Employee advocacy is a top priority for many leading enterprises today. Organizations that recognize the need to engage their workforce are the ones who succeed. It’s an essential step in modernizing your enterprise, and if you aren’t considering it, you risk being left behind.
But where’s the proof?
Since we’re data-driven here at PostBeyond, we’ve decided to compile a list of some recent statistics around employee advocacy, social selling, and employer branding. When woven together, these stats create a strong case for implementing an employee advocacy program.
Employees, Engagement, and Advocacy
Source: 2016 Edelman Trust Barometer
- One in five employees (21%) is estimated to be an employee advocate, and another 33% have high potential to be employee advocates. – Weber Shandwick & KRC Research
- 50% post messages, pictures or videos in social media about their employer.
- 39% have shared praise or positive comments online about their employer.
- 33% post messages, pictures or videos in social media about their employer without any encouragement from the employer.
- A disengaged employee costs the organization an average of $10,000 in profit annually. – Aon Hewitt
- Interest in employee advocacy has grown 191% since 2013, with 45% of respondents naming it a top external objective. – Altimeter Group
- Nearly 31% of all high-growth firms now have a formal employee advocacy program in place. – Hinge Marketing
- Almost 86% of employees participating in an employee advocacy program credited their involvement on social media as having a positive impact on their career.
- 85% of the total new graduates or new workforce entrants surveyed said employee treatment/welfare was more important than other factors when deciding which company to work for. – Nielsen
- 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. – Hinge Marketing
- 66% of firms with a formal employee advocacy program credited the program as helping to attract and develop new business, while 44% credited the program with generating new revenue streams.
- 27% of high growth firms (over 20% revenue growth) reported that an employee advocacy program shortened their sales cycle.
- 72.6% of salespeople using social selling as part of their sales process outperformed their sales peers and exceeded quota 23% more often. – Aberdeen Group
- 73% of Best-in-Class organizations have a centralized content library to help their team sell in different situations. – Aberdeen Group
- Users of sales enablement content average 69% more revenue growth year-over-year compared to their peers who do not use sales enabled content.
Marketing and Brand
- 79% of firms surveyed reported more online visibility once implementing a formal employee advocacy program. 65% reported increased brand recognition. – Hinge Marketing
- Measurable benefits include:
- Increased web traffic (44.9%)
- Better search engine ranking (32.4%)
- Increased content downloads (24.6%)
- Employees have on average 10x more connections than brand channels do. – MSLGroup
- Messages shared by employees went 561% further than the same message shared on a brand owned channel.
- Brand messages are re-shared an average of 24x when distributed by an employee vs. the brand.
- More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family. – Nielsen
Employer Branding and Human Resources
- Socially engaged employees are more optimistic, inspired, connected, and tenured. – Altimeter Group & LinkedIn
- 27% more likely to feel optimistic about their companies’ future
- 20% more likely to feel inspired
- 20% more likely to stay at their companies
- 15% more likely to connect to co-workers beyond their core teams
- Best-In-Class companies place emphasis on continuous employee learning, with 60% providing their employees with a central content hub for self-learning (compared to 49% of all others), and 35% providing mobile access to content (vs. 29% of all others.) – Aberdeen Group
- Best-In-Class companies are 60% more likely to give their employees opportunities for “microlearning.”
- 79% of job applicants are using social media for their job search. – Glassdoor
- This increases to 86% for applicants who are in the first 10 years of their career.
- Nearly ⅔ of respondents say that their employer doesn’t know how to use social media for talent acquisition.
- 69% of applicants will not take a job with a company that has a bad reputation – even if they’re currently unemployed.
- 94% of applicants are likely to apply for a job if the employer actively manages their employer brand.
- Increasing employee engagement investments by 10% can increase profits by $2,400/employee, per year.
- 78% of job seekers say that ratings and reviews from those on the inside (employees) are influential when deciding where to work.
Empowering your employees through content is one of the best ways to achieve alignment in your organization. It can mobilize your sales team with the right information, streamline your internal communications efforts, and help share your employer brand externally.