The Employee Advocacy & Influence Podcast

Hosted by DSMN8 - The Employee Advocacy Platform

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Latest episode

Jun 2026

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About the show

Empower your employees like never before and learn how to own the social share of voice in your industry. Organizations all over the world in every sector are driving strategic competitive advantage by scaling the impact of their employees' voices… and now YOU can too! As we delve beyond the why and get straight to the how so that you can put employee-driven growth at the heart of your organization. Hosted by Bradley Keenan and Lewis Gray of DSMN8.

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60 recent

June 4, 202631 min

How G2 Drives LinkedIn Engagement with Employee Advocacy | Jenny Gardynski

Ever wonder how G2 employees manage to completely dominate your LinkedIn feed with high-value content?In this episode, Lewis Gray and Elliot Elsley sit down with Jenny Gardynski, Senior Director of Content and Communications at G2. With over 13 years of PR agency experience representing fast-growing B2B tech giants, Jenny knows exactly how to build authentic brand awareness from the inside out.Listeners will dive into the exact mechanics behind G2's manual advocacy program, learning how their communications team builds high-performing social kits, launches tactical Slack engagement loops, and embeds custom LinkedIn branding into new-hire onboarding.Jenny shares strategies on why workforce personalization outpaces corporate channels by 5x, how to execute strategic quarterly contests that prompt passive employees to start posting, and how to effectively build custom GPT structures to scale executive voices while completely eliminating robotic "AI-isms".If you're currently struggling to prove a proof of concept with a manual social pilot, or if your employees are hesitant to share content because they are afraid of sounding unauthentic, this episode provides a realistic blueprint.Resources:Want to know how your employee advocacy strategy really stacks up?Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download The World's Biggest Employee Advocacy Study.Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

May 13, 202633 min

How to Use a Pilot Group to Scale Employee Advocacy Globally | Aptean

How do you turn employees into active brand advocates in less than 90 days?In this episode, Anna Laura McGranahan, the driving force behind the social media strategy at Aptean, an AI-enhanced enterprise software, shares her blueprint for migrating from manual, untrackable social sharing to a high-performance advocacy engine that hit its end-of-year goals in just four weeks.Listeners will discover how to build a structural foundation for scale, from navigating IT requirements like Single Sign-On to leveraging executive leadership to drive immediate adoption. Anna Laura also pulls back the curtain on her use of Generative AI agents to remove the “blank page syndrome” for employees, ensuring that even engineers and R&D teams feel confident posting on LinkedIn.Resources:Want to know how your employee advocacy strategy really stacks up?Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team:Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the 2026 Employee Advocacy Benchmark Report.Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

April 29, 202632 min

How to Manage Employee Advocacy in Financial Services | Aviva Investors

Can you run a successful employee advocacy program when every single post is subject to regulatory enforcement?Beatrice Edera Panariello, Senior Digital Marketing Manager at Aviva Investors, joins the show to reveal how she built an award-winning program that’s delivered over half a million pounds in equivalent media value within one of the world’s most tightly regulated industries.This episode provides a masterclass in navigating the risk of social media by co-creating guardrails with legal teams, reframing advocacy as a tool for personal professional growth rather than just a corporate megaphone, and leveraging AI to streamline the compliance process. Beatrice shares how to transition to a high-trust, expert-led LinkedIn presence that reaches four times the audience of a corporate account.Whether you are struggling with low engagement or high-risk barriers, this conversation offers a proven roadmap for scaling influence globally while staying 100% compliant.Resources:Want to know how your employee advocacy strategy really stacks up?Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the 2026 Employee Advocacy Benchmark Report.Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

April 22, 202630 min

How Meta Scaled Employee Advocacy | Zach Blew

Your employees are your company’s most underutilized marketing channel. Relying solely on corporate pages means missing out on the authentic, human-centric voice that modern buyers and candidates trust.In this episode, we are joined by Zach Blew, a Talent Brand and People Programs Leader formerly of Meta and Glassdoor. Zach shares his experience from his time at Meta, including the nuts and bolts of building an employee advocacy program from the ground up, starting with a pilot that achieved a staggering 40% adoption rate.Zach shares his “Goldilocks method” for engaging everyone from the on-the-go sharer to the high-touch executive, and explains how to move past vanity metrics to track hard ROI, such as cost-per-click and direct job applications. He also debunks the myth that advocacy requires a massive content production budget, highlighting how authentic employee voices now take priority over flashy, polished content.Whether you’re struggling to get executive buy-in or looking to scale an existing program, this episode provides a masterclass in driving reach, trust, and bottom-line results through the power of your people.Resources:Want to know how your employee advocacy strategy really stacks up?Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the 2026 Employee Advocacy Benchmark Report.Subscribe to the Employee Advocacy & Influence Podcast on Spotify or your favorite platform to never miss an episode.

April 8, 202623 min

Employee Advocacy 2026 Benchmarks: Trends, Data & Takeaways

Stop treating employee advocacy as an “optional extra” and start treating it as business infrastructure.Download the free 2026 Employee Advocacy Benchmark Report.In this special episode, host Lewis Gray breaks down the insights from the second annual Employee Advocacy Benchmark Report. Drawing on data from global programs, including giants like Cisco, Nissan, and Toyota. Lewis reveals why 2026 is the year advocacy moves from an optional extra to a vital revenue and talent-attraction engine.Lewis shares that the 2026 Employee Advocacy Benchmark Report indicates sales teams are emerging as the driving force behind employee advocacy, accounting for 33% of all activity, as their involvement directly links to stronger pipelines and higher win rates. At the same time, 92% of managers are using AI to handle the heavy lifting, while 41% of employees continue to personalize content to maintain authenticity. The episode also explores how uncertainty remains the biggest barrier to posting, and how structured training can significantly reduce non-participation, alongside why 80% of the most successful programs actively involve senior leadership to build legitimacy and spark internal competition.Whether you are struggling to prove ROI to your CFO or trying to get your CEO to post their first update, this episode offers the data-backed evidence you need to move the needle.Resources: Want to know how your employee advocacy strategy really stacks up?Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Download The World's Biggest Employee Advocacy Study.Get Certified in Employee Advocacy. DSMN8’s case studies.

April 1, 202634 min

Why is Employee Advocacy Essential for Employer Branding? | Rolls-Royce’s Steven Brand

How do you transform a global icon known for luxury cars into a performance-driven technology powerhouse through the voices of its own people?In this episode, we are joined by Steven Brand, Global Employer Brand Lead at Rolls-Royce. Listeners will hear why employee voices carry more weight than corporate channels and how Rolls-Royce uses a unified employer brand to challenge and correct market misconceptions about its business. Discover the importance of shifting the narrative from corporate requirements to individual career benefits and reputation building, while still finding the room to play within strict tone-of-voice and design guidelines. Plus, understand why early-stage advocacy programs need a balance of hard metrics and powerful anecdotal stories to successfully win over leadership and drive long-term adoption.This episode offers a practical, step-by-step guide to proving the business value of employee advocacy.Resources:Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the 2026 Employee Advocacy Benchmark Report.Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

March 25, 202633 min

Why Your Consultants Are Your Best Marketing Channel With Efficio’s Vicky Cunningham

What happens when you stop shouting into the void of corporate social media and start empowering your most authentic assets: your people?In this episode, we are joined by Vicky Cunningham, Marketing Director at Efficio. With a background in financial services, journalism, and even acting, Vicky brings a unique perspective on how people buy from people, particularly in the niche world of procurement and supply chain consulting.This conversation dives into the practicalities of scaling a global advocacy program. Vicky shares how Efficio uses “LinkedIn Post Pro” (a custom GPT) to help consultants overcome blank-page syndrome by providing a simple starting point for posts, and why empowering early adopters to lead with microcasts and interview-style content proved more effective than relying solely on written articles. Discover how a single LinkedIn post translated directly into a new business bid, highlighting the real impact of social selling in niche consulting, and the crucial role a dedicated employee advocacy manager and regular drop-in sessions play in supporting employees and removing common barriers to participation.If you’ve struggled to turn employee intent into action or need to prove the ROI of advocacy to a time-poor leadership team, this episode provides the blueprint for a steady, sustainable rollout that delivers real-world business opportunities.Resources:Want to know how your employee advocacy strategy really stacks up?Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the 2026 Employee Advocacy Benchmark Report.Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

March 18, 202633 min

How Hatch Got Engineers to Post on LinkedIn | Tolulope Aribisala-Tijani

How do you convince a room full of engineers that they belong on social media? It’s a challenge many marketers face, but Tolulope Aribisala-Tijani has cracked the code at Hatch by focusing on how social media will help them achieve their goals.In this episode, Tolulope, Social Media Marketing Manager at Hatch, shares the blueprint for building an employee advocacy strategy within a global engineering firm. Tolulope provides a masterclass in launching a program from scratch, covering everything from the initial homework of tool selection to the rigorous IT security and legal due diligence required for a successful rollout.You will learn how to navigate foundational hurdles by securing leadership backing and providing training to turn subject matter experts into active LinkedIn contributors. Tolulope shares her proven strategies for activating non-social engineers by shifting the focus to the personal benefits of participation, such as strengthening their personal brand and securing invitations to speak at industry events.Tolulope also explores the cultural shift from hard metrics like reach toward anecdotal success, where social media becomes an ingrained, organic habit across the workforce.Resources:Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the 2026 Employee Advocacy Benchmark Report.Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

March 11, 202629 min

How to Build an Employee Advocacy Program in a Regulated Industry | Broadridge’s Lauren Harbury

How do you convince 400+ employees in a global financial technology firm to become active brand advocates on LinkedIn?In this episode, we are joined by Lauren Harbury, Head of Social and Paid Media at Broadridge. With over a decade of experience at Fortune 500 brands like Wells Fargo, Lauren is a master at navigating the complexities of social strategy within highly regulated environments.Lauren breaks down the exact tactics used to scale Broadridge’s employee advocacy program in a highly regulated environment, proving that success comes from meeting people where they are. You’ll hear how President Chris Perry’s active use of LinkedIn became a shining beacon for the entire organization, setting the tone from the top and even sparking a friendly competitive spirit via the company leaderboard. Lauren shares how her team built trust with compliance by positioning advocacy as a controlled, supported framework rather than a risk, and by implementing a three-fold enablement strategy: company-wide onboarding, targeted team training, and responsive ad hoc support. The episode explores the transition from a “glitchy” legacy tool to a high-impact platform, how to turn salespeople into your most active advocates by directly connecting posts to client conversations and closed deals, and why organic company pages are increasingly losing reach to individual employee profiles.Whether you’re launching in a regulated sector or trying to reignite a stagnant program, this episode gives you the data-backed ammunition to prove ROI, win internal buy-in, and scale advocacy from social activity to measurable business impact.Resources:Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the 2026 Employee Advocacy Benchmark Report.Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

March 4, 202630 min

How to Launch an Employee Advocacy Program in Accounting | AICPA & CIMA’s Michela Di Giorgio Martin

The most effective way to launch and run a successful employee advocacy program in a regulated industry is to build momentum first, track meaningful metrics, and demonstrate impact early to earn internal buy-in.In this episode, we are joined by Michela Di Giorgio Martin, the Lead Manager - Social Media at AICPA & CIMA. Michela breaks down the journey of launching a highly successful advocacy program in a regulated industry. You’ll learn how she transitioned the program from a simple pilot focused on participation to a sophisticated strategy that tracks shares per active user and EMV. We dive deep into the tactics of meeting employees where they are via emails and Microsoft Teams, the importance of leadership buy-in for adoption, and how even the most technical tax updates can become engaging social content when shared by a trusted peer rather than a corporate page.Resources:Want to know how your employee advocacy strategy really stacks up?Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan’s essential book, ‘Employee Advocacy: 101 Cheat Codes’ for deeper insights and actionable strategies.Download the World’s Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program:Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into employee influence!

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