Employee Advocacy Statistics You Need To Know in 2023

Employee advocacy benefits many aspects of your business, from marketing and social selling to recruitment and talent retention.

Want to know how and why it’s becoming an essential in marketing?

Let’s dive into the data 👇

• Social Media Statistics
• Employee Advocacy Statistics
• Social Selling Statistics
• Recruitment Statistics

As the majority of employee advocacy takes place on social media, we’re gonna start with some social media stats!

How many people actually use social media?

Statistica’s research showed that the number of social media users equaled 3.6 billion worldwide in 2020. They estimate this number to reach over 4.4 billion by 2025.

That’s a lot of people.

In fact, 59.3% of the world’s population uses social media according to Data Reportal.

And the average time people spend daily on social media is 170 minutes, or 2.8 hours.

So, social media is where more than half of the world hang out. And they spend over two hours scrolling every day!

But how effective is it for marketing?

Well, 64% of global marketers say that social media is their most effective paid channel. [Nielsen’s 2022 Global Annual Marketing Report]

Are people interested in brand content?

Absolutely! 🙌

43% of consumers look for information about brands, products, or services on social media networks. [GWI]

77% of consumers ‘always’ or ‘regularly’ read online reviews when browsing for local businesses (up from 60% in 2020). [BrightLocal]

The most effective social media platform for B2B marketers is LinkedIn. [Statistica]

LinkedIn has more than 875 million members in more than 200 countries.

Technology researchers at Gartner predict that by 2023, ‘90% of B2B social media marketing strategies will incorporate scaled employee advocacy programs’.

Yep, you read that correctly – 90%!

Which social media platform works best for employee advocacy? 🤔

If you guessed LinkedIn, you get a gold star. ⭐️

82% of B2B marketers report finding the greatest success on LinkedIn.

Plus, over 46% of all social media traffic to company websites comes from LinkedIn!

The opportunity for employee advocacy and B2B marketing on LinkedIn is growing rapidly. In 2022, they have more than 875 million members in more than 200 countries.

What kind of content will be popular in 2023?

If 2022 is anything to go by, short-form video is king!

With the huge success of TikTok, other social media networks have followed suit.

51% of social media users say they’ve watched a short video (under 10 minutes) in the last week. [GWI]

In fact, short-form video is the top social media format according to Hubspot, and is currently used by 54% of social media marketers.

We expect this percentage to only increase in 2023, which is why we’ve recently introduced Native Video to DSMN8. 🎥

OK, that all sounds great…

But how do employees feel about employee advocacy programs?

According to Hinge Research Institute, 86% of employees participating in an employee advocacy program said it positively impacted their careers. 🙌

As 68% of companies currently work with influencers on social media, and marketing budgets are getting slashed due to economic uncertainty… why not consider empowering your employees to become influencers?

How does employee advocacy help sales?

Building up a personal brand on social media and sharing thought leadership content is the best way to boost social selling. Here are the stats to prove it. 👇

Did you know that salespeople who use social media to sell are 51% more likely to hit their sales quotas over their peers who don’t? [LinkedIn]

How to reach decision-makers?

Well, Edelman reports that 54% of decision-makers and 48% of C-Suite executives say they spend over an hour per day consuming thought leadership content. 🤯

Oh, and that’s not all.

Employee advocacy programs help shorten the sales cycle.

According to Hinge Marketing, around 64% of employees in formal programs credit employee advocacy with attracting and developing new business.

Plus 45% attribute new revenue streams to their employee advocacy program.

Did you know that 83% of a typical B2B purchase decision happens before the customer actually engages with a brand or its salespeople? This is why the content your employees share on social media is so important!

So we’ve given you the stats about social media, employee advocacy and social selling.

It’s time to talk about recruitment.

Following the great resignation, recruitment has become more difficult over the past few years.

How can employee advocacy improve recruitment?

LinkedIn say that companies with a ‘high number of employees sharing high-quality content and thought leadership’ are 58% more likely to attract talent.

According to Glassdoor, 79% of job applicants use social media in their job search, and 49 million people are using LinkedIn for job hunting each week.

These numbers are likely to grow as social media usage increases. Active employee advocates on social media showcases your company values, and makes potential recruits more likely to apply to work for you!