The Employee Advocacy & Influence Podcast

What do 500,000+ LinkedIn posts reveal about the future of employee advocacy? In this special solo episode, DSMN8’s Lewis Gray unveils the findings from the World’s Biggest Employee Advocacy Study, the most comprehensive look yet at how employees build influence on LinkedIn. Outdated data has long held back the employee advocacy conversation. The World’s Biggest EVER Employee Advocacy Study changes that. By analyzing half a million posts across industries, roles, and seniority levels, this study uncovers the strategies that actually move the needle from why authenticity and caption editing drive exponential engagement, to why text-only posts are outperforming links, and even the surprising best times to post. This episode delivers insights every program manager needs. Listeners will also hear why mid-sized networks outperform mega-influencers, and how small tweaks can transform “copy-paste shares” into meaningful conversations that build trust and influence. If you manage or are considering an employee advocacy program, this episode gives you the latest evidence-based insights to scale impact and boost ROI. Download the World’s Biggest Employee Advocacy Study → here. The Ultimate Guide To Employee Advocacy. Swiss Post Case Study RFP Template: here. Follow and subscribe to The Employee Advocacy & Influence Podcast for more actionable strategies and insights.

How do you take a struggling employee advocacy program with no budget, no tool, and little buy-in and turn it into a six-figure ROI success? Alex Her joins Lewis Gray and Emma Powney to share the full journey. Alex reveals the grassroots tactics that got people on board, from starting with a simple Slack channel to gamifying participation and celebrating wins company-wide. He explains how earned media value became his go-to metric for proving ROI and how he scaled the program globally while keeping it authentic. The conversation dives into why culture trumps tools, how to get leadership buy-in with hard numbers, and how AI can help employees create more personal, engaging posts. Whether you’re starting an advocacy program from scratch or looking to breathe new life into an existing one, Alex’s insights will give you both inspiration and actionable steps. Listen to learn: Want to take your employee advocacy strategy to the next level? Get your FREE Employee Advocacy Health Check to find out how you compare with your competitors: https://dsmn8.org/4fggnDS. Resources: The 3 C’s of Employee Advocacy: https://dsmn8.com/blog/three-cs-of-employee-advocacy-podcast/ The World’s Biggest Employee Advocacy Study: https://dsmn8.com/resources/worlds-biggest-employee-advocacy-study/ Subscribe to The Employee Advocacy & Influence Podcast for more expert strategies to engage your people, grow your brand, and prove the business value of advocacy.

Choosing an employee advocacy platform? Don't get lost in the buzzwords. In this episode, Lewis Gray (Senior Marketing Manager at DSMN8) takes the mic solo to guide you through the entire RFP process for employee advocacy software. Whether you're launching a new program or replacing an outdated tool, this practical breakdown will help you avoid mistakes and make confident, informed decisions. Lewis covers the key steps to a successful RFP, how to build your internal team, define your goals, and weigh up vendor responses without getting overwhelmed. With advice from past podcast guests, including real-world input from Nissan and Talkdesk, this episode is packed with strategic insight and field-tested tips. This is essential listening for social media leads, procurement pros, and anyone looking to future-proof their advocacy strategy. If you're stuck between platforms or want to ensure you're asking the right questions, this episode will point you in the right direction. Want to take your employee advocacy strategy to the next level? Get your FREE Employee Advocacy Health Check to find out how you compare with your competitors: here. Resources Mentioned in This Episode: Download the Free RFP Template: https://dsmn8.com/blog/how-to-run-an-rfp-for-employee-advocacy-software-template/ Explore the Employee Advocacy Benchmark Report: https://dsmn8.com/employee-advocacy-benchmarks-report/ Swiss Post Case Study: https://dsmn8.com/portfolio/swiss-post-enterprise-employee-advocacy-case-study/ Episodes Referenced in This Podcast: From Pilot to Powerhouse: How Nissan's Brad Nevin Scaled Employee Advocacy: https://dsmn8.com/blog/nissan-scaled-advocacy-program/ Talkdesk's Jordan Tenenbaum: Maximizing LinkedIn Engagement with Employee Advocacy: https://dsmn8.com/blog/maximizing-linkedin-engagement/

What if your most reluctant employees could become LinkedIn advocates, without ever writing a post? In this episode of The Employee Advocacy & Influence Podcast, Sarah Clay, CEO of Sarah Clay Social, shares her practical strategies for getting employees, from introverts to executives, comfortable and confident on LinkedIn. Sarah has helped countless organizations not just launch employee advocacy programs, but sustain them. She introduces the idea of passive advocacy: the simple yet powerful acts of liking, commenting, and sharing that amplify a company’s message without forcing employees to post right away. From tackling common fears (“What if I look silly?”) to teaching LinkedIn as if it were a real-life networking party, Sarah shares hands-on techniques that ease people into LinkedIn until they’re ready to take that first big step: posting with confidence. This episode is packed with insights for marketers, HR teams, and leaders who want to create a culture of advocacy and keep it alive. Want to take your employee advocacy strategy to the next level? Get your free Employee Advocacy Health Check: https://dsmn8.com/resources/employee-advocacy-health-check/ Get a free copy of Employee Advocacy: 101 Cheat Codes: https://dsmn8.com/employee-advocacy-book/ Enroll in our free Employee Advocacy Certification: https://dsmn8.com/employee-advocacy-course/

What happens when your advocacy program secures C-suite buy-in, launches team by team, and leads with value? You 10X your brand reach in a year. In this episode, Lewis Gray and Elliot Elsley speak with Heather Wiita, Senior Brand and Social Media Manager at Salesloft, about how their employee advocacy program evolved from a pilot to a powerhouse. Heather shares how they strategically launched their program with DSMN8, starting small and rolling out by department to cater to varying levels of social media comfort. She explains the critical role of executive sponsorship and how leaders actively promote advocacy by showing, not just telling, their teams why it matters. You’ll hear how Heather and her team crafted content that empowered employees to share their perspectives, maintained high engagement with Slack integration, and fostered a culture of authentic brand representation. Additionally, the episode explores what truly motivates employees to stay: personal value, recognition, and achieving meaningful outcomes. Whether you’re starting from scratch or trying to scale your program, this conversation is packed with lessons on making advocacy stick. Be sure to subscribe to stay informed about more insights from marketing leaders shaping the influence of advocacy.

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: 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: Subscribe now and never miss an episode!

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:

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

Lewis and Elliot invite special guest Vahbiz Cooper, Digital Marketing Manager at Demandbase, to talk about the key tactics behind successful employee advocacy programs. Vahbiz shares how Demandbase adopted an advocacy program, the best ways to keep employees engaged long-term, and the role of leadership in driving adoption. She also discusses creative onboarding strategies. Key Topics Discussed: If you’re looking for practical advice to enhance your advocacy program, this episode is full of expert insights! #MarketingPodcast #EmployeeAdvocacy #SocialMediaMarketing #BrandEngagement

This episode features Lewis and Elliot in conversation with Eva Baluchova, Global Employer Branding Lead at Danfoss, as she delves into the challenges of building an employee advocacy program without an employee advocacy tool in a global organization. Eva shares how she implemented hands-on training to scale the program across regions, encouraged her employees to feel more confident on social media, and created a thriving culture of employee engagement by empowering employees from all departments to share their voices. Eva shares how she discovered the strategy of employee advocacy and how she implemented it the hard way without a tool to support her. Key Topics Discussed: Check out this special episode for lessons learned that can inspire your employee advocacy efforts. #MarketingPodcast #EmployeeAdvocacy #EmployeeEngagement

This episode features Lewis and Elliot in conversation with Roy Sexton, Director of Marketing at Clark Hill Law. They discuss how the firm launched, scaled, and now manages an employee advocacy program in a regulated industry. Roy shares his expertise in overcoming legal pushback, training employees, and building internal excitement for the program. From real-world wins to valuable lessons, Roy’s story will inspire anyone managing or planning an advocacy initiative. Key Topics Discussed: Check out this special episode for lessons learned that can inspire your own employee advocacy efforts. Connect with the hosts on LinkedIn: Lewis - https://www.linkedin.com/in/lewis-gray-dsmn8/ Elliot - https://www.linkedin.com/in/elliot-elsley/ Roy - https://www.linkedin.com/in/royesexton/ #MarketingPodcast #EmployeeAdvocacy #SocialMediaTips #DigitalMarketing

Join Lewis Gray and Elliot Elsley as they chat with Jordan Tenenbaum, Head of Social Media at Talkdesk. In this episode, Jordan reveals the secrets behind Talkdesk's highly successful employee advocacy program and corporate social media strategy. Key Topics Discussed: If you're managing an employee advocacy program or looking to start one, this episode is packed with insights to help you succeed. Don't forget to download the free Employee Advocacy Benchmark Report: here. #EmployeeAdvocacy #SocialMediaTips #MarketingSuccess #LinkedInInsights #CorporateBranding

Lewis Gray and Elliot Elsley chat with Anna Bertoldini, Senior Social Media Brand Manager at NielsenIQ, to uncover strategies for launching and measuring the impact of employee advocacy. Anna brings her brand-building expertise and shares practical steps to start a program that aligns with your business goals. Key Topics Discussed : Tune in if you're a marketing or employer brand leader looking to leverage employee advocacy and personal branding to amplify your brand's reach and employee engagement. Links & Resources: The Employee Advocacy Benchmark ReportLinkedInLinkedInLinkedIn#EmployeeAdvocacy #PersonalBranding #SocialMediaMarketing #ROI

Key takeaways from the Employee Advocacy Benchmark Report. Join us in our latest episode to explore eye-opening insights from our Employee Advocacy Benchmark Report. Lewis and Elliot highlight standout points from the report and discuss the role employee advocacy can in boosting brand visibility and engagement. Key Topics Discussed: Download your free copy of the report: here. #EmployeeAdvocacy #SocialMediaMarketing #EmployeeEngagement #BenchmarkReport

In this episode, Lewis Gray and Elliot Elsley are joined by Dentsu Benelux employee advocacy lead Maike Jansen. Together, they dive into the importance employee advocacy plays in maintaining brand consistency, safety, and suitability on social media. Maike shares real-world examples and proven strategies for managing employee-generated content, navigating intellectual property risks, and addressing security concerns across regulated and non-regulated industries. Learn how leading organizations ensure their brand message remains strong, safe, and authentic with the right tools, guidelines, and training. Resources: https://dsmn8.org/free-healthcheck-s3ep6https://dsmn8.org/Free-Social-TemplateConnect with us: https://www.linkedin.com/in/lewis-gray-dsmn8/ https://www.linkedin.com/in/elliot-elsley/ https://www.linkedin.com/in/maikejansen/This episode is brought to you by https://dsmn8.org/website #EmployeeAdvocacy #BrandConsistency #SocialMedia #BrandMessage #SocialMediaStrategy #EmployeeContent #AdvocacyProgram