Countless brands are swimming upstream, fighting against the wind.

They're pouring time and money into their corporate social accounts and wondering when the ROI will appear.

I've led social media for Fortune 100 companies, startups, nonprofits, one of the most downloaded apps in the app store.

To say that I'm a believer in the power of organic social media is an understatement.

But... too often, we're stepping over dollars to pick up pennies.

Brands could be spending 90% less time and money, but getting 1,000% more return.

We know that platforms like LinkedIn prioritize content from people.

So... what if we empowered our people to publish content?

Audience and influence for the individual.

Exposure, brand recognition, free recruitment, (and profit) for the company.

Some companies have tried this with "employee advocacy" programs that push canned corporate jargon to their team members' inbox.

The result?

The employee either hits publish with no edits, or they delete it and do nothing at all.

The solution is a lot simpler than we're led to believe.

Companies don't need six-figure softwares or content agency retainer. They just need to teach their people why they should build a brand and how to build a brand.

I grew my own personal brand from 0 to over 40,000 followers.

Personally, posting on LinkedIn given me an incredible side income, a creative outlet, and a way to learn, grow, and develop in my skills.

My employers haven't been left out.

Because of my personal LinkedIn, the companies I have worked for have had their names on speaking stages at industry conferences and on over 17 million LinkedIn feeds.

That is the power of turning team members into influencers.