How Prosci built a global employee advocacy program that boosted social reach by 47%

The challenge

Before partnering with Brandwatch and Sociuu, Prosci managed multiple regional LinkedIn pages alongside a central global channel. The result was a fragmented brand presence, duplicated effort across regional marketing teams, and no scalable way to amplify the regional voices that made Prosci a global brand.  

The question Shelby Perez, Social Media Specialist at Prosci, kept returning to was straightforward:

How do you show up as one company on LinkedIn, without flattening the regional voices that make you global in the first place?

The answer led Prosci to consolidate all LinkedIn activity into a single global presence – and to build a formal employee advocacy program to bring regional reach back in a structured, scalable way.

Planning the rollout strategy

What separates Prosci's rollout from a typical tool deployment is how deliberately they set it up to succeed. 

As a change management company, Prosci understood that even the best tool delivers limited results without internal buy-in. So, alongside their evaluation of Brandwatch and Sociuu, they ran a parallel internal track – company-wide LinkedIn 101 and 201 training sessions, helping employees across every region understand why showing up on LinkedIn matters, for Prosci and for their own careers.  

By the time tool selection wrapped in early 2025, employees weren't starting from zero. The internal case for employee advocacy had already been made. That head start is a significant reason why Prosci's adoption numbers came in above benchmark from day one.  

Prosci formalized this sequencing using their own ADKAR® Model – a change management model that describes the five outcomes an individual needs to achieve for a change to succeed: Awareness, Desire, Knowledge, Ability, and Reinforcement. Here is how they structured it:

• Awareness: Company-wide LinkedIn 101 training focused on why Prosci needed its people visible on LinkedIn with basics for setting up your LinkedIn profile effectively.
• Desire: Company-wide LinkedIn 201 training, shifting the case from what Prosci gains to what employees personally gain from showing up in connection with the organization, while giving employees structure to explore their own content niche.  
• Knowledge: Further content coaching on how to write a post and how to engage, with manual advocacy practices deployed via SharePoint before the platform launched.  
• Ability: Sociuu launched, formalizing the program. The ask became purpose-built, so employees knew what was coming and what they were being asked to do.  
• Reinforcement: Every major campaign now carries an employee advocacy component as standard, backed by recurring shout-outs and coaching.

The solution: Brandwatch + Sociuu 

Prosci selected Brandwatch for social media management and Sociuu for employee advocacy. The integration between the two was a decisive factor in that choice.

"The flow of content coming from Brandwatch into Sociuu, already implementing our tagging system that we had set up in Brandwatch so that we can get regional pieces to the different regions and user groups we had set up in Sociuu – all of that is the reason why we chose to partner with Brandwatch and Sociuu. It made a complex situation really simple for us."

In practice: Content approved in Brandwatch flows directly into Sociuu, where it's distributed to the right regional user groups. Regional marketers – Prosci calls them Regional Captains – run localized campaigns for their audiences, while the Global Admin manages the broader program and leads campaigns spanning all regions.  

The operational impact was immediate.

"Things that took an hour before now take 15 minutes because the content is all there. And the user groups are set up inside Sociuu for us to push content strategically to our employee base. Things just got so much simpler and faster," Perez explained.

Built to scale

Prosci's program runs on a simple but effective structure: Global Admin owns brand voice, platform strategy, and global campaigns. Regional Captains across North America, EMEA, ASEAN, ANZ, and LATAM run localized pushes tailored to their region's audience, language, and time zone. 

Importantly, advocacy is embedded into workflows that already exist – not added on top of them:

• Sales teams share content as part of their LinkedIn prospecting rhythm – something they're already doing. 
• Training and Delivery teams share from the Sociuu Content Hub during on-call weeks when they're between programs.

"We know that if advocacy fits into existing work, it's going to get adopted at a much higher rate than if it feels like the side thing being asked of you," Perez said.

Two specific strategies

Prosci made use of two very specific strategies:

1) Extending reach on promotional content  

Like many brands, Prosci noticed that overtly promotional posts tend to reach fewer people organically. Rather than accepting that limitation, they use employee advocacy as an additional distribution layer. When a promotional moment arises – a training launch, an event, a product push – Regional Captains activate their teams to share in-region. The result is broader reach through trusted, regional voices rather than a single brand channel.  

2) The cascading global moment

For major launches, Prosci built a 24-hour cascade model. The post goes live at midnight Mountain Time. Within the first hour, Sociuu sends an advocacy push to Europe, ANZ, and ASEAN – regions already at their desks. Seven hours later, a scheduled send reaches North America and LATAM as they come online. The algorithm receives engagement signals throughout the day – giving the brand global reach without overcomplicating it.

Results 

Prosci has been running their formal advocacy program for less than a year. The results are already measurable – and in several areas, already ahead of industry benchmarks.  

63% employee adoption versus a 45% industry benchmark. Adoption is the hardest metric in employee advocacy, and Prosci came in well above the average in year one.  

7 departments actively sharing. This isn't a program carried by a handful of enthusiastic individuals; the entire organization has bought into it.  

78,000+ total impressions generated across the program.  

57%+ engagement rate in every department including the lowest-performing ones.  

47%+ reach per post when employee advocacy is activated alongside a company post. Perez notes this figure is likely conservative – not all employee sharing happens within Sociuu, so the true number is higher.  

That last metric carries a particular significance. Most employees sharing Prosci content have networks that don't overlap with the company's LinkedIn followers. Employee advocacy isn't amplifying to the same audience twice. It's consistently reaching people the company page was never going to reach on its own.