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Launching an employee advocacy program might seem like a challenging task—but what if you could kick-start a pilot in just 10 days?
We’re back with a bonus episode of Behind the Post, and this time, host Alina Dallal is giving you a peek into the conversations that take place in the Oktopost marketing room!
Jennifer Gutman, Oktopost’s Director of Product and Customer Marketing, breaks down a proven 10-day roadmap to launching an employee advocacy pilot that will not only engage your team but also deliver results that grab your leadership's attention.
From gaining employee buy-in to crafting an internal communications plan, training your advocates, and measuring success, Jennifer shares actionable insights and best practices every marketer needs to know.
You’ll also learn how to foster excitement among employees, leverage internal champions, and build FOMO around your program—ensuring it grows into a sustainable, organization-wide initiative. Plus, Jen dives into her tried-and-true strategies for empowering employees to confidently share content, build their personal brands, and amplify your company’s voice on social media.
If you're looking to prove the value of employee advocacy in your organization, this episode is your blueprint for a successful launch.
Hot Topics:
Why employee advocacy is essential for B2B brands How to select and onboard the right employees for your pilot program Creative ways to generate excitement and sustain engagement over time Measuring pilot success and securing leadership buy-in for a company-wide rollout -
When executives are active on social media, it can work wonders for your brand’s credibility and visibility. But with their packed schedules and many responsibilities, it’s hard for most leaders to consistently create posts that showcase their expertise and humanize the brand.
Hint: This is where you come in!
Through an executive takeover, a social media pro like you can ghostwrite thoughtful, engaging posts for your exec’s personal profiles, helping them stay visible and credible online—without adding to their workload. And the impact is real: 56% of professionals are more likely to buy from a company if its executives are active on social, and 66% say they’d recommend a business if they follow one of its leaders.
In this power-packed episode of Behind the Post, Marissa Rosen joins us to break down why executive takeovers are crucial for B2B brands, and how to collaborate effectively with your execs—all in just 15 minutes.
Hot Topics:
The power of executive voices on LinkedIn and why they matter for your brand How to keep your executive’s expertise and authentic voice at the core of your ghostwriting How your executives’ LinkedIn profile should look like -
Saknas det avsnitt?
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For most employee advocacy program leaders, you likely don’t have the luxury of walking by each colleague's desk to train them on advocacy. So, how can we keep advocates engaged when part of a global or fully remote team?
In this episode of Behind the Post, we sit down with Josh Silverman, the Social Media and Digital Coordinator at Pontoon Solutions, to uncover how he’s built an employee advocacy program that truly resonates across continents and time zones.
With colleagues scattered around the world, Josh had to get creative to keep everyone engaged. From on-demand training videos (now trimmed to a super-efficient 7 minutes) to anonymous surveys that gather valuable feedback, he’s developed strategies that make it easy for employees to confidently share company content—even without the benefit of face-to-face training and interaction.
One standout story? One of Josh's advocates saw an incredible 600% growth in their LinkedIn network in just a year, simply by consistently sharing valuable content with their network.
Tune in to hear Josh’s top tips for training advocates, building their confidence on social media, curating engaging content, and sustaining excitement for the program over time.
Hot Topics:
Creative ways to engage a global, remote team of advocates Tips for sustaining engagement and excitement over time Solutions for training advocates across different time zones -
Video marketing is one of the most effective ways to connect with your audience and influence decision-making.
The proof is in the statistics: 90% of B2B buyers prefer video content as their go-to content type for learning, and 85% of B2B marketers find it a highly effective method for capturing online attention.
But how do you create an engaging video that brings in optimal results?
In this episode of Behind the Post, we sit down with Niki Kostova, Head of Social Media at SUSE, as she reveals her best practices for crafting videos that stop the scroll on social media.
From selecting the right video topics to finding the ideal video length, Niki shares how her team discovered the perfect formula for producing videos that drive results. Her secret? Putting people at the heart of their video strategy.
Rather than relying solely on polished, professional content, Niki and her team focus on authentic, personal videos featuring SUSE employees sharing their expertise. After all, people trust people—and that’s the principle driving SUSE’s video success.
Hot Topics:
The role of video content in SUSE’s social media strategy Why thought leaders are central to their video approach Best practices for creating standout social media videos How frequently video content appears in their content mix -
LinkedIn is no longer just a professional network—it’s a platform where employees can build powerful personal brands that benefit both their careers and the companies they represent.
In this episode of Behind the Post, Aliza Hornstein, Head of Social Media at WalkMe, explains why personal branding is a must-have for employees at all levels, from entry-level to the C-suite, and how advocacy leaders can support them in this process.
With an employee advocacy program at hand, which they coined ShareMe, Aliza uses gamification tactics and workshops to help employees turn company content into personalized, impactful posts. These workshops have been a key driver of success, teaching advocates how to create authentic, genuine content that resonates with their audience.
For those looking to build their personal brand independently, Aliza offers actionable tips throughout the episode, covering everything from finding your unique voice to using AI for inspiration.
Hot Topics:
Striking the perfect balance between personal and company content Tips for staying authentic when building your personal brand Training and engaging advocates through quarterly workshops Examples of personal branding posts Aliza has shared on LinkedIn -
In the financial services industry, building trust and establishing a credible brand image are essential for success.
One of the most effective ways to achieve this is through employee advocacy.
While compliance and industry regulations present challenges, they do not make employee advocacy impossible. Financial institutions can still thrive by adopting the right approach.
In this episode, Lesia goes Behind the Post to give an inside look at how she developed a compliant and successful employee advocacy program for her financial services company.
She shares proven tactics for encouraging employee participation while ensuring strict adherence to industry regulations. This includes the use of internal weekly newsletters to keep advocates informed about the latest content, her structured content approval process, and an internal academy where advocates must pass a compliance test before onboarding.
From establishing clear guidelines to navigating varying regulations across global teams, Lesia reveals everything you need to know to replicate her success in your own organization.
Hot Topics:
The internal academy course she designed to ensure advocates understand compliance regulations Strategies for navigating different legal requirements across global teams Her content approval process for maintaining compliance How she encourages advocates to humanize their online presence -
Influencer marketing has taken the B2B world by storm, and it’s easy to see why.
As buyers increasingly trust recommendations from industry experts and peers over brand pages, influencer marketing has become a key strategy for B2B brands to build trust and boost brand awareness.
In this episode, Vahbiz Cooper, Digital Marketing Specialist at Demandbase, walks us through why brands are turning to influencers, how to choose the right people to represent your brand, and why content quality matters more than follower count.
She also shares practical tips for running smooth campaigns, avoiding common pitfalls, and keeping things engaging and fun for both influencers and audiences. She dives into her favorite influencer campaign, which featured a creative unicorn piñata initiative that caught everyone’s attention, as well as the most challenging campaign she’s worked on—and the lessons she learned from it. Plus, she gives us a sneak peek at an exciting campaign she’s currently working on!
Whether you’re new to influencer marketing or looking to refine your strategy, this episode offers actionable insights on creating successful, engaging campaigns.
Hot Topics:
Why B2B brands are turning to influencer marketing to build trust How to select the right influencers for your campaign The behind-the-scenes process of managing complex influencer campaigns Real-life examples of successful campaigns and lessons learned -
“Trial and error is better than generic and safe. And if [a post] gets no engagement, it just means that nobody saw it. So as far as the world is concerned, nothing ever happened. No one even saw it flop.”
PSA: In B2B, social media isn’t just about business-to-business—it’s about human-to-human connections!
In this episode of Behind the Post, Bella Rose Mortel shares how she brings a human touch to B2B marketing at beehiiv. With an active presence on LinkedIn, X (formerly Twitter), YouTube, Instagram, TikTok, and Threads, she explains how beehiiv tailors its strategy for each platform, balancing product promotion, education, and engaging memes.
Humor plays a key role in beehiiv's social strategy, and Bella Rose reveals how she weaves this into their content to foster deeper connections with the audience. One standout example? She donned a bee costume and created office parody videos that quickly became fan favorites.
In a conversation about humanizing B2B, the power of community management couldn’t be missed. Bella Rose highlights how responding to comments and engaging with followers can boost brand perception and online community strength.
But humanizing your brand goes beyond just social media posts. She also emphasizes the importance of employee advocacy, from the CEO's online presence to the social media onboarding process she leads for new team members. At beehiiv, an active presence on social has become an essential part of company culture.
Tune in to hear how you can humanize your B2B brand and build a thriving online community through creative, authentic social strategies!
Hot topics:
Creative, out-of-the-box ideas that entertain their audience How to build authentic relationships with your audience on social Why your employees are your golden ticket to humanizing your strategy -
Vanity metrics have become quite controversial in B2B social media marketing. One of the main metrics sparking debate is follower count. Is it a real indicator of a brand’s online presence? Or does it lack meaningful engagement and conversion?
To help us settle the debate, Bright Uduji joins us from LinkedIn on this episode of Behind the Post. Bright shares his expertise on organic followers, the power they bring to brands, and ultimately, whether follower count is just a vanity metric.
Bright dives into the importance of followers, offering insights on how to grow your follower base and why followers aren’t meaningless. Whether you're looking to enhance your social media strategy or understand the role of followers in your marketing efforts, this episode is packed with valuable insights and practical tips.
Hot Topics:
How to get the right people following your brand on LinkedIn The expectation of a follower to a brand, and vice versa The top LinkedIn features you can use to grow your followingSubscribe to our LinkedIn newsletter, The B2B Social Compass, and catch our recent panel, “Unlocking the Power of Intent Data”, Bright referenced in this episode here.
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As social media managers, we are surrounded by whispers of social media best practices and strategies to get the best results.
But with everything you’ve heard so far, Kieran Brannan, a Social Media Specialist at N-able, went Behind the Post to shake up your view on your posting strategy and give you practical and essential tips to help you create valuable content at scale.
Advocating that brands don’t post enough on LinkedIn, Kieran aims to publish 3-5 posts a day on N-able’s LinkedIn page.
So, if a brand posts so often on LinkedIn, how can we have a steady stream of fresh and engaging content ideas?
The secret lies in content repurposing, and repurposing well.
They say everything is content, and in Kieran’s eyes, there’s no truer statement. In this episode, he shares how you can take one blog post, podcast episode, whitepaper, or presentation and turn it into multiple social media posts. This way, you’ll never struggle with filling your social content calendar again. A bigger bonus is it will be full of valuable, educational content that your audience will love, bringing more attention to your brand.
Tune in to hear Kieran’s tips on working with the LinkedIn algorithm, the types of content that are performing well right now, and how he's organized his marketing team to bring new content ideas to him instead of constantly chasing them down.
Hot Topics
Repurposing hacks that will fill your social calendar with content your audience will love How to play to LinkedIn’s algorithm for real results What the best-performing content types are on LinkedIn right now -
B2B social media managers understand the value of social media for lead generation and are eager to fuel sales through social selling. However, getting management buy-in for a first-time social selling program can be challenging.
In this episode, Lena Weber-Reed goes Behind the Post to reveal her secret for securing her company's buy-in for a social selling program. Here's a spoiler: she successfully launched a pilot program with select team members at zero cost! Tune in to learn the step-by-step process and discover what you need to include to launch your own pilot program.
She also discusses how to get your sales teams on board, the fundamental pillars every social selling program needs, and the value of social media data in pushing prospects further along the sales funnel.
What social selling is, and the essential components for a successful program How to build a pilot program to secure management buy-in The value of social media data to initiate relevant conversations and fostering meaningful relationships
Hot Topics:Subscribe to our newsletter: The B2B Social Compass.
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Now more than ever, B2B audiences are craving authentic and relatable content, and no one showcases this more than our next guest.
With a background in B2C marketing, Kaylin Balderrama brings a fresh perspective to her role as the Global Social Media Manager at Bazaarvoice.
She highlights that no matter if you’re in B2C or B2B, you’ll always be marketing to people. With that in mind, Kaylin shares the core principles that have helped her craft an engaging and successful social strategy that delivers results: authenticity and social-first content.
The results speak for themselves: in the last 12 months, Bazaarvoice gained an impressive 18,000 followers, with 16,000 of those followers gained since Kaylin started in December 2023 and introduced her new social strategy!
To close out the episode, Kaylin also explores how B2B companies can leverage social media platforms traditionally seen as B2C, such as TikTok, to raise brand awareness.
Tune in to learn what it really means to create social-first content and hear about a recent example that landed her in the news and on a flight to Cannes!
Hot Topics:
What social-first content is, and how to create it The metrics she tracks to monitor their performance How to leverage TikTok for B2B marketingSubscribe to our newsletter: The B2B Social Compass.
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From the moment she noticed personal pages performed far better than brand pages on LinkedIn, Alesia became obsessed with the power of personal branding. In this episode, Alesia went Behind the Post to share her personal branding journey and the tips she’s learned along the way to help you start yours.
She dives into how to get started, overcome the initial posting fear, and craft your posting strategy. With so many thought leaders on LinkedIn, Alesia highlights the importance of authenticity to stand out online.
Personal branding can also take you further than you might think. She candidly shared the opportunities that have come her way since she started building her personal brand and positioning herself as a thought leader, including this podcast appearance!
Hot Topics:
Tips to get started with building your personal brand
Her favorite thought leaders to follow on LinkedIn
How she measures the success of her personal branding efforts
Subscribe to our newsletter: The B2B Social Compass.
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Social Media Managers wear many hats. From crafting strategic social content plans to growing online communities and keeping up with the latest trends trends, we’re juggling multiple responsibilities. So how can we manage these diverse responsibilities efficiently and effectively?
In this episode of Behind the Post, host Alina Dallal welcomes Sheldon Bruck, the Social Media and Community Manager at D-ID, to uncover his secrets to staying productive with all the different responsibilities he has.
Even though no two days in social are the same, Sheldon takes us through a typical day in his role, sharing insights into the responsibilities he focuses on daily, weekly, and monthly that help him stay on track.
As the solo manager of D-ID’s social media presence, he delves into how he balances stakeholder demands, navigates last-minute calendar changes, and the pivotal role of cross-department collaboration in delivering a top-notch customer service experience.
Diving into the value of social media analytics on any social strategy, Sheldon reveals how monitoring social analytics helps him remain productive when it comes to content creation.
Tune in for valuable tips and strategies for staying productive when working in social media from a seasoned professional.
Hot Topics:
The marketing tools that simplify his work processes
The daily, weekly, and monthly tasks that keep him on track.
The importance of cross-department collaboration in helping him get his job done efficiently
Subscribe to our newsletter: The B2B Social Compass.
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With no experience in design, Sam Tyrrell rose to the title of King of Canva at AlixPartners and went Behind the Post to tell you everything you need to know to master Canva yourself.
Sam walks us through the process they have in place when creating content on Canva, including how he trains his wider marketing team to create designs, what the approval process looks like, and how he ensures all designs stay on-brand.
Being part of a company big on employee advocacy and personal branding, Sam is passionate about translating this company value through visuals as well. He walks us through how he encourages his colleagues to use design to help their employees showcase their personalities online.
Sam also entered fire-round questions to share his best practices, go-to features, design pet peeves, and the biggest lessons he’s learned along the way to taking the throne.
If you use Canva, you won’t want to miss this episode.
Hot Topics:
Go-to features on Canva that everyone should know about
Design best practices that will take your final designs from mediocre to masterpiece
Which design tools he uses besides Canva and what for
How AlixPartners’ designs differ for their corporate social media pages versus their employee advocacy program
Subscribe to our newsletter: The B2B Social Compass.
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In this episode, Joanna Braunold goes Behind the Post to share how social intent data helps both the sales and marketing departments at TytoCare achieve their goals.
Tune in for a conversation about why sales and marketing teams need to be best friends, the structure in place to keep the teams on the same page at TytoCare, and how social media marketing brings the two departments together. Yes – you read that right.
Joanna dives into the marketing initiatives set to equip their sales teams with the tools they need to engage with more leads and turn prospects into customers. She explains how she implemented these strategies, from getting their sales teams actively involved in social selling to understanding how they can use social intent data to strike up relevant, meaningful conversations with prospects.
Beyond empowering her sales team, Joanna shares how social intent data helps her create marketing content that resonates with their audience. With a B2C presence on social media as well as B2B, they discovered that many of their B2B leads were interacting with their B2C accounts. Learning from this, Joanna experimented with posting B2C content on their B2B channels, and the results did not disappoint!
Hot Topics:
The importance of aligning marketing and sales teams, and how they do it at TytoCare
Using social intent data to create content that aligns with audience interests
How to pass along social intent data to the sales team, and how sales use it to boost their closed-won rates
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NXP Semiconductors has recently been experimenting and refining its LinkedIn Live strategy, with incredible results. In this episode of Behind the Post, Vanessa Lowe, the Head of Social Media at NXP, offers an in-depth look into the entire process – from beginning to end – of launching a LinkedIn Live strategy.
Vanessa shares her insights on the key elements of a successful LinkedIn Live strategy, covering the highs and lows, along with invaluable tips to guide you through your own launch. She discusses the promotion techniques they use to build anticipation for their LinkedIn Live sessions, shares a behind-the-scenes look at the recording process, and reveals the third-party streaming tool they rely on to broadcast to LinkedIn.
While it may seem like a challenging undertaking, some parts of the process have turned out to be surprisingly straightforward. Vanessa was (rightfully) impressed by the level of success they achieved, indicating that the benefits of their LinkedIn Live strategy significantly outweighed the hurdles. In fact, their LinkedIn Live sessions generate an average of over 50,000 impressions, while their regular posts yield approximately 8,000—an astonishing difference.
This episode serves as a comprehensive roadmap for anyone looking to master LinkedIn Live, with Vanessa Lowe providing a glimpse into what makes their approach so successful.
Hot Topics:
What does recording day look like and how do they handle live real-time engagement
The equipment needed and the third-party tool they use for streaming
How LinkedIn Live helps them achieve their overall marketing goals
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On this episode of Behind the Post, Alina sat down with not one, but two, brilliant marketing experts from Similarweb – Senior Social Media Manager, Itay Gross, and Content Marketing Manager, Faith Preminger. With double the guests, you bet you’ll walk away with double the expertise.
They delved into how their content and social media teams work together for success and how marketing processes work at Similarweb.
With a passion for B2B social in common, the trio discussed why social media is so valuable for B2B brands today and the importance of using B2C tactics to create an engaging, fun, and memorable B2B strategy.
Armed with unique insights their Similarweb product offers, Itay shares how he incorporates data-driven storytelling about trending topics into their strategy to harness the attention of B2B professionals scrolling through LinkedIn. *Spoiler alert* – their audience loved their data insights on Taylor Swift’s impact on the Kansas City Chiefs’ website traffic during the Super Bowl!
As big enthusiasts of the power of employee advocacy on their wider social media strategy, they unpacked everything a social media manager would want to know when implementing an advocacy program and keeping up its momentum. The duo got candid about the challenges they encountered along the way, and the tips and tricks they learned that resulted in a successful strategy.
Whether you're a marketer, a social media enthusiast, or simply curious about what goes on behind the post, there's much to learn from the experiences of these two experts.
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Sarah Hankins takes the hot seat on this episode of Behind the Post with host Alina Dallal to talk all things employee advocacy at CBIZ. With an impressive cohort of 2,700 advocates, Sarah dives into how she runs their successful advocacy program and how she plans to keep their momentum going throughout 2024.
From finding the right balance of content to the types she creates, Sarah dives all in with the best practices you should implement for any advocacy program. She also shares her top tips for keeping advocates engaged, including quarterly training and gamification ideas to hold their interest in the long-term – she even created her own spin on Spotify Wrapped to create an “Oktopost Wrapped” campaign at the end of 2023 to showcase their results to her team and shoutout there top performing advocates.
Communication is the foreground of any successful employee advocacy program. Sarah candidly shares how she supports her team while also learning from her advocates on ways she can better her program and continue to create more relevant content.
Running the employee advocacy program led Sarah to trade Zoom calls for an incredible tour of CBIZ’s offices across the U.S., which they called the “Oktopost Roadshow”. With pitstops to 12 offices across the country, Sarah met her advocates in person to further encourage participation and provide them with the guidance they needed to become champion advocates.
Even if we aren’t all lucky enough to tour the States on a company budget, Sarah leaves a multitude of practical tips that we can still use to train, support, and coach our advocates for success.
Hot Topics:
How to write for different personas in your organization
Why communication and support is so integral for a successful program
How you can learn from your advocates to improve your strategy
Tips and tricks that help her keep her advocates engaged
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In this episode of Behind the Post, host Alina welcomes Etien Yanev, the Senior Social Media Manager at Payhawk. As the author of the book “Digital Marketing Compass” (currently only available in Bulgarian), and with 12 years of marketing experience under his belt, Etien shares all the expertise he’s picked up along the way.
From content creation to video creation, Etien dives into all the use cases AI can provide to help scale social media content as well as help us serve our audiences better. He reveals his favorite tools to use and best practices for using them effectively.
As well as showing his passion for AI, Etien also shines a light on the importance of leveraging your employees and executives as brand ambassadors to humanize your brand and maximize your impact.
Hot topics:
Best practices for using AI to its full potential
His top AI tools for content creation
The significance of personal brands to build relationships with your audience
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