Employee advocacy programs can significantly increase a brand’s social engagement

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February 21, 2022, 6:52 AM GMT+0

According to The State of B2B Social Media Marketing Report, half of CMOs stated employee advocacy was their best-performing social initiative.

A study found that having an employee advocacy program increases the total social engagement for a brand by 25% to 40% at minimum. Almost half of CMOs stated that employee advocacy was their best-performing social initiative, which was following social selling – another form of employee advocacy.

Studies show that employee advocacy – how employees express themselves about the brand on social media – can improve brand sentiment and boost social efforts. In fact, an ACI Worldwide study saw a 130% increase in traffic from social media and 40% more converted leads from employee-shared content.

Around 63% of 18-34-year-old consumers trust an influencers’ opinion of a brand more than brand advertisements. With LinkedIn offering 47 times the number of link clicks generated by Facebook, the professional network is a highly effective social network for B2B employee advocacy. Additionally, HR professionals claim that a strong employer brand can reduce the cost of hiring by 50%.

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