In this exclusive presentation Air Canada shares their approach to Employee Advocacy, including goals, strategies and results of their program. Air Canada is Canada's largest full-service airline and the largest provider of scheduled passenger services in the Canadian market, the Canada-U.S. transborder market and in the international market to and from Canada. Michelle Young, Manager of Global Sales Communication & Partnerships at Air Canada, needed their sales force to drive more leads and pipeline for their B2B business. Young knew she needed a social selling solution. The solution had to include the ability for salespeople to share relevant industry content via social channels, build their personal digital brand and position themselves as helpful resources for their prospects. Topics discussed include: • How Air Canada grows sales to other businesses and partners through social media • How Air Canada gets measurable, effective social selling content to employees • How Air Canada measures content effectiveness at the employee level

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But First, A Quick Question For You:
Does your company encourage
employees to talk about the
brand on social media?

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Why Employee Advocacy
Matters Now More Than Ever

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Why Employee Advocacy Matters
Reaching a New Audience Is Harder Than Ever
o Organic social media is dying
o Content creation is costly & time consuming
o Consumers are overwhelmed with content

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What Employees Really Want
Employees want to engage with family and
friends about where they work, what they
do, and the value of their company’s
products and services.
• They want approved content that can
easily be shared on social media.
• They want a way to talk about the their
company & its brands and products.

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What business problems was
Air Canada looking to solve?

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Business Problems Air Canada Was Looking To Solve
Air Canada needed to update and transform the way
they currently communicate with employees

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Business Problems Air Canada Was Looking To Solve
• Needed to improve the company narrative
being told by the sales department
• Message needed to be more personable and
from the voice of the employees
• Lack of visibility with audiences across digital
and social media

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Business Problems Air Canada Was Looking To Solve
The Sales team represents a mixed
demographic of employees with
different comfort levels using social media

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Business Problems Air Canada Was Looking To Solve
• Globally distributed workforce presented
challenges with timing and languages
• Despite being a global carrier, there is a
perception that we are a North American
carrier. We needed to arm employees on
other points of sale with the ability to tell the
story of this iconic brand globally

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What Were The Goals
For The Program?

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Goals Of The Air Canada Employee Advocacy Program
o Convince customers to make Air Canada
their carrier of choice on a regular basis
o Bring a more human face to the Air Canada
brand through the voice of employees
o Helps customers make smarter and more
informed travel decisions

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Goals Of The Air Canada Employee Advocacy Program
o Increase the presence of Air
Canada in more social channels
and in more conversations online
o Increase the Air Canada footprint
in new markets to develop a more
global presence for the brand

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Goals Of The Air Canada Employee Advocacy Program
o Utilize social media to help
amplify the stories employees tell
o Increase traffic to Air Canada
website and owned channels
o Increase sales and revenue
for the company

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How Did You Solve These Problems In
Order To Accomplish Your Goals?

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How Air Canada Trained And Educated Their Employees
o Trained the sales team on social media basics
o Educated employees on how to add value for
their clients
o Provided the sales team with company
approved content and a platform that allowed
them to easily and quickly share it

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How Air Canada On-boarded Employees To The Program
o Started with a group of 50 early adopters
• Solicited feedback from the group
• Implemented changes to content and cadence based
on employee feedback
o Held in person meetings every two weeks
during early stages of program to ensure
success for the launch
o Collaborated with Dynamic Signal on the
training for best practices

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Activating Air Canada Employees As Advocates
o Sales teams in all markets are now armed with
relevant stories to share on social
o Content is targeted by location and language
to ensure it is easily consumed
o Broadcasts are scheduled based on time
zones so sales reps receive the content at an
optimal time during the day
o Integrated Adobe Marketing Cloud to
attribute shares to site traffic increases

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How Have You Defined
Success For The Program?

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Initial Measures Of Success For The Program
CAN WE ONBOARD &
TRAIN EMPLOYEES?
1
CAN ME MAKE
EMPLOYEES
COMFORTABLE?
2
CAN WE INCREASE
ENGAGEMENT?
3

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Results Of The Air Canada Program
50% of sales team active
32K Shares
22K Reactions
17M Impressions
28K Clicks

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Air Canada + Dynamic Signal Partnership
of Air Canada employee advocates
said the Dynamic Signal platform
is easy and intuitive to use.
96%

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