Case Study: Scaling Brand Voice Through Employee Advocacy

Client: Glassbox
Role: Social Media Manager & Strategic Communications Director
Timeline: 2022–2024
Focus: Internal advocacy strategy, executive enablement, brand voice amplification

💬 The Challenge

After successfully building my first employee advocacy program earlier in my career, I joined Glassbox with a clear vision: transform a highly engaged internal culture into an externally visible brand force.

Glassbox had a bold vision, a passionate team, and game-changing technology—but the brand’s social presence didn’t reflect that energy beyond its owned channels. Executives had strong insights but weren’t posting. Teams were excited but didn’t know what (or how) to share. We needed a scalable system to activate the voices behind the brand and increase reach, trust, and traffic.

🧠 The Approach

This was my second time building an employee advocacy engine from the ground up—so I brought proven playbooks and refined them to match Glassbox’s tone and goals. I focused on making the program simple, self-sustaining, and story-first.

I launched with a pilot across sales, marketing, and CX, then scaled company-wide.

My strategy included:

A modular content toolkit with caption templates, visual assets, FAQs, and brand-aligned prompts
Custom voice guides and tone coaching for leadership, including ghostwriting exec content that felt like them—not just brand-safe copy
A “Social Boost Hub” inside Notion with weekly posts, performance insights, and onboarding materials
Internal enablement sessions on thought leadership, audience targeting, and engagement etiquette
Partnered with HR and Internal Comms to bake advocacy into onboarding and culture programming

Every component was built with clarity and opt-in flexibility—designed to empower, not pressure.

✏️ Voice Snapshot

“This is what I’ve been needing—a way to speak about what I do here, without having to sound like a brand.”

—Employee feedback after one of the first toolkit releases

🔁 Repurposing Strategy

To maximize the program’s impact, I built content assets that could be adapted across teams and formats:

Ghostwritten leadership content was repurposed into quote graphics, team-wide prompts, and social snippets for broader use

Caption templates were mapped to campaign themes—enabling Marketing, Sales, and CX to personalize their content without starting from scratch

Internal product messaging was transformed into post frameworks, turning GTM talking points into approachable, employee-friendly content

High-performing employee posts were curated and reshared via Glassbox’s owned channels, further amplifying reach

This approach allowed us to scale brand voice organically, while reducing content fatigue and maintaining message consistency across departments and regions.

📈 The Results

0% of employees participated within the first year

Generated over $300K in earned media value from employee engagement and post performance

Ghostwritten executive posts reached 2x–3x average engagement and were shared by key industry voices

Significant lift in job application traffic and Glassdoor visits following employee stories

The toolkit and internal hub became a model for onboarding, recruiting, and partner marketing

This was my second employee advocacy program built from scratch—refined, repeatable, and scalable

🛠️ Tools Used

Notion, Slack, Canva, Google Slides, LinkedIn Analytics, Jasper, ChatGPT