Sarah Goodall, CEO of Tribal Impact, emphasizes the importance of employee advocacy in the current landscape of rising marketing costs and declining trust in corporate messaging. As traditional marketing methods come under scrutiny, engaging employees on social media, particularly LinkedIn, can provide a significant competitive edge. Goodall highlights that employee networks often surpass corporate followings, making them a valuable resource for amplifying brand visibility and attracting quality talent. She cites research showing that referred employees have better onboarding and retention rates, underscoring the dual benefit of employee advocacy in recruitment and company culture.
At the same time, trust in corporate messaging is wavering, making it harder to engage the right audiences.
Employee networks are typically 10 times larger than a company's corporate following, according to LinkedIn's report, 'The Official Guide to Employee Advocacy.'
Businesses that invest in employee advocacy could see measurable benefits in both cost savings and revenue growth.
Referred employees tend to onboard more quickly and stay with the company longer.
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