The Brief
Chinese power cable and fiber optic manufacturer. Exports to 45 countries. Sales team lived entirely on WeChat. Distributors and project engineers in Africa, Southeast Asia, South America would search for the company on LinkedIn and find almost nothing. A page with a blurry logo, two-line description, last post from eight months prior.
The bigger issue was this: the company had technical staff stationed in the field around the world. Engineers who install cable systems, attend project meetings, visit client sites weekly. They had stories that would resonate with buyers. They just weren't telling them anywhere a global audience could see.
Our Strategy
We didn't start with the company page. Started in a training room.
Two workshops, two days apart. First covered the basics. What a good LinkedIn profile looks like. How the algorithm decides what content gets shown. Why commenting on other people's posts matters as much as publishing your own. Second session was hands-on, participants drafted their first post during the workshop. Some were rough (one guy wrote three sentences about a transformer installation and it was honestly great, we barely touched it).
Forty people across five countries enrolled in the advocacy program. Weekly content kit: two or three pre-written posts they could personalize, a relevant industry article, and a prompt like "share a photo from your last site visit and write two sentences about what you saw."
Leaderboard tracked participation. Nothing fancy, no prizes. Just names on a board. People respond to that more than you'd expect.
Company page ran bilingual content, English and Mandarin. Project installations, product certifications, engineering milestones. The page gave the advocates something to point back to when people checked out the company after seeing their posts.
The Result
Advocacy participation reached 58% in the first month, which is solid but not spectacular. We'd hoped for higher honestly. It picked up in month two once people saw colleagues getting engagement on their posts.
Combined reach from the 40 participants: 160,000 impressions in 60 days. Page grew from 200 to 1,400 followers.
The story we keep coming back to: a field engineer in Nigeria shared a photo of a cable installation at a power substation. Short post, no polish whatsoever. A regional distributor saw it, checked the company page, sent an inquiry that same day. One post. One photo. One lead. That's employee advocacy when it actually works.
Marketing team took over the program after our engagement ended. They've since expanded it to a second group.