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About the client

A global life-sciences organisation known for scientific scale and strict regulatory standards. With ~80,000 employees, it needed a safe, scalable way to surface employee stories without compromising compliance.

The challenge

The company needed to humanise its employer brand while keeping every voice compliant and on-message. 

Only 3% of their employees were sharing content on LinkedIn, significantly below the 6% industry average among other large life-science organisations. Three blockers stood out:

The challenge

! Regulatory caution: Employees were uncertain what was safe to share.
! Low confidence: Few people knew how to tell an engaging, authentic work story.
! Scale gap: Turning isolated posts into a sustained culture across ~80,000 people required more than one-off training.

 

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The objective

Turn advocacy into a safe, sustainable behaviour that supports recruitment and reputation by:

Increasing employee LinkedIn activity from a low baseline.

Increasing employee LinkedIn activity from a low baseline.

2. Building confidence and clarity

Building confidence and clarity around compliant social sharing.

Creating repeatable learning pathways for different maturity levels.

Creating repeatable learning pathways for different maturity levels.

Growing visible role models who inspire peers.

Growing visible role models who inspire peers.

5. Producing measurable

Producing measurable business and hiring signals (reach, engagement).

Designing a scalable model to expand globally.

Designing a scalable model to expand globally.

The solutions & methodology

Using Tribal Impact’s Scaling Social™ methodology, we designed a three-stage, behaviour-first advocacy programme combining governed guidance, habitual learning and data-led measurement.

Solution

How did we work together to achieve this?

Governance & safe storytelling

01

Governance & safe storytelling
  • Policy made usable: Converted rules into clear, usable sharing guidelines employees could apply in seconds.
  • Safe first steps: Defined low-risk content templates (career moments, team wins, learning) to reduce friction.
  • Role-based examples: Created exemplar posts for functions and seniority levels to model compliant voice.

Behavioural learning & community

02

Behavioural learning & community
  • Bite-sized learning: Launched myTribe e-learning and live clinics to build repeatable micro-habits (like comment, share, post).
  • Ambassador rhythm: Piloted with 100+ ambassadors to create peer examples and visible momentum.
  • Recognition loop: Spotlighted strong posts and peer interaction to normalise sharing as part of day-to-day routines.

Measurement & scalable growth

03

Measurement & scalable growth
  • Rapid feedback: Turned engagement data into simple playbooks showing what works (formats, themes).
  • Monthly dashboards: Built Power BI reports to track activity rate, engagement and content mix for stakeholders.
  • Scale plan: Mapped referral and onboarding routes to grow from pilot cohorts to a global ambassador network.

The results and commercial impact

1. Employee posting

Employee posting

Rose from 3% baseline to 4% in the pilot quarter, progressing to nearly 5% by mid-year - a large relative uplift vs baseline. 

2. Ambassador engagement

Ambassador engagement

Activity increased by 34% among ambassadors and their content saw up to 4× the engagement of corporate posts. 

High learner uptake

High learner uptake

In the first quarter alone, 47 ambassadors completed myTribe modules and 50%+ of the cohort attended live sessions. 

4. Stronger content performance

Stronger content performance

Image and story-led posts achieved ~3.5× higher engagement than reshared corporate updates.

4. Stronger content performance

Volume & reach

100+ ambassadors trained; 132 posts analysed across three months that informed the content playbook. 

6. Business ambition

Business ambition

The model proved scalable and now underpins a plan to expand to 2,000 ambassadors globally.