40 Employee Advocacy Statistics To Build A Case For Social Business

40 Employee Advocacy Statistics To Build A Case For Social BusinessI read a lot about employee advocacy and social business and keep articles bookmarked in a number of places including my Flipboard Magazine, Pinterest Board and Delicious Bookmarks - yes, I still use Delicious occasionally!

As a result I've come across a lot of research from various sources covering everything from social selling, social leadership, social recruiting and social marketing.  So, I've jotted down all of my favourite employee advocacy statistics in one blog post for future reference and to share with you.

Missed any good ones?  Then please leave a comment and let me know.

General Employee Advocacy Statistics

  • 77% of buyers are more likely to buy from a company whose CEO uses social media (Source:  MSLGroup)
  • Social CEOs are much more likely to be seen as good communicators than unsocial CEOs (55% vs. 38%, respectively (Source: Weber Shandwick)
  • Leads developed through employee social marketing convert 7x more frequently than other leads (Source: IBM)
  • According to Gartner, the number of companies blocking social media access for employees is dropping at 10% per year.  50% blocked access in 2010 - less than 30% blocked in 2014.  (Source:  Gartner)

Sales Perspective:

Marketing Perspective

  • The average cold calling appointment rate is 2.5% (Source: CEB)
  • B2B buyers complete 57% of the buying decision before they are willing to talk to a sales rep.(Source: CEB)
  • 92% of buyers say they delete emails or voicemail messages when comes from someone that they do not know. (Source: A Sales Guy Consulting)
  • Content shared by employees receives 8X more engagement than content shared by brand channels (Source: Social Media Today)
  • An employee advocate is 2 x more trusted than a CEO (Source:  Edelman Trust Barometer 2014)
  • Employees have on average 10x more social connections than a brand does (Source: Social Chorus)
  • 92% of employees' Twitter followers are new to the brand (Source: Cisco)
  • Only 33% of buyers trust the brand whilst 90% of customers trust product or service recommendations from people they know (Source: Nielsen Global Online Consumer Survey)
  • Brand messages reached 561% further when shared by employees vs the same messages shared via official brand social channels (Source:  MSLGroup)
  • Brand messages are re-shared 24x more frequently when distributed by employees vs brand (Source:  MSLGroup)
  • 98% of employees use at least one social media site for personal use, of which 50% are already posting about their company (Source:  Weber Shandwick)

HR Perspective (Source: Jobvite Infographic):

  • Employee referrals have the highest applicant to hire conversion rate – only 7% of applicants are via employees but this accounts for 40% of all new hire hires (Source: Jobvite)
  • 67% of employers and recruiters said that the recruiting process was shorter and 51% said it was less expensive to recruit via referrals (Source: Jobvite)
  • 47% Referral hires have greater job satisfaction and stay longer at companies (Source: Jobvite)
  • Employees of socially engaged companies are... (Source:  Altimeter & LinkedIn Relationship Economics 2014)
    • 57% more likely to align social media engagement to more sales leads
    • 20% more likely to stay at their company
    • 27% more likely to feel optimistic about their company's future
    • 40% more likely to believe their company is more competitive
  • And yet, disengaged employees make up 74% of the average company's workforce (Source:  Tower Watson)

Related Posts: The End is Nigh for the Sales Dinosaur 

Author

Founder of Tribal Impact: Creating Social Businesses Via Employee Advocacy & Content Marketing. Mum of 3 girls. Baker, chocolate eater, hobby photographer and Nespresso coffee drinker...oh, and a self builder!

I blog about all things related to social business, employee advocacy and social media.