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About the client

A global healthcare and pharmaceutical organisation of 90,000 employees wanted to understand how its people shape the company’s reputation on LinkedIn and scale authentic employee storytelling without launching a
top-down programme.

The challenge

The company already had strong advocates, but needed help recognising them and understanding how to support others to follow their example.

Together, we analysed thousands of LinkedIn posts across regions and functions, identifying how employees were engaging with the company’s culture and values in their own words.

The Challenge

! Around 15% of employees were already active on LinkedIn, sharing updates or resharing corporate content.
! However, only 4–5% were consistently posting authentic, story-driven content - the kind that builds genuine connection and reinforces the employer brand.  
! Employees who shared personal reflections about their roles or the company's impact achieved three times higher engagement rates than standard corporate reshares.  

The company's comms and employer-brand teams faced three connected problems:

Hidden advocates

 A small share of employees created disproportionate impact, but they were hard to spot.

Low-quality amplification

 Many employees reshared corporate content; few posted original, story-driven posts. 

Highly regulated industry

 Employees wanted to share, but lacked confidence and guidance.

The objective

Use data to reveal who was already telling the company’s story, identify the content types that resonated, and convert insight into scalable enablement: increasing authentic employee storytelling while maintaining compliance and trust.

The objective

The solution: how we helped

Tribal Impact delivered a focused, insight-led programme that moved them from measurement to momentum:

1. Social listening & quantitative analysis

Social listening & analysis

We analysed thousands of LinkedIn posts across regions and functions to map advocacy maturity and content performance.

2. Identify real ambassadors

Identify real ambassadors

Data-driven selection of high-impact storytellers (not just senior or high-follower profiles) for celebration and amplification. 
3. Leadership activation roadmap

Leadership activation roadmap

Used evidence to encourage visible, authentic leader participation to normalise advocacy.

4. Insight-led enablement

Insight-led enablement

Created storytelling prompts, masterclasses and recognition moments informed by the topics and formats that drove the best engagement.

5. Behavioural integration

Behavioural integration

Recommendations to embed advocacy into learning, recognition and internal communications so storytelling became part of culture (and not an add-on).

The results and commercial impact

Stat 1

27% increase

in employees posting on LinkedIn within six months. Noticeable rise in original content and a significant drop in one-click reshares.  
Stat 2

40% higher engagement rates

across employee-generated content compared to initial benchmarks. 
Stat 3

3–5x stronger engagement

for personal storytelling posts versus corporate reshares.  
Stat 4

6x larger audience reach

for employee-generated content than their corporate page.