How United Airlines uses social media to inspire employee advocacy

United Airlines, the air carrier, has successfully increased employee advocacy on social media through taking a rigorous approach to driving this activity.

Jamie Rutter admits that she has a fancy title – Manager/Digital Engagement & Advocacy Programs at United Airlines – for what amounts to a seemingly straightforward job: Leading employee communications on digital platforms.

Still, the role has its challenges, not least in engaging 90,000 employees across the globe – "A little bit of everything and everyone," Rutter explained at the 2017 Digital Summit Chicago – and creating awareness for a brand that often scrapes in near the bottom of customer-satisfaction surveys.

Jamie Rutter, Manager/Digital Engagement & Advocacy Programs, United Airlines

Against this backdrop, employee advocacy on social media can lead...

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