The Power of Employee Advocacy on LinkedIn (With Real GaggleAMP Stats)

Employee advocacy on LinkedIn is a powerful yet underutilized strategy that empowers your workforce to share quality content with their social networks. This approach offers significant benefits for both companies and employees.

For companies, employee advocacy helps:

• Extend content reach and engagement.
• Create more authentic audience connections.
• Increase brand awareness.
• Improve talent attraction.
• Enhance lead generation.
• Build meaningful connections and thought leadership among target audiences.

Employees, in turn, can strengthen their professional reputations, expand their networks, and increase their engagement with the company.

The effectiveness of employee advocacy is backed by compelling data. For example:

• Employee networks typically have 10x more connections than company followers.
• 73% of C-suite leaders trust thought leadership content.
• According to LinkedIn, the click-through rate (CTR) on a piece of content is 2x higher when shared by an employee versus when shared by the company itself.

To maximize the impact of your employee advocacy program, it's crucial to measure results beyond engagement metrics. Focus on audience reach, impact on key business goals, and employee network growth. This includes where the growth is coming from. It is undoubtedly driven by LinkedIn if you have already embraced a strong Linkedin employee advocacy strategy.

Why LinkedIn for Employee Advocacy in B2B Technology?

In the last five years, growth in employee advocacy has largely come from activities on LinkedIn, stealing action and growth from X (formerly Twitter).

In 2019, Gaggle Managers on the GaggleAMP platform created 40.35% of all activities for Members to share on LinkedIn. At the same time, X activity creation was nearly 4% higher than LinkedIn, with 44.25% of activities created being X activities.

Just five years later, the shift is substantial, with over 70.16% of GaggleAMP activities now being created for use on LinkedIn and just 13.12% for X. This echoes why it’s important to adjust your strategy over time, following your target audience to where they are most active.

What Does This Mean for You?

1. Companies are becoming more targeted with creating activities for employees on networks where their target clients are.

2. Employees have started to grow their own personal brands on LinkedIn and are more apt to share company created content there.

3. If you’re not elevating employee voices or your executive leadership on LinkedIn, there is no time like the present to start.

With the growth in activities in mind (on LinkedIn), we wanted to further look at how our key verticals are impacted. GaggleAMP focuses specifically on companies with more than 500 employees and reside in the technology vertical.

The infographic below shows you comprehensive insights into employee advocacy through real-life programs here at GaggleAMP. Results of these programs, or Gaggles, are always tracked and the metrics below represent an annual performance of these Gaggles. These are averages to best normalize the highs and the lows.

Here is a comprehensive profile of what an average program in the technology industry can achieve when starting an employee advocacy program at GaggleAMP.