Proving the value of an employee advocacy program has historically been one of the biggest challenges for marketing teams, but it doesn’t have to be.
Earned Media Value (EMV) gives you a clear, defensible number: what the organic reach generated by your employees would have cost had you achieved it through paid advertising.
It’s one of the most compelling metrics you can put in front of leadership when making the case for an advocacy program, or demonstrating the impact of one already running.
Why apply a trust multiplier?
Content shared by employees consistently outperforms brand advertising in both reach and engagement.
A 2× multiplier is a conservative baseline; senior leaders and executive influencers with engaged audiences can reasonably apply 3–4×.
What does the benchmark data say?
Our 2026 Employee Advocacy Benchmark Report revealed that 29.4% of programs report a cost-per-click of under $2, a fraction of typical B2B paid social spend.
Want to understand your potential reach first? Try our Reach Calculator.
