Employee Advocacy and Its Impact on Lead Generation: Exploring LinkedIn’s Role in B2B Marketing

Abstract

In today’s business world, using online platforms are crucial essentials, especially LinkedIn. This thesis conducts a thourough investigation into employee advocacy programs, focusing on B2B marketing companies. It aims to provide companies in this sector with practical insights to implement these programs effectively. The study begins by explaining what employee advocacy programs are and why they matter in today’s business world. By looking back, it will take a look as to why it is gaining more interest today. By laying this groundwork, the research brings a solid foundation for understanding the challenges and risks that arise when implementing these advocacy programs amongst employees in B2B companies. The main focus of this thesis is in the exploration of how employee advocacy programs are implemented in other companies and how others can introduce it into theirs. By combining empirical research with theoretical analysis, this study reveals the key factors for the right implementation of these programs. A focus to this thesis are qualitative insights from expert interviews, which offer detailed perspectives on factors on how to implement an advocacy program right. The research findings highlight how important it is for companies to create a guideline with all of the necessary information needed regarding content and posts. Challenges such as a lack of motivation or simply not knowing what to post. It is crucial to define goals and setting a timeframe to achieve them. These programs not only help in generating new leads or partners but also help strengthen an employee’s online presence and confidence in posts on LinkedIn. Important to note, this thesis focuses on the significance of employee advocacy programs when wanting to generate leads or partners on LinkedIn. These findings will offer practical advice for companies looking to implement this kind of program. Ultimately, this study provides a structured framework for implementing employee advocacy programs in the B2B marketing sector, offering practical guidance for companies who want to introduce it now or in the upcoming years. By understanding the impact employees can have in generating leads or partners, the research aims to help businesses by starting their implementation of these programs in the foreseeable digital future.

Date of Award	2025
Original language	English
Supervisor	Karin Palmetshofer-Hörschinger (Supervisor)