November 13, 2025
Content shared by your employees is getting shared far more than your branded content – so it makes sense to empower your staff to post more, right? The data is in – employee advocacy is a MUST.
While only 3% of employees share content about their company, those shares are responsible for driving a 30% increase in the total engagement a company sees. (LinkedIn)
We know that in marketing, trust, credibility and relationship-building matters most. Buyers want to hear from people. That’s why your employees, when enabled to speak authentically on social, can become your most powerful amplification channel.
Low organic reach, rising ad costs and the challenge of differentiating in crowded markets is a big challenge for business pages on LinkedIn and Meta pages right now. Equipping your employees to become brand advocates can help drive those engagements and hit those people the business pages struggle to.
Case and point?
LinkedIn’s official guide to employee advocacy looked at numerous studies. One of which found that the average employee’s network is at least 10× larger than the company’s follower base.
The most logical step here is to look at sales teams and their actions on social – how often are they posting, if at all, and what are they sharing. Social selling is not a new concept, although the interpretation of its effectiveness varies. But what is clear is that B2B buyers are leaning on social more than ever.
To add another quote from the aforementioned report:
B2B buyers are turning to social media channels on their path to purchase. In fact, an IDC survey found that 75% of B2B buyers use social media to make purchasing decisions. And an even higher number (84%) of C-level executives consult these channels during the purchasing process. (LinkedIn’s Official Guide to Employee Advocacy).
Beyond this, LinkedIn has found that salespeople who regularly share content on social 45% more likely to exceed quota.
Trust is the trophy
Pushing people toward employee advocacy action can be tricky. There is a fear of ‘inauthenticity’ regarding their true selves – it’s not an easy sell. Even for the most ardent salesperson or product manager, there lies a fear of ‘cornyness’ or ‘corporate bro’ labels.
But showing how effective employee advocacy can be should be the motivator.
The Marketing Society backs this up:
“The content employees share garners 8x more engagement than that shared through brand channels on LinkedIn. An employee advocacy program can drive 16% better win rates, 2x pipeline, and deliver 48% larger deals. Overall, content shared by the broader team outperformed brand content on LinkedIn.“
Looking at brand posts and repurposing them for staff is an easy-win – it takes the pain out of them having to craft it themselves.
The Marketing Society also states that 80% of B2B leads from social media emanate from LinkedIn – this isn’t specific to brand or person, but it should push you to do both in earnest.
Next steps
In 2024, Ogilvy identified employee advocacy as the top trend in influencer marketing. If this isn’t the double-proof you need to show how people win over people in B2B, then we don’t know what else to tell you…
B2B buying groups make their decisions based on being sold to by people. Post that digital ad click, or event stand visit, or even PDF download post a form-fill – these steps don’t determine the outcome. It’s who they meet and how that person sells themselves…
So while the line ‘no one has bought anything based on a social post’ may be true for B2B generally, it’s personality of an individual that will win over your audience.
So, to start:
- Train, don’t just tell. Run a 1-hour “LinkedIn for Sales” workshop — teach how to write posts, build a personal brand, and comment effectively.
- Give content fuel. Create a shared library of customer-centric stories, insights, or stats they can personalise.
- Lead by example. Encourage sales managers and senior leaders to post regularly – and placate them with ‘no one will troll you – no one cares’
- Recognise success. Shout-out team members who earn engagement, grow their network, or generate interest via posts.
- Make it safe. Provide clear guidelines so salespeople feel confident they won’t “say the wrong thing.”
If you need more guidance for employee advocacy on social – why not contact us?