Aon - Employee Advocacy Training Senior Leadership Team

Aon - Employee Advocacy Training for Senior Leadership Team

Overview: Aon financial division's senior leadership team approached us to help them create a more active digital presence and build their individual leadership teams' digital profiles. Despite being active on social media, they rarely engaged with company content or created their own, which impacted their personal branding and reach.

Challenge: The senior leaders faced common obstacles such as limited time, lack of digital skills, and fear of reflecting badly on the company if they shared opinions. To effectively engage with the team and encourage them to leverage social media, we needed to address these barriers.

Solution: We held individual sessions with the senior leaders to understand their concerns and address them. We then provided fortnightly catch-ups for real-time support with content creation, and a 6-month framework to bring everyone to the same level of engagement.

Results: Our efforts led to a noticeable shift in the leadership team's mindset, resulting in more content being distributed and greater engagement with their teams and clients. The brand's reach skyrocketed with the team's involvement, leading to direct messages, real-world meetings, and increased business opportunities.

Key takeaway: Employee advocacy starts from the top and by addressing the barriers to social media engagement and providing real-time support, we were able to help Aon's senior leadership team become more active and impactful on social media.