Love this post about the LinkedIn research that highlighted employee shares receive on average 2x higher click-through rates than company channels.
It's true, if executed well, employee advocacy will pay dividends but it takes more than just signing up for a content sharing tool and letting your employees amplify content to the social world.
As @timothy_hughes points out, it takes time to become an influencer. Automated tools are never going to achieve this. It takes a range of content, training and insight. You need to have an opinion to stand out from the crowd.
For every post that's shared, LinkedIn discovered that employees receive, on average, a 2x higher click through rate than when the same piece of content is shared through an official company channel. Their statistics back up Nielsen’s results about trusting recommendations from people we know. Their research further uncovered that the larger the company, the more they benefited from employee advocacy - companies with more than 10,000 employees saw click through rates 2.4% higher than the company shares, and companies with less than 10,000 saw click through rates over 1.8% higher. This isn't overly surprising - it makes sense for the click through rate to increase the more employees post it, due to it having access to a wider audience.