3 Ways Employee Advocacy Can Impact Your Lead Gen Efforts

Social media platforms have changed the way consumers and users interact and engage with brands: they are more skeptical of ads, faceless logos, and corporate voices and seek a deeper connection with the brand instead. As a result, these traditional formats often fail to create the authentic, personal connections that modern consumers crave.

That’s why traditional advertising strategies are often overshadowed by more dynamic and personal approaches to marketing, such as employee advocacy. How does advocacy work? It leverages the most valuable asset of your business—your people—to drive brand awareness and generate leads. 

What Is Employee Advocacy?

employee advocacy

Employee advocacy refers to the promotion of an organization by its people. When employees share positive insights about their work and the company on social media, it not only boosts morale but also extends the company's reach far beyond its conventional boundaries. 

The core idea here is that you’ll be able to tap into the networks of your employees — who collectively might reach thousands, if not millions, of potential clients who trust their judgment. It's about making the most out of the resources already within your grasp and seeing remarkable results in lead generation.

The unique aspect here is authenticity. A survey by MSL Group revealed that content shared by employees receives 8 times more engagement than content shared by brand channels, and according to IBM, leads generated through employee advocacy are 7 times more likely to convert. 

If your business isn't leveraging this strategy, you might be missing out on a significant growth opportunity and a cost-efficient way to drive your lead gen efforts.

How Employee Advocacy Can Impact Your Lead Gen Efforts

1. Amplified Reach and Visibility

Employee advocacy can significantly boost your lead-gen efforts by amplifying your content’s reach and visibility. When employees share content about their company, they extend the reach of that content far beyond what the brand's corporate channels could achieve on their own. 

Each employee has a unique network of connections that likely includes professionals within the same industry or related fields. Employees collectively possess networks vastly larger than those of the brand itself — according to LinkedIn research, on average, 10 times larger than their company’s follower base. These personal networks are filled with connections who trust their recommendations and personal testimonials more than corporate advertisements. 

Amplified reach means amplified brand visibility and awareness, which makes it more likely that potential leads will encounter the company's message. For instance, content shared by employees is likely to generate 8 times higher engagement rates compared to content shared through official brand channels, according to a Social Media Today report. 

This expanded reach is not only wide but also deep, penetrating markets and demographics that are often beyond the reach of conventional marketing channels, demonstrating the potential for higher visibility and more effective lead generation.

2. More Effective Social Selling

Social selling is a direct approach within employee advocacy programs where employees use their social networks to engage and interact with potential leads. By sharing insights, news, and valuable content relevant to their industry, employees can establish themselves and their company as thought leaders. In turn, they gain and build credibility, which is crucial in the process of building trust and nurturing relationships with prospects. 

The intrinsic trustworthiness of your employees’ messages allows your salespeople to nurture deeper and more genuine connections with prospects and potential clients via social media. That connection stemming from credibility and trust is more likely to lead to a shorter sales cycle and deal. 

LinkedIn reports that leads developed through social selling are 7 times more likely to close compared to other lead gen tactics, and salespeople involved in employee advocacy programs report shorter sales cycles. 

This higher conversion rate stems from the credibility that comes with personal endorsements, which are viewed as more authentic than traditional sales tactics. Employees act as brand ambassadors, using their personal profiles to introduce their company’s solutions in a more informal and trustworthy manner, thus effectively nurturing potential leads through the sales funnel.

3. Enhanced Credibility through Peer Endorsements

Last but not least, employee advocacy will strengthen your lead gen efforts by enhancing the company's credibility via peer endorsements and personal testimonials.

Potential clients value personal recommendations and testimonials because they are genuine, they are authentic and they resonate with them. People trust people, not logos, which is why a company that lets its workforce ‘do the talking,’ so to speak, will win the credibility of its audience. 

Like I said, people tend to trust recommendations from individuals over corporate advertising: as a matter of fact, a study by Nielsen highlighted that 92% of consumers trust peer recommendations over advertising. When employees share their genuine experiences and successes, it lends authenticity and credibility to the brand, making potential leads more confident in deciding to engage with the company.

If you consider these premises, it’s then easy to understand how employee advocacy is not merely a marketing tool but a strategy that has a much deeper impact on one’s business and can even play a big role in driving business growth

Leveraging the authentic voices of employees is a powerful strategy to enhance lead-generation activities. Tapping into their networks, credibility, and ability to personally engage with potential leads will prove successful and give an organic boost to your lead gen efforts, amplifying your marketing in a smart and cost-effective way.

Final thoughts

In summary, employee advocacy is pivotal for lead generation. Leveraging the authentic voices of your team enhances reach, credibility, and connections with potential leads, driving business growth organically and effectively.

Content Collaboration: Camilla Brambilla Pisoni | Content Creator & Copywriter at Ambassify


About the Author


Sharik Rasool, Digital Marketer

Sharik Rasool is a consultant specializing in software-as-a-service (SaaS) marketing and organic growth. He assists all sizes of businesses in achieving organic growth and acquiring customers through Search Engine Optimization (SEO) and Content Marketing strategies driven by data. In his free time, Sharik contemplates strategies for startup growth, personal productivity, and remote work.