All employees would include execs obviously. I admit it's unorthodox and might feel a little unfair, but I imagine for these big tech companies that are so often guilty of just ignoring the law and paying fines to make their problems "go away," having the employees be furious at the bosses would be a far, far more effective punishment.
In terms of dollars, I don't think it would take much to make the point. Suppose you set the fine to 0.5% of salary from all employees. Someone in an entry level job earning $40k would only owe $200. But they'd be really flipping mad and might quit over it. That scales up pretty well - a middle-manager at Facebook who makes $600k would owe $3k. Not enough to really affect their life, but enough to make them really pissed off and potentially bail on the company.
In the end, if we as society want corporations to follow the law, we have to start recognizing that corporations are made up of regular humans following incentives, and if the corporate shield means the people who work in the company and carry out its actions feel no personal consequences of illegal actions, then it's not surprising they'll ignore the law.