How do you turn a global workforce into your most powerful marketing channel? In this episode of The Employee Advocacy & Influence Podcast, hosts Lewis Gray and Elliot Elsley speak with Camilla Erika Campbell, Social Media Lead at global engineering and consulting firm Wood. Camilla reveals how her team scaled their employee advocacy program to achieve a massive 13x increase in campaign traffic compared to their main corporate LinkedIn page.
Listeners will gain a masterclass on balancing employee needs with corporate goals, leveraging UTM tracking to prove real ROI, and shifting an advocacy program’s primary focus from content cadence to active employee enablement. Camilla shares practical tactics on driving post personalization, running global advocate training, and using employee-generated content to build trust in B2B marketing.
3 Key Takeaways
Prove True Business ROI Using Web Traffic UTM Tracking
Relying solely on vanity metrics like likes and comments can mask the true value of an advocacy program. Camilla emphasized the importance of adding UTM tracking links to all shared content, allowing teams to monitor full user journeys on platforms like Google Analytics.
This tracking reveals that silent social media users often click through to articles without leaving a visible reaction. In fact, web traffic coming from Wood’s advocates frequently demonstrated lower bounce rates and higher engagement than corporate channels. Measuring hard referral traffic provides concrete proof to senior leaders that advocacy drives real business impact.
Treat Employee Advocacy as a Dedicated Strategic Channel
Too often, organizations treat advocacy platforms as secondary tools designed to dump corporate LinkedIn links. However, Camilla demonstrated that advocacy should be treated as an independent channel with its own dedicated content strategy.
During a UK graduate recruitment campaign, Wood’s advocate posts generated 82% of the campaign’s total web traffic, outperforming the corporate page by 13 times. When marketing teams begin creating content specifically tailored for advocates rather than reposting corporate copy, engagement skyrockets.
Tailor Niche Content for Specific Expert Networks
Corporate social media channels are often constrained by broad scheduling and general audience expectations, making it difficult to share highly technical or niche updates. Camilla explained that employee advocacy solves this issue by allowing subject matter experts to share specialized content directly with their targeted networks. For instance, niche updates in sectors like life sciences perform significantly better when shared by relevant employees than on a broad corporate page.
Providing a diverse library of content ensures advocates find material that genuinely aligns with their expertise. This targeted distribution model maximizes relevance for niche B2B buyers and industry peers.
Ready to start your own employee advocacy program?
Whether you’re exploring employee advocacy or considering DSMN8 as your platform, we can help you get started with confidence.
Learn More About Employee Advocacy:
Lewis Gray
Senior Marketing Manager at DSMN8. Lewis runs DSMN8's own employee advocacy program, putting the platform into practice from the inside, hosts The Employee Advocacy Podcast, and launched the Employee Advocacy Certification Course. His background in sales informs his approach to demand generation and B2B content strategy.
