I received a response to this through Wolfram Community.
The current Workbench (10.1.822) does not include the tool to create these links.
But the following palette make them:
CreatePalette[Button["Create Link",
Module[{cell = SelectedCells[InputNotebook[]][[1]], cellid},
cellid = "CellID" /. Developer`CellInformation[cell];
CopyToClipboard[
Cell[TextData[
ButtonBox[ToString@cellid, BaseStyle -> "ExampleLink",
ButtonData -> cellid]]]]]]]
Quoting from the W Community response:
Select the cell you want to link to, click the button in the palette. That copies to the clipboard a link to that cell. Simply paste that link in your notes (yes, it should look like a series of numbers; those numbers are the CellID of the cell you're linking to). Of course, anyone using this should test it in their own applications to make sure that it works how they want before going nuts with it.
While the link will appear as a number in the source notebooks, it will be translated to >>
in the final built page.