This document summarizes a presentation about employee advocacy and how to integrate it with marketing strategies. The presentation covers defining employee advocacy, its benefits including increased reach and engagement, best practices like leveraging existing content and enlisting diverse employees, and tools like LinkedIn Elevate that can help measure results. Aon provides an example of how they launched an employee advocacy program to tell a more cohesive brand story across owned and earned media.

1. Wednesday, June 21, 2017
11:00am PT | 2:00pm ET

2. Today’s Presenters
Alana Stoltzfus
Customer Success Consultant
LinkedIn
Katie Barmantje
Senior Specialist, Social Media Marketing
Aon

3. What we’ll cover
What is employee advocacy1
How to align your marketing and employee advocacy goals2
Best practices for integrating content strategies3
Success stories from Aon4
How LinkedIn Elevate can help you reach your marketing goals5
Q&A6

4. What is Employee Advocacy?
Empowering your employees to share content with their social networks
Employees build thought
leadership and their
professional reputations
Companies extend their
reach and engagement, and
connect more authentically
with their audiences

5. 31% of high-growth firms have a formal employee advocacy program, more than double the
percentage of all other firms.
Greater than 20% Revenue Growth
Companies with a formal program grow faster
than those without one
All Other Firms
14.7%
31%

6. Your employees have
10xthe connections than
your company has
followers
Employee advocacy increases not only the reach
of your content, but also the engagement with it
Employees drive
2xhigher click through rates
compared to company
shares of the same content

7. You can use your marketing goals to inform
your employee advocacy strategy
Example goals:
Build overall brand
awareness
Find the right audiences
to engage
Expand the reach of your
brand message

8. Katie Barmantje
Senior Specialist, Social Media Marketing, Aon

9. Social Owned
Our challenge: telling one cohesive brand story
External Media

10. Enable employees to be
on brand and tell our story
Amplify our messages in
an efficient way
Measure results and track
back to ROI
Our solution: Employee advocacy
Employee advocacy would allow us to:

11. Launch with your most social employees
Reduce friction with
adoption
Get results early Inspire advocacy
throughout the
organization

12. Leverage your existing content strategy to inform
your employee advocacy strategy
Materials and channels Current content themes Employee interests

13. Partner with other marketers in your org to leverage
their materials
There’s no need to start completely from scratch
Corporate
Communications
HR/Employer
Brand Team
Public Relations Marketing
(global & local)

14. Look to your core competencies as a company
to create content topics for employees

15. But don’t make it all about you
Employee interests are key to sustaining a successful program

16. Enlist employees from across the organization
to help you curate content
Allow employees to submit
suggestions
Give the most passionate
employees curation
access to your platform
Empower them to create
their own content

17. Keep the momentum going by growing
your program
Amplify results by
onboarding more
employees
Use existing
communication channels
to spread the word about
the program
Share success stories
from early adopters

18. Metrics we track for employee advocacy are similar
to what we track in our other marketing programs

19. 4xmore
engagements
We’ve seen tangible results from our program
3xmore Company
Page views
Employees are sharing 3x more than before, resulting in:
43%increase in Engage
with Insights Score

20. Tips for integrating your marketing and
employee advocacy strategies
Identify your sources of
content upfront
Spread the word about
successes
Partner with other
departments

22. LinkedIn Elevate makes it easy for employees to
share content, and for you to measure results
Step1 Step 2 Step 3
Find content and suggest to
employees through Elevate
Employees share content to
their social networks
Then, see the impact your
employees have driven

23. Elevate includes the insights companies need
to maximize their success
Maximize Employee Adoption
Launch with your social stars and drive
adoption
Easily Find the Right Content
Get smart content suggestions and
surface employee posts and company
page content
Know and Optimize Results
See who you’re reaching and know the
full impact of your program

24. ©2017 LinkedIn Corporation. All Rights Reserved.
Q&A
For more information about LinkedIn Elevate, visit
business.linkedin.com/elevate