Trust gets shaky in periods of uncertainty—but people still listen. The Edelman Trust Barometer shows that public trust has shifted to peer-to-peer, valuing company experts and employees—essentially “people like themselves”—as honest and relatable sources on a company. But when your brand, executives and employees post on LinkedIn with disparate messages, that credibility fractures. In this session with Microsoft’s employee advocacy team, you’ll learn how to synchronize social narratives so your organization speaks with one voice and scales authentic content from the inside out. What you'll learn:
- How to think about the unique but coordinated roles that brand, executive and employee voices play in a particular moment.
- How to develop themes and practices that anchor executive and employee posts—even during layoffs and leadership changes.
- How to use AI and other technology to draft and post thought leadership content faster without sacrificing voice and authenticity.
- How KPIs like reach and engagement can help your execs and employees maintain a healthy signal-to-noise ratio and prove the “ROI of trust.”
- Thought Leadership Examples: Snapshots of trust-building thought leadership posts—and tips for ensuring your thought leadership program drives results regardless of platform.
