EMPLOYEE ADVOCACY AS A BUSINESS STRATEGY THROUGH LINKEDIN,2023-2024

Barazorda Puga N.; Antonio Crisostomo Olivares J.; Belen Flores Rojas L.; Irene Matos Talledo S.; Nicole Portal romero J. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2026) · DOI: 10.18687/laccei2026.1.1.1657

Resumen

This study examines the strategic role of employee advocacy and personal branding within corporate communication and digital marketing. It explores how engaged employees, who share the organization's values, can enhance the company's reputation, foster trust and loyalty among stakeholders, and contribute to overall productivity. The research also highlights the importance of digital platforms such as LinkedIn, along with emotional branding and effective internal communication, in strengthening brand credibility, visibility, and authenticity in competitive digital environments. A qualitative approach was employed, incorporating evidence analysis and multi-perspective evaluation to ensure the reliability and depth of the findings. The study also considers how technological advancements are reshaping corporate communication and emphasizes the strategic management of talent. Overall, the findings underscore the importance of integrating employee advocacy with both personal and corporate branding strategies, as a way to reinforce organizational identity, improve competitive positioning, and attract and retain top talent.

Instituciones: Universidad Autónoma del Perú