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

• Michelle J Raymond on LinkedIn
• Book a free intro call
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CONNECT WITH JEN ROTH

• Jen Roth on LinkedIn

#EmployeeAdvocacy #LinkedInStrategy #B2BMarketing