It only makes sense that good things can happen for a brand when employees share positive information online about where they work.
That’s the essence of Employee Advocacy.
Companies are empowering their employees to easily distribute content that highlights the brand with their social media networks. Because employees have greater creditability than impersonal brands, their words carry greater weight with friends, family, peers.
Again, it’s not rocket science. That said, it’s always nice when research backs up what we already know in our gut. In the spirit of sharing, here are a dozen examples of survey data that explain the growing importance of Employee Advocacy.
- The Authenticity Gap, a 2017 FleishmanHillard Global Study, revealed that consumers are three times more likely to trust a company employee rather than a CEO when it comes to sorting fact from fiction about a brand.
- A LinkedIn study found that job candidates have three times greater trust in the company’s employees than the organization to provide credible information on what it’s like to work there.
- People hold more trust in “My Employer” than any other institution (75 percent) globally, according to the 2019 Edelman Trust Barometer. Employees who have confidence in their employer are far more likely to engage in beneficial actions such as advocating for the organization.
- A recommendation from a friend or family member makes 83 percent of Americans more likely to purchase that product or service, according to the Chatter Matters: The 2018 Word of Mouth Report.
- Roughly seven-in-10 U.S. adults (69 percent) use Facebook while 73 percent say they visit Instagram, according to the Pew Research Center. Another study by Pew determined that 88 percent of Americans between the ages of 18 and 29 use social media.
- Weber Shandwick discovered that 21 percent of employees within organizations were already employee advocates and another 33 percent had the potential to be ones.
- Weber Shandwick also saw that 39 percent of employees had shared positive comments online about their employer and 33 percent had posted messages about their employer without any encouragement.
- The average American is online 24 hours a week, according to an article in the MIT Technology Review.
- Glassdoor learned that 79 percent of job applicants use social media in their job search, and the number increases to 86 percent for people in the first 10 years of their careers.
- The Content Marketing Institute found that 89 percent of B2C marketers and 92 percent of B2B marketers use social media platforms as their primary channel for content distribution.
- LinkedIn determined that 78 percent of social-sellers outperform peers who don’t use social media and that they are 51 percent more likely to reach quota.
- Talentnow found that 84 percent of job-seekers say company reputation is important when deciding where to apply.
And here’s one more to make it a baker’s dozen . . .
- The 2019 Dynamic Signal Customer Impact Study found that Employee Advocacy programs by customers resulted, on average, in 106 percent increase in social media reach, 39 percent increase in brand awareness, and 12 percent improvement in online reviews.
Know of other great Employee Advocacy statistics? Please share!
Meanwhile, here are some additional resources where you can learn more.
- Employee Advocacy: What It Is and Best Practices for Success
- Dynamic Signal’s Becky Graebe and Hojeong Kim dig into Employee Advocacy data
- “Getting Real: Employee Advocacy in a Time of Eroding Trust” eBook
- Employee Communications Management and Employee Advocacy