Endorsing someone or something demands a huge amount of honesty and awareness.
Honesty, because you need to be absolutely sincere both with those you recommend and with those you recommend to. The former need to know what you stand for, what you can and cannot accept, what you will do in case trust is broken. The latter will hold you accountable and decide whether to confirm or dispute your reputation
Awareness, because you not only need to know which values are at stake, but also if and when they are challenged, how you would react, and what you would do to continue on your path.
This is good to keep in mind in a context where everyone is an influencer. And a good reminder also for when you write a recommendation for a colleague or share the profile of a friend who is looking for a job.