As a global leader in pain management and related diseases, Grünenthal is passionate about innovation. The science-based, privately-owned pharmaceutical company has a strong track record of bringing the latest treatments and state-of-the-art technologies to people living with pain worldwide.

It was this mindset and innovative thinking that led the company to look for a solution to help educate employees about sharing content on social channels to generate business results. They aimed to guide employees on how to build a personal brand and develop their professional reputations within the industry.

However, the company quickly realized that with employees at differing levels of social confidence and education, an approach beyond the existing process would be required to succeed. Grünenthal identified DSMN8 as the perfect partner, introducing the technology across departments, and achieving leadership buy-in.

The result? A more socially active workforce, stronger client relationships, and a leading source of new business. Grünenthal effectively leveraged employee-driven growth with DSMN8.

Grünenthal employees were already sharing content on social channels, but guidance was needed around what was the right content to share.

After introducing a new direction and a basic approach, employees felt too restricted and wanted a different, more technologically advanced solution.

Having identified employee advocacy platforms early on, the Grünenthal marketing team wondered if this would help solve the challenge by educating, motivating, and incentivizing employees to develop their professional networks further.

There was a need to centralize the activity, provide clarity, and remove the level of effort required by employees to participate. However, having encountered challenges previously, any new solution needed to succeed to avoid losing employee willingness for good.

The challenge was set.

How could Grünenthal succeed in empowering their employees to build personal brands and boost business reputation?

Grünenthal identified DSMN8 as the ideal platform, due to its ease of use and innovative features. They initially launching a pilot program as proof of concept to the wider business and a way to generate excitement and interest amongst employees.

Grünenthal’s most significant objective was to educate and support employees about what could be shared across social channels without restricting participation.

They positioned the program as an optional activity for employees and a benefit that would help position employees as better professionals without increased workloads. The program focused on localized content, curating from sources including company websites, press industry news, and influential third-party partners.

Key Fact: Typically, less than 2% of employees share employer-related content across their social channels.

The key elements behind the success of the Grünenthal’s employee advocacy program:

1. Leadership Buy-in & Participation
2. Authentic and Unique Content
3. Segmentation
4. Gamification and Leaderboards

Since introducing the DSMN8 platform, Grünenthal is now influencing as a company on social media at scale.

Hard-to-reach prospects now come directly to them and become customers due to improved reputations, relationships, and third-party endorsement.

Company content has been centralized and sharing streamlined, making it easier than ever before for employees to maintain their social profiles.

Positive qualitative feedback is received regularly, praising individual employees across many departments for their expertise, knowledge, and pro-activity. Employee voices are being heard, thanks to their social media activity.

86% of Grünenthal users are active participants, and on average, the program generates the following results each month: