LinkedIn's Native Employee Advocacy Tools: What Was Removed and What Still Works

If a guide tells you to open your Page's My Company tab and click "Recommend to employees," it's out of date. LinkedIn began removing the My Company tab, the Employee Advocacy tab, and the curator admin role in November 2024. Its API changelog said they would be "completely unavailable by January 2025."

The old instructions keep circulating partly because some LinkedIn help articles still describe the removed flow. This covers what went, what Page admins can still do natively, and how to decide whether you need a separate employee advocacy platform.

What LinkedIn removed

According to LinkedIn's discontinuation notice and the changelog:

The last row is easy to miss, and it matters if you're buying software: the employee-level data LinkedIn used to expose to partners through those endpoints is no longer available to them either.

This is the second time LinkedIn has stepped back from a dedicated advocacy product. Elevate, its earlier standalone paid tool, was retired and parts of it were folded into Pages, which is where the My Company tab came from. LinkedIn's notice now suggests contacting an external partner, such as a LinkedIn Marketing Partner, for an employee engagement solution.

What still works natively

Three things remain, and they cover more than they first appear to.

Notify employees. Super admins and content admins can send a notification about a Page post to the Page's associated employees. LinkedIn's help article sets the limits:

• An admin can notify employees once per day.
• Each post can be sent only once.
• Targeted posts are not eligible.
• Pages with 0 or 1 associated employees cannot use it.
• Employees, including admins, can opt out at any time, which may affect your Page analytics.
• Notified posts carry an "Employees notified" label in post analytics, so you can compare their reach and engagement.

Reshare employees' posts and mentions. Admins can still reshare employees' best posts and @mentions of the Page from the Feed tab of the admin view. This is now the main native way for the company to credit an employee's work in public.

Employees engaging with the Page. Employees can still react to, comment on and reshare Page posts and reshared employee content, like any other member.

One practical detail affects all three. LinkedIn counts someone as an associated employee when their profile lists the Page in their experience, so the position needs to be linked to the Page itself, not typed as plain text. If new hires add their job without selecting the company, notifications will not reach them. Adding this to onboarding costs nothing.

A setup without a platform

For a team that can coordinate in one shared document, the native features plus a few simple habits cover the core of a programme:

Use notifications sparingly. LinkedIn allows one a day, and few companies publish a post that deserves it every day. A team that gets pinged about every post learns to ignore the pings or opts out, and opt-outs also reduce what your analytics can show.

The shared document matters most. Without the My Company tab there is no built-in content library, and that is not a great loss: a library of ready-made posts tends to produce identical posts. A list of facts and prompts gives people something to say in their own words.

What you lost, and whether you need it back

The native setup lacks three things: a library inside LinkedIn, reporting across all employees in one view, and a record of who shared what. For many teams, none of these was the reason the programme worked or failed. Where one of them is a real requirement, a platform may be worth paying for.

When an employee advocacy platform earns its cost

Platforms make sense when the problem is coordination or record-keeping:

• Many contributors across teams, regions or languages, beyond what one document and one channel can manage.
• Regulated communications that need approval workflows and retained records.
• Several networks besides LinkedIn, managed in one place.
• Leadership that needs consistent reporting across people and periods.
• Internal communications and advocacy deliberately combined in one employee app.

Two common reasons are weaker than they look. "We want more reach" describes a goal. Software can distribute posts, but it cannot make them worth reading. "Employees are not posting" is usually about time, confidence or pressure, and those are usually cheaper to fix than buying software.

Six questions for a platform trial

Several vendors published replacement pitches after the removal, including DSMN8, EveryoneSocial, Sociabble, GaggleAmp, Oktopost and Haiilo. Treat their claims as marketing and test them against these questions:

1. How does it publish? Each employee should connect their own account through LinkedIn's official sign-in. A browser extension that acts in their session, or any request for a password, conflicts with LinkedIn's User Agreement, which prohibits sharing an account (section 2.2).
2. Does it automate engagement? Section 8.2 of the same agreement prohibits bots and unauthorised automated methods that like, comment, share or re-share posts. If the tool engages through employee accounts automatically, it puts those accounts at risk.
3. Where do its numbers come from? Ask which figures come from LinkedIn and which from the vendor's own link tracking. LinkedIn discontinued its Employee Broadcast analytics endpoints in 2025, so a report based on them describes data that no longer exists.
4. Can each person write their own version? Check whether the default flow sends one caption to everyone, or makes it easy to start from a fact and write something personal.
5. What gets approved and recorded? Find out who approves posts, whether the exact approved version is kept, and how edits after approval are handled.
6. What happens when people leave? Ask how you export content and data, and what happens to a connected account when an employee leaves the company.

Then ask two pilot contributors to use the tool for a real week. If they find it a chore, adoption will follow their lead.

Sources

• LinkedIn Help: My Company tab and Employee Advocacy tab is no longer available
• LinkedIn Help: Use employee notifications on LinkedIn Pages
• LinkedIn Help: LinkedIn Page admin roles and permissions
• Microsoft Learn: Recent DMA Data Portability API changes (November 2024 and February 2025 entries)
• LinkedIn: User Agreement, sections 2.2 and 8.2 (effective 3 November 2025)