Johnson & Johnson: Elevating Employee Advocacy: A Case Study — Live from Member Meeting 41

Coverage of this session by Eli Benitez of Connect with him by following him on Twitter.

1:30 —'s Stephani Williams introduces Johnson & Johnson's Devon Eyer.

1:33 — Devon: We wanted to get started in employee advocacy with a modern platform to make sure it was easy for employees and compliant. We wanted our employees to become social followers and to get something out of it as well.

1:35 — We chose LinkedIn Elevate:

  • Branded and backed by the largest professional social network
  • Sharing capability to multiple platforms
  • Robust analytics on the back end for us
  • Support for compliance enhancements

1:37 — Devon: We launched to 100 early adopters, which helps us:

  • Establish a content strategy and processes
  • Gather user feedback
  • Create campaign materials
  • Socialize with internal stakeholders
  • Enroll key executives
  • Measure progress and take note of successes

1:39 — What we wanted to try:

  1. Partner with LinkedIn to host onsite registration events
  2. Create internal direct marketing campaigns
  3. Target new users with sponsored posts on LinkedIn. Dark posts created leaderboards and seed competition — it works especially well with giving visibility to our executives.
  4. Experiment with content topics, sources, and formats
  5. Enroll and encourage key stakeholders and target those who we thought would make a difference
  6. Track registrations and active participants
  7. Assess reach and engagement to evaluate program health
  8. Assess business outcomes to evaluate program impact

1:41 — Devon: Results: 830 users in about a year and half with a 300-percent share rate, 4.7 million impressions, 1.5 percent engagement rate, and 230 influenced hires

1:43 — Devon: A couple of key takeaways:

  1. Find a way to make sharing easy for employees and compliant for your company
  2. Enroll employees by clearly showing the personal value for them
  3. Solicit and nurture executive participation
  4. Measure what matters


Q: Why did you choose LinkedIn, and what drove your decision?

A: Devon: We chose LinkedIn because of the branding to test it as a pilot. Also, driving the talent agenda was another reason

Q: I was wondering about the curators.

A: Devon: Right now they are members from our team. Anyone who is a user can submit a post but mostly it was a person from our team.

Q: Have you started to articulate your 2017 goals to build on 2016 a little bit?

A: Devon: Yes, we have.  Our goal is to try to impact the talent pool.

Q: Was there any concern about competitors?

A:> No, I did not hear that concern from anyone. But, I did hear some compliments.

Q: Did you encounter anyone who was not active on social media?

A: We did find some folks. It goes by compliance — by whatever makes the company more comfortable and makes our employees more active.

Q: I'm curios about the platform testing. Are you looking to replace the platform?

A: Right now we're going to keep both. But we are going to be testing.

Q: How are you going to expand in terms of resourcing?

A: Right now, we have a freelance person that's doing the content creation and the resourcing.

Q: So you said 830 employees, right now. How has it been rolled out? Do you have sense of a goal milestone for that?

A: We're limited by the number of licenses. So not beyond that. But we're on track right now. We started with creative engagement from TEDx incubator type of stuff.