How Pfizer Built Employee Advocacy Success From the Top-Down

Jun 12, 2020

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Chad Parizman, the Head of Social Media & Digital Communications at Pfizer, joins the Social Pros Podcast to talk about how brands can launch a successful employee advocacy program.

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Full Episode Details

Staff can help generate exposure for brands using their online assets, such as social media, to help increase a brand’s reach and influence. Activating employees as marketing assets in this way, can stir incredible results for your business.

But where should you start with employee advocacy?

Chad Parizman, the Sr Director, Digital Activation at Pfizer, believes that successful employee advocacy starts from the top-down. It’s very difficult to build employee advocacy from ‘the bottom-up.’ You really need to secure support from senior leadership to help launch and maintain a successful employee advocacy program.

In this episode:

06:13 – How Pfizer’s workflow for digital content has changed in light of COVID-19
08:57 – How Pfizer’s overall view on the importance of social has adapted over the last few years
11:48 – How the leadership team at Pfizer supported the launch of the company’s employee advocacy program
12:33 - Chad shares amazing tips to help you get an employee advocacy program off the ground
15:29 – A closer look at the intersection of social and executive communications at Pfizer
20:26 – Why it’s so important to give employees a voice
22:40 – How Pfizer is using podcasting for internal communications
28:03 – How Pfizer approached external podcasts related to vaccines
37:55 – Innovative ways Pfizer uses internal podcasts

Resources:

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