Global Employee Advocacy Rankings: Best of 2024

In 2024, LinkedIn remained the go-to platform for professionals to build industry connections, showcase company culture, and find new opportunities.

But some employees took it to the next level, using the platform to amplify their voices, building their personal brands while elevating their organization along the way 👏

The Global Employee Advocacy Rankings: Best of 2024 celebrates these standout employee advocates making waves on LinkedIn.

Today, we’re shining a light on the companies leading the way in employee advocacy across regions and industries.

Let’s jump in! 👇

First, let’s take a look at the Global Top 10 organizations in the 500-1,000 employees segment.

The top 10 companies span diverse industries and regions, led by French Staffing & Recruiting firm Le Mercato de l’Emploi.

• 3/10 are in Staffing & Recruitment.
• 3/10 are in IT/Tech sectors like Cybersecurity, IT Services, and Computer Software.
• 3/10 fall under Professional Services: Human Resources, Financial Services, and Legal Services.
• The final company is in Insurance.

Notably, heavily regulated industries like Finance and Law made the list, showing a shift away from strict social media policies and towards embracing employee advocacy 🙌

Regionally, Europe leads with 50% of the top 10 companies coming from France, the UK, Austria, Portugal, and Luxembourg. The US follows closely, with 4 out of 10 organizations.

If ranked by individual countries, the US takes 1st place, being the only country to be featured multiple times.

Brazil also stands out as the only country outside Europe and the US to make the list.

When looking at the full leaderboard (featuring 500 companies), we can reveal some interesting trends:

The top industries by the average percentage of employees sharing content on LinkedIn are:

• Human Resource Services: 34.98%
• Legal Services: 24.64%
• Pharmaceuticals: 23.88%
• Staffing & Recruitment: 22.22%
• Computer Networks & Cyber Security: 22.10%

Countries with the most active employee advocates (by average percentage of employees sharing content):

• Portugal: 34.49%
• Luxembourg: 31.72%
• Austria: 24.79%
• Switzerland: 21.99%
• United States: 21.30%

The data also revealed that there is a very weak negative correlation (-0.02) between the number of employees in a company and the percentage of employees sharing content.

This suggests that company size has minimal impact on employee advocacy rates 👏

With over half of their entire workforce sharing content on LinkedIn, it’s evident that Le Mercato de l’Emploi has effectively communicated the benefits of employee advocacy and made it part of their company culture.

It’s an effective strategy: the staffing and recruiting sector is one of the industries that generates particularly high impact from employee advocacy, with LinkedIn being the go-to platform for professional networking and finding work.

A huge well done to the team for setting an incredible standard! 💪

I was curious: what kind of content were they posting? Who was most active? So, I headed over to LinkedIn to find out.

Immediately, I saw that their team of recruiters is very active, creating unique content with original visuals.

Perhaps most importantly, their leaders were truly leading by example. President Julien Badr has 10,800 followers, and Digital Director Mickael Chrupek has close to 9,000 followers 👀

Something I particularly liked about Mickael’s LinkedIn profile is that he’s very community-minded, which is great to have in the recruitment sector. Mickael frequently reposts opportunities, resumes, and value-led content created by his peers.

It all goes to show that you can build a community without creating 100% original content all the time. Simply showing up as an engaged community member can help you build a huge professional network 🤝

Meanwhile, President Julien Badr is not shy about getting involved and building his presence as an executive influencer.

He sets an inspiring example for the team, regularly celebrating company results and showcasing events. Julien even appears in podcasts and short-form videos!

Now, let’s take a look at the Global Top 10 for organizations with over 1,000 employees and see if the same industries and regions are leading the way:

The global top 10 features a larger range of industries compared to the 500-1,000 segment, led by Comparion in Insurance.

• 30% of companies are in IT/Tech, including Cybersecurity and Internet sectors.
• Financial Services has a strong showing, with 2 of the top 10 companies.
• Staffing & Recruitment remains present, but this time only as 1 of the top 10 companies.
• New industries make an appearance: Real Estate, Management Consulting, and Marketing & Advertising.

Regionally, the United States leads with a huge 60% of companies, overtaking Europe. The UK contributes 2 organizations, while Belgium and Italy round out the list.

When looking at the full leaderboard (500 companies), the following insights were revealed 👇

The industries with the highest average percentage of employees sharing content on LinkedIn are:

• Mining & Metals: 25.10%
• Information Technology & Services: 22.86%
• Computer Networks & Cyber Security: 21.34%
• Legal Services: 21.02%
• Staffing & Recruiting: 20.31%

While some industries correlate with the 500-1,000 edition (the IT/tech sectors, recruitment and law), mining and metals was an outlier in the 1,000+ employees segment.

The countries with the highest average employee advocacy percentages are:

• Switzerland: 26.75%
• Israel: 26.41%
• Belgium: 22.64%
• Norway: 20.58%
• India: 20.20%

As with the 500-1000 employees edition, the data revealed no correlation between size of company and percentage of employees sharing content.

The global leader in the 1,000+ employees segment is Comparion, an Insurance Agency in the United States.

A whopping 40% of their 1,700 employees are actively posting content on LinkedIn, which is an incredible result for a large organization.

Employee advocacy is not new for Comparion. In fact, they’ve been championing this marketing strategy for quite a while, even topping our Best of 2023 H1 leaderboard! 👏

Let’s take a peek at their employee-generated content:

It’s clear that employer branding is especially important for Comparion when it comes to their LinkedIn strategy.

When scrolling through their employee posts, the majority focused on company culture, positioning Comparion as a great company to work for.

President Christopher Capone takes the time to celebrate employee achievements publicly, which is an excellent way to build a positive culture and boost employee engagement.

Comparison employees celebrate work anniversaries, share team photos from events and talk about charity initiatives for giving back to their communities 👏

This approach is very effective for attracting top talent, as increasingly, candidates will check an organization’s social media before applying for a role.

Fill out the forms below to download the full social media leaderboards for 2024, segmented by company size and region. Is your company featured? 🤔

This leaderboard showcases 500 companies with over 1,000 employees, ranked by their employees’ social media activity. Explore the top advocacy rankings both regionally and globally in this report:

This leaderboard showcases 500 companies with 500–1,000 employees, ranked by their employees’ social media activity. Explore the top advocacy rankings both regionally and globally in this report:

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