How United Airlines uses social media to inspire employee advocacy

Mary Connors

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands