The ROI of Employee Advocacy on LinkedIn

Employee advocacy—empowering staff to share company content on LinkedIn—has become a cornerstone of modern corporate branding. But what’s the real return on investment?

In a recent campaign with a B2B tech client, we tracked 50 employees who posted about a new product launch. The results were striking: employee-shared posts generated 7x more engagement than the company page alone, and website traffic from LinkedIn increased by 42% during the campaign.

The key to success is authenticity. Employees who shared personal stories about their work, rather than copying corporate messaging, saw the highest engagement. One engineer’s post about solving a customer problem received 300% more comments than the official announcement.

Measurement is crucial. We recommend tracking not just likes and shares, but also downstream metrics like demo requests and talent referrals. For our client, employee advocacy contributed directly to three enterprise sales and two high-quality job applicants.

Employee advocacy isn’t just a marketing tactic—it’s a force multiplier for brand trust and business growth. Companies that invest in training, content support, and recognition for employee advocates see the greatest returns.