The Real Reason Most Employee Advocacy Programs Fail, with Lia Haberman

Consumers trust people, not brands.So why are most companies still hiding behind a logo?Lia Haberman is the brains behind employee advocacy strategy for organizations like Google and Robert Half. In this episode, she breaks down why most advocacy programs fail, what employees actually need to get engaged, and how the smartest brands are turning employees into creators, thought leaders, and growth engines.---KEEP IN TOUCH 👋📲 Follow Lia (https://www.instagram.com/liahaberman/)📲 Follow Robyn (https://www.instagram.com/igobyrobyn/)📲 Follow Word of Mouth (https://www.instagram.com/wordofmouth.pod/)☃️ Learn more about Social Snowball (https://www.socialsnowball.io/)💌 Join our community (https://wom.beehiiv.com/)---CHAPTERS0:00 — Preview1:06 — How Robyn and Lia met through LinkedIn3:12 — Why consumers trust people more than brands4:08 — Why most employee advocacy programs fail5:51 — Building a culture employees actually want to share6:54 — The training gap holding companies back9:09 — The three models of employee advocacy10:22 — From Chick-fil-A to Staples: employee creators done right13:21 — Building internal influencers and a North Star employee15:58 — The first three steps to launching an advocacy program18:34 — The biggest mistake companies make in the first 90 days21:00 — Legal, compliance, and content ownership22:08 — Why approvals kill great employee content23:21 — Product launches, prompts, and content frameworks28:29 — Why B2C brands are sleeping on LinkedIn29:20 — How Lia landed a partnership with The RealReal32:14 — Building a personal brand while working a 9-to-534:11 — Corporate creators, exclusivity, and conflicts of interest39:20 — The dark side of visibility and online influence43:25 — The real cost of building a personal brand47:16 — Why bringing your whole self to work matters50:21 — Difficult conversations and social media expectations52:54 — What happens when employee advocates leave?55:19 — Word of Mouth: Nice, Smart, and Get Sh*t Done