The Internal Marketing Podcast

Episode #11 - Creating a Winning Culture for Employee Brand Advocacy (with Chris Walker)

Episode Summary

Brands that empower employees to build their personal presence online, enjoy greater awareness and more growth opportunities. Chris Walker will share how his company, Refine Labs, has been winning with employee (brand) advocacy.

Episode Notes

It's a fact that the most efficient and cost-effective way for companies to build their brands and drive revenue growth is through employee (brand) advocacy, especially on social media.

Chris Walker and his Refine Labs team of employees are well-known for the value-added content that they each provide, via their personal accounts on LinkedIn...and that content doesn't have to be related to their industry either. That's right! As its CEO, Chris believes that Refine Labs has benefitted significantly from his and his employees' personal presence on social media...aka employee advocacy. According to him, most of his company's growth opportunities have come through those very same activities on LinkedIn.

In this episode, Chris will share:

  1. His company's winning experience with employee advocacy;
  2. Why more company's should be doing employee advocacy online; and
  3. The first steps that a company's leadership and marketing function can take towards creating a winning employee advocacy culture of its own.

Want to see how Chris and some of his team 'walk the talk', via their respective personal accounts on LinkedIn? Go follow them! Here are the links to their personal LinkedIn profile pages here:

Chris (CEO) -

Megan (COO & CCO) -

Sam (VP of Demand Gen) -

About Chris Walker

Chris Walker is the Founder and CEO of Refine Labs, a progressive demand generation agency that challenges the status quo in B2B marketing. Refine Labs executes tactics that align with how consumers actually buy, instead of generating fruitless leads. Before launching Refine Labs, Chris led marketing at two B2B firms where he built the foundation of his unique perspective on demand generation. Chris also hosts the State of Demand Gen podcast (here's the link -, where he shares tangible advice and tactics alongside today’s top B2B marketers.


About Our Sponsor for Season 2 - WORKSHOP

Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, Sharepoint, and Microsoft Teams).

Head on over to to learn more and download their complete guide to building an employee advocacy program. 


Thank you for tuning in to Episode 1 of Season 2. Do share this podcast with anyone who'll find it valuable.

The next episode will go live on October 29, 2021.