2,194 Followers on the Page, 23,828 on the CMO

We got this instead.

OMHU CPH's company page has 2,194 followers.

Their CMO has 23,828.

That is not a rounding error. That is more than ten times the reach, sitting in one person's profile, while the marketing budget goes to the page.

Then we looked at the other 18 brands.

Sixteen out of nineteen had more followers across their employees than on their company page. Added up: 4.06 million with the people, 1.76 million with the pages.

If you run B2B marketing, you probably already suspected this. You have watched a post from your own company page get 40 impressions, then watched a colleague post the same thought and get 4,000.

You suspected it. Now you can put a number on it, for your own company and for the one you are competing with.

Here is what makes it useful rather than just annoying.

We measure the same thing on both sides. So the question stops being "should we do employee advocacy" (a question with a boring, obvious, unbudgeted answer) and becomes "their CRO has 40,000 followers and posts twice a week, and ours has 900 and posts never".

That version of the question gets a decision. The first one gets a nod.

We also count followers per platform for both brands, which sounds trivial until you try to find that number anywhere. None of the paid data sources we already run gives it up. We had to write our own file for it.

What we cannot do is read engagement quality. A profile with 23,828 followers and no comments is a different animal from one with 5,000 and a real audience, and we do not currently separate them. If someone tells you their tool does that reliably at scale, ask them to show you the method.

One thing to do next: open your company page, then open your three most senior colleagues' profiles, and compare the follower counts.

Whichever way it lands, you now know where your reach actually lives.