Disclaimer: LinkedIn does not publicly disclose the full mechanics of its algorithm. The following is a strategic analysis based on third-party research from marketing platforms like Hootsuite, Tinuiti, and AuthoredUp.

For corporate marketers, "Employee Advocacy" is the standard playbook. You post an update, slack the team, and watch the likes roll in. But what if those internal likes are actually trapping your content inside the building?

Based on recent observations of how LinkedIn ranks content, there is a strong case to be made that homogenous engagement (only employees) signals to the algorithm that your content is only relevant to... well, people like your employees.

The "Golden Hour" and the Signal

According to analysis by Hootsuite, the lifecycle of a post is often determined in the first 60 minutes—the "Golden Hour." LinkedIn shows your post to a small sample audience to gauge initial engagement. If it performs well there, it gets pushed to 2nd and 3rd-degree connections.

But here is the catch: Who is in that initial sample?

If your "Golden Hour" engagement comes exclusively from your coworkers, you are feeding the algorithm specific data points. Tinuiti notes that the algorithm prioritizes content based on "Personal Connection" and "Interest Relevance".

The Echo Chamber Theory

If the algorithm sees that User A (an employee) and User B (another employee) both engaged with the post, and they share the same "Skills," "Employer," and "Interests," the algorithm acts logically. It assumes this content is highly relevant to people with that specific profile.

As Tinuiti observes, the feed showcases posts from connections with shared interests and skills. By flooding your post with employee likes, you may be inadvertently telling LinkedIn: "This is internal company news. Show it to more employees."

How to Break the Loop

This doesn't mean you should stop employee advocacy. It means you need to diversify your "Golden Hour."

If you want to reach prospects, you need early engagement from people who look like prospects. The algorithm needs to see that your content resonates outside your own payroll. A single comment from a client in the first hour is likely worth ten likes from your sales team.