People trust people more than logos. In an era of algorithm‑driven feeds and ubiquitous advertising, authenticity and trust have become essential currency. This is why employee‑generated content (EGC) and employee advocacy programs are gaining traction. Instead of solely relying on polished corporate content, brands are empowering their own employees to tell the company’s story. This blog explores the latest data on employee advocacy, highlights its benefits, and offers practical guidance for launching a program.
Why employee advocacy matters
Trust and reach
Employee voices carry credibility. According to research compiled by Sociabble:
92 % of B2B buyers trust employee recommendations over traditional advertising.
Content shared by employees generates 8× more engagement than content shared by company accounts.
Companies with active advocacy programs experience 20 % higher revenue growth and 400 % higher social selling success rates.
78 % of consumers say employee advocacy influences their purchasing decisions.
83 % of employees feel more engaged when their company encourages advocacy.
Oktopost’s study adds that organizations implementing employee‑generated content programs saw a 27 % increase in online engagement and a 19 % rise in sales within the first year.
Cost‑effectiveness
Paid advertising costs are rising, while organic reach on social platforms is declining. Employee advocacy provides a cost‑effective channel. The Employee Advocacy Benchmark Report 2025 from DSMN8 reveals that 23 % of organizations generate a cost‑per‑click of under $1 from employee shares, making advocacy more affordable than most paid channels.
Internal benefits
Advocacy isn’t just about marketing. DSMN8’s survey of 250 program leaders found that 34 % of respondents identify employee engagement as the biggest impact of their advocacy programs. Over half of organizations (52 %) say brand awareness is the primary benefit, while 19 % cite expanded reach and audience engagement, and 10 % highlight enhanced employee engagement. Thus, advocacy programs improve morale, align employees with company values and attract talent.
The state of employee advocacy in 2025
Growing importance and adoption
The DSMN8 benchmark report indicates that 61 % of organizations consider employee advocacy extremely or very important, underscoring the strategic role these programs now play. Program management is increasingly sophisticated: 72 % of respondents use technology platforms to manage, scale and track advocacy, while 26 % still manage efforts manually.
However, challenges remain. Remarkably, 32 % of employee advocates have not received formal training or social media policies, and only 50 % of organizations encourage authentic employee‑generated content. Instead, most provide ready‑to‑share images and text (75 % and 74 % respectively). There is clear room for improvement in equipping employees to create authentic content.
Incentivizing and scaling
Looking to the future, program managers surveyed by DSMN8 plan to scale advocacy by:
Encouraging leadership involvement and support (73 %). Senior leaders set the tone and increase credibility when they share.
Providing comprehensive training and resources (67 %).
Highlighting success stories and best practices (57 %) to inspire participation.
Offering incentives and rewards (48 %).
Fostering a culture of sharing and collaboration (45 %).
Improving tools and user experience (29 %).
These initiatives illustrate how advocacy is evolving from an ad‑hoc effort to a strategic program integrated across departments. The benchmark also notes that marketing departments are the most active advocates (34 %), followed by sales/business development (24 %) and HR/employer branding (22 %).
Launching a successful employee advocacy program
Secure leadership buy‑in. Advocacy succeeds when executives participate and endorse the program. Their involvement signals that advocacy is a strategic priority and encourages wider participation.
Define clear goals and metrics. Determine whether your program aims to increase brand awareness, drive website traffic, generate leads or improve employer branding. Track metrics such as reach, engagement, clicks, cost per click and employee participation.
Provide training and guidelines. Given that 32 % of advocates lack training, develop social media policies, style guides and content do’s and don’ts. Offer workshops and resources to build employees’ confidence and skills.
Supply curated and original content. Blend ready‑to‑share assets with prompts that encourage employees to share their authentic perspectives. Research shows that user‑generated content performs better and builds trust.
Incentivize participation. Recognize top advocates through leaderboards, badges, rewards or career advancement opportunities. Emphasize how advocacy can positively influence employees’ personal brands — 96 % of employees believe posting on social media has benefited their careers.
Use technology platforms. With 72 % of programs using dedicated platforms, invest in tools that schedule content, provide analytics and simplify sharing.
Iterate and optimize. Measure results, gather feedback and adjust your program. Highlight success stories to motivate others.
Employee‑generated content vs. influencer marketing
influencer marketing vs employee generated content
Brands might ask whether employee advocacy cannibalizes influencer marketing. In reality, the two complement each other. Influencers provide broad reach and aspirational content, while employees offer insider knowledge and authenticity. By combining influencer campaigns with employee stories, brands can achieve greater reach and trust.
Conclusion
Employee‑generated content and advocacy programs humanize brands, build trust and create cost‑effective organic reach. Research shows that employee recommendations are trusted far more than corporate messages and can generate substantial revenue growth. While third‑party cookies erode and AI‑powered search reshapes traffic patterns, employees become valuable ambassadors who can cut through noise. By investing in training, leadership support and technology, and by promoting authentic storytelling, companies can build powerful advocacy programs that strengthen both their brand and workplace culture.
Sources
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