parcelLab’s rebrand marked a pivotal moment in its growth story. While well-established in the DACH region and other parts of Europe, the company was lesser known in the US (a key market for their future expansion). To bridge this gap, Noel Hamill, parcelLab’s Chief Marketing Officer, identified LinkedIn as a critical platform for building brand awareness.

parcelLab had a strong foundation: employees in the US with sizable LinkedIn networks and sales teams already connecting with target audiences. The challenge lay in activating these networks and creating a sustainable advocacy program that employees would embrace amidst their busy schedules.

Additionally, parcelLab needed to overcome the challenge of getting employees across different teams to embrace the program. “Marketing teams naturally get excited about these initiatives,” Noel reflected. “But we’re a fast-growing company, and convincing colleagues in non-marketing roles to take time for advocacy and personal branding was a challenge.”

parcelLab turned to DSMN8 to bring their vision of employee advocacy to life. Noel spearheaded the program with a hands-on and incredibly personal approach, starting with a small group of employees. He reached out to people individually and often demoed the platform one-on-one over a cup of coffee.

By keeping the rollout focused and personal, Noel ensured early adopters felt looked after and had a positive experience. This initial group became the foundation for a snowball effect, as employees noticed their colleagues sharing compelling content on LinkedIn and grew curious about how they could get involved.

A key driver of success was the visible participation of parcelLab’s leadership team. Noel himself became the program’s most active user, regularly sharing content and setting an example for others to follow. The company’s founders and other senior leaders also embraced the platform, reinforcing its importance and showing employees that advocacy was a company-wide priority.

This top-down commitment resonated strongly with employees, especially those new to the business, who saw their leaders actively engaging and felt encouraged to do the same.

Content variety was another key element of the program’s success. Recognizing that employees were more likely to share content they genuinely connected with, Noel ensured that the content strategy wasn’t overly promotional.

Instead, parcelLab focused on championing employee stories, thought leadership, and industry insights, which helped employees feel confident and authentic when sharing.