Product details
- ISBN 9781398629790
- Dimensions: 156 x 234mm
- Publication Date: 03 Dec 2026
- Publisher: Kogan Page Ltd
- Publication City/Country: GB
- Product Form: Paperback
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Deliver credible influence and measurable results in an era of collapsing trust and AI-driven misinformation.
Senior leaders face a fundamental shift in how influence is earned and sustained. Trust in institutions and corporate communications is declining, AI-generated content is undermining authenticity and traditional channels no longer deliver consistent impact. In this environment, employee advocacy has emerged as a proven strategic response, turning trusted internal voices into a source of competitive advantage.
Written for C-suite executives, corporate affairs leaders and senior marketing and communications professionals, this book provides tools for activating employee influence at scale with governance, rigor and commercial discipline. Drawing on neuroscience research, insights from the Edelman Trust Barometer and expert interviews with leaders from IBM and SAP, it demonstrates why "people like me" consistently outperform institutional messaging and how informed leadership can operationalize this insight.
Built around a clear three-part strategic model covering foundation, ecosystem and execution, the book connects employee advocacy directly to ROI, risk management and long-term performance. It moves beyond culture-led narratives to offer a data-led framework for decision making, accountability and sustained results.
You will learn how to:
- Establish governance and executive alignment for employee advocacy
- Apply strategic models to activate influence across complex organizations
- Measure results using data-led KPIs and executive dashboards
- Mitigate risk while scaling authentic employee participation
- Deliver trust, credibility and measurable business outcomes
This is an essential guide for senior leaders seeking to lead with confidence, make informed decisions and deliver influence that stands up to board-level scrutiny.
Themes include: employee advocacy, employee influence, brand trust, social media strategy, employer branding, internal communications, workforce engagement, leadership communication, digital influence, AI in communications, organizational trust, employee ambassadors
Sarah Goodall is Founder and CEO of Tribal Impact, a Forbes Business Council member and Entrepreneur in Residence at Portsmouth University. She is a former corporate marketing leader at SAP, IBM and Hitachi. Sarah is based in Portsmouth, UK.
Susan Emerick is Founder and Principal of Brands Rising LLC, a globally recognized business and marketing innovator. She advises Fortune 500 clients on employee advocacy programs. Susan is based in Detroit, USA.
Both remain active consultants with clients including IBM, SAP, Salesforce, ServiceNow and Pfizer.
