Case Study: American Family Insurance achieves expanded social reach and empowered employee advocacy with EveryoneSocial

How American Family Insurance Empowers Their Brand Advocates Online

American Family Insurance (AmFam), a trusted U.S. insurer with more than 85 years of history, needed to balance compliance and careful social planning with a desire to amplify employees’ stories and broaden marketing, communications, recruiting and employer branding. As a regulated company, AmFam was cautious about social media disclosures and wanted an easy, mobile-friendly way for employees to share content while staying compliant.

By adopting the EveryoneSocial employee advocacy platform and creating a disclosure hashtag (#iwork4AmFam), AmFam made sharing simple, customizable and compliant, secured executive buy-in, and mobilized recruiters as active social advocates. The program now includes 250+ advocates, a social reach of 360,000+, over 41,000 connections and an average of 16 clicks per share, and AmFam is expanding the initiative across more operating companies and leadership teams.

American Family Insurance

Tom Buchheim

Employee Advocacy Strategy and Program