How Employee Advocacy Establishes Industry Presence

From building trust with your audience to highlighting product benefits, employee advocacy comes with a range of benefits for B2B tech companies.

73% of social media managers report that employee advocacy doubles their brand’s social media engagement, making it a crucial part of their marketing strategies.

But, how can you use employee advocacy to establish an industry presence in a crowded tech market?

In this article, we’ll dive into the intricacies of employee advocacy, exploring how it can expand reach, foster strong relationships, and help your brand stand out in a competitive tech market.

What Is Employee Advocacy?

Employee advocacy is an effective marketing strategy that leverages your employees’ social networks to boost brand awareness and your content’s organic reach. By encouraging your employees to share branded content to their social networks, they will be helping you organically tap into a wider audience.

This technique garners more high-quality reach because those who see the content trust the employees who share it.

For example, let’s say you create a short-form video to launch a new digital service. Your employees then share this video, helping it reach more people, which gains lots of attention.

It’s why nearly 31% of high-growth businesses use employee advocacy as a strategic method to fuel their marketing arsenal.

Understanding the Link Between Employee Advocacy and Industry Presence

Now let’s examine further why having a robust industry presence is so important and how employee advocacy can amplify your brand image within your market.

Why Is Industry Presence Important?

The tech industry is notoriously competitive. The harsh reality: a strong product or service simply isn’t enough to attract top talent and customers.

But, by using employee advocacy to build brand awareness, in turn, you’ll be cultivating brand trust and credibility, which helps establish a strong industry presence. When you have a trustworthy, recognizable brand, it drives customer acquisition and attracts top candidates.

Cribl is a great example of a brand that has grown its industry presence through the power of employee advocacy. Using GaggleAMP’s employee advocacy platform, the company has boosted its brand reach and engagement. As a result, in less than a decade, Cribl has seen exponential growth, becoming a global leader in data management.

Source: Cribl

Cribl’s focus on industry presence hasn’t gone unnoticed, either. Just five years after the company launched, in 2022, it was named one of CNBC’s Top Enterprise Technology Startups, gaining global recognition as a dominant player in the tech industry. Then in 2024, Cribl was named by Forbes as one of America’s Best Startup Employers.

How Employee Advocacy on LinkedIn Improves Industry Presence

Cribl is just one of many brands that are using employee advocacy on social media to improve their industry presence. In particular, many are using employee advocacy on LinkedIn to give their brand recognition a significant boost.

By tapping into their employees’ social networks on LinkedIn, companies are reaping the benefits, which include:

• Amplifying Brand Visibility: Engage new audiences and increase the reach of your content. The further your marketing messaging reaches, the greater your industry presence.
  
  
• Building Thought Leadership: Establish both your individual employees and your business as thought leaders through the distribution of valuable content, with a team that consistently engages in relevant topics helping boost your brand authority.
  
  
• Increasing Authenticity: Content shared by employees can increase engagement by appearing more genuine compared to traditional advertising, targeting a growing audience that’s suspicious of brand marketing.

Now imagine using an employee advocacy platform like GaggleAMP to expand your brand reach on LinkedIn. Our Gaggles reach over 23 million people every year, with each Gaggle enjoying about 3,500 additional clicks as a result of their employee advocacy program.

By having an employee advocacy platform in your digital marketing arsenal, you’ll have a competitive advantage in a crowded tech market.

Now let’s take a look at how using an employee advocacy strategy can complement your digital marketing efforts, further strengthening your industry presence.

Combining Digital Marketing and Employee Advocacy

Leads generated through employee advocacy are 7x more likely to convert than those from your business profiles, making it a strong growth strategy.

But, how does incorporating an employee advocacy strategy strengthen your existing digital marketing efforts? Let’s take a look.

Integrated Strategy

Digital marketing campaigns such as content marketing and search engine optimization rely on reach. With these types of marketing campaigns, employee advocacy can amplify reach through authentic social sharing, casting a net for a larger audience.

Marketing Campaigns

59% of consumers say user-generated content (UGC) is more authentic than influencer marketing or branded content.

This enables your campaigns to take on a new lease of life, driving credibility and humanizing your messaging. Employee advocacy moves away from traditional marketing channels, creating more dynamic campaigns that build long-lasting relationships.

Organic Social Media Marketing

Paid advertising is a staple of digital marketing, but it’s not the only approach.

Organic methods of marketing, including employee advocacy, reach users naturally, creating a more genuine link between them and your business. For example, if a LinkedIn user views your post because one of your employees (who they trust and follow) shared it, they instantly have a personal connection to your brand.

These organic connections can lead to increased trust, better engagement, and a higher chance of conversion.

It’s no secret that employee advocacy actively drives organic marketing. Learnerbly, for example, saw a 54% increase in organic traffic to their social media pages when they started advocacy through a Gaggle network of just 25 employees.

Results

• Members have seen an average of 91 new connections since participating in the program.
• 8.8M in reach in the first 5 months
• Increased LinkedIn engagement rate from 162% to 275%.
• +54.16% more new user traffic to our website from organic social media in Q3.

Naturally, the more employees you onboard, the more impactful your results will be.

SEO and Online Presence

Employee advocacy indirectly contributes to SEO. When an employee shares your business’ content on their social platforms, it drives more organic traffic to your website.

This, in turn, signals to search engines that your website is credible and holds value among your audience, which can improve your search engine rankings and increase overall online visibility.

A great example of this on LinkedIn is creator Mark P. Jung. He competes with an entrepreneur by the same name (Mark Jung). Mark P. Jung’s organic posting on LinkedIn has him in either the first or second position on Google for “Mark Jung LinkedIn.”

In the tech world, where there are thousands of businesses, reaching the top ranks in your niche can rapidly increase your online brand presence.

Measuring Success

To see how your digital marketing and employee advocacy strategies are performing, you need to consistently track key performance indicators (KPIs). These can include:

• Increased Website Traffic.
• Amplification Rates.
• Social Media Brand Mentions.
• Social Listening.
• Conversions.

Measuring these metrics will help you gauge how effective your strategies (and campaigns) are, so you can make modifications as needed.

Final Thoughts

Employee advocacy is integral for tech-based businesses looking to amplify their online visibility, drive reach, and create organic connections. Using an employee advocacy platform can help streamline advocacy efforts while saving time, money, and boosting brand awareness.

Ready to strengthen your industry presence? GaggleAMP’s employee advocacy platform can help you to boost your brand awareness efforts, grow your engagement, and foster brand trust. Start your trial today.