Guide · Michel's Guides

Turn your employees into LinkedIn influencers

The system ColdIQ used to get 24 team members posting consistently on LinkedIn: 581 posts in 85 days, 34,000 new followers, and 27 new clients worth $151K in monthly recurring revenue.

8 steps · ~12 min readLinkedIn · Taplio · Grammarly

What you will build

Most companies bet their entire LinkedIn strategy on the founder. This guide shows you how to build an employee-led content motion instead: a repeatable system of incentives, training, and design support that gets your whole team posting, and keeps them posting.

It is the exact playbook Michel Lieben ran at ColdIQ. In 85 days, 24 team members published 581 times, generating 43,000 reactions, 28,000 comments, 34,000 new followers, and 27 new B2B agency clients worth $151,000 in new monthly recurring revenue. Prospects now open sales calls with "we see you guys everywhere" — the sales team hears it from at least one prospect out of two.

By the end you will have a quarterly competition with a scoring system, a content support setup (proven angles plus a designer), a training cadence, and hiring criteria that select for people who already want to grow their audience.

Prerequisites

What you need before you start

01 · A team of 5+ people

The first ColdIQ challenge started with only 7-8 team members

02 · Quarterly prize budget

$1,000 is enough to start; scale prizes once it proves out

03 · A designer

In-house or freelance, to produce post visuals so your team only writes

04 · Leadership already posting

The motion has to start at the top before you ask the team to join

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Step 01

Launch a quarterly posting competition

Do not just tell people to post and hope they figure it out. Incentivize it. Michel's first challenge had one rule: whoever published the most posts with 20+ likes during the quarter won a $1,000 prize. Three months later, that single $1,000 competition had generated 4 million+ combined impressions and was directly responsible for $80,000+ in new monthly recurring revenue. Repeat it every quarter and grow the prize pool. ColdIQ's latest version uses a scoring system based on engagement and follower growth, with prizes deep enough that mid-pack finishers still get paid.

Step 02

Make posting as effortless as possible

A post that performs needs a proven angle, an attention-grabbing hook, well-structured writing, and a captivating visual, several times a week (ideally 3+), from people whose full-time job is not LinkedIn. So remove every hour of friction you can. Encourage the team to reuse your own high-performing posts and proven topic angles instead of starting from a blank page. Most importantly, put designers at their disposal: a good designer means every teammate ships posts with strong visuals while spending their own time only on the writing. Once the likes, follower growth, and DM compliments start coming in, motivation takes care of itself.

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ColdIQ builds the systems behind this playbook — the same content-plus-outbound engine that signed 27 clients in 85 days. Talk to the team about making your company impossible to miss.

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