Organizations must train their executives in social media best practices and work to make employees the central figures in their brand stories. A key way to build reputation and credibility with your customers is when your employees share value based corporate content, and making employees the stars of the show will motivate them to engage.

Employee-generated content is king because it is perceived to be the truth.

Employee Advocacy Statistics

• 91% of B2B buyers are influenced by word-of-mouth when making their buying decision (USM).

• 53% of B2B customers trust friends and colleagues when making purchase recommendations (BCG/Altimeter Group).

• 61% of IT buyers report that colleague recommendations are the most important factor when making a purchase decision (B2B Magazine).

• 45% of social strategists say that developing an employee advocacy program is a top priority (BCG/Altimeter Group).

Your employees are your best and most trusted storytellers.

Employee Advocacy Insights

Lead by example and your team follow. Executives and managers should be creating and sharing blogs, white papers, case studies, statistics and other value-based content to set the example and fuel employee advocacy from within. Word of mouth advertising and social business success will be achieved with active leadership from the top.

Integrate employees from all generations into your online marketing campaigns. Digital is not just for younger customers. Older employees provide a significant, untapped resource, advocacy group and knowledge base to attract core customers.

Empower your employees to tell the story in their authentic voice and manner. Content strategy should set the guidelines for the broader brand story and topics. Train your employees in the necessary skills and communication. Brand awareness and lead generation will follow.

Involve your employees in the process of creating interactive content - it is effective, engaging and fun. Make your employees the leads in the story. Experiment with video now and work the kinks out of your product and editorial processes.