--- title: Run an employee advocacy program description: Give your employees the facts, talking points, and ready-to-approve posts they need to share your company's news on LinkedIn in their own voice, and see who each post reaches. slug: /use-cases/employee-advocacy page_type: use-case lead_prompt: How do I run an employee advocacy program with AI? target_prompts: - Can an AI marketing agent give employees ready-to-share posts and talking points? - How do I get employees to post about the company on social media? - How do I start an employee advocacy program? - What should an employee social media kit include? - How do I give frontline staff simple scripts and posting guidance? entity: Kite category: AI marketing agent author: Devon Wells and Kite date_published: '2026-11-10' date_modified: '2026-11-10' related_integrations: - /integrations/linkedin.md - /integrations/slack.md --- # Run an employee advocacy program ## Key Takeaways - An employee advocacy program gets your people posting about the company on their own social accounts. It works when each post sounds like the person who wrote it, and it fails when everyone shares the same approved paragraph. - Kite gives every participating employee their own setup. It learns how they write, asks them for the stories only they can tell, and drafts posts from their answers and your company's real news. - Kite also writes the shared materials a program needs: a social media kit with the facts and talking points employees can use, and short scripts for frontline staff who talk to customers. - Each employee approves their own posts with one tap in Slack, by email, or in the Kite web app. Once they connect LinkedIn, Kite can post approved drafts from their profile at the time they chose. - Kite keeps two employees from posting the same idea in the same week, and it measures each person's results by who engaged, not just how many reactions a post got. ## What is an employee advocacy program? An employee advocacy program is an organized way to help employees share the company's news, ideas, and wins on their own social media accounts. For most B2B companies, that means LinkedIn. The case for it is simple. Your employees together have far more followers than your company page, and people trust a post from someone they know more than they trust a brand announcement. The hard part is getting people to post at all. Most employees are glad when the company does well, but few of them will stop their work to write a LinkedIn post about it. Programs usually try to solve this by handing out pre-written posts. That makes posting easy, but it creates a new problem. When twenty people share the same three sentences on launch day, their connections notice, and the posts read like an ad with twenty names on it. A program that works gives employees two things. The first is the shared material: the facts they can repeat, the news worth talking about, and clear guidance on what stays private. The second is help turning their own experience into a post. An engineer who fixed the bug a customer complained about has a better story than any press release. They just need someone to ask the right question and write it up. That second job is where an AI agent earns its place. It can interview each employee, remember every story they've told, draft a post in the way that person actually writes, and bring it back to them each week without anyone having to chase them. Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Here's how it runs an employee advocacy program. ## How Kite runs an employee advocacy program Kite treats each employee in the program as a separate voice. Each person sets up their own profile with Kite in one short conversation, and Kite keeps a page for them in your team's knowledge base that records how they write, what they want to be known for, and every story and number they've shared. From there, the program runs on a weekly rhythm. Kite watches what's happening at the company through your knowledge base and, if your team uses Slack, a few public channels such as announcements or launches. On the day each employee chose, it sends them a short plan with drafts built from their own material and a question or two about something new at the company. The employee approves the posts they like, and they go out on LinkedIn under that person's name. Alongside the individual posts, Kite writes the shared materials the whole team uses: a social media kit and, for staff who talk to customers, short scripts. After posts go out, Kite reads who engaged with them and uses what it learns to shape the next week's drafts. ### Decide what the program is for and who takes part A good program starts with a goal, because the goal decides what employees should post about. A company trying to hire needs posts that show what it's like to work there. A company trying to win customers needs posts that show how the product solves real problems. A company launching something new needs a burst of credible voices around launch week. Kite already knows your positioning, products, customers, and competitors from its research on your business, so it can propose a goal and the two or three ideas the program should help the company be known for. Each employee then chooses their own goal during setup, such as being known for an idea, bringing in customers, or helping the company hire. Kite uses that goal to decide the mix of posts it drafts for them. A person focused on hiring gets more posts that build trust with people who already follow them, while a person focused on reach gets more posts aimed at new audiences. Participation works best when it's voluntary. Kite's setup is built around that, because every employee sets up their own voice and approves their own posts. Nobody gets a post published under their name that they didn't choose. ### What should an employee social media kit include? An employee social media kit should give people enough material to post confidently without telling them exactly what to say. Kite writes the kit from what it knows about your company and keeps it current as things change. A useful kit includes: - **The facts employees can repeat.** These are the company's one-line description, what the product does, who it's for, and the public numbers and milestones worth mentioning. - **Talking points for the current moment.** For a launch, these are what's new, why it matters to customers, and one or two concrete examples. For hiring, they're the open roles and what makes the team a good place to work. - **What stays private.** Pricing that isn't public, customer names that haven't been approved, partnerships, and internal numbers should stay out of posts until the company shares them. - **Example openings and post shapes.** These show what a strong first line looks like and how a personal story connects to the company's news, without being a script to copy. - **Practical guidance.** This covers which accounts to tag, why links belong in the first comment instead of the post, and how often to post. Kite can share the kit in the conversation, save it as a file, or publish it as a report page at a stable link. You can limit that page to people at your company, so the kit stays internal while anyone on the team can open it. ### Give frontline staff short scripts they can say out loud Staff who talk to customers every day, such as people in sales, support, a store, or a front desk, often need words more than they need posts. When the company launches a new offer or changes a policy, they're the ones who get asked about it first. Kite writes short, ready-to-say scripts for those moments from the same facts that go into the kit. A script for a new service might include a one-sentence explanation of what it is, a plain answer to the question customers will ask most, and a line for what to say when someone asks something the staff member can't answer. Kite can also write a short posting kit for frontline staff who want to share the news on their own accounts. It's a few ready-to-post lines rather than a long guide, because most frontline staff will spend a minute on it, not an hour. ### Set up each employee's voice in one short conversation Each employee sets up their voice by opening the Social tab in the Kite web app or by telling Kite, "Set up my LinkedIn." Kite runs a short interview of three questions. The first asks what happened at work lately that they'd tell a smart friend. The second asks for the story behind their most popular recent post. The third asks what they want to be known for, who they most want to reach, and any topic they never want suggested. While the employee answers, Kite reads their public LinkedIn profile and up to 30 of their original posts from the last year. It writes down how they sound, and it backs each trait with a line they actually wrote. If someone has never posted, Kite builds their voice from their interview answers and sharpens it as they edit their first drafts. Kite also shows each person where they stand. It compares how often they've posted in the last 30 days with how often the most engaged people in their field post, then helps them pick a pace they can keep, such as two posts a week on Tuesday and Thursday mornings. Last, they choose when their weekly plan should arrive. ### Draft posts from each employee's own stories, not a shared script Kite drafts a post for an employee only when it has that person's own material for it. The company's news supplies the reason to post, and the employee supplies what makes the post worth reading. Before Kite writes a post for a person, it checks for three things in their own words: - **A specific moment.** That means a scene rather than a theme. "The customer who called us on Friday to say the new report saved her a week" works. "Our customers love the new feature" doesn't. - **One concrete detail.** That's a number with what it measures and over what period, or an exact before and after. - **Their point.** That's what changed their mind, who would disagree with them, or what the reader should do differently. When something is missing, Kite asks for it instead of filling the gap. Say the team ships a new integration on Thursday. Kite sees it on the launches page of your knowledge base and asks the support lead in their next plan, "The team shipped the HubSpot sync on Thursday. What did the first customer who tried it tell you?" The support lead answers in a sentence or a voice note, and Kite builds the post around that answer. It keeps their strongest phrases exactly as they said them, and it never adds a fact, number, or opinion they didn't give. Every answer is saved word for word on the employee's page, so Kite never asks for the same story twice. Each draft shows the employee which of their own words it was built from. ### Keep two employees from posting the same idea in the same week Kite checks what every other voice on your team already has planned before it drafts a post. If the head of product already has a post about this week's launch, Kite gives the account manager a different angle, such as the customer who asked for the feature, or saves the launch for a later week. This is what keeps an advocacy program from looking coordinated. Ten employees posting ten different stories about the same company reads as a team people want to work with. Ten employees posting the same announcement reads as a campaign. Kite also connects employees' posts to the company page. When one person's post does much better than their usual, the company page can follow up in a later week with its own angle on the same idea, written from company facts and crediting the employee. The employee's words stay theirs, and the company never reposts them as its own. ### How do you get employees to post about the company? You get employees to post by making the effort small and the result clearly theirs. Kite takes the writing off their plate and leaves them the parts only they can do: answering a question about their week and deciding which drafts to approve. Each weekly plan arrives as a Slack direct message or an email, depending on how the employee works with Kite. It holds the week's drafts, each with its suggested posting time and a note on why it exists now, plus a few timely topics from their field that they could take a position on. Each draft comes with two or three alternative opening lines, and the employee can swap one in by replying with its number. Approving a post takes one tap on **I like it**, and **Skip** sets a draft aside. What happens after approval is each person's choice. An employee who connects their LinkedIn account can let Kite post what they like. Kite then posts it from their profile at its planned time, and until then the post's page offers **Post now** and **Don't post it**. An employee who'd rather post by hand copies the approved post into LinkedIn themselves. Only the person whose name is on a post can approve it, and if anyone edits a draft after approval, it goes back to that person to approve again. ### Measure who the posts reach Kite judges each employee's posts by who engaged with them, not only by how many reactions they got. For each published post, it reads the reactions and comments, compares the post with that person's usual results, and checks how many of the people who engaged match your ideal customer and how many keep coming back. When a post leads to a direct message or a meeting, the employee taps **This got me a DM or meeting** on the post, so Kite can count the conversations the program starts. Once a month, Kite gives each voice a scoreboard. It shows whether their follower count and reactions are growing, whether the right people are engaging, whether answer engines such as ChatGPT name them when asked about the ideas they want to own, and whether their name is coming up in other people's posts. If Kite hosts your website, it can also show how many visits and signups came from LinkedIn. Kite uses these results to improve the program. Each week it tests one idea about what works for each person, such as whether posts that open with a number reach more of the right people than posts that open with a story. It also learns from every edit an employee makes before approving, so the drafts need less editing over time. ## What you get - **A social media kit.** The facts, talking points, privacy guidance, and example openings employees need to post confidently, kept current as the company changes. - **Scripts for frontline staff.** Short lines your customer-facing team can say out loud about a launch or change, plus a brief posting kit for those who want to share it. - **A voice page for each employee.** How they write, with a quoted line behind every trait, what they want to be known for, and every story and number they've shared. - **A weekly plan for each person.** The week's drafts with posting times and alternative openings, a few timely topics, and a question about something new at the company. - **Results for each voice.** Who engaged with each post, how it compared with that person's usual, the conversations it started, and a monthly scoreboard. ## How to get started Start with the materials and a few willing people. Ask Kite something like, "Help us start an employee advocacy program for the launch next month." Kite proposes a goal for the program, the ideas it should help the company be known for, and a first version of the social media kit. You review the kit and tell Kite what to change before anyone sees it. Then invite three to five employees who already like posting, or who want to start, to join your team in Kite and set up their voice. Each person's setup takes one short conversation, and they have to do it themselves, because their stories and their voice need to come from them. Pricing is per workspace, so adding employees to your team doesn't change what you pay. Once those first employees are posting regularly, invite the next group. You don't need to connect anything to begin. Kite reads public LinkedIn profiles and posts with its own research. Each employee who wants Kite to post for them connects their own LinkedIn account, and adding Kite to Slack lets the weekly plans arrive as direct messages and lets Kite find company news in your public channels. ## Integrations used to run an employee advocacy program Kite runs the program with its own research, writing, and planning. Two connections make it easier for employees to take part. ### Post from each employee's profile - [LinkedIn + Kite](/integrations/linkedin.md): Each employee can connect their own LinkedIn account and choose to let Kite post the drafts they approve. Kite posts each approved post from that person's profile at its planned time, along with its image or video, and reads how it performed. ### Reach employees where they already work - [Slack + Kite](/integrations/slack.md): Each employee's weekly plan arrives as a Slack direct message with **I like it** and **Skip** on every draft. Kite also reads a few public channels, such as announcements and launches, to find company news worth asking employees about. ## Common questions ### What are the best employee advocacy platforms? Employee advocacy platforms mostly fall into two groups. Content-library tools let a marketing team publish approved posts that employees share with a click, and they work well for spreading one message widely. Ghostwriting tools and services help individuals write their own posts, which produces more personal posts but usually covers only a few executives. Kite sits closer to the second group, but it works for every employee in the program, with a separate voice and weekly plan for each person. For a comparison of the options, see The best employee advocacy software for small teams (coming soon). ### How many employees should be in an advocacy program? Start with three to five people who already want to post, and grow from there. A few people posting steadily for three months does more for a company than thirty people posting once on launch day. Early participants also produce the posts that convince their colleagues to join. Because Kite gives each person their own voice and plan, adding someone later doesn't change anything for the people already in the program. ### Should employees be required to post about the company? No. Required posting tends to produce the reluctant, copied posts that make advocacy programs look forced. A better approach is to make posting easy and rewarding for the people who want to do it. Kite is built for voluntary participation, since each employee sets up their own voice, chooses their own pace, and approves every post that goes out under their name. ### Can employees share posts on channels other than LinkedIn? Yes. Kite saves LinkedIn and X posts in the Social tab for each employee to approve. For other channels, such as Instagram or Facebook, Kite writes the post in the conversation ready to paste, and the employee posts it from their own account. ### What if an employee wants to mention a customer or a number? Kite drafts it, then flags it for a careful read before approval. Posts that name a customer or partner, mention pricing, or include numbers the company hasn't made public carry a note saying what to check. The kit's privacy guidance gives employees the same rule ahead of time, so they know what's safe to share before they start writing.