What happens when your employee advocates reach more people than your company's LinkedIn page?

In this episode, Chris Sheen, Director of Social at Celonis, shares how they've scaled employee advocacy into a core pillar of their social strategy. With over 1,000 employees signed up, Celonis' program now delivers more reach and, in many cases, more results than their brand channels.

You'll learn how Celonis achieved this scale, why reach alone isn't the only metric that matters, and how they're navigating the tricky balance between brand consistency and authentic personalization in an AI-driven world. Chris also opens up about leadership buy-in, reporting on impact, and the underrated power of human-written posts.

This is essential listening for marketers seeking to grow or optimize an advocacy program, particularly in global, fast-paced organizations where trust and authenticity are more crucial than ever.

Enjoyed this episode? Be sure to follow the show and connect with Chris Sheen on LinkedIn for more insights.

You’ve seen him in your LinkedIn feed, now hear how he got there. In this episode, we sit down with Tom Boston, Brand Growth Manager at MySalesCoach, to explore how one sales rep became one of the most recognizable faces in B2B sales.

Tom shares his journey from cold calling to content creation, explaining how humor and relatability helped him connect with buyers and build a brand that delivers measurable impact. He opens up about navigating corporate skepticism, empowering sales teams to post confidently, and why your email outbox is the best place to find content ideas.

Whether you're building an employee advocacy program or trying to get your team to post just once a week, Tom’s stories and advice are a masterclass in making personal branding work in real life.

Expect to learn:

• Why consistency is the real secret to building a personal brand
  
  
• How to get buy-in from skeptical sales leaders
  
  
• The importance of fun and authenticity in social content
  
  
• Coaching tips for sales teams to find their own voice online
  
  

Don’t forget to follow Tom and check out MySalesCoach for more sales insights and the occasional sales meme.

How do you evolve employee advocacy from content sharing into something that drives real business value? In this episode, Joe Morris, former Head of Social Media and Employee Advocacy at Capgemini, shares how he helped transform and scale one of the world's largest employee advocacy programs, supporting over 340,000 employees across global markets.

Joe explains how Capgemini moved beyond "likes and impressions," why trust and leadership buy-in were essential from day one, and how an "impact score" added a layer of competition that kept teams engaged over time.

You'll hear real-world stories, learn how to tailor advocacy in large organizations, and discover what makes these programs sustainable long after the hype fades.

What You'll Learn:

• Why employee advocacy is the most intimate marketing channel
• The role of trust, governance, and culture in scaling programs
• How Capgemini kept momentum through training and competition

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