[Episode Fifty-Seven of ‘The Employee Advocacy and Influence Podcast] 🎧
Lewis and Elliot sit down with Brad Nevin, the brains behind Nissan’s global employee advocacy program, to discuss how he scaled advocacy from a small pilot project into a powerhouse initiative.
Brad shares his journey from securing leadership buy-in to overcoming challenges across global markets. He also reveals the strategies that kept employees engaged and the game-changing impact Nissan’s advocacy program had on brand visibility and LinkedIn presence.
If you’re looking for expert insights on scaling employee advocacy, global engagement strategies, and the future of advocacy, this episode is packed with valuable takeaways!
From Small Pilot to Global Advocacy Program
Like many companies, Nissan started its employee advocacy journey with a small pilot program. What began as a pilot turned into something bigger when Nissan recognized the potential impact of advocacy on brand visibility and audience engagement.
Brad explains that one of the biggest turning points was demonstrating early success metrics to leadership, showing that when employees shared content, it significantly increased reach, engagement, and credibility compared to traditional marketing efforts. This data-driven approach helped him gain leadership buy-in, which was critical to securing resources and expanding the program globally.
Overcoming Challenges in Different Markets
Another key takeaway Brad shared was one of the biggest hurdles Nissan faced. These were regional differences. Brad shares how Nissan adapted its approach by tailoring advocacy strategies to each market’s unique culture, communication style, and social media preferences.Â
Brad outlined the strategic tactics to overcome these challenges, starting with localizing content to ensure it resonated with different audiences. He also emphasized the importance of clear training and best practices, making advocacy more accessible and valuable for employees. Additionally, he encouraged employees to share thought leadership and industry insights rather than just company updates, helping them build their personal brands while making advocacy feel more authentic and engaging.
This resulted in a scalable, adaptable advocacy program that resonated across different regions and cultures.
Measuring Employee Advocacy Success
One of the most important aspects of any advocacy program is tracking its impact. Brad shared how Nissan measured success by analyzing key performance metrics, including employee engagement, content reach, and brand visibility.
Brad shared that the key success of Nissan’s advocacy program was the significant increase in organic reach driven by employee participation. The data revealed that content shared through the advocacy program consistently outperformed traditional corporate posts, generating higher engagement and more meaningful interactions. Beyond increased visibility, the program also positively impacted employer branding, positioning Nissan as a thought leader in the industry.Â
Brad emphasized that measuring advocacy success goes beyond just numbers. It’s also about assessing employee sentiment, participation, and long-term engagement. By consistently reviewing performance data and adjusting strategies, Nissan was able to keep the program thriving and continuously optimize its impact.
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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.
