Employee advocacy looks simple from the outside. Building it inside a global organisation is another story.
Jen Roth, Senior Manager of Global Social Media at JLL, joins Michelle J Raymond to share the reality of launching a global LinkedIn employee advocacy program. They discuss leadership buy-in, internal partnerships, employee adoption, Company Page strategy and how to decide whether content should come from the brand, an employee or both.
Key moments in this episode -
00:00 Meet Jen Roth from JLL
01:40 Where to start with global social media strategy
03:24 What employee advocacy needs before launch
04:00 Why leadership buy-in matters
05:42 Building a connected social media ecosystem
07:12 Why you shouldn’t force employee participation
08:12 Using technology to reduce barriers
12:20 Supporting the employees in the middle
14:18 Why people follow employees over Company Pages
17:24 Company Page content versus employee content
19:16 Bringing offline expertise into the LinkedIn feed
20:34 Using data to manage content requests
23:24 Setting boundaries and prioritising at scale
27:20 The LinkedIn Company Page analytics Jen wants
CONNECT WITH MICHELLE J RAYMOND
CONNECT WITH JEN ROTH
#EmployeeAdvocacy #LinkedInStrategy #B2BMarketing
