Employee Advocacy for Logistics and Shipping: A Guide

Logistics and shipping keep the world moving, playing a crucial role in our daily lives and the global economy.

And yet, many companies still struggle to stand out, attract talent, or showcase the incredible work their teams do every day.

In this guide, we’ll explore why employee advocacy matters in logistics and shipping, how to overcome common marketing challenges, and what content actually works. I’ll also share some great real-world examples from brands in the sector that are already doing it right.

First, let’s explore why and how employee advocacy builds trust and boosts visibility, all thanks to the people behind your brand.

In logistics marketing, trust is everything. Whether it’s ensuring timely deliveries or managing complex supply chains, clients want to know they’re working with reliable partners.

By encouraging your workforce to share insights, updates, and experiences, you’re putting authentic, human voices at the forefront of your messaging.

According to AdWeek, 76% of people are more likely to trust content from a person than a company.

When your employees are active on professional platforms like LinkedIn, it fosters stronger relationships with customers, partners, and prospects.

Let’s face it, logistics and shipping aren’t the most glamorous sectors 👀

Much of the hard work happens behind warehouse doors, on the road, or at sea. Employee advocacy in logistics shines a light on these efforts, showcasing the people who keep goods moving.

When employees share behind-the-scenes content, success stories, or even day-in-the-life posts, it helps humanize your brand and elevate your logistics marketing strategy.

And it’s not just great for how people see your brand — it also boosts team pride and makes employees feel more connected to their work 👏

In fact, our research found that 96% of employees said that participating in an advocacy program supported their careers.

The logistics sector has faced ongoing challenges with recruitment and retention. A strong employer brand can make all the difference, and your employees are the best candidates for demonstrating what it’s really like to work at your company.

When potential candidates see authentic employee stories and positive experiences shared by your team, they’re more likely to view your organization as a desirable place to work. This is a powerful advantage to have!

Companies with employee advocacy programs report reduced hiring costs and faster recruitment cycles. LinkedIn reports that companies with a high number of employees sharing quality content and thought leadership are 58% more likely to attract talent.

Marketing a logistics company doesn’t necessarily require a massive budget. The 2025 Employee Advocacy Benchmark Report revealed that 23% of respondents are achieving a cost-per-click of under $1.

By empowering your team to become brand advocates, you’re tapping into their networks, which can lead to stronger connections with customers, partners, and even potential hires. This is especially powerful in B2B logistics marketing, where relationships and trust are critical.

Employee advocacy is an effective, authentic, and cost-effective way to stand out in a competitive market and support lead generation efforts.

Logistics marketing comes with its own set of challenges, so let’s get a bit more specific.

In this section, we’ll explore four common hurdles logistics companies face and how employee advocacy can help overcome them 🙌

In the highly competitive logistics industry, standing out can be a tough challenge. With countless companies offering similar services, low brand visibility is a common roadblock.

This is where employee advocacy is a game-changer.

Research shows that content shared by employees on social media receives 8x more engagement than company posts and up to 561% more reach. Your team of advocates will help your brand cut through the noise by building genuine connections on social media.

This personal, trusted approach resonates far more deeply than corporate marketing, fostering stronger relationships and boosting your visibility in a crowded market.

Logistics services can be complex and hard to explain to potential clients, especially when it comes to specialized offerings.

Employee advocacy helps simplify this by leveraging your team’s knowledge and firsthand experience.

When employees share content that explains your services or showcases real-world applications, it breaks down complicated topics into easily digestible insights. This educates your audience while positioning your company as an industry leader!

The logistics industry faces ongoing recruitment and retention challenges, with high turnover rates and competition for skilled workers.

Employee advocacy gives your team the chance to share what makes your company unique, highlighting the benefits of working there and the positive workplace culture. This helps attract top talent and improve employee retention, as workers feel more engaged and valued when they actively contribute to shaping the company’s image.

In logistics and shipping, trust is everything. Customers and partners want to work with companies that are reliable, transparent, and people-driven.

Employee advocacy helps reinforce that trust by consistently sharing the human side of your brand, revealing your expertise, care, and behind-the-scenes commitment.

When your team highlights successes, company values, and day-to-day dedication, it builds credibility and strengthens your reputation, without relying solely on corporate messaging.

Show the real work that keeps supply chains moving. For example, a morning loading dock routine, control room insights, or a day in the life of a driver. This kind of content humanizes your operations and makes your brand more relatable.

Customer Success Manager Pablo conducted a week-long takeover of the DSMN8 LinkedIn page. It was very well received! Why not try the same?

Celebrate wins, big or small: a delivery milestone, a problem solved, or a happy client outcome. These posts build credibility and subtly highlight the expertise of your team.

Introduce the people behind your service. Share what they do, what they love about their job, or a fun fact. It boosts morale internally and strengthens employer branding externally.

DSMN8 client Swiss Post features employees on their company page, letting their audience get to know the people behind the brand.

Whether it’s reducing emissions, volunteering locally, or improving delivery efficiency, this type of content shows your company values more than profit. It’s great for brand reputation and attracting value-driven talent.

In the post above, Merce from Swiss Post talks about International Women’s Day and highlights the progress made in IT.

When Swiss Post, the national postal service of Switzerland, set out to scale employee advocacy, they had a major challenge on their hands: engaging a workforce of over 54,000 employees across multiple languages, regions, and roles.

Their existing setup just wasn’t cutting it.

Content wasn’t tailored, engagement was low, and the process felt clunky.

By partnering with DSMN8, Swiss Post transformed the way their people shared company content.

They introduced custom content feeds, a white-labeled mobile app, and even added gamification to keep things fun and engaging. The results speak for themselves:

• A super low $1.88 CPC.

• Over $424,800 in earned media value.

• A major boost in employee engagement, with internal sharing driving even more participation.

The big takeaway? Employee advocacy works when it’s made easy, relevant, and rewarding. For logistics and shipping companies looking to boost visibility, trust, and reach, Swiss Post is proof that the right approach makes all the difference.

In this episode of the Employee Advocacy and Influence Podcast, Brad Nevin from Nissan shares how the company scaled its employee advocacy program from a small pilot to a global initiative.

Brad dives into strategies for driving adoption across international teams, the power of hashtags like #NissanProud, and how employee advocates helped Nissan scale their LinkedIn audience to 1 million, closing in on its 1.6 million corporate following.

The conversation touches on creative ways to keep employees engaged and why leadership support was critical to their success, so it’s well worth a watch/listen.

If there’s one thing to take away, it’s this: your people are your greatest storytellers.

In logistics and shipping, where so much incredible work happens out of sight, employee advocacy helps bring it all to the surface. It’s not about big budgets or flashy campaigns; it’s about real voices, stories, and impact.

Start small, keep it simple, and don’t be afraid to experiment. When your team feels empowered to share what they do and why it matters, the results can be game-changing.

Here are some more resources you’ll find helpful for launching and scaling an employee advocacy program in the logistics and shipping sector:

• The Ultimate Guide to Employee Advocacy.
• Employee Advocacy Health Check – Find out how active your employees are compared to your competitors.
• 6 Steps to Build a Modern Employee Advocacy Program in 2025.

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