A quick Google of “employee advocacy statistics” will bring up page upon page of results. But after a quick look, you’ll often find that the sources are far from recent, which is far from helpful when you wish to analyse your performance or make a business case for a new program or greater budget.
As you’ll see from these statistics, the case for employee advocacy is stronger than ever as the business-wide benefits are growing.
Employee advocacy continues to grow in popularity as a solution that helps extend and increase a brand’s reach and influence relationships with customers, prospects and current/future employees.
You’ll find the latest statistics and our commentary on what it means for businesses across these areas (which you can quickly jump to with the contents links).
Building Trust and Efficiency with Generative AI
Social Media Usage and the Generational Shift
The Importance of Leaders on Social Media
Buyers Are Turning to Social Media
The Benefits of Employee Advocacy on Your Workforce
Employee Advocacy Statistics That Prove the Business Benefits
Building Trust and Efficiency with Generative AI
Generative AI is disrupting everything and shows no signs of slowing down. Platforms like ChatGPT are becoming increasingly more commonly used in the workplace to speed up daily tasks and efficiency.
1. According to Hubspot’s 2024 Sales Trends report, AI tools are making it easier for sales reps to automate the more repetitive parts of their job, saving them 2 hours a day.
2. However, the 2024 Edelman Trust Barometer report highlights a trust gap between business sectors and other institutions,
3. and Hootsuite reports concerns between consumers and AI content.
Bridging the gap between trust and efficiency will be key for businesses encouraging their employees to integrate AI into their workflow and the use of AI in employee advocacy.
4. While there is a high level of trust in the technology sector (76%), trust in artificial intelligence (AI) and machine learning is notably lower (50%). (Edelman)
5. 88% of marketers believe their organisation must increase the use of AI to meet customer expectations and stay competitive. (Mailchimp)
6. 83% of companies claim that AI is a top priority for their business in 2024. (ExplodingTopics)
7. In Gartner’s Revenue Success Survey, 68% of those surveyed use AI as part of instructional design and 34% rank AI in the top three for impact.
8. 61% of organisations say the #1 reason they use AI for social media is to reduce staff workload. (Hootsuite)
9. 50% of marketers believe inadequate AI adoption is holding them back from achieving their goals. (Mailchimp)
10. 81% say AI can help them spend less time on manual tasks. (HubSpot)
11. 63% of sales leaders say AI makes it easier for them to compete with other businesses in their industry. (HubSpot)
12. 62% of consumers say they are less likely to engage with and trust content if they know it was created by an AI application. (Hootsuite)
13. As highlighted in the Gartner report, the implementation of generative AI in sales processes offers compelling evidence of its potential to revolutionise seller engagement and efficiency.
14. AI adoption in marketing has shown positive effects, with sales productivity improving by 6.2% and customer satisfaction by 7.0%, demonstrating the value of innovation in driving marketing efficiency. (The CMO Survey)
Social Media Usage and the Generational Shift
As well as how we integrate AI into social selling, we need to consider social media trends as well. Social media isn't just growing; it's changing. Now, Gen Z is leading the way, showing us all how it's done.
They're not just scrolling and posting; they're influencing what we buy and how businesses talk to us.
15.In fact, in 2024, employees aged between 25 to 44 years old will make up 75% of business buying teams. That's a lot of Gen Z power right there.
This shift shows us that it's not just about being online anymore. It's about who's online and what they're doing that's really changing the game. This shift also opens opportunities for employee advocacy and social selling.
16. 62.3% of the world's population uses social media. The average daily usage is 2 hours and 23 minutes. (Smart Insights)
17. After staying in touch with family and friends, the top reason for using social media is to be entertained and to mentally unwind (Hootsuite), something brands should consider when creating their social media content.
18. 64% of Gen Zers and 49% of millennials say they’ve used TikTok as a search engine. (Adobe)
19. Authentic, non-promotional content is the number one thing consumers say they don’t see enough of from brands on social media. (SproutSocial)
20. 56% of consumers think that brands should be more relatable on social media. (Hootsuite)
21. 34% of consumers say “too much self-promotion” is a major turn-off in how they perceive brands on social media. (Hootsuite)
22. When it comes to the evolution of social media roles within a business, 64% of social teams are aligned to specific social platforms or networks. (SproutSocial)
23. Gen Z is more likely to claim they know what’s real and what’s created by AI than other generations. They’re also more likely to trust and engage with AI content. (Hootsuite)
The Importance of Leaders on Social Media
In today's digital landscape, the role of leadership in social media and strategic marketing investments has become increasingly more important.
24. In fact, 62% of employees expect CEOs to speak publicly about societal issues, not just about issues occurring in their business. (Edelman)
As companies navigate economic uncertainties and evolving consumer expectations, the integration of social media strategies, including employee advocacy and leadership visibility, is crucial for brand reputation and engagement.
25. Social media ads account for 28.8% of all digital advertising spend (SproutSocial), employee advocacy programs can be a more cost-effective way to use social media.
26.Marketing budgets as a percentage of company revenues have decreased to 9.2%, down from 10.9% in Spring 2023, reflecting cautious spending amidst economic uncertainties. (The CMO Survey)
27. Despite budget constraints, 71% of CMOs feel they lack the budget to execute their marketing strategy effectively, highlighting the need for cost-efficient methods like employee advocacy. (Gartner)
28. Employee advocacy emerges as a cost-effective strategy, with content shared by employees receiving eight times more engagement than content shared via brand channels. (Tribal Impact)
29. 62% of the public expects CEOs to speak publicly on societal issues, emphasising the demand for leadership visibility and authenticity on social media. (Edelman)
Buyers Are Turning To Social Media
The power of personal influence has taken centre stage, with employees emerging as key influencers in shaping brand perception and trust.
The shift towards valuing authentic voices over traditional brand messaging underscores the importance of employee-generated content (EGC) and employee advocacy in building a successful employer brand.
Employee advocacy and generated content play a crucial role in fostering trust, enhancing brand visibility, and driving engagement.
As brands navigate this shift, leveraging the authentic voices of employees will be instrumental in building a successful and trusted employer brand.
30. 73% of marketers plan to increase their use of social media in 2023, indicating the growing importance of social platforms in marketing strategies. (HubSpot)
31. Employee content gets 8 times more engagement than content shared by brand channels, showcasing the effectiveness of employee advocacy programs. (Forbes)
32. 67% of consumers say authenticity is key when deciding which brands they like and support, highlighting the demand for genuine brand interactions. (Stackla)
33. 94% of marketers agree that personalised content has advanced their customer relationships, emphasising the role of customisation in marketing success. (Hubspot)
34. 58% of consumers have tried a new brand because of social media, showcasing social media's power in influencing purchasing decisions. (Sprout Social)
35. The use of AI in marketing has led to a 7.2% decrease in marketing overhead costs, demonstrating AI's efficiency in optimising marketing budgets. (The CMO Survey)
The Benefits of Employee Advocacy on Your Workforce
It’s not just your marketing and sales efforts that will benefit from an employee advocacy program, but the employees themselves. Employee advocacy empowers staff by giving them a voice in the brand's narrative, fostering a deeper connection to the company's mission and goals.
This sense of ownership and inclusion can make employees feel more valued, which in turn, enhances their engagement and productivity.
Programs that encourage employees to share their insights and experiences about the company on social media not only amplify the brand's reach but also bolster the employees' professional image, contributing to their career development.
36. Companies with socially engaged employees are 58% more likely to attract top talent and 20% more likely to retain them. (LinkedIn)
37. According to a report by Gallup, highly engaged workplaces see a 41% reduction in absenteeism and a 59% reduction in turnover. (Forbes)
38. Salespeople leveraging social media for sales, a key component of employee advocacy, are 51% more likely to meet their sales quotas. (Oktopost).
39. Nearly 64% of advocates in a formal program credited Employee Advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to Employee Advocacy. (Sociabble)
40. A notable 86% of employees participating in employee advocacy programs reported a positive impact on their careers. (DSMN8).
41. Employees of socially engaged companies are more likely to stay at their company, feel optimistic about their company’s future and believe their company is more competitive. (Sociabble)
42. 79% of job seekers have used social media in their job search in the last year. (StandOut CV)
43. Employees sourced through social media are 40% less likely to leave within the first six months. (LinkedIn)
Employee Advocacy Statistics That Prove the Business Benefits
For those of you looking to build a business case for an employee advocacy program or increase your current budget, the benefits of employee advocacy are proving time and again to be far-reaching within the business – impacting internal and external relationships and key KPIs.
Here are some final statistics to leave you with.
44. Employees have a network reach 561% larger than the company itself on social media, amplifying brand visibility far beyond traditional marketing channels. (LinkedIn)
45. 92% of consumers turn to people they know for referrals above any other source (PostBeyond).
46. Employee advocacy creates a more credible brand: 88% of people trust recommendations from people they know. (Neilson)
47. 79% of firms surveyed reported more online visibility once implementing a formal Employee Advocacy program. 65% reported increased brand recognition. (Sociabble)
48. Even though only around 3% of employees share content about their company, they’re responsible for driving 30% of the total engagement a company sees. (LinkedIn)
49. Brand messages are re-shared 24 times more frequently when distributed by employees through employee advocacy vs the brand. (EveryoneSocial)
50. 72% of engaged users would post about their company if content were written for them. (SproutSocial)
Phew thanks for sticking with us!
If these stats have convinced you it’s time to start your employee advocacy program, take a look at our Introduction to Employee Advocacy guide.
Editor's Note: This blog was originally published in 2021 and has been completely refreshed and updated to be relevant for 2024.
