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Content shared by employees gets 8x more engagement than content shared by brands. That’s huge potential, but there’s a catch: most companies still struggle to get their teams to share!
If your content feels forced, salesy, or irrelevant, it won’t make it past the company Slack channel. Employees want to share things that feel real, valuable, and worth their network’s time.
That’s when the magic happens—reach goes up, credibility skyrockets, and your brand becomes a magnet for new business.
In this post, we’re digging into:
- Why employees will or won't share company content
- What makes content actually worth sharing
- How to create a feed your team can’t wait to post
To understand what motivates employees to share, you also need to know what holds them back. Let’s turn your team into scroll-stopping brand ambassadors by crafting content and social media marketing strategies that truly resonate.
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Download our free guide on training your employees to use LinkedIn for business and boost your team’s social media skills with ease.
Why Employees Hesitate to Share Company Content
Before you can inspire your team to share more, you’ve got to understand what’s getting in their way. Here’s what we hear most often:
“What if I share the wrong thing?”
The fear is real, especially in regulated industries. Without clear social media guidelines on what content to post, acceptable sources of information, or topics to cover, employees worry about saying the wrong thing or hurting their professional image. When in doubt, they stay quiet.
“This doesn’t sound like me.”
If your posts feel too salesy, stiff, or overly branded, they’ll fall flat. Your team knows good content when they see it. Employee content should feel authentic, not forced.
“I don’t have time for this.”
When sharing feels like a chore—or worse, a multi-step process nobody has time for—it’s easy to put it off or ignore it. Simplicity is everything when it comes to getting employees active on social media.
“What’s in it for me?”
If employees don’t see how sharing content helps their own goals, whether it’s growing their personal brands, building a network, or leveling up professionally, they won’t be motivated to join in.
Removing these roadblocks makes employee advocacy feel less like a task and more like a win—for them and your brand.
What Employees Want to Share: Key Characteristics of Shareable Content
So, what do employees actually want to share? It’s never corporate fluff. It’s content that feels real, relevant, and worth putting their name on.
Need some shareable content ideas to get started? Here’s what works.
1. Personal Brand-Building Content
Your team wants to grow their personal brand—not just promote yours. They know that content that builds credibility, sparks conversations, or shows off their expertise can get more traction than another company announcement.
Examples of content that supports your social media marketing goals and your team's personal brands:
- Powerful industry insights
- Thought leadership pieces
- Employee spotlights
- Testimonials from clients
2. Work Achievements
If it helps employees showcase what they’re doing or selling, they’re in. Bonus points if it makes them look good to their network—after all, they're posting it on their personal social media accounts.
Posting content your team naturally wants to share to highlight their own achievements or the success of your workplace as a whole doesn't just get them sharing. It contributes to their social selling success.
Try posting more company content like this to inspire your team to reshare, thus increasing employee engagement:
- Workplace wins
- Proud project wrap-ups
- Big client moments and results
3. Photos and Short Videos
Posts with photos, short videos, behind-the-scenes clips, or team spotlights always win because imagery engages. People connect with people—not logos or stock photos.
If visual content hasn't been part of your social media marketing strategy, these are some quick wins to get you started:
- Team photos (in the office, at retreats, with pets and families are great)
- Short videos of your team in action
- Behind-the-scenes work on a challenging task
4. Workplace Culture
The Venn diagram aligns here—your customers want to buy from a brand that has a positive, strong company culture and your team wants to share content that shows how they're part of a larger picture.
Workplace culture content is best shown visually (with photos and short videos mentioned above), but don't stop there. Posting what makes your workplace environment unique is a hit on social media platforms:
- Office perks and team quotes
- Employee generated content
- Celebrations (workiversaries, birthdays, Casual Fridays)
5. Real-World Examples
The best-performing content often comes from employees. Let their voices shine with employee generated content. When they can add their own spin, engagement follows.
Encourage your team to share real-world examples (aligned with any regulations or company policies). It reads as authentic—the core of employee advocacy.
- Events, conferences, and retreats
- Big projects they're working on
- Positive testimonials and reviews
Give your team content they’re proud to post on their personal accounts and watch how far it travels.
Want to empower your team to become impactful brand advocates? 🎯
Download How to Increase Employee Engagement on Social Media to get proven tactics that boost team participation and amplify engagement—one post at a time.
How to Get Employees to Share Your Content
Great social media content is only half the equation. If you want employees to actually share it, you’ve got to make it seriously easy and worth their while. Pre-written copy, clear CTAs, and one-click sharing mean your team shares more posts, more often.
When employees share content they care about, the results are powerful:
- Increases social media reach
- Elevates engagement rates
- Boosts website traffic
- Builds trust with prospects
- Strengthens company culture
- Keeps employees involved and engaged
Here’s how to do it—with help from our powerful employee advocacy platform for social media:
Make Sharing Truly Effortless
With Clearview Social, employees can share content on multiple social media platforms in just one click—straight from a queue of pre-approved content you send via email, Slack, or Teams. The result? Higher participation, more reach, and more consistency across your team.
Serve Up Ready-to-Share Posts
We tee up social media posts with pre-written captions, suggested hashtags, and scheduling options. Employees don’t have to think twice. They just click “share” and go. That simplicity drives real social media engagement with their own networks (and gives your company page a huge boost in reach).
Add Some Friendly Competition
Employee advocacy is more fun when you gamify it! Leaderboards, badges, and performance stats make sharing feel like a team sport. Employees love seeing the impact of their posts. Plus, platform data helps you spot your biggest advocates and where to grow.
Lead by Example
When leaders share, employee engagement follows. We make it easy to tag executives, spotlight teammates, and create content worth engaging with. That visibility builds trust, boosts recruiting, and strengthens company culture.
Keep it Flexible
Some employees want to post often. Others need guardrails. Clearview Social supports both with customizable settings that respect personal boundaries while keeping employees involved at a level they're comfortable with.
Need that engagement lift?
📘Download our free guide on training your employees to use LinkedIn for business and boost your team’s social media skills with ease.
Get Your Team Posting—Without the Push
The easier and more rewarding you make sharing, the more your team will do it. Clearview Social takes the friction out—and turns your people into powerful brand advocates.
Clearview Social makes it easy for employees to share content that builds your brand, boosts engagement, and actually gets seen. One-click sharing. Pre-written, tweakable posts. Fun gamification. Real results.
Ready to turn your team into your best marketing channel?
Get a free walkthrough now and see how Clearview Social empowers your team to share, promote, and amplify your brand to their personal networks.
Create a Winning Social Media Program
Boost your brand’s social media reach and get your employees sharing company content with a powerful, all-in-one employee advocacy software.