The Internal Comms Podcast

Episode 08 - Advocacy in action

Katie’s guest this week is Keith Lewis, UK Social Media and Social Business Manager for Zurich Insurance – one of the world’s largest insurance groups with 55,000 employees in more than 170 countries – who is well placed to talk about employee advocacy and empowering people to tell their own stories.

Earlier this year, the Edelman Trust Barometer asked 33,000 people around the word how credible they would view information from a series of different people when forming an opinion of a company. Those answering said the most credible would be the company’s technical expert, while fourth on the list was a regular employee. In eighth place was the CEO. Edelman’s advice to organisations is to activate our employee voices – not just official spokespeople, but our specialists and regular employees.

In the course of their conversation, Keith tells Katie about the strategies he has employed to encourage employees to open up about their experiences and expertise, as well as the value of internal social networks such as Workplace by Facebook and Yammer.

To find out more about IC and AB’s work, subscribe to our monthly newsletter, AB Thinks.

Jump to

“Great power is our people” Keith discusses how social media shaped his career [3:05]

How would you define employee advocacy? [4:18]

The long game to internal conversations [5:32]

“We’re in the trust game”: Getting our people to sell our brand [7:09]

Finding employee advocates [8:36]

“We’ve got to empower people to tell their own stories” [10:30]

Cats can help: Find the reason to get people on platforms [11:12]

What type of content gets real traction? [14:57]

Protecting the brand – the guidelines [16:56]

Personal vs branded content [18:54]

Person to person engagement drives sales [20:50]

Avoid the “broadcast corporate monkey” [22:34]

Can people go off piste when posting? [25:01]

“Tours of duty” – how people are promoting their own personal brand [27:12]

“Reach is important” [29:39]

To share or not to share: when to get personal [32:52]

Social influences: the effects [35:34]

It’s got to be real! [39:36]

Trojan mice: timing around comms plans [41:23]

How long does it take to establish employee advocacy? [46:38]

The collision of internal/external comms [51:24]

Extending your network [55:41]

What’s the endgame? [58:50]

Links from this episode

Discover the Edelman report

Connect with Keith on twitter

Listen to the Harry Hugo episode

Find out more about Euan Semple’s book Organisations Don’t Tweet, People Do

Learn more about employees doing ‘tours of duty’

Read the Guardian article about the letters sent to Obama

Recent episodes

Episode 08 - Advocacy in action

December 18, 2019

Episode 08 - Advocacy in action, Keith Lewis - Season 2, ep8 - The Internal Comms Podcast.

Listen now

Episode 07 - The appliance of neuroscience

December 4, 2019

Episode 07 - The appliance of neuroscience, Hilary Scarlett - Season 2, ep7 - The Internal Comms Podcast.

Listen now

Episode 06 - Editing organisations

November 20, 2019

Episode 06 - Editing organisations, Mike Klein - Season 2, ep6 - The Internal Comms Podcast.

Listen now

Episode 05 - Black Belt Thinking

November 6, 2019

Episode 05 - Black Belt Thinking, Sue Dewhurst and Liam FitzPatrick - Season 2, ep5 - The Internal Comms Podcast.

Listen now

Episode 04 - A Passage to India

October 23, 2019

Episode 04 - A Passage to India, Mark Hannant - Season 2, ep4 - The Internal Comms Podcast.

Listen now

Episode 03 - The Power of Two

October 8, 2019

Episode 03 - The Power Of Two, Claire Hyde and Louise Wadman - Season 2, ep3 - The Internal Comms Podcast.

Listen now

Episode 02 - How to start a movement

September 24, 2019

Episode 02 - How to start a movement, Nita Clarke - Season 2, ep2 - The Internal Comms Podcast.

Listen now

Episode 01 - A check-up with the IC doctor

September 11, 2019

A check-up with the IC doctor, Kevin Ruck - Season 2, ep1 - The Internal Comms Podcast.

Listen now

Season 02 Trailer

September 6, 2019

Season two of The Internal Comms Podcast is almost here!

Listen now

Episode 12 – Listen and learn: insights from 30 years in IC

July 24, 2019

Listen and learn: insights from 30 years in IC with Jason Etter - ep12 - The Internal Comms Podcast.

Listen now

Episode 11 - Putting the soul back into Patisserie Valerie

June 25, 2019

Putting the soul back into Patisserie Valerie with Paolo Peretti - ep11 - The Internal Comms Podcast.

Listen now

Episode 10 - Internal comms at the sharp end - recorded at IoIC live

May 21, 2019

Internal comms at the sharp end - recorded at IoIC live with Martin Fitzpatrick and Matt Batten - ep10 - The Internal Comms Podcast.

Listen now

Episode 09 - How to win colleagues and influence people

May 7, 2019

How to win colleagues and influence people with Harry Hugo - ep9 - The Internal Comms Podcast.

Listen now

Episode 08 - The Joy of Work

April 23, 2019

The Joy of Work with Bruce Daisley - ep8 - The Internal Comms Podcast.

Listen now

Episode 07 - What social purpose (really) means

April 9, 2019

What social purpose (really) means with Mark Davies - ep7 - The Internal Comms Podcast.

Listen now

Episode 06 – The craft of communication

March 27, 2019

The craft of communication with Henry Normal - ep6 - The Internal Comms Podcast.

Listen now

Episode 05 – Learning comms lessons from PR

March 13, 2019

Learning comms lessons from PR, featuring Stephen Waddington - ep5 - The Internal Comms Podcast.

Listen now

Episode 04 – What it means to be the voice of IC

February 27, 2019

What it means to be the voice of IC, featuring Jennifer Sproul - ep4 - The Internal Comms Podcast.

Listen now

Episode 03 – What the State of the Sector report means for IC

February 13, 2019

What the State of the Sector report means for IC, featuring Jenni Field - ep3 - The Internal Comms Podcast.

Listen now

Episode 02 – What it takes to be an IC leader

January 30, 2019

What it takes to be an IC leader, featuring Russell Grossman – ep2 – The Internal Comms Podcast.

Listen now

Episode 01 - How to thrive in IC

January 16, 2019

How to thrive in IC, featuring Rachel Miller – ep1 – The Internal Comms Podcast.

Listen now

Trailer

January 11, 2019

An introduction to the new Internal Comms Podcast.

Listen now