[Episode Ninety-One of ‘The Employee Advocacy and Influence Podcast] 🎧
In this episode, Lewis Gray sits down with Vicky Cunningham, Marketing Director at Efficio, to pull back the curtain on a truly innovative approach to social strategy. You will discover how a global consulting firm specializing in procurement and supply chain successfully navigated the shift from ad-hoc reposting to a structured program that leverages custom GPTs to eliminate the friction of content creation.
Vicky explains how concepts like social media playbooks and dedicated advocacy managers can transform your strategy from focusing on a corporate page to a strategy where consultants act as recognized thought leaders for the brand.
Key Takeaways:
- How “LinkedIn Post Pro” (a custom GPT) helps consultants overcome blank page syndrome by providing a starting point for posts and comments.
- Why Efficio found success by letting early adopters lead with microcasts and interview formats rather than just written articles.
- How a single LinkedIn post led directly to a new business bid opportunity, proving the value of social selling in niche consulting.
- The role of a dedicated employee advocacy manager includes weekly drop-in sessions to resolve common employee hurdles.
Shift from Corporate Broadcasting to Authentic Human Connection
Vicky emphasizes that the most effective route to reaching clients is through the authentic voices of individual consultants rather than a corporate account. This strategy stems from people buying from people, not from companies. By encouraging consultants to find their own voice, firms can move past shouting into a void where corporate engagement often feels stagnant. For marketers, this shift is essential because a consultant’s personal comment or engagement is far more impactful than a standard corporate repost. Cultivating this authenticity allows a brand to reach the same spaces where its target clients live and interact.
Solve Blank Page Syndrome with Custom AI Enablers
To overcome the common hurdle of a blank screen when posting, Efficio introduced a custom AI tool called “LinkedIn Post Pro”. Vicky describes this as an enabler rather than an automated content generator, designed to take a user through a series of prompts about their audience and goals. The tool provides a starting point that employees are then encouraged to fact-check and personalize with their own tone of voice. This approach is a game-changer for advocacy programs because it removes the friction of starting a post while maintaining human-led insight. It transforms AI into a practical bridge between an employee’s expertise and their social media presence.
Build the Cultural Foundation Before Adopting Software
Vicky highlights why it’s vital to understand the business’s baseline and management process before investing in a dedicated employee advocacy tool. She avoided buying software at the outset; instead, she first observed how Efficio’s employees naturally engaged. For Vicky, a tool is relevant only when the program requires a structured framework to track engagement and ROI. As the program scales and senior leadership becomes more involved, data becomes essential to justify employee time. Prioritizing culture first ensures that any later tool supports an already active and willing community.
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.
