The power of employee advocacy to grow your brand influence

With the current use of social media and the erosion of some outdated marketing techniques, an increasing number of organisations, as well as marketing and communication professionals, are waking up to the potential of employees acting as digital brand ambassadors and all the benefits this can bring, including generating business, raising awareness for their brand and attracting talents.

This training deep dives into the whys and hows of launching an advocacy programme and the key steps to implement a successful one.

By the end of this course, participants will be able to:

• explain the role of digital employee advocacy in digital marketing;
• understand how to take advantage of employee's networks;
• define a tangible business objectives for an advocacy programme and select the most appropriate social networks to achieve it;
• implement a successful programme (social media content);
• sustain an employee advocacy on a long term basis and its key success factors.

• Employee advocacy principles
• Personal branding principles
• Employer's branding principles
• Social media strategy
• 5 keys to developing your digital persona
• 5 keys to networking
• Software

This training is coordinated by Pauline André and Yasmine Meziane.

Pauline André is the director and head of Marketing & Communications at PwC Luxembourg, having joined the team in 2013. She specialises in developing country-level marketing and communications strategies, managing integrated campaigns, and leading a diverse team of over 35 professionals from various cultures and experience levels. Pauline provides consultancy across multiple sectors, with a focus on financial services, and supports complex projects by translating strategies into actionable objectives. She holds master’s degrees in International Marketing and Business Development, and in management from Skema Business School, France. Her expertise includes brand management, compliance, content strategy, event planning, client acquisition, and change management for both internal and external communications.

Yasmine Meziane is a manager and digital team leader at PwC Luxembourg, specialising in digital communications, marketing, and project management. Since joining PwC in 2014, she has overseen the digital communications team, focusing on marketing, brand, and digital experience campaigns, as well as maintaining and enhancing the company’s digital presence. Her key responsibilities include campaign delivery, audience building, data quality enablement, and tracking marketing ROI to ensure effective and engaged marketing efforts. Yasmine holds a degree in communication and marketing strategy from Université de Lorraine and has developed strong expertise in online campaigns, social media, employee advocacy, digital marketing, and email marketing.