[Episode Fifty-Six of ‘The Employee Advocacy and Influence Podcast] 🎧
Lewis and Elliot welcome Sarah Ruzgar O’Connell, Global Head of Communications at Awin, to explore how Awin has evolved its employee advocacy program and strategy over the years to stay on top of industry trends.
Sarah shares how Awin has entered the new era of employee advocacy, the shift from content sharing to personal branding, and how company culture plays a vital role in long-term engagement. Sarah also discusses the power of leadership buy-in, gamification, and actionable strategies for strengthening advocacy momentum.
If you’re looking for expert insights on employee advocacy, engagement tactics, and future-proofing your strategy, this episode is packed with valuable takeaways.
Get the Employee Advocacy Benchmark Report.
The Evolution of Employee Advocacy
Employee advocacy has come a long way from simple content sharing to becoming a core part of personal branding and company culture. In this episode, Sarah Ruzgar O’Connell explains how Awin has adapted its strategy over the years to keep up with shifting social media trends, especially on LinkedIn. She highlights why companies must move beyond traditional advocacy tactics and embrace a more authentic approach.
Leadership’s Role in Driving Advocacy
A successful advocacy program starts at the top. Sarah emphasizes how Awin’s leadership team has been critical in driving advocacy adoption. When executives and managers actively participate, employees are more likely to follow suit. Sarah shares real-world examples of how Awin’s leaders set the tone, suggesting that successful advocacy goes hand in hand with leadership being involved.
Future-Proofing Employee Advocacy
Keeping an advocacy program relevant requires continuous innovation. Sarah explains how Awin is preparing for the future by evolving its approach, leveraging new social media features, and keeping employees engaged in fresh and meaningful ways. She shares practical tips for businesses looking to maintain advocacy momentum, balance it with other priorities, and sustain long-term success in a rapidly changing digital landscape.
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Wondering how active your team already is, and how this compares with your competitors?
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Emily Neal
Emily is SEO Lead at DSMN8. She focuses on organic growth strategy across search and AI search and co-authors DSMN8's original research, including the Employee Advocacy Benchmark Report and edited CEO Bradley Keenan's book. Her background spans SEO strategy, technical web, long-form content, digital PR, and marketing automation.
