Unlock the Power of Your Employees: 10 Benefits of Employee Advocacy for B2B Organizations

Employee advocacy is an increasingly popular strategy for B2B organizations, and for good reason. Not only does it help to build brand awareness and credibility, but it also has a significant impact on sales and employee retention. Let’s explore several key statistics that demonstrate the merits of employee advocacy for B2B organizations.

Leads developed through employee advocacy are 7 times more likely to convert.

Consider that leads developed through employee advocacy are 7 times more likely to convert. This statistic, provided by Sociabble, highlights the power of employee advocacy in driving sales. When employees share content and engage with potential customers on social media, they are able to build trust and establish a personal connection that can lead to increased conversions.

⏭️ Think Ahead: 3 Employee Advocacy Trends to Look Out for in 2024

84% of C and VP-level buyers use social media in decision-making.

It’s also worth noting that 84% of C and VP-level buyers use social media in decision-making, according to an IDC white paper. This underscores the importance of having a strong social media presence and the role that employees can play in amplifying that presence. By encouraging employees to share content and engage with potential customers on social media, B2B organizations can reach a larger and more influential audience.

🧐Did you know that 33% of B2B decision-makers use LinkedIn to research products?

Content shared by employees receive 8 times more engagement than content shared by brand channels.

Another key benefit of employee advocacy is that content shared by employees receives 8 times more engagement than content shared by brand channels, as reported in a survey done by the MLSGroup. This is likely due to the fact that employees are seen as more authentic and trustworthy sources of information than brands. When employees share content on social media, it can have a significant impact on engagement and brand awareness.

Sales representatives using social media as part of their sales techniques outsell 78% of their peers.

Sales representatives using social media as part of their sales techniques also outsell 78% of their peers, according to LinkedIn. This is a testament to the power of social selling, which involves using social media to build relationships with potential customers and drive sales. By empowering sales representatives to use social media as part of their sales techniques, B2B organizations can increase their chances of success in a competitive marketplace.

💡Learn more: All About Social Selling: Definition, Importance, and 6 Best Practices

92% of consumers trust recommendations from people over branded content.

Customer trust is also a critical factor in B2B sales, and employee advocacy can help to build that trust. According to Nielsen, 92% of consumers trust recommendations from people over branded content. When employees share content and engage with potential customers on social media, they are able to build trust and establish a personal connection that can lead to increased sales.

Brand messages are re-shared 24 times more frequently when distributed by employees.

In addition, brand messages are re-shared 24 times more frequently when distributed by employees, as reported by MSLGroup. This highlights the power of employee advocacy in amplifying brand messages and increasing brand awareness. By encouraging employees to share content and engage with potential customers on social media, B2B organizations can significantly increase their reach and impact.

Collectively, employees have an audience 10 times larger than that of their company’s brand.

It’s also worth noting that collectively, employees have an audience 10 times larger than that of their company’s brand, according to Forbes. This underscores the potential impact of employee advocacy in reaching a wider audience and building brand awareness.

🚀 Learn more: 8 Ways to Boost Brand Awareness: The Ultimate Strategy Guide

Companies with socially engaged employees are 58% more likely to attract top talent and 20% more likely to retain them.

Employee advocacy can also have a significant impact on employee retention and recruitment. Companies with socially engaged employees are 58% more likely to attract top talent and 20% more likely to retain them, according to LinkedIn.

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.

Additionally, nearly 64% of advocates in a formal program credit employee advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy, according to research done by The Hinge Research Institute and Social Media Today (2015).

Employee Advocacy does wonders for Talent Attraction and Retention!

Last, but not least, 33% of recruiters observe a decrease in the time required to fill a position, 49% of them an increase in the quality of candidates and 43% an increase in the number of applications, as reported by LinkedIn. Those are numbers you simply can’t ignore in this age of talent shortage.

🧲 Check out: How to Attract, Engage, and Retain Gen Z In the Workplace

Conclusion

By empowering employees to share content and engage with potential customers on social media, B2B organizations can increase their reach, build trust and credibility, drive sales, and attract and retain top talent. It’s no wonder that employee advocacy is becoming an increasingly popular strategy for B2B organizations of all sizes.

🤝 Build connections through employee advocacy: Employee Advocacy Software: How to Choose the Best Solution

This article originally appeared on LinkedIn and is reprinted with the permission of the author.

About the Author

David is a seasoned digital media and marketing expert with over two decades of experience. Formerly the Manager of Employee Advocacy and Social Media Strategy at WSP, he helped support a global workforce, coaching them on harnessing the power of social media to enhance professional networks, share their expertise and become visible Subject Matter Experts. Recognized as a top influencer in social selling, David’s career spans roles across multiple industries, demonstrating a knack for developing impactful social media strategies.