Good question, it’s a common hurdle.
Quick Answer: The key is to create content your team is genuinely proud to share and to make the process of sharing absolutely frictionless for them.
You need to shift your focus from chasing compliance to building a genuine employee advocacy programme.
The first step is to look at the content itself, as not all formats are equally shareable. Your team will be more inclined to share a high-impact video celebrating a company milestone or a well-designed infographic with industry insights than a plain text-only update. The content must add value to their own professional networks, not just serve as a corporate announcement. Second, you must make it incredibly easy for them to participate. Circulate the post internally with a direct link and even provide two or three pre-written text options they can copy or, even better, adapt to their own voice. Third, clearly articulate the benefit to them; sharing quality content from their organisation helps build their personal brand and establishes them as experts in their field. Finally, you should recognise and celebrate those who actively share. A simple public acknowledgement can foster a culture where sharing is seen as a valued contribution rather than a mandatory chore.
Cheers,
Jeff
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