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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Broadcast social is broken, and Andy Lambert is here to tell us why.

In this powerful episode, Andy Lambert (Product Manager at Adobe and Author of SOCIAL 3.0) joins Lewis and Elliot to explore how B2B brands must rethink their entire approach to social media. From the fall of corporate content calendars to the rise of employee-driven influence, Andy outlines a bold new framework for brand growth in the age of decentralization.

Discover why trust is the most valuable currency online, how employee voices can unlock exponential reach, and what makes SOCIAL 3.0 more than just a trend; it's a strategic shift. Andy's perspective is both practical and inspiring, making this a must-listen for any modern marketer.

Listen in to learn:

• Why social media must be treated as a strategy, not a channel
  
  
• What metrics actually matter for long-term brand growth
  
  
• How to decentralize your content without losing control
  
  
• Why advocacy starts at the executive level
  
  
• The mindset shift needed for advocacy to work in 2025

In this episode, Catherine McFarlane from Barclays reveals how their Creator Club is helping to redefine their employer brand and supporting early-career employees in becoming confident, authentic content creators.

She discusses how they have built a scalable approach to creative training, the power of unlocking storytelling skills in emerging talent, and how Barclays measures the success of this bold employer brand experiment.

Key Topics Covered:

• How Barclays launched the Creator Club
  
  
• Empowering early-career employees with creative freedom
  
  
• The role of trust and leadership in advocacy success
  
  
• What happens when brand voice meets employee voice

Packed with forward-thinking strategies and inspiring examples, this episode is a must-listen for employer brand professionals and advocacy leaders.

#EmployerBranding #EarlyCareers #EmployeeAdvocacy #LinkedInContent #TalentAttraction #ContentStrategy #Storytelling #Leadership #CreativeFreedom

In this episode, Melissa Heidmiller from Procore discusses the evolution of their employee advocacy program. From switching advocacy tools to starting onboarding again, she outlines the strategies that have led to measurable results.

Learn how Procore utilized its new employee advocacy platform and how it's connected advocacy to personal and professional development, encouraging employees to be active advocates on LinkedIn and beyond. Melissa also shares success stories, including how its annual conference, Groundbreak, drove massive engagement on social media, surpassing past years' results.

Key Topics Discussed:

• Building and scaling employee advocacy at Procore
  
  
• How to align employee advocacy with business goals
  
  
• Engaging employees through personal branding and career growth
  
  
• Using events like Groundbreak to boost employee social sharing

This episode is packed with actionable tips for anyone looking to build or refine an employee advocacy program.

Grab your free copy of Bradley Keenan's book Employee Advocacy: 101 Cheat Codes here.

#EmployeeAdvocacy #MarketingPodcast #BrandEngagement #EmployeeEngagement #SocialMediaMarketing #PersonalBranding

Lewis and Elliot welcome Brad Nevin, the driving force behind Nissan’s global employee advocacy program, to discuss how he built and scaled an advocacy initiative with real impact.

Brad shares how Nissan went from a pilot to a full-scale global strategy. He dives into the biggest challenges, how different markets operate worldwide, and the key tactics that keep employees engaged. Plus, he reveals the measurable success of the program and what the future of employee advocacy looks like for 2025 and beyond.

Key Topics Discussed:

• How Nissan built and scaled its employee advocacy program globally
• The biggest challenges & how to overcome them
• Strategies for keeping employees engaged long-term
• The impact of advocacy on brand visibility & LinkedIn presence
• What the future holds for employee advocacy in 2025 & beyond

If you're looking for practical strategies to build or scale an employee advocacy program, this episode is a must-listen!

Grab your free copy of Bradley Keenan's book here.

#MarketingPodcast #EmployeeAdvocacy #SocialMediaMarketing #EmployerBranding #BrandEngagement

Lewis and Elliot welcome Sarah Ruzgar O'Connell, Global Head of Communications at Awin, to discuss the evolution of employee advocacy and how brands can keep their advocacy programs relevant and on top of industry trends.

Sarah shares Awin's approach to integrating advocacy into company culture, the role of leadership in driving adoption, and how to keep employees engaged long-term. Sarah also shares the impact of LinkedIn's evolution, gamification, and key strategies for ensuring advocacy remains a priority.

Key Topics Discussed:

• The evolution of employee advocacy and what it means for brands
  
  
• How Awin has integrated advocacy into their company culture
  
  
• The role of leadership in driving engagement
  
  
• Ensuring advocacy programs remain effective and sustainable

Check out this special episode if you're looking for practical strategies to enhance your employee advocacy program.

Get your free Employee Advocacy Benchmark Report here: https://dsmn8.com/employee-advocacy-benchmarks-report/

#MarketingPodcast #EmployeeAdvocacy #SocialMediaMarketing #EmployerBranding #BrandEngagement