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Employee AdvocacyEmployee Influencers

REVEALED: The Most Active Unicorn Companies on Social [Report]

By Lewis Gray08/06/2022October 5th, 2022No Comments5 min read
REVEALED: The Most Active Unicorn Companies on Social [Header]

*Mic drop*

We did it.

We did something really big 😬

Here at DSMN8, we regularly conduct research.

Specifically, we conduct industry-specific research to determine which companies (and industries) have the most active employees on social media.


We compile a list of companies in each industry.

Then our data team pulls data to determine what % of their employees shared content to LinkedIn over a 30-day period.

We then rank them based on their score 📊

Why do we do this?

Because employee advocacy is our bread and butter!

And we not only want to build awareness around the impact of employee advocacy, but we also want an opportunity to give kudos to companies whose employees are regularly creating and sharing content.

Now, we can’t easily tell how much of what’s shared is company content.

So it’s not strictly clear-cut employee advocacy.

But, frankly, it doesn’t matter 🤷‍♂️

Having a workforce with a strong presence on social is a huge asset.

In a digital-first and post-pandemic world…

Personal branding is more important than ever.

If your employees are visible and getting in front of your audiences.

Then YOU (the company) are too! 🙌

Our industry research is a great indicator for any organization looking to launch an employee advocacy program.

It tells them that they have a workforce that uses and sees the value of social media.

Often companies reach out to us to say that they had no idea their employees were so active!

Sometimes it’s the opposite…

The organization sees the value, but its employees don’t really have a social media presence.

Our research spotlights this and offers some tips on how to improve.

It’s a win-win!

This year, we had a question.

After looking at a number of tech unicorns.

We wondered:

“Is there a link between employee advocacy and the success of these companies?” 🤔

So, we decided to go big!

We compiled a list of unicorn companies with 200+ employees on LinkedIn.

Any industry, any location.

We did the research and compiled the data.

Then ranked the companies to determine WHICH unicorns had the most active employees on social!

We even broke it down by geography to see how each region compares

The results tell an interesting story! 👇

Anticipation gif

The highest-ranking company had a whopping 58.14% of their employees share to social over the course of 30-days.

The highest we have EVER seen 🤯

(and we’ve compiled the same data for 92 separate industries)

The average % of employees who shared across all companies was 18.65%

Not to sound like a broken record here…

But that is also the highest we have EVER seen from any specific industry 👏

Total % of

Employees Who Shared

The % of employees who shared at the #1 ranked company.



Average % of

Employees Who Shared

The average monthly employee share rate across all companies included.

At this stage, this comes as no surprise to us.

More and more companies are leveraging their employees’ influence on social.

In fact, Gartner predicts that by 2023…

90% of B2B brands will incorporate scaled employee advocacy programs into their marketing strategies 🚀

When the pandemic came along and companies shifted their attention to social and digital.

More and more of them began to realise the untapped potential of their employees’ influence.

Collectively, employees’ networks are, on average, 10x the size of the company’s collective social following.

Plus, when an employee shares, they’re considered to be a more trustworthy and authentic source of information than the same message shared by the company page.

In fact, 76% of people say they’re more likely to trust content shared by “normal people” over a brand.

As a result, content shared by employees has been found to receive 8x more engagement.

Employee advocacy has been a sleeping giant for years now.

The biggest, fastest-growing and most successful organizations are leveraging their employees’ networks to build brand awareness and generate new business.

What’s stopping you? 😉

Ready to get started with employee advocacy?

But not sure if you’re ready for an employee advocacy platform?

Take our short quiz to see if you have the foundations in place!

Prefer to cut to the chase and speak with a member of our team?

Roger that!

Schedule a call with one of the team.


Lewis Gray

Senior Marketing Manager and Employee Advocacy Program Manager at DSMN8. Lewis specialises in content strategy, growing brand visibility and generating inbound leads. His background in Sales lends itself well to demand generation in the B2B niche.