Advocate Academy: Turning Team Members Into Influencers


2 Days


Cohort-based Course

Learn how to accelerate company exposure (and profits) by equipping employees to build an influential personal brand.

Worked with/for

YouVersion Bible App
Tyson Foods
Glorify app

Course overview

Describe the transformation students will have in your course

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.

Who is this course for


People that want to use LinkedIn to build an audience, influence, and income.


Leaders that want to invest into the lives, skills, and future of their people.


Companies that want to reap the benefits of a high ROI marketing and recruitment tactic.

What you’ll get out of this course

Rest assured... personal branding actually works.
  • Deconstruct case studies of companies that have pulled this off.

  • Distill the elements of launching and sustaining w/high ROI.

  • Why betting on employee advocacy is the most logical bet you can make.

  • "How Gravy Built a $1 Billion Brand on a $1 Million Budget" - prev SVP @ Gravy
How to actually pull it off (for leadership AND team members)
  • Distill the techniques of growing an audience that actually converts.

  • How to find: your audience, your content ideas, your strategy, and your voice.

  • Tips/tricks that will work regardless of the algorithm.
The Bells and Whistles
  • Develop a custom, proven playbook for your brand and for each team member.

  • Arm yourself with all the tools and tech you'll need. (And skip all the stuff you don't.)

  • Make data your super-powered sidekick.

  • Ask Me Anything recap session with 2 Top LinkedIn Voices.

This course includes

4 interactive live sessions

Lifetime access to course materials

15 in-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules
  • Week 1

    Jul 9—Jul 10

    Week dates are set to instructor's time zone


    • Jul


      Session 1

      Tue, Jul 9, 5:00 PM - 8:00 PM UTC

    • Jul


      Session 2

      Wed, Jul 10, 5:00 PM - 8:00 PM UTC


    • The ROI

    • The Playbook

    • The Journey

    • Recap

  • Post-Course


    • Jul


      Optional: (Optional) Bonus Project Office Hours

      Thu, Jul 11, 4:00 PM - 5:30 PM UTC

    • Jul


      Optional: (Optional) Bonus Project Office Hours

      Fri, Jul 12, 4:00 PM - 5:30 PM UTC

Meet your instructor

Jacob Shipley

Jacob Shipley

Hey! I'm' Jacob.

I help brands build audiences, engaged communities, and raving fans.

I'm currently the Head of Social at Benzinga where I lead the best social media team in the world. In the first 5 months, we've added, over 300,000 followers and we're just getting started.

I formerly ran social media at Tyson Foods, and before that at YouVersion (an app with over 500,000,000 downloads).

There, we increased the following of our Instagram by 2 million followers in two years. We also grew multiple accounts from zero to over 100,000 followers.

On January 1, 2022, I started writing on LinkedIn. I have written (almost) everyday for over 2 years. The account has grown from 0 to 38,000 followers and has resulted in over 6 figures worth of freelance work and consulting jobs.

I've consulted for brands like:

- Glorify

- Beliefnet

- The Skit Guys

- Sony Music Entertainment

- Provident Films

- Clario

- Practical Parenting

- Lighthouse Films

Because of my personal LinkedIn, my employers' names have been on the stages at industry conferences and on over 17 million LinkedIn feeds. (Over $200,000 in earned media value.)

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Join an upcoming cohort

Advocate Academy: Turning Team Members Into Influencers

Cohort 1

$697 USD


July 9—10, 2024

Payment Deadline

July 8, 2024

Bulk purchases

Course schedule

6 hours of training + 3 office hours
  • July 9-10, 2024

    12:00 - 3:00 p.m. CST

    July 9: Live Training

    July 10: Live training

  • July 11-12, 2024

    11:00 a.m. - 12:30 p.m.

    July 11: Bonus Project Office Hours

    July 12: Bonus Project Office Hours

Free resource

How to Use Organic Social to Drive Sales $$$

Have you heard this one before?

“Organic social is great for driving awareness, but it doesn’t lead to sales.”

Well… That's a lie.

Here's exactly how one of the best brands is printing money with organic social.

Get this free resource

Learning is better with others

Learning is better with others

Learn with a cohort of peers

Imagine a world where it's just you working solo...

You're grinding, you make a mistake you, learn from it. You grind, you make a mistake, you learn from it and you do that for a year.

Imagine a different world where you have friends who are equally grinding.

Friend No. 1 makes a mistake and teaches the others.

Friend No. 2 makes a mistake and teaches the others..

After a year... You're years ahead of the person who was solo.

- Jimmy Donaldson (MrBeast)

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
A pattern of wavy dots
Join an upcoming cohort

Advocate Academy: Turning Team Members Into Influencers

Cohort 1

$697 USD


July 9—10, 2024

Payment Deadline

July 8, 2024

Bulk purchases

$697 USD

2 Days