The Employee Advocacy & Influence Podcast

Why do employee advocacy programs need a dedicated manager to succeed over time?

In this episode of The Employee Advocacy & Influence Podcast, hosts Lewis Gray and Elliot Elsley welcome Brittney Gilbert, Employee Advocacy Strategy & Program Lead at Global Payments.

Brittney manages the 'Genius Social Club' at Global Payments, leading program strategy, user enablement, and advocate scaling across the enterprise.

In this episode, listeners will learn how dedicated management transforms an advocacy initiative from an overstretched add-on into a primary marketing driver.

Brittney shares how Global Payments grew their user base from zero to 400+ advocates in five months, used gamified invite mechanics to trigger internal FOMO, coached subject matter experts toward original thought leadership, and used Earned Media Value (EMV) to prove hard ROI to executives.

As organic corporate reach falls on social media, dedicated human leadership is the secret to scaling trust. This episode offers a clear playbook for social leads aiming to build sustainable, executive-backed advocacy programs.

Resources:

SURVEY NOW LIVE: Complete The Employee Advocacy Benchmark Report Survey.

Want to know how your employee advocacy strategy really stacks up? ⁠⁠⁠⁠Grab your FREE Employee Advocacy Health Check⁠⁠⁠⁠ and see how you compare against your competitors.

⁠⁠⁠⁠Book a call⁠⁠⁠⁠ to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘⁠⁠⁠⁠Employee Advocacy: 101 Cheat Codes⁠⁠⁠⁠’ for deeper insights and actionable strategies.

⁠Download 'Stop Copy-Pasting Your Employee Advocacy'⁠⁠,⁠ a study of 517,374 LinkedIn posts.

Subscribe to The Employee Advocacy & Influence Podcast on Spotify, Apple Podcasts, or Buzzsprout so you never miss an episode!

Most brands struggle to get a single colleague to share a post. Biffa built a program that people now ask to join.

Erica Perazza is Social Media Lead at Biffa, the UK waste management and sustainability business, where she owns everything from LinkedIn and TikTok to community management and employee advocacy.

In under four years, she has turned a fragmented social presence into a structured advocacy program built around one goal: changing the perception that Biffa is just bins and trucks.

In this episode, Erica explains why she treats employee advocacy as part of Biffa's wider social media strategy rather than a separate channel, and why the employee is the channel.

She walks through organizing advocates by region instead of department, the social masterclasses that took colleagues from never using social media to posting with confidence, and the gamification and recognition that keep momentum going.

She also gets practical on measurement, covering why brand perception and sentiment come first, how she reads impressions and engagement together, and how advocacy reach stacks up against the corporate page. She closes on why every program needs relaunching over time.

If you are trying to prove that advocacy is worth the investment, or you are stuck at the first fifty advocates, this one is for you. Perception, trust, and credibility are hard to attribute and easy to undervalue, and Erica makes the case for measuring them properly rather than forcing everything into an ROI spreadsheet.

Follow The Employee Advocacy & Influence Podcast on Spotify or wherever you listen, and connect with Erica Perazza on LinkedIn.

Resources:

Want to know how your employee advocacy strategy really stacks up? ⁠⁠⁠⁠Grab your FREE Employee Advocacy Health Check⁠⁠⁠⁠ and see how you compare against your competitors.

⁠⁠⁠⁠Book a call⁠⁠⁠⁠ to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘⁠⁠⁠⁠Employee Advocacy: 101 Cheat Codes⁠⁠⁠⁠’ for deeper insights and actionable strategies.

⁠Download 'Stop Copy-Pasting Your Employee Advocacy'⁠⁠,⁠ a study of 517,374 LinkedIn posts.

DSMN8 x OUTFRONT Media ⁠Case Study⁠.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

How do you build a global employee advocacy program in a high-stakes, highly competitive industry like cybersecurity? In this episode of The Employee Advocacy & Influence Podcast, hosts Lewis Gray and Elliot Elsley welcome Ashleigh Perissi, Employer Brand & Social Media Strategist.

Ashleigh brings a decade of experience building talent brands across defense, healthcare, pharma, technology, financial services, and cybersecurity.

In this episode, listeners will learn how to leverage employee advocacy as a core talent acquisition strategy that cuts ad spend and attracts passive candidates. Ashleigh shares actionable tactics on empowering recruiters with ready-to-share content, establishing brand safety guardrails against unauthorized AI graphics, navigating regional privacy cultures during a global rollout, and structuring rewards so every participant feels recognized.

In competitive talent markets, candidates trust real employees far more than corporate ads. This episode provides employer brand leads and marketers with a blueprint for turning their workforce into their ultimate recruiting advantage.

Resources:

Want to know how your employee advocacy strategy really stacks up? ⁠⁠⁠Grab your FREE Employee Advocacy Health Check⁠⁠⁠ and see how you compare against your competitors.

⁠⁠⁠Book a call⁠⁠⁠ to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘⁠⁠⁠Employee Advocacy: 101 Cheat Codes⁠⁠⁠’ for deeper insights and actionable strategies.

⁠⁠Download 'Stop Copy-Pasting Your Employee Advocacy'⁠⁠, a study of 517,374 LinkedIn posts.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

How do you turn a 33,000-person enterprise into an active network of brand advocates? In this episode of The Employee Advocacy & Influence Podcast, hosts Lewis Gray and Elliot Elsley welcome Camilla Erika Campbell, Social Media Lead at Wood.

Camilla oversees social strategy and employee advocacy at Wood, a global leader in consulting, engineering, and operations across the energy and materials markets.

In this episode, listeners will learn how to transition an advocacy program from a basic content distribution add-on into a primary, high-performing strategic marketing channel. Camilla shares how focusing on advocate education and post personalization allowed Wood's employee network to deliver 82% of total campaign web traffic, outperforming their main corporate page by 13x. You'll gain actionable strategies on using UTM tracking to prove real ROI, balancing niche industry content with corporate priorities, and re-engaging inactive advocates through direct, human-centric communication.

As corporate page reach continues to decline on LinkedIn, marketing and comms leaders need reliable ways to drive authentic reach. This episode provides the exact roadmap to harness your workforce to build trust, boost traffic, and scale employee advocacy.

Subscribe to The Employee Advocacy & Influence Podcast so you never miss an episode!

Resources:

Want to know how your employee advocacy strategy really stacks up? ⁠⁠Grab your FREE Employee Advocacy Health Check⁠⁠ and see how you compare against your competitors.

⁠⁠Book a call⁠⁠ to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘⁠⁠Employee Advocacy: 101 Cheat Codes⁠⁠’ for deeper insights and actionable strategies.

⁠Download 'Stop Copy-Pasting Your Employee Advocacy'⁠, a study of 517,374 LinkedIn posts.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

How do you build a thriving global employee advocacy program in one of the most tightly regulated industries in the world?

In this episode of The Employee Advocacy & Influence Podcast, hosts Lewis Gray and Elliot Elsley welcome Verena Camesasca, Digital Creative Content Lead at Philip Morris International (PMI). Verena was instrumental in orchestrating the complete rebrand, relaunch, and global scaling of PMI's employee advocacy program, "InsideOut."

By tuning into this conversation, you'll discover how to transition from low participation to widespread advocacy across global teams. Verena breaks down how creating legally compliant content hubs, securing executive backing, leveraging live event activations with branded merch, and eliminating login friction via Single Sign-On (SSO) enabled PMI to generate millions in organic reach. You'll also learn practical strategies for scaling non-English content and keeping long-term engagement high.

Whether you're facing strict compliance barriers, platform migration headaches, or struggling to maintain user activity after launch, this episode provides a proven roadmap to turn employees into authentic brand storytellers.

Resources:

Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download The World's Biggest Employee Advocacy Study.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

How do you get time-poor senior leaders and partners to actively advocate for your brand online? In this episode, we dive into the exact strategies needed to shift corporate social media from an afterthought into a powerhouse business development channel.

Hosts Lewis Gray and Elliot Elsley welcome corporate communications expert Lori Grey, founder of Greydient Communications. Having managed internal and executive communications for big four institutions like KPMG and Deloitte, Lori brings nearly 25 years of corporate expertise to the table, including firsthand experience scaling an in-house advocacy initiative to thousands of global participants.

This conversation uncovers how to build an employee advocacy framework centered entirely around commercial outcomes rather than vanity metrics. Summarizing the primary lessons from scaling global programs, Lori explains why you must move beyond spreadsheets to specialized software, how to map executive LinkedIn profiles to your target ideal client profile (ICP), and the best methods for partnering with cross-departmental teams to prove hard-dollar ROI to your CFO. By framing social sharing as an essential form of business development, this episode helps marketing leaders solve the ongoing challenge of executive adoption, turning internal expertise into an un-invasive, continuous touchpoint for prospective buyers.

Stop fighting the uphill battle of manual tracking and leadership skepticism. Hit play to learn how to transition your brand from corporate broadcasting to trust-driven human influence. Don't forget to follow and rate the show on Spotify or your favorite podcast app!

Resources:

Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download The World's Biggest Employee Advocacy Study.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

Answer engine optimization (AEO) and generative engine optimization (GEO) rely heavily on brand recommendations, mentions, and citations within AI-generated answers. Employee advocacy directly feeds these artificial intelligence models by distributing highly trusted, human-sounding employee-generated content (EGC) across social channels and communities like LinkedIn and Reddit.

We are joined by Gabrielle Herrera, Leader of Community Growth at HubSpot, who details her fascinating journey taking HubSpot’s employee advocacy initiative from a 12-person pilot program to a global framework accessible to over 9,000 employees. Gabrielle shares how her extensive experience at the intersection of customer marketing, scaling growth, and global email strategy helped her design a sustainable roadmap for widespread workforce adoption.

Throughout our chat, Gabrielle outlines why traditional SEO is evolving into Answer Engine Optimization (AEO), making decentralized community conversations across LinkedIn and Reddit vital for brand survival. She offers a masterclass on why customer success teams make the ultimate pilot testing ground, how to provide actionable content structure without destroying employee authenticity, and the continuous battle between deep-link attribution tracking and social algorithm health. Listeners will walk away with an exact understanding of how to move past uniform "lazy copy" and create an enablement framework that fosters intrinsic creator motivation, driving real enterprise growth.

Resources:

Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download The World's Biggest Employee Advocacy Study.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

Ever wonder how G2 employees manage to completely dominate your LinkedIn feed with high-value content?

In this episode, Lewis Gray and Elliot Elsley sit down with Jenny Gardynski, Senior Director of Content and Communications at G2. With over 13 years of PR agency experience representing fast-growing B2B tech giants, Jenny knows exactly how to build authentic brand awareness from the inside out.

Listeners will dive into the exact mechanics behind G2's manual advocacy program, learning how their communications team builds high-performing social kits, launches tactical Slack engagement loops, and embeds custom LinkedIn branding into new-hire onboarding.

Jenny shares strategies on why workforce personalization outpaces corporate channels by 5x, how to execute strategic quarterly contests that prompt passive employees to start posting, and how to effectively build custom GPT structures to scale executive voices while completely eliminating robotic "AI-isms".

If you're currently struggling to prove a proof of concept with a manual social pilot, or if your employees are hesitant to share content because they are afraid of sounding unauthentic, this episode provides a realistic blueprint.

Resources:

Want to know how your employee advocacy strategy really stacks up?

Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download The World's Biggest Employee Advocacy Study.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

How do you turn employees into active brand advocates in less than 90 days?

In this episode, Anna Laura McGranahan, the driving force behind the social media strategy at Aptean, an AI-enhanced enterprise software, shares her blueprint for migrating from manual, untrackable social sharing to a high-performance advocacy engine that hit its end-of-year goals in just four weeks.

Listeners will discover how to build a structural foundation for scale, from navigating IT requirements like Single Sign-On to leveraging executive leadership to drive immediate adoption. Anna Laura also pulls back the curtain on her use of Generative AI agents to remove the “blank page syndrome” for employees, ensuring that even engineers and R&D teams feel confident posting on LinkedIn.

Resources:

Want to know how your employee advocacy strategy really stacks up?

Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team:

​Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

​Download the 2026 Employee Advocacy Benchmark Report.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

Can you run a successful employee advocacy program when every single post is subject to regulatory enforcement?

Beatrice Edera Panariello, Senior Digital Marketing Manager at Aviva Investors, joins the show to reveal how she built an award-winning program that’s delivered over half a million pounds in equivalent media value within one of the world’s most tightly regulated industries.

This episode provides a masterclass in navigating the risk of social media by co-creating guardrails with legal teams, reframing advocacy as a tool for personal professional growth rather than just a corporate megaphone, and leveraging AI to streamline the compliance process. Beatrice shares how to transition to a high-trust, expert-led LinkedIn presence that reaches four times the audience of a corporate account.

Whether you are struggling with low engagement or high-risk barriers, this conversation offers a proven roadmap for scaling influence globally while staying 100% compliant.

Resources:

Want to know how your employee advocacy strategy really stacks up?

Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

​Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

​Download the 2026 Employee Advocacy Benchmark Report.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

Your employees are your company’s most underutilized marketing channel. Relying solely on corporate pages means missing out on the authentic, human-centric voice that modern buyers and candidates trust.

In this episode, we are joined by Zach Blew, a Talent Brand and People Programs Leader formerly of Meta and Glassdoor. Zach shares his experience from his time at Meta, including the nuts and bolts of building an employee advocacy program from the ground up, starting with a pilot that achieved a staggering 40% adoption rate.

Zach shares his “Goldilocks method” for engaging everyone from the on-the-go sharer to the high-touch executive, and explains how to move past vanity metrics to track hard ROI, such as cost-per-click and direct job applications. He also debunks the myth that advocacy requires a massive content production budget, highlighting how authentic employee voices now take priority over flashy, polished content.

Whether you’re struggling to get executive buy-in or looking to scale an existing program, this episode provides a masterclass in driving reach, trust, and bottom-line results through the power of your people.

Resources:

Want to know how your employee advocacy strategy really stacks up?

Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a callto discover how employee advocacy can benefit your team.

​Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

​Download the 2026 Employee Advocacy Benchmark Report.

Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

Stop treating employee advocacy as an “optional extra” and start treating it as business infrastructure.

Download the free 2026 Employee Advocacy Benchmark Report.

In this special episode, host Lewis Gray breaks down the insights from the second annual Employee Advocacy Benchmark Report. Drawing on data from global programs, including giants like Cisco, Nissan, and Toyota. Lewis reveals why 2026 is the year advocacy moves from an optional extra to a vital revenue and talent-attraction engine.

Lewis shares that the 2026 Employee Advocacy Benchmark Report indicates sales teams are emerging as the driving force behind employee advocacy, accounting for 33% of all activity, as their involvement directly links to stronger pipelines and higher win rates. At the same time, 92% of managers are using AI to handle the heavy lifting, while 41% of employees continue to personalize content to maintain authenticity. The episode also explores how uncertainty remains the biggest barrier to posting, and how structured training can significantly reduce non-participation, alongside why 80% of the most successful programs actively involve senior leadership to build legitimacy and spark internal competition.

Whether you are struggling to prove ROI to your CFO or trying to get your CEO to post their first update, this episode offers the data-backed evidence you need to move the needle.

Resources:
Want to know how your employee advocacy strategy really stacks up?
Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Download The World's Biggest Employee Advocacy Study.

Get Certified in Employee Advocacy.

DSMN8’s case studies.

How do you transform a global icon known for luxury cars into a performance-driven technology powerhouse through the voices of its own people?

In this episode, we are joined by Steven Brand, Global Employer Brand Lead at Rolls-Royce. Listeners will hear why employee voices carry more weight than corporate channels and how Rolls-Royce uses a unified employer brand to challenge and correct market misconceptions about its business. Discover the importance of shifting the narrative from corporate requirements to individual career benefits and reputation building, while still finding the room to play within strict tone-of-voice and design guidelines. Plus, understand why early-stage advocacy programs need a balance of hard metrics and powerful anecdotal stories to successfully win over leadership and drive long-term adoption.

This episode offers a practical, step-by-step guide to proving the business value of employee advocacy.

Resources:

Want to know how your employee advocacy strategy really stacks up?

Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

​Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

​Download the 2026 Employee Advocacy Benchmark Report.

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

What happens when you stop shouting into the void of corporate social media and start empowering your most authentic assets: your people?

In this episode, we are joined by Vicky Cunningham, Marketing Director at Efficio. With a background in financial services, journalism, and even acting, Vicky brings a unique perspective on how people buy from people, particularly in the niche world of procurement and supply chain consulting.

This conversation dives into the practicalities of scaling a global advocacy program. Vicky shares how Efficio uses “LinkedIn Post Pro” (a custom GPT) to help consultants overcome blank-page syndrome by providing a simple starting point for posts, and why empowering early adopters to lead with microcasts and interview-style content proved more effective than relying solely on written articles. Discover how a single LinkedIn post translated directly into a new business bid, highlighting the real impact of social selling in niche consulting, and the crucial role a dedicated employee advocacy manager and regular drop-in sessions play in supporting employees and removing common barriers to participation.

If you’ve struggled to turn employee intent into action or need to prove the ROI of advocacy to a time-poor leadership team, this episode provides the blueprint for a steady, sustainable rollout that delivers real-world business opportunities.

Resources:

Want to know how your employee advocacy strategy really stacks up?

Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download the 2026 Employee Advocacy Benchmark Report.

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

How do you convince a room full of engineers that they belong on social media? It’s a challenge many marketers face, but Tolulope Aribisala-Tijani has cracked the code at Hatch by focusing on how social media will help them achieve their goals.

In this episode, Tolulope, Social Media Marketing Manager at Hatch, shares the blueprint for building an employee advocacy strategy within a global engineering firm. Tolulope provides a masterclass in launching a program from scratch, covering everything from the initial homework of tool selection to the rigorous IT security and legal due diligence required for a successful rollout.

You will learn how to navigate foundational hurdles by securing leadership backing and providing training to turn subject matter experts into active LinkedIn contributors. Tolulope shares her proven strategies for activating non-social engineers by shifting the focus to the personal benefits of participation, such as strengthening their personal brand and securing invitations to speak at industry events.

Tolulope also explores the cultural shift from hard metrics like reach toward anecdotal success, where social media becomes an ingrained, organic habit across the workforce.

Resources:

Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

​Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

​Download the 2026 Employee Advocacy Benchmark Report.

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

How do you convince 400+ employees in a global financial technology firm to become active brand advocates on LinkedIn?

In this episode, we are joined by Lauren Harbury, Head of Social and Paid Media at Broadridge. With over a decade of experience at Fortune 500 brands like Wells Fargo, Lauren is a master at navigating the complexities of social strategy within highly regulated environments.

Lauren breaks down the exact tactics used to scale Broadridge’s employee advocacy program in a highly regulated environment, proving that success comes from meeting people where they are. You’ll hear how President Chris Perry’s active use of LinkedIn became a shining beacon for the entire organization, setting the tone from the top and even sparking a friendly competitive spirit via the company leaderboard. Lauren shares how her team built trust with compliance by positioning advocacy as a controlled, supported framework rather than a risk, and by implementing a three-fold enablement strategy: company-wide onboarding, targeted team training, and responsive ad hoc support. The episode explores the transition from a “glitchy” legacy tool to a high-impact platform, how to turn salespeople into your most active advocates by directly connecting posts to client conversations and closed deals, and why organic company pages are increasingly losing reach to individual employee profiles.

Whether you’re launching in a regulated sector or trying to reignite a stagnant program, this episode gives you the data-backed ammunition to prove ROI, win internal buy-in, and scale advocacy from social activity to measurable business impact.

Resources:

Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

​Download the 2026 Employee Advocacy Benchmark Report.

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

The most effective way to launch and run a successful employee advocacy program in a regulated industry is to build momentum first, track meaningful metrics, and demonstrate impact early to earn internal buy-in.

In this episode, we are joined by Michela Di Giorgio Martin, the Lead Manager - Social Media at AICPA & CIMA. Michela breaks down the journey of launching a highly successful advocacy program in a regulated industry. You’ll learn how she transitioned the program from a simple pilot focused on participation to a sophisticated strategy that tracks shares per active user and EMV. We dive deep into the tactics of meeting employees where they are via emails and Microsoft Teams, the importance of leadership buy-in for adoption, and how even the most technical tax updates can become engaging social content when shared by a trusted peer rather than a corporate page.

Resources:

Want to know how your employee advocacy strategy really stacks up?

Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download the World’s Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program:

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

In this episode, we sit down with Robyn Fawcett, Social Media Manager at BT Group. Robyn is a unique breed of practitioner, a former e-learning designer turned influencer who now runs a thriving employee-generated content program for one of the UK’s largest telecommunications brands.

Want to know how your employee advocacy strategy really stacks up? Grab your ⁠FREE Employee Advocacy Health Check⁠ and see how you compare against your competitors.

This conversation explores the how-to of scaling employee-generated content. Robyn explains how she focuses on training employees to be original creators, using her own reporter-style videos to lead by example. You’ll learn how to identify your low-hanging fruit advocates, the importance of providing a technical toolkit to boost employee confidence, and the specific strategy BT uses to get senior leadership active on social media to drive organizational change. By shifting from a control-first mindset to one of empowerment, Robyn demonstrates how to transform a corporate brand into a relatable, story-driven entity that attracts top talent in the Gen Z era.

If you are struggling to move past corporate noise and want to unlock the organic reach of your workforce, this episode is your roadmap.

Resources:

Book a callto discover how employee advocacy can benefit your team:

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download the World’s Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program:

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into social strategy and employee influence!

In this episode, we sit down with Holly Kerr, the Global Social Media Lead at AtkinsRéalis. Holly reveals how she transitioned the company from pockets of uncoordinated social activity into a structured global employee advocacy strategy.

Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

Listeners will learn how to transition from the inconsistent ebbs and flows of campaign-led social media to a stable, central content strategy that sustains long-term employee sharing habits. Holly explains how to navigate diverse regional barriers by providing localized content and support, from addressing location-specific differences to ensuring global teams are fully onboarded and invested in employee advocacy. You’ll also discover how to activate senior leadership through internal competition and gamification, using leaderboards to encourage executives to model the right social behaviors. The conversation explores the future of their employee advocacy strategy, outlining how to leverage AI for data analysis and ideation rather than as a shortcut for content generation.

This episode provides a strategic blueprint for driving influence through your employees and scaling global employee advocacy.

Resources:

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download the World’s Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program.

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into social strategy and employee influence!

Discover how Nick Martin, Social Media Marketing Manager at Tipalti, scales social influence and employee advocacy at a mid-sized fintech organization.

Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.

In this episode, we explore the unique middle ground of employee advocacy, where you have more resources than a startup but less than a mega-enterprise. Nick shares his journey of building repeatable systems at Tipalti, explaining how to drive high-impact engagement without a massive team.

You’ll learn why catching new hires on day one is the secret to building lasting employee advocacy habits, how to swap spammy gamification for quality-focused incentives, and the best way to stop corporate-speak by encouraging employees to write like they’re texting a friend. Nick also reveals a powerful “President’s Club” success story: a single shared post revived a “lost whale” account and closed a massive deal. Whether you’re a solo marketer or leading a global rollout, Nick’s insights on securing executive buy-in and proving sales ROI are essential.

Resources:

Book a call to discover how employee advocacy can benefit your team.

Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.

Download the World’s Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program:

Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into social strategy and employee influence!