B2B marketing starts with LinkedIn. It’s where professionals, industry leaders, and decision-makers connect, share insights, and discuss business solutions. If your company wants to reach B2B buyers in 2025, the best way is through your employees- the people they already trust.
When employees talk about industry trends, challenges, and the solutions their company offers, their words feel real and credible. Instead of another corporate ad, potential customers hear from people who actually work in the industry. This personal, experience-driven approach makes a much stronger impact than traditional marketing.
Why employee advocacy works
People engage with content from other people far more than they do with company pages. Employees sharing insights on LinkedIn don’t sound like sales pitches—they’re talking about their work, challenges, and what they’ve learned. This authenticity makes their posts more relatable and helps build trust.
Companies can empower employees to share their knowledge instead of relying only on branded content. According to Oktopost’s guide on employee advocacy, when employees post and engage in conversations, they naturally promote the brand in a genuine rather than forced way.
The power of employee networks
One of the most significant advantages of employee advocacy is that it expands your company’s reach. Company pages have limited followers, but each employee has a professional network—former colleagues, industry peers, potential clients, and partners. Employees who share insights or success stories introduce the brand to new audiences.
Research shows that employee posts on LinkedIn get much more engagement than posts from company pages. Employees get more reach, impressions, and engagement for their posts because LinkedIn’s algorithm prioritizes personal connections over corporate content. More engagement means greater visibility and a more significant impact. As noted in Oktopost’s almost decade of experience in advocacy, advocacy-driven content can increase brand reach by 561% compared to company-only posts.
Why leadership voices matter
Beyond employees, company founders and executives play a key role in growing brand credibility. When leaders share their experiences—why they started the company, how they approach leadership, and their vision for the industry—they make the brand more relatable and trustworthy.
People follow people, not just companies. A CEO’s LinkedIn post about company culture or customer success can resonate far more than a formal press release. Oktopost’s article on executive social engagement highlights how active leaders on LinkedIn drive higher brand engagement and encourage employees to participate, creating a culture where everyone contributes to the company’s voice online.
2025: the year of employee-driven marketing
B2B marketing is shifting away from polished corporate messaging and toward trust, community, and personal connections. In 2025, companies that embrace employee advocacy will gain a huge advantage over competitors that rely only on traditional marketing.
To make the most of this strategy, companies should:
- Encourage employees to share industry insights and success stories
- Provide guidance on how to build their professional presence on LinkedIn
- Involve leadership to set an example and increase credibility
- Foster a culture where sharing and engagement are valued
B2B buyers trust people more than brands. By turning employees and leaders into active voices in the industry, companies can build stronger relationships, expand their reach, and stay ahead in 2025. Want to take the next step? Learn how to launch a successful employee advocacy program with proven best practices.
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