No. 02Why this list exists
Articles about LinkedIn love a statistic. Usually it's unsourced and suspiciously round. Here are the numbers we actually use, where each one comes from, and what it does and doesn't tell you.
561%: how far your people reach
Content shared by employees reaches 561% further than the same content posted by the company page. The figure comes from MSLGroup research and is cited by LinkedIn's own marketing team.
What it means: your people are your distribution. What it doesn't mean: that any post from any employee will fly. Reach still needs something worth reading.
3x: who people trust
Employees are trusted about three times more than CEOs as company spokespeople, according to the Edelman Trust Barometer. Buyers want to hear from the person who'll do the work, not just the person who signs the contract.
31%: how many companies bother
Only about 31% of companies run a formal program to help their people post (LinkedIn). Everyone else is leaving that reach and trust on the table.
What the buyers say
From the 2025 Edelman–LinkedIn B2B Thought Leadership Report:
- 71% of the people who influence a deal have little or no contact with sales.
- 95% say strong thought leadership makes them more receptive to outreach.
- 79% are more likely to argue for a vendor in an RFP if that vendor publishes good thinking consistently.
- 64% trust thought leadership over product sheets when judging what a company can do.
- 53% say it makes brand recognition matter less.
Put together
Buyers are reading. They trust people more than brands. Most companies aren't giving them people to read. That gap is the opportunity, and it won't stay open forever.
Where we come in
We help teams take that gap while it's there. Get 50 free leads to see who your people should be writing for.
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