There’s been a lot of talk around employee advocacy in recent years, especially in the B2B space. What is it? What isn’t it? How to build a successful program, and so on.

And while it might look like this is just a passing trend, the truth is, it’s probably the best tool B2B brands have to engage both employees and prospects.

Let’s look at the data.

  • The 2020 Trust Edelman barometer reveals that 54% of people trust a regular employee than a CEO (47%). Even more people (68%) trust a company technical expert.
  • 90% of consumers say that they trust recommendations from people they know, while 70 percent say they trust consumer opinions posted online.
  • Research shows that 64% of companies credit their employee advocacy programs with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy.

But beyond stats, let’s look at why your B2B business needs an employee advocacy program.

High Degree of Trust

People like to do business with people they like and trust. When your employees share brand content and engage your customers and prospects, they create an emotional connection, they humanize your brand.

Prospects want to see the humans behind the brand. And when your employees share brand content they become the “face” of your brand and they create a high degree of brand trust. 

Employee engagement

While it might be tempting to look only at the ways a brand benefits from an employee advocacy program, let’s not forget that this is also about the people who make things happen in your business, your employees.

Your team wants to be part of your company’s success and part of a positive, inspiring culture. Creating a work environment where people feel inspired, motivated and engaged should be a top priority for any business.

Through an advocacy program, your employees become advocates for your brand’s culture, products and services, and its customers.

Moreover, employee engagement has an impact on retention, productivity, and the bottom line.

Social Selling

Studies show that salespeople who use social media attract 45% more sales than their peers and are 51% more likely to reach their quotas.

Salespeople with an active social media presence become recognized in their industry by sharing brand content and engaging their professional networks. The result? They are much more likely to catch the attention and trust of prospects.


Another benefit of a strong employee advocacy program is employer branding. It not only helps amplify your brand to reach new customers and prospects, but it becomes a hiring engine.

When employees share earned media, posts about company culture, and job opportunities, they help attract the best talent on the market, people who want to be part of your culture.

Brand Amplification

I saved brand amplification as the last benefit of building an employee advocacy program, not because it’s less important, but because it’s an added benefit.

When you engage your employees and build a culture they want to be part of, they take care of your customers. They become more motivated to do great work, engage and care of your customers, and they see the benefit of becoming thought leaders in their own networks, all while ensuring amplification of your B2B brand.

With social networks prioritizing meaningful interactions between people over brand content, it’s no brainer that making your employees ambassadors for your brand is the way to go to reach and engage your prospects and customers, as well as, gain amplification for your brand.

Before You Go

It’s safe to say that employee advocacy is a key part of B2B marketing success. It gives you the opportunity to amplify and humanize your brand while helping reach new, more engaged audiences. All of which drives meaningful business results.

If you want to know more about how an employee advocacy program can help your brand, watch this webinar, hosted by PostBeyond and Leadtail.

Want to have a conversation about employee advocacy? Let’s talk.