30% of your engagement starts here

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• Content to get 561% higher reach

• Fresh ideas to break out of traditional EGC 

• How to leverage the content that makes up 30% of total engagement

New here? Join and see us in your inbox every Friday—

DEEP DIVE

Massive engagement. Reach. Trust. 

We all want these things, but how can we get them?

One answer is very clear when you dive into the data: 

Unlocking the immense talent and personalities of your team. Then putting it on display. 

The data 📊

• Employee-led content has 561% higher reach than brand channel content.

• It gets 8x more engagement than corporate posts

• Leads generated through employee-shared content convert 7x more than other leads.

But you can’t force your employees to post on socials. Even with the right incentives, content can still end up… lacking the oomph it needs to really be successful. 

More reach, more engagement, more impact

People trust people—not faceless brands. When employees share content, they tap into networks that are otherwise out of reach for corporate accounts.

• On LinkedIn, 30% of a company’s total engagement comes from its employees.

• The click-through rate on employee posts is 2x higher

• Gainsight’s employee-driven content efforts drove 6,500+ website visits and reached 1.3 million people.

When employees authentically engage with their audience, they build credibility. That credibility translates into pipeline and revenue.

Authenticity = Brand Trust & Loyalty

In an era of marketing skepticism, employees are the most trusted brand messengers:

• 76% of people trust content from “normal” individuals over brand-produced content.

• Consumers are 3x more likely to trust a company’s employee than its CEO.

• 52% of buyers believe employees’ social posts are more authentic than brand ads.

Real-world wins:

Sumo Logic: Employees sharing branded content generated 129,000 clicks, 726,000 shares, and $670,000 in earned media value.

BeachFleischmann: A regional accounting firm saw a 1,342% increase in LinkedIn traffic and $200,000 in new revenue from employee-led content.

Dell: Employees’ 150,000 social shares drove 45,000+ referral clicks, reaching an audience of 1.2 million.

National Instruments: A brand refresh amplified by employee advocacy led to a 33% jump in Instagram followers in two weeks.

These aren’t flukes — these are real, repeatable strategies that any B2B company can implement.

Initiation time…

So that’s all good and dandy, but how do you build personality-led content that breaks beyond the traditional employee advocacy program? 

• Lean into authenticity. Don’t over-orchestrate personality. You have people on your team already shining. Let them take on a project that leverages the talent and interests they have. 

• Consider a ‘show’ or series. (I say this lightly). You don’t need to launch the Netflix of your industry. But enable your team to create fun, interesting, and out-of-the-box content that’s business-adjacent. Not everything is a sales pitch

Example: We’re launching a new show for a team member where he’s built a game show character that talks about our industry. It’s gonna be great. Stay tuned. 

• If nothing else, capture video. Get your team at a round-table recording (or even a 1-person interview recording) and ask them to get deep about their role. Break it down, dig into stories, wins, and lessons, and break the footage into clips. This is literally the foundation of their personal brand.

• Provide. Strategy. Support. Not everyone thinks like a marketer. Even the best, most creative minds need help bringing ideas to life. You’re the expert who can unlock and distribute the most valuable content for your team. 

P.s. This content serves your team members, too. Looks pretty dang good for them to have an industry-related personal brand they can build on with you and beyond.   

Your turn 🫵 

How are you tapping into your teams’ personalities? Reply to this email, I wanna know who is already sparkling on your team.