CASE STUDY

General Motors: The Power of Employee Advocacy

GM scaled employee advocacy with executive leadership, reaching over 20 million people in six months through a bold strategy with DSMN8.

General Motors Landscape Logo

Client

General Motors

Headquarters

Detroit, USA

Industry

Automotive

Company Size

159,000+ employees

Summary 👇

General Motors (GM) is one of the world’s most recognizable automotive brands, with a workforce of over 159,000 employees worldwide. While GM had long embraced social media as a tool for external engagement, internal advocacy remained an underutilized opportunity.

GM saw an opportunity to transform its approach to employee advocacy. By partnering with DSMN8, GM launched Sharefluence, a program designed to empower employees to amplify GM’s brand while reinforcing their own professional presence online.

The People 👋

General Motors is an automotive powerhouse, leading innovation in electric vehicles, autonomous driving, and connected services. With a history spanning over a century, GM continues to shape the industry while employing a vast workforce across multiple brands, including Chevrolet, Cadillac, GMC, and Buick.

At the core of GM’s employee advocacy journey was a shared commitment across the company to evolve how employees engage with social media. A structured approach was needed to make advocacy feel natural rather than forced. GM knew that success wouldn’t come from just launching another tool—it required a clear path for participation.

Senior leadership played a pivotal role in bringing credibility to the initiative. GM’s President, Mark Reuss, was instrumental in driving visibility and adoption. His endorsement helped normalize the idea that advocacy wasn’t just for marketing teams—it was something in which all employees could take part.

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The Challenge? 🤔

GM employees weren’t resistant to social media, but internal feedback suggested that many employees weren’t sharing about GM because they didn’t know where to find content or simply didn’t have the time to create their own posts.

Additionally, previous attempts at advocacy had not gained meaningful traction. If the company wanted to foster a culture of engagement, it needed more than just a new tool—it required a fundamental shift in mindset, clear leadership buy-in, and a seamless platform that removed barriers to participation.

Sarah Holm - Director of Corporate Social and Digital Channel Communications

”When we launched, it wasn’t just about getting employees to share. It was about changing mindsets. People had been unsure if they were even allowed to post about GM. Now, they don’t just feel comfortable, they’re excited to share their stories.

Sarah HolmDirector of Corporate Social and Digital Channel Communications

The Strategy 🧠

GM’s approach prioritized long-term success over a quick rollout. The first step was introducing a revised social media policy so that employees understood they were encouraged to share their professional experiences.

Next, GM focused on positioning Sharefluence as a valuable tool rather than just another corporate initiative. Rather than limiting the program to specific departments, the company opted for a broad, company-wide approach to maximize participation and make advocacy an organic extension of GM’s culture.

A key element of the strategy was executive sponsorship. Mark Reuss became the face of Sharefluence, personally sending an invitation email to 80,000 U.S.-based employees explaining the importance of advocacy and how it benefited both GM and employees. This leadership involvement set the tone for credibility and trust, helping shift perceptions around corporate social sharing.

Mark Reuss Quote
Sarah Holm - Director of Corporate Social and Digital Channel Communications

”Mark’s endorsement was crucial. We initially brought him in just to send the launch email, but he went beyond that. He’s actively using the platform, sharing content before his team even suggests it. When employees see leadership involved, it sends a powerful message.

Sarah HolmDirector of Corporate Digital and Social Channel Communications

The Execution 💪

When Sharefluence launched in June 2024, it was designed for maximum visibility and ease of use. Digital screens across GM offices displayed QR codes directing employees to sign up. The program was prominently featured on GM’s internal communications hub, offering how-to guides, FAQs, and an introductory video explaining the platform’s benefits.

To ensure a frictionless experience, GM leveraged DSMN8’s Single Sign-On (SSO) integration, allowing employees to access the platform effortlessly. Pre-approved content with multiple caption options was made available, making sharing as simple as clicking a button.

As Sharefluence gained traction, GM expanded the program beyond the U.S., rolling it out in Canada, Mexico, South America, and the Middle East. Localization efforts ensured that content was relevant for employees in different regions, with language segmentation and tailored messaging helping to drive engagement.

The Impact 🚀

Within six months, Sharefluence had exceeded its initial goal of reaching 20 million people through employee shares. Thousands of posts were shared by employees, generating brand awareness that far surpassed GM’s corporate social media accounts.

Some standout metrics included:

  • Over 8,000 employee-shared posts within the first six months
  • A single piece of employee-shared content generating over 1,500 clicks
  • A notable case where just three employees drove more than 500 clicks collectively

By the end of 2024, Sharefluence had become a global movement within GM, demonstrating that employee advocacy isn’t just scalable—it’s transformational.

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Key Features & Tactics Used:

Groups & Teams

Get the right content to the right employees.

Branding

Creating an identity and community separate from the GM brand.

Analytics Suite

Monitor performance & demonstrate ROI.

Conclusion ✍️

What started as an effort to increase employee engagement on social media became a powerful movement within GM. Through strategic planning, executive involvement, and a focus on ease of use, GM turned employee advocacy into an essential part of its brand narrative.

By empowering employees with the right tools and fostering a culture of authenticity, GM amplified its voice in the market while strengthening its internal community. Sharefluence proved that when employees feel confident sharing their stories, they don’t just promote their company—they become brand ambassadors in their own right.

Shenan Reed (Chief Media Officer @ GM) - Headshot

”I'm loving this tool and more importantly my LinkedIn community is loving all the updates. So many great comments on things we are sharing and excitement building about our innovations and vehicles.

Shenan ReedChief Media Officer

3.1

Clicks-Per-Share

37.3 M

LinkedIn Impressions

$2.47

Cost-Per-Click

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