10 stats that prove the importance of employee advocacy people making connections across the globe

Employee Advocacy

10 Stats That Prove the Impact of Employee Advocacy

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Employee advocacy has become more than just a buzz word, time and again the numbers show just how beneficial a well-designed employee advocacy program can be. Don’t believe us? Here are our favourite 10 stats that prove the impact of employe advocacy.

Employee Advocacy by the Numbers


1. 84% of consumers’ value recommendations from friends and family above all forms of advertising – additionally, 77% of consumers are likely to make a purchase after hearing about it from someone they trust. 

The basic principals of employee advocacy are fairly straightforward- people trust in personal connections. This means that they are far more likely to trust those they know, over who they do not. While your brand may be recognized it is unlikely that it will attain the same level of credibility that is generated from personal connections. Your employees are already connected online to hundreds and even thousands of people. It’s also been found that 20-50% of purchasing decisions are made through peer-to-peer marketing. Tapping into these pre-established relationships will help you win credibility and grow your reach.


2. Leads developed through employee social marketing convert 7x more frequently than other leads.

Getting leads is only part of the sales battle, a much larger issue is converting these leads into deals. As employee advocacy helps you establish a trust base before the sales process even begins, your leads are more likely to be primed and ready for conversion.


3. Content shared by employees receives 8X more engagement than content shared by brand channels.

Engagement is king. You can produce amazing content, at dizzying speeds, and pour money into its promotion; but it will all be for nothing if your audience doesn’t engage with it. Content that is shared by your employees, rather than your brand voice, has greater impact as it seems to come from real people. Its impact spreads with the credibility and voice of your employees. Consumers feel more comfortable interacting with content that feels more personal; so, having your employees speak for you humanizes your voice.


4.  70% of customer brand perception is determined by experiences with people

How people view your brand is largely based on the interactions your consumers have with your employees, and those who represent your brand. Arming your employees with relevant and interesting content helps them develop a personal brand; and by extension helps to develop your employer brand. Help shape your brand identity by giving your employees the tools they need to position themselves as trusted experts in their field.


5.  Sales representatives using social media outsell 78% of their peers.

Social media has incredible power. Helping enable your sales force to tap into their incredible potential reach can pay dividends when it comes to your bottom line.


6.Nearly 64% of advocates in a formal program credited employee advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy. 

Even advocates themselves can see the tremendous impact of social media; making them willing and ready to jump in and start. The Aberdeen Group also found that 44.5% of respondents felt more likely to apply for a job if someone they knew shared the information on social media; and LinkedIn’s results show that companies with employees sharing their brand’s content causes an increase in views for their job openings. Enabling your employees with a voice allows them to create new revenue streams, reach out to new prospects, and develop your business.


7. 79% of firms surveyed reported more online visibility once implementing a formal employee advocacy program. 65% reported increased brand recognition.

Think about it this way:

If you have 100 Employee Advocates, and each has a social network of 500 people – 10 shares a month can hold the equivalent to 500,000 potential audience touch-points; generating an incredible amount of reach and visibility with resources that are already at your disposal.


Employee advocacy stats



8. Messages shared by employees went 561% further than the same message shared on a brand owned channel.

It’s simple. Your employees have more trust, and greater potential reach. LinkedIn also reports that employees have about 10 times more connections than the company that they work for. This leads to more interaction and greater engagement than what you receive on brand channels. With continual decline in visibility for brands across social media, employee advocacy offers a simple and built-in solution for effective brand communication.


9. 98% of employees use at least one social media site for personal use, of which 50 percent are already posting about their company.

As it is, your employees are already on social media, and half of them are already sharing about your company. Initiating an employee advocacy program ensures that what your employees are saying is reflecting your true brand image; which allows you the chance to tap into a resource that is already in place.


10.  Employees of socially engaged companies are more likely to stay at their company, feel optimistic about their company’s future and believe their company is more competitive.

Employees who feel optimistic about their company, and are engaged at work are more likely to stay with their company. Being able to believe in the future of your work is a powerful motivator that can reduce turnover; and ultimately help build your bottom line.

Numbers don’t lie; there are countless other statistics that demonstrate just how powerful employee advocacy truly is, and the impact it can have. Employee advocacy is one of the greatest marketing resources available today – not to mention it’s usually 1/10 the cost of paid advertising. The only question is, are you ready to tap into the incredible potential of your employees?


Want to learn more about how to set up an effective employee advocacy and engagement initiative? Drop us a line to schedule a personalized demo today!

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