Integrate your CRM with other tools
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How to connect your integrations to your CRM platform?
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Techbit is the next-gen CRM platform designed for modern sales teams
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Why using the right CRM can make your team close more sales?
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What other features would you like to see in our product?
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Employee advocacy on LinkedIn isn’t a new idea—but few companies get it right.
Everyone knows their employees should be sharing content. But getting them to post consistently? That’s a challenge.
Madhav Bhandari, Head of Marketing at Storylane, has cracked the code. His strategy has helped Storylane generate 50% of inbound pipeline from LinkedIn.
In this post, we’ll break down exactly how they did it—and how you can do the same.
Why Employee Advocacy Matters on LinkedIn
LinkedIn is the most powerful platform for B2B growth. When employees actively post, they:
✅ Expand your company’s reach
✅ Build trust with prospects and customers
✅ Drive inbound pipeline without relying solely on paid ads
But the key is getting employees to actually post—and post content that resonates.
Here’s how Storylane built a culture of LinkedIn advocacy that actually works.
Step 1: Lead From the Top
If leadership isn’t posting, why should the team?
At Storylane, marketing executives actively post on LinkedIn. This sets the tone for the rest of the company and creates a culture where sharing insights is the norm.
Key takeaway: If you want employee advocacy to work, lead by example.
Step 2: Reinforce It in Company Culture
Employee advocacy shouldn’t feel like an “extra” task—it should be part of the company culture.
At every all-hands meeting, Storylane:
✅ Thanks employees who are posting on LinkedIn
✅ Ends with a call to action encouraging more employees to post
This constant reinforcement makes advocacy a habit rather than a one-off effort.
Step 3: Give Employees Something Worth Sharing
Employees won’t post if there’s nothing exciting to talk about.
That’s why Storylane creates moments worth sharing.
A great example? Demo Dundies—an internal event that was so fun and engaging that employees naturally wanted to share about it.
Key takeaway: Create events, initiatives, and stories that employees feel proud to share.
Step 4: Gamify It With a “LinkedIn Club”
People love competition. So Storylane turned LinkedIn posting into a game.
They created a LinkedIn Club inside Slack where:
- Every member gets a Shield Analytics subscription (to track their LinkedIn performance)
- An internal leaderboard ranks employees by engagement and reach
- 8 employees (about 15% of the company) participate actively
This adds an element of fun and accountability, making posting more rewarding.
Step 5: Provide Hands-On Support
Most employees hesitate to post because they’re unsure what to say.
To fix this, Storylane has a dedicated marketing person who helps employees:
✅ Brainstorm ideas
✅ Edit and improve their posts
✅ Give feedback and boost confidence
Key takeaway: If you’re serious about employee advocacy, invest in support. Help your team craft compelling content.
Step 6: Focus on the Right Departments
Not every department benefits equally from LinkedIn advocacy.
According to Madhav’s experience, it works best in:
💡 Marketing – They naturally create and share content.
📈 Sales – Reps are connected to prospects in active deal cycles.
🤝 Customer Success (CS) – CS teams are connected to existing customers.
Example: Even if a CS rep’s LinkedIn post only reaches 50 people, those 50 are likely all current customers—making every post impactful.
Step 7: Sync Employee Posts With Product Launches
Big feature releases and product updates deserve maximum exposure.
Storylane ensures the entire team is aligned on major launches, encouraging employees to post about them at the same time.
This creates momentum and ensures the company’s LinkedIn presence stays top of mind.
The Moment Madhav Knew It Was Working
A customer commented:
"Every time I open LinkedIn, I see you guys."
That’s when Madhav realized their strategy wasn’t just working—it was dominating.
How to Apply This to Your Company
Want to turn LinkedIn into a pipeline engine like Storylane? Start with these steps:
✅ Post from leadership – Set the example
✅ Reinforce advocacy in company culture – Recognize and encourage posting
✅ Give employees something worth sharing – Create engaging events and initiatives
✅ Gamify with leaderboards – Make it fun and competitive
✅ Support employees with content help – Provide editing and ideation support
✅ Focus on marketing, sales, and CS – These teams drive the most impact
✅ Align with product launches – Ensure maximum visibility
When done right, employee advocacy doesn’t just increase LinkedIn reach—it drives real revenue.
