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Why your company needs Social Media Employee Advocacy


Employee advocacy, also known as Staff advocacy, is defined as an organization promoting itself and its brand through its employees. In recent times, the most common medium for employee advocacy is social media.

American firms, PostBeyond and Golfdale Consulting, conducted primary survey research of employees and management throughout the US and Canada on their usage, perceptions, and policies regarding social and mobile communication technologies in the workplace. Here are some of the key highlights:

  • Interest in employee advocacy has grown by 191% since 2013, with 45% of respondents naming it a top external objective.
  • While over half of managers recognize the visibility gains and brand benefits of social advocacy, just 1 in 10 reports implementing a structured, comprehensive social media advocacy program as part of their digital strategy.
  • Company branded messages reach 561% further when shared by employees versus branded channels.
  • 70% of adults online reported trusting recommendations from friends and family, but only 15% trusted companies’ social media posts.
  • 33% of employees agreed that relevant content would encourage them to share.
  • Organizations with high employee engagement outperform those with unengaged employees by 202%.
  • 30% of employees claim they would be Very Positive in recommending their employer. This percentage jumps dramatically to over 70% among those who rate their experience of pride and belief in the values of their organization as “Excellent.”


Employee Advocacy Benefits

Whether or not your company is active on social, your competitors, customers, and employees are talking about you. Managing your reputation online is crucial as, according to Glassdoor, 79% of job applicants use social media in their job search. This increases to 86% for applicants who are in the first 10 years of their career. In addition to managing online reputation, there are numerous other benefits that help to generate positive ROI for organizations.

  • Building Authenticity
  • Gaining Trust
  • Boosting Reach and Awareness
  • Improving Employee Engagement and Company Culture
  • Repurpose Employee’s Social Media Use: The average employee will spend almost two hours a day on social media. Even leveraging a fraction of that time by having employees share content will help to build the brand.