[Episode Eighty-Four of ‘The Employee Advocacy and Influence Podcast] 🎧
How do you manage an employer brand for a 180-year-old business with a dispersed workforce? In this episode, Lewis Gray and Elliot Elsley sit down with Matt Eyre, Employer Branding and Colleague Value Proposition Lead at Co-op, to discuss how their unique membership model drives authentic employee advocacy.
Matt breaks down the recent colleague promise EVP launch and explains how Co-op moved beyond simple talent attraction to focus on colleague engagement. You’ll discover how they balance a consistent brand message with the reality of frontline roles in stores and funeral homes. We also dive into the secret sauce of Co-op’s success: a purpose-driven culture where employees are also part-owners.
Key Takeaways:
- The value proposition for a massive, multi-sector workforce.
- The golden thread of purpose that connects support centers to frontline retail.
- Strategies for encouraging genuine advocacy without it feeling manufactured.
- How to leverage natural creators within your organization to tell authentic stories.
- Why alignment between HR and the CMO is important for a successful EVP launch.
Aligning Employer Brand with Ownership and Purpose
Matt emphasizes that, at Co-op, the cooperative ownership model is central to their employer branding strategy. By having colleagues as part-owners, the brand taps into a unique sense of purpose that goes beyond standard profit motives. This approach matters because it sets the organization apart in a crowded market. It’s especially effective when targeting younger generations who may not be aware of a company’s heritage. For employer brand leaders, anchoring an EVP in part-ownership is a differentiator that competitors can’t replicate.
Identify the Golden Thread Across Roles
When defining a Value Proposition for a large organization, Matt suggests looking for a golden thread that connects diverse business units. A funeral care worker and a support center manager may define their daily tasks differently. However, both share the Co-op’s mission to do right by members and communities. This shared purpose helps a big organization maintain a cohesive culture. At the same time, it respects the microcultures of individual branches.
Support Natural Creators to Drive Authentic Content
Co-op’s strategy involves identifying natural creators within the workforce who are already active on platforms like TikTok and LinkedIn. Matt highlights a specific store manager who is active on social media, creating videos about daily tasks like opening and closing a shop, and has garnered a massive following because of their authenticity. These colleagues have a vested interest in the business and provide a raw look at the company culture that high-production marketing cannot achieve. By tapping into this treasure trove of internal talent, organizations can humanize their brand through voices that audiences already trust.
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:
Selina Sher Gill
Selina has a Master's Degree in Marketing and Brand Management, and is DSMN8's Digital Marketing Executive. She's a pro at creating and editing video content, using these skills to create short-form social media videos and edit the Employee Advocacy and Influence podcast.
