20% more turnover thanks to employee advocacy: how employees become brand ambassadors

In a digital B2B world in which relationships are increasingly built via screens, the role of employees is also changing. They are becoming a company's most important brand ambassadors - on LinkedIn, in pitches, demos, video calls and sales meetings.

Man is the channel

People buy from people! What used to be true in physical meetings is now also true in digital formats.

Customers and partners are not primarily guided by brochures or websites, but by what an employee writes in a LinkedIn post, how they argue in a sales call or what stance they take in a webinar.

The data shows that the appearance of employees is relevant to sales:

• According to the communications agency Edelman, 92% of B2B buyers trust employee recommendations more than official corporate communications.
• Linkedin posts from employees achieve up to 561% more reach than those from the company profile.
• If employees are specifically used as market ambassadors - this is known as "employee advocacy" - companies achieve up to 20 % higher sales growth.

The break in the brand message

Employee advocacy also harbors risks. Many companies are finding that their external communications are becoming fragmented.

• The company sounds very different in a pitch than in a LinkedIn post by a colleague.
• The Customer Success Manager uses different terms than marketing.
• Sales promises things that do not match the positioning.

This "messaging chaos" often arises unintentionally. Employees are motivated to get involved, share their own experiences and formulations - but they often use language that does not match the official brand identity.

Different values, unclear positioning and varying wording lead to potential customers receiving an inconsistent image of the company. And this in turn weakens trust, commitment and recognition.

Uniformity through digital sales guidelines

The solution is not to forbid employees to speak - on the contrary. It's about empowering them.

This is where digital sales guidelines come into play. They act like a "voice navigation system" for employees - not as a restriction, but as real-time support.

These guides are seamlessly integrated into existing tools:

• Tailor-made call guidelines are displayed in the sales call.
• When composing a message on LinkedIn, the tonality and key messages from the brand playbook are suggested.
• Content can be maintained centrally and automatically delivered to all touchpoints.

This keeps the team authentic and personal - but always in harmony with the overall picture.

An orchestrated voice for the entire company

Don't leave your external communication to chance! Employees are a company's most credible media - if they use the right language, the right content and a clear guideline.

Digital sales guidelines create the framework for this. They help to create a strong, consistent brand image - across all channels.

The question is therefore not whether, but how we equip our employees to act as consistent brand ambassadors. Tools such as Linkando's playbooks can be a decisive lever here.

More on digital sales guides at www.linkando.com/playbooks .