing on human-centered content, your brand can maintain strong engagement while competitors reliant on automation fade into the background.

LinkedIn Thought Leader Ads are transforming how brands build credibility and engagement on the world’s largest professional network.If your B2B marketing strategy still relies only on corporate posts or traditional Sponsored Content, you’re missing one of LinkedIn’s most powerful advertising tools.In this post, we’ll explore why Thought Leader Ads on LinkedIn are so effective, how they work, and why you should integrate them into your LinkedIn advertising strategy.What Are LinkedIn Thought Leader Ads?LinkedIn Thought Leader Ads allow you to promote organic posts from employees, executives, or industry voices, rather than your company page.These can include:Leadership articles and insightsEvent announcementsShort videos and thought piecesLinkedIn posts that have already proven engagingThe result? Authentic, human-centered content amplified at scale. Instead of a polished corporate ad, your audience sees real voices they can trust.Why Thought Leader Ads Are So EffectiveMarketers are seeing strong results because these ads combine the reach of LinkedIn advertising with the credibility of employee advocacy.Trust first: 94% of B2B marketers say trust is essential in purchase decisions. Promoting posts from leaders and employees builds that trust faster than branded posts.Higher engagement: LinkedIn reports that Thought Leader Ads deliver up to 1.6× higher engagement rates compared to standard single-image promotions (source).Authentic reach: Audiences respond more positively to posts from people they follow or respect, even if they’re not yet customers.Brand visibility: Each ad not only drives engagement but also increases profile views, followers, and connection growth for your leaders.How Thought Leader Ads WorkRunning a Thought Leader Ad is straightforward:Choose the post - Select an existing post from an employee or your 1st/2nd-degree network.Format options - Single image, video, and event ads are eligible (LinkedIn help guide).Add CTAs - Event ads allow call-to-action buttons; for others, include URLs in the intro text.Permissions required - Only Page Admins can sponsor posts (you don’t need access to the employee’s account).Campaign Manager tracking - Monitor clicks, impressions, engagement, and conversions directly in Campaign Manager.Pro Tips for MarketersTo maximise results with Thought Leader Ads:Identify your strongest voices - CEOs, subject-matter experts, and employees with active networks.Blend with employee advocacy - Use platforms like Vulse to help employees create share-ready content, then amplify the best performers.Prioritise engagement campaigns - Thought Leader Ads excel in brand awareness, thought leadership, and top-funnel strategies.Test content types - Video ads often spark more engagement, while event ads are ideal for registrations.Why You Should Invest In Thought Leader AdsLinkedIn advertising is more competitive than ever, and audiences are increasingly resistant to generic branded posts.Thought Leader Ads cut through the noise by spotlighting authentic employee and executive voices.For B2B marketers, they represent a unique opportunity to:Build trust and authority faster than competitorsHumanise your brand and strengthen employee advocacyAchieve higher ROI from your LinkedIn ad spendSimply put: if you’re not using Thought Leader Ads yet, your competitors probably are.LinkedIn Thought Leader Ads aren’t just another ad format, they’re a shift in how B2B brands communicate trust and authority.By promoting authentic voices over polished corporate messaging, marketers can expand reach, boost engagement, and drive measurable impact.Ready to explore how Thought Leader Ads can fit into your employee advocacy LinkedIn strategy?Platforms like Vulse make it easy to empower employees to create content worth amplifying.