3Shape's Secrets for Encouraging Employee-Generated Content with Erik Frølund

Erik Frølund, Employer Brand Lead at 3Shape, reveals how to build powerful grassroots employee advocacy from scratch, balancing authenticity and leadership buy-in. Erik shares his unique 5-year journey developing a successful employee advocacy program initially without any dedicated tools.In this episode, Erik dives into 3Shape's strategic shift in its employer brand, moving to corporate communications. He details how they overcame early challenges of brand invisibility to attract top R&D talent by activating internal advocates. Listeners will learn his pragmatic approach to identifying early adopters, ensuring leadership buy-in, and navigating the complexities of maintaining authenticity on LinkedIn. Erik also speaks candidly about the ongoing challenges of re-engaging advocates and how to foster a culture where employees genuinely want to share their stories.This conversation is a must-listen for senior marketers, employer brand leads, and social media managers grappling with scaling their social media strategy. Discover how to build a credible, influential brand by empowering your employees, even on a lean budget, and turn your people into your most powerful marketing channel.Subscribe to The Employee Advocacy & Influence Podcast for more expert interviews and practical advice.Resources:Want to take your employee advocacy strategy to the next level? Get your FREE Employee Advocacy Health Check to find out how you compare with your competitors.Book a call to discover how employee advocacy can benefit your team.Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan's essential book, 'Employee Advocacy: 101 Cheat Codes' for deeper insights and actionable strategies.Download the World's Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program.