AkzoNobel’s MPY business decided to leverage a previously untapped audience for the company – their employees’ networks.

By empowering employees to build personal brands on social media, AkzoNobel quadrupled the size of their LinkedIn audience and reached 35,000 website visits, generating a comparative media spend of almost $100,000.

This was all achieved in just over a year, by 272 employees using DSMN8. AkzoNobel successfully leveraged employee advocacy in a totally risk-free way by using the best tools to keep every employee “on brand”.

While a good chunk of the AkzoNobel team were already familiar with social media and the importance of having a social media presence, many employees were not.

Like most companies, a sizable portion of them didn’t join the workforce using social media, and so they certainly hadn’t used it as a tool for work either.

AkzoNobel had already used an employee advocacy tool, but they were on the hunt for something bigger that would accommodate every users’ needs so that they could get more people involved.

The team quickly realized that to get more employees involved, they would need to get their less active employees up to speed and educated on the benefits of social media “for work”.

But this would be only half of the challenge.

Once employees were educated on the importance of social media, it would then be a case of keeping employees on brand to ensure that sharing could be encouraged while being totally risk-free for the company.

How would they activate an otherwise underutilized asset for marketing – their employees – on social media to amplify their messaging, all while minimizing risk and keeping everyone on brand?

In order to get more of their employees active on social media, they realized that they would need a more time-effective and easy-to-use solution than what they previously had. They needed something with the potential to automate and regulate employees’ activity, too.

And so, they began researching various employee advocacy platforms. After learning that another segment of the business was already using DSMN8, they did their own research and quickly realized that this would be the perfect solution to achieve their own goals too.

From our first conversations with the team at AkzoNobel, we realized that getting those inactive employees using social media would be just the beginning.

Ensuring that this activity was consistent and kept in line with the brand’s messaging would be essential to the program’s continued success.

Time efficiency? Check ✅

Risk-free sharing? Double-check ✅

Facts: Typically, less than 2% of employees share company content on social media. Automation removes the need for staff to shift their focus from their key duties.

Since they launched their employee advocacy program with DSMN8, AkzoNobel MPY employees have generated over 35,000 website visits worth almost $100,000 in comparative media spend.

Not to mention a cost-per-click of just $1.35 and nearly tripling the return on investment in just over 12 months! 👏

In this time, they have been able to quadruple the size of their audience on LinkedIn through their employees’ networks, to a whopping 6.7 million.

DSMN8 offered employees an opportunity to use social media in a way that benefits both them and the organization in an authentic and risk-free way.

AkzoNobel was also able to enhance their content by experimenting with DSMN8’s ‘Dynamic Display’ feature.

By using multiple images, captions, and preview titles for each post they uploaded for sharing, they were able to analyze which types of content performed better and why in the analytics suite. The team used this data to tweak their overall content output.

DSMN8 turned out to be just the thing AkzoNobel had been searching for to level up their employee advocacy program.

Not only were they able to truly amplify their messaging via employees on LinkedIn, but with DSMN8, they were able to maximize this by making it accessible and intuitive for all employees.

That’s what we call an employee advocacy masterclass!