Employee Advocacy
Your best sales people aren't in your sales team.
Your employees are trusted more than your brand, your CEO, and your ads combined. Most SaaS companies aren't using that. We help you build a LinkedIn advocacy program that turns your team into a pipeline engine.
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92%
of buyers trust earned media and peer recommendations above all other forms of advertising — Nielsen
90%
more likely to trust an employee than a company CEO — Edelman Trust Barometer
7×
more reach when content is shared by employees vs the company brand page alone
The truth most companies ignore
Your brand page is talking. Nobody's listening.
B2B buyers are sceptical of brand content. They scroll past it, ignore it, or actively distrust it. But when a real person, someone who works at a company, knows the product, lives the culture, shares a perspective? That lands differently.
Employee advocacy isn't asking your team to post company news. It's something far more powerful, helping your people build genuine personal brands on LinkedIn that reflect who they are and what they know. When they do, your company's reach, trust and pipeline grow as a natural byproduct.
The companies winning in B2B LinkedIn right now aren't the ones with the biggest content budgets. They're the ones whose people show up consistently, authentically and with something worth saying.
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SaaS Stories Podcast
What a decade of employee advocacy actually looks like in practice.
Joana sat down with Kate Bradley Chernis, CEO and Founder of Lately a company that generates 98% of its leads entirely through employee advocacy.
Our point of view
Employee advocacy is not a social media tactic. It's a pipeline strategy.
Most companies treat employee advocacy as a content distribution hack, get your team to share the company post and hope it reaches a few more people. That's not what we do.
We help your people build genuine personal brands find their voice, develop their point of view, and show up consistently on LinkedIn in a way that attracts the buyers they're already trying to reach. When that happens, the pipeline impact isn't a side effect. It becomes the whole point.
98%
trial-to-sale conversion at Lately — using employee advocacy as their only lead gen
20%
increase in sales when employees are actively engaged advocates — Gallup
14×
the number of touchpoints a buyer now needs before they're ready to buy
What Hat Media builds
A program your team will actually want to use.
The biggest reason employee advocacy programs fail isn't buy-in from the top — it's that employees don't know what to say, don't feel confident saying it, or don't have the time to figure it out. We fix all three.
Personal Brand Development
We work with each participant to find their authentic voice — their point of view, their expertise, the stories only they can tell. This is the foundation everything else is built on.
Content Writing Training
We don't write content for your team — we teach them how to write their own. Sessions on LinkedIn content strategy, post structure, storytelling and how to write in a way that earns engagement.
Profile Optimisation
We audit and rewrite LinkedIn profiles for every program participant — headline, about section, featured posts — so the first impression matches the content they're going to create.
Content Calendar & Cadence
We build a structured content calendar for each advocate — themes, posting frequency, content pillars — so they know exactly what to post and when, without it taking over their week.
Reporting & Measurement
Using LinkedIn's native analytics and tools like Sprout Social, we track reach, engagement, follower growth and — most importantly — pipeline attribution back to employee activity.
Ongoing Coaching & Support
Monthly group coaching sessions, content feedback, and a library of resources in Hat Media's education portal — so advocates keep improving and the program builds momentum over time.
Why LinkedIn specifically
Where your buyers actually spend their professional attention.
LinkedIn is the only platform where B2B buyers are actively in a professional mindset, reading, learning, evaluating vendors and forming opinions about who they'd trust to solve their problems. It's where your ICP lives between sales calls.
And here's the thing your competitors haven't worked out yet, the LinkedIn algorithm dramatically favours person-to-person content over brand content. When your people post, they reach audiences your brand page never will.
Your buyers are already there
Over 900 million professionals on LinkedIn — including the CMOs, Heads of IT and Sales Directors your team is trying to reach. This is where B2B buying decisions get influenced.
Algorithm rewards people over brands
LinkedIn's algorithm consistently gives personal posts 5–7× more organic reach than company page content. Your team's voices are the most cost-effective distribution channel you have.
Trust transfers from person to company
When buyers trust someone who works at your company, that trust extends to the company itself. Personal credibility on LinkedIn is the most efficient brand-building tool in B2B.
Sales and marketing finally aligned
When your sales team is active on LinkedIn with consistent personal brand content, they arrive at conversations with buyers who already know them. The whole dynamic of the sales call changes.
How it works
From zero to active advocates in four stages.
We don't hand you a playbook and walk away. We build the program alongside your team — and stay in it with you.
Audit & Strategy
We assess your current LinkedIn presence, identify the right advocates within your team, and build a program strategy aligned to your pipeline goals.
Profile & Brand Build
Profile rewrites, personal brand workshops, and voice development for each participant. Everyone starts with a presence that reflects who they actually are.
Training & First Content
Content writing training, calendar setup, first posts published. We work through any anxiety or resistance — and celebrate the first meaningful engagements together.
Coaching, Reporting & Scale
Monthly coaching, performance reporting, and ongoing refinement. As advocates grow in confidence and reach, we scale the program and track the pipeline impact.
Teletrac Navman came to Hat Media with low brand visibility in a highly competitive market and an urgent need to break into enterprise accounts in Australia and build trust from scratch in New Zealand.
We built a full demand generation program, combining SEM, SEO, ABM and a structured employee advocacy program. Each element was designed to work together: paid media got them in front of the right audience, ABM opened the enterprise door, and employee advocacy built the trust that made buyers want to keep listening.
Program results for Australia & New Zealand
The New Zealand result was driven primarily by employee advocacy — activating the local team on Linkedin with personal brand training, content coaching and a structured posting cadence that built brand trust in a market where Teletrac Naman was virtually unknown.
975%
increase in leads in Australia over 4 months
420%
increase in leads in New Zealand for the same period
What the program includes
LinkedIn profile rewrites for key team members
Personal brand workshops and voice development
Posting cadence and content calendar
Coordination with ABM campaign for account-level amplification
Hat Media Education Portal access for ongoing learning
Content writing training, teaching the team to write their own posts
We don't just run the program. We teach you how
it works.
One of the things that makes Hat Media different is that we actively educate our clients, not just on what to do, but on why it works, how to measure it, and how to keep doing it well long after we've built the foundation.
Every employee advocacy program includes access to Hat Media's education portal, where your team can go deeper on LinkedIn strategy, personal branding, content writing and social selling at their own pace.
LinkedIn Strategy
Courses
Self-paced LinkedIn training: algorithm, strategy and what drives B2B engagement.
Content Writing Workshops
Write LinkedIn posts that get read: hooks, structure, storytelling and finding your voice.
Measurement & Attribution
How to connect employee advocacy analytics to pipeline outcomes leadership cares about.
Ready to turn your team into your best pipeline asset?
That's exactly the kind of conversation Nigel loves. No pitch, no pressure, just an honest look at whether an employee advocacy program is the right move for your team right now, and what it could realistically look like.
Resources
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