In today’s digital age, your team’s voice often carries farther than your own. The way your employees talk about your organization—online or in person—shapes how the world sees you. That’s employee branding. And when it’s done right, it’s not just marketing… it’s momentum.
I’ve had a lot of business owners ask, “How do I get my employees to engage with our social media posts? How do I get them to share content or talk about the company in a positive way?”
It’s a fair question—but also the wrong place to start.
Because if your people aren’t talking about your company, the issue probably isn’t social media. It’s culture. And culture starts with connection.
Sharing Is a Byproduct of Belonging
Let’s get one thing straight: not everyone’s a social media person. Some people are naturally more reserved. Some just don’t like posting. And that’s okay.
But generally speaking, people tend to talk about the things they’re connected to—things they believe in, feel proud of, or find meaningful. If someone loves where they work, chances are they’re going to find a way to talk about it. Maybe it’s a post on LinkedIn. Maybe it’s a conversation at a cookout. Maybe it’s a subtle comment to a friend.
The goal isn’t to force engagement—it’s to foster an environment where sharing happens organically. Because people want to be part of something they believe in. And when they are, they don’t need a script. They just need a reason.
So, How Do You Create That Kind of Culture?
It starts with leadership. With the environment you build. And with the way you communicate—not just externally, but internally too.
Here are a few key ways to encourage authentic employee engagement and social sharing without ever having to beg for it:
1. Make Your People the Story
Your brand isn’t just your logo or your website. It’s your people. And if your external audience never gets to see the people behind the work, they’re only getting half the story.
Take time to feature employees in your posts. Not in a forced way, but in a genuine way—celebrate milestones, highlight contributions, show gratitude. Whether it’s a behind-the-scenes snapshot or a quick shout-out, these moments matter. They remind your team that their work is seen. And when people feel seen, they’re more likely to engage—and to share.
2. Clarify the Mission—and Connect It to Their Role
One of the biggest reasons employees don’t share about their company is they don’t know what the company stands for—or how they fit into the bigger picture.
Leaders sometimes forget to connect the dots. They assume everyone knows the mission, or that it’s communicated clearly. But the truth is, most people need to be reminded—not just of what the company does, but why it matters, and how they contribute to it.
When people see how their individual work moves the mission forward, something shifts. They start to feel like part of a story. And stories, more than job titles or tasks, are what people love to share.
3. Provide Content They’re Proud to Share
Let’s be honest: if your social media is filled with generic graphics and corporate announcements, don’t be surprised if your team isn’t rushing to repost it.
People want to share content that feels real, relatable, and human. Highlight the impact you’re making. Post about the causes you support. Share team wins, day-in-the-life stories, company traditions, or even just the joy of a good lunch break together. When your feed reflects who you really are, your people will naturally feel more comfortable amplifying it.
4. Empower Them with Permission and Clarity
Some employees want to share, but aren’t sure what’s okay. They might wonder, “Is it unprofessional to post about work?” or “Am I allowed to reshare that client story?”
Give them permission. Better yet, give them guidance. A simple set of social media tips or best practices can go a long way. Encourage authenticity, emphasize respectful communication, and let them know you trust their voice. When you remove the guesswork, you free your team to participate in a way that feels natural.
5. Lead the Way—Loudly and Consistently
If you’re not engaging with your company’s social presence, why would your team? Leadership sets the tone. When people see you, as the owner or leader, celebrating your team, reposting stories, and talking openly about the work you’re doing together, it sends a powerful message: this culture matters.
You don’t need to be an influencer. You just need to be visible. When your team sees that, it gives them permission to be visible too.
6. Recognize Engagement Beyond the Screen
Social media is just one form of expression. Remember to celebrate employees who show up in other ways too—those who mentor others, speak up in meetings, write thank-you notes, or live out your values in quiet, meaningful ways.
When you build a culture that values contribution in all its forms, you create a workplace people want to talk about. And in time, those stories start showing up online—because they’re real.
Build a Brand Worth Talking About
This isn’t about manufacturing hype. It’s about building trust, alignment, and connection. Employee engagement on social media is just a reflection of what’s happening inside your organization.
So if you want your team to engage more, post more, or speak up about the work they’re doing—start with culture. Start with purpose. Start with leadership.
Because when people feel connected, they talk. And when they talk, others listen.