Employee Advocacy
Benchmark Report 2026

Optimize your employee advocacy strategy in 2026 with the latest industry data and benchmark metrics from 200 of the world’s leading programs.

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Employee Advocacy Benchmark Report 2026

Discover essential employee advocacy data & insights, including:

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1) The Objectives

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2) Challenges Faced

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3) Program Execution

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4) The Impact

Why are these benchmarks important?

Employee advocacy has evolved from emerging trend to proven growth channel. In 2026, as AI reshapes content creation and paid social costs continue to climb, employees have become organizations’ most powerful asset. They deliver authenticity that algorithms can’t replicate and reach that paid ads can’t match.

This year’s report tracks how programs are maturing and what’s driving the next wave of results.

This comprehensive study of 200+ programs, from Cisco and Capgemini to Nissan and Toyota, reveals what’s actually working:

  • What drives real engagement and business results.
  • How leading organizations are overcoming the biggest barriers to participation.
  • The strategies, content types, and technologies delivering measurable ROI.
  • The true cost-per-click advantage.

Get the report to benchmark your program against industry leaders and discover what sets high-performing advocacy initiatives apart.

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With contributions from:

PwC
Lenovo
Nokia logo
rolls-royce
Capgemini
Toyota
Cisco
Nissan
EY

About the Report

The Employee Advocacy Benchmark Report was conducted by DSMN8 from 9th August 2025 to 8th January 2026 with 187 respondents across a variety of industries.

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"I believe employee advocacy in 2026 is all about trust and authenticity. When people share their own perspectives and experiences on social media, it creates a connection that no brand channel can match. It’s not just amplifying content - it’s empowering voices that make our brand feel real and relatable."

Holly KerrGlobal Social Media Lead @ AtkinsRealis
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"Employee advocacy in 2026 sits at the intersection of trust and technology. As AI accelerates content creation, human voices—especially employees—have become the differentiator that cuts through noise and builds real organizational credibility."

Brandon JagoskyFractional Marketing Leader
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In recruitment, there’s no stronger differentiator than a workforce that genuinely embodies and champions the brand.

Aparna MenonMarketing Specialist @ Odessa
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At Lenovo, our success came from co-sensing and co-creation—engaging leaders, HR, and employees early to shape the program together. This ensures relevance, ownership, and sustainability.

Mrinalini NayakEmployer Branding Manager @ Lenovo

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Download and share charts, quotes, and social media posts to spread the word about the findings from the 2025 Employee Advocacy Benchmark Report.

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Employee advocacy certification course

Become Your Organization's Employee Advocacy Expert

Enroll today for The Employee Advocacy Certification and receive a free copy of Bradley Keenan's book, Employee Advocacy: 101 Cheat Codes. Become certified in employee advocacy.

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