Most brands have tried some version of this.

An email goes out asking employees to like and share the latest company post. A few people do. Most don't. And the social manager quietly moves on.

The reason it keeps happening is usually the content itself. Most company LinkedIn posts are written for the brand's audience, not for the people being asked to share them. When an employee puts something on their own feed, they're attaching their name to it. If it feels too corporate or too far from anything they'd actually say, it's easier to scroll past.

It's not apathy. It's a mismatch.

The brands that get genuine employee engagement share content that feels like something a person would say, not something a committee approved. They give people a real reason to share and make it easy to add something to the conversation rather than just pass a message along.

What to do this week:

• Go through your last few company posts and ask whether there's anything in them that a specific employee could point to and say "this is relevant to what I actually do." If the answer is no, that's the gap.
• Draft two or three suggested comments employees can use as a starting point and share them alongside the post internally. Most people don't engage because they don't know what to say, not because they don't want to. Make it easy.
• Identify two or three people on your team who are already comfortable on LinkedIn and work with them first. A small group of consistent voices builds more momentum than a company-wide ask that goes nowhere.
• When you share a post internally, add one line of context: who it's for, why it matters, and what kind of engagement would actually help. "We're trying to reach HR leaders this week — a comment about your experience would go a long way" is a lot more actionable than "please share."

Critical Minute takeaway:

Employees don't share content because they're disengaged, they don't share it because it doesn't give them a reason to. Content that feels human and leaves room for a personal perspective is a lot easier to put your name on.