HR News - Employee Advocacy Participation Can Jump 50x in First Year, Study Finds

 

• LinkedIn stands out as the dominant platform, with employee posts reaching an average of nearly 900,000 impressions.
• Employee advocacy programs can boost participation in brand communications by up to 50 times in first year.
• Employee-shared posts achieve engagement rates of up to 15% on platforms like Facebook for industries like tourism.

MIAMI, USA: Employee participation in advocacy programs can surge up to 50 times within the first year of implementation, according to ADVOCACY by SocialPubli’s 2025 Employee Advocacy Benchmark Report. The most dramatic increase occurred in the insurance sector, where participation jumped 5,315%—from just 52 employees to 2,816 in the first year. Significant growth was also observed in the telecom and tourism sectors, with increases of 765% and 296%, respectively.

In 2024, LinkedIn was the leading platform for employee advocacy, with most employees choosing it to share corporate content. This professional network not only led in popularity but also delivered the highest average reach for employee posts — an impressive 894,290 impressions, based on the monthly average of employee post impressions from January through December 2024. This far surpasses the reach on X (85,343) and Facebook (28,977) during that same time frame.

While typical engagement rates on X and Facebook average around 0.15%, employee advocacy (EA) programs implemented through ADVOCACY by SocialPubli significantly boosted those numbers in 2024 — increasing to 13.99% on X and 14.74% on Facebook.

Despite LinkedIn leading in overall reach, Facebook and X consistently outperformed LinkedIn with the platform seeing a peak engagement rate for EGC of 1.60% in 2024.

"What we're seeing is that employee-generated content doesn't just expand reach—it resonates. When employees share stories in their own voice, the authenticity drives significantly higher engagement across platforms," said Ismael El-Qudsi, CEO and co-founder of ADVOCACY by SocialPubli. "In many cases, it's outperforming branded content by a wide margin, proving that people connect more with real voices than with corporate messaging."

Additional key findings from the report include:
 

• High-Impact Content: Posts related to community initiatives and corporate social responsibility generated the highest engagement, followed by educational content and company recognition.
• Top-Performing Formats: External links, images, and short videos were the most effective content formats to drive engagement and reach.
• Gamification and Incentives: Home goods, electronics, and gift cards were found to be the most effective rewards to boost employee participation.

 

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