Morgan Philips Group: Driving Visibility and Business with Employee Advocacy

In an industry as competitive as recruitment, standing out is essential. Morgan Philips Group understood this from the start and has relied on employee advocacy to enhance its brand awareness and highlight the expertise of its consultants. Thanks to this approach, the impact extends far beyond the company itself: in 2024, Morgan Philips Group ambassadors accumulated 2 million connections on LinkedIn, generating a gross reach of 340 million people. A true visibility driver, employee advocacy has become a pillar of the group’s success, supported by Poppulo.

Employee Advocacy: A Key Strategy for Strengthening Brand Awareness

Founded in 2013, Morgan Philips Group is an international leader in recruitment and talent management, operating in more than 20 countries with over 600 employees. From its inception, the group leveraged employee advocacy to support its brand in a market dominated by well-established competitors.

Morgan Philips Group is not limited to a single entity. The group relies on several brands covering different segments of recruitment and talent management:

• Morgan Philips Executive Search (executive headhunting)
• Morgan Philips Management de Transition (interim management, executive temping)
• FYTE Recrutement (middle-management recruitment)
• FYTE Intérim (temporary staffing)
• Soorcing (talent pre-qualification and RPO)
• Morgan Philips Talent Consulting (talent management consulting: assessment, career transition, skills development, etc.).

The challenge was to raise awareness of these brands and their expertise to maximize their visibility and facilitate the discovery of their services.

In a recruitment company, consultants are on the front line. As they interact daily with clients and candidates, they naturally become brand ambassadors. Their goal is to attract candidates for job opportunities, and by sharing these openings on their own social networks, they boost both their own visibility and that of the brand.

Today, the impact of the program extends well beyond the company: in 2024, its ambassadors accumulated 2 million LinkedIn connections, generating a gross reach of 340 million contacts.

Scaling Up with Poppulo

After nearly a decade with its initial solution, Morgan Philips Group sought a more intuitive and engaging tool, better suited to the maturity of its program.

"We were looking for a simple and user-friendly platform that would allow our employees to easily share job postings, as well as branded content—blog articles, salary studies, videos and podcasts."
Marion Tonard, International Marketing Manager at Morgan Philips Group

This led to the adoption of Poppulo, structuring the new phase of the program, branded as MPG Voices. Poppulo met the following key requirements:

• Seamless daily use: Consultants should be able to share content in just a few clicks.
• A powerful amplification tool: Each post should reinforce the visibility of the group’s various brands by leveraging the vast reach of its ambassadors.
• Accurate performance tracking: The platform needed to measure the impact of shared content and optimize results.

A Successful Adoption Rooted in Company Culture

Employee advocacy is now deeply embedded in Morgan Philips Group’s corporate culture.

The success of the program is driven by three key factors:

1. Strong commitment from leadership and marketing, ensuring continuous momentum.
2. Regular training sessions, helping each employee maximize their impact.
3. Close monitoring of engagement, with personalized support: "Some of my colleagues jokingly call me the ‘social media police’!" laughs Marion.

Tangible Impact on Visibility and Business

Thanks to this strategy, Morgan Philips Group has been recognized multiple times for its influence on social media:

• #1 in Europe and #2 globally in the ranking of the most influential recruitment companies on social media.
• Increased visibility for its brands: "Content sharing allows a brand’s clients to discover our other services," says Marion.

On an operational level, employee advocacy has become a strategic business driver:

• 12,000 LinkedIn interactions in 2024, boosting engagement and visibility.
• 8,000 leads generated, proving its direct impact on the sales pipeline.
• €1.2 million saved in equivalent paid media, thanks to the organic reach of its ambassadors.

Also read: Employee Advocacy: Definition, Importance, and Benefits

Evolving Towards Enhanced Personal Branding

Far from being just a distribution channel, employee advocacy is becoming a powerful personal branding tool for consultants. "Our employees are increasingly eager to showcase their expertise and network," observes Marion.

Morgan Philips Group aims to encourage employees to create their own content, motivating them to share not just job postings and corporate content, but also their own insights and expertise.

With Poppulo, Morgan Philips Group is doing more than just broadcasting its brand image: it is transforming its employees into true recruitment influencers.