What Changed With LinkedIn Employee Advocacy In 2025?

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 LinkedIn
 

LinkedIn 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 Tab
 

LinkedIn 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 Automation
 

In 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 Voices
 

LinkedIn 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 Companies

The 2025 changes emphasize quality over quantity.

For businesses, this means:

• Prioritizing authentic employee contributions over automated campaigns
• Shifting focus from centralized posting to distributed advocacy across teams
• Tracking the ROI of advocacy programs to show impact on reach, engagement, and conversions

Employee 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 2025

Here are three steps B2B marketers should take:

Invest in Employee Enablement
Train employees on personal branding, thought leadership, and how to use LinkedIn effectively.
 

Use the Right Advocacy Platform
With LinkedIn phasing out legacy tools, companies should use a dedicated employee advocacy software like Vulse to centralize, measure, and scale advocacy efforts.
 

Measure What Matters
Track 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.