This startup is paying employees to post on LinkedIn—and solving its hiring problem

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Faced with a flood of applications for open roles, Warp chief people officer Gabriella Garcia needed a way  to cut through the AI spam and reach quality candidates. Her solution: Turn employees into influencers and pay them extra to post. 

Garcia calls it her “employee-generated content” (EGC) program. The company helps employees grow their LinkedIn and X audiences to attract talent to the employee management startup. Each post earns employees an entry entered into a monthly raffle, where three winners receive “a couple hundred dollars,” she says. Today, about a third of Warp employees post at least twice a week.

“Over the last quarter, we hired 30 people,” Garcia says. “Pretty much every single person who jumped on a call said it was because they saw us on LinkedIn.”

Employees are encouraged to post any work-related content that matters to them, from earning a promotion to tackling technical challenges. Those with writer’s block can attend weekly brainstorming sessions with a member of Warp’s marketing team, and the company offers a Claude agent that can draft posts in an employee’s voice. Garcia says she encourages employees to edit those drafts, so they don’t sound like AI slop, and to lean into human stories over “rage-bait.”

Garcia started small, with a five-person cohort that included her CTO and head of sales before expanding company-wide.

For HR leaders who want to replicate her program, Garcia recommends three steps: Find employees interested in building their personal brands; create systems, such as brainstorming meetings or AI agents that make posting easier; and track the ROI, including how many quality hires the content generates.

Kristin Stoller
Editorial Director, Fortune Live Media
kristin.stoller@fortune.com

This story was originally featured on Fortune.com