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
ABOUT MICHELLE J RAYMOND
Michelle J Raymond is a B2B LinkedIn strategist, trainer, international speaker and founder of B2B Growth Co. Based in Sydney, Australia, she helps global B2B organisations grow through organic LinkedIn strategies that bring Company Pages, leaders and employees together.
With 20+ years in B2B sales and 10+ years of LinkedIn social selling, Michelle brings practical experience across sales and marketing. Her Power of Two approach connects Company Pages and people to build visibility, trust and business opportunities.
She co-authored Business Gold and The LinkedIn Branding Book and hosts the Social Media for B2B Growth podcast.
CONNECT WITH MICHELLE J RAYMOND
LinkedIn strategy, training and speaking: https://b2bgrowthco.com/
Connect on LinkedIn: https://www.linkedin.com/in/michellejraymond/
Watch on YouTube: https://www.youtube.com/@MichelleJRaymond
Newsletter sign-up: https://b2bgrowthco.com/newsletter/
CONNECT WITH JEN ROTH
#EmployeeAdvocacy #LinkedInStrategy #B2BMarketing
