I dusted off a draft manuscript this morning.  

About 12 years ago I started writing a book about connecting employees to brands investigating the stories that link employee 'why' and 'purpose' to that of their employers.

Today I read this article which quotes the Global Employment Brand Leader at GE talking about exactly the same thing.  

"When employees start sharing their ‘story’ or their ‘why’ they cause an emotional connection in anyone reading their profile/post. When this emotional connection happens people tend to start feeling their cause, their ‘why’, in what they do and connect to the purpose.” global employment brand leader at GE, Shaunda Zilch, told LinkedIn.

Shaunda is now at Qualtrics.

True advocacy and influence only comes when employees understand their role within the bigger picture.

When they're emotionally connected to the business, they start to feel their cause and purpose within it.

But it doesn't stop there.  They relay that purpose out via their social media networks, their conversations and their activity.  

Employee Advocacy is too often misunderstood.  

It's not about pumping brand content via employee networks and those that use advocacy tools for that purpose will likely be managing a very short-lived project.

For years I have talked about putting employees in front of the logo.  

About brands stepping behind employees and using the power of the logo to elevate individual voices.  

Influencing starts with authenticity.  

This means helping employees to dig deep and understand their true purpose.  

It's more than placing content into their hands and asking them to share it.  That process lacks authenticity.

Today, I'm speaking at #IgniteB2B (a B2B Marketing conference) about this very topic and how to activate employees as influencers.