69 [EB Series] Empowering Employees to Advocate Authentically | Alexia Ellmers from Go1

In this episode of the VMJPod’s Employer Brand Series — Brisbane Edition — hosts David Macciocca and Will Innes, General Manager of TQSolutions, sit down with Alexia Ellmers, Talent and Employer Brand Manager at Go1, to explore how one of Brisbane’s leading tech unicorns turned employee pride into a global advocacy movement.

Alexia shares how Go1 built its first employee advocacy program during a period of rapid growth, activating authentic voices, strengthening brand visibility across new regions, and inspiring employees to become confident ambassadors for the company. She unpacks the lessons learned from launching the initiative as a recruiter, linking it to commercial impact, and evolving it into a sustainable, culture-building strategy.

Whether you’re designing your first advocacy pilot, looking to prove ROI on employer branding, or trying to build momentum inside a changing organisation, this episode offers practical takeaways on timing, authenticity, and turning advocacy into influence.

Key Topics
01:00 – Meet Alexia Ellmers and Go1’s hypergrowth journey.
04:30 – Spotting the advocacy opportunity: engaged culture, global expansion, and low awareness.
08:00 – Making the business case: linking advocacy to cost savings, engagement, and reach.
11:30 – Launching the pilot: selecting participants, creating hype, and partnering with LinkedIn.
15:30 – Balancing control with authenticity: setting light guardrails and building trust.
18:00 – Driving engagement through Slack channels, prompts, and gamification.
21:00 – When to pause: running advocacy in sprints and adapting to business change.
24:30 – Evolving the program post-merger: internal storytelling and culture rebuilding.
27:30 – Red flags and lessons learned: timing, engagement health, and leadership alignment.
30:30 – Outcomes and future focus: brand visibility, global traction, and talent density goals.

You can stay up to date by following us on LinkedIn, or catch up on previous episodes here. 

We’d love for you to help us spread the word about the VideoMy Pod to attract new experts and practitioners to share their activation strategies and help us continue to build this wonderful community. Please subscribe wherever you listen or give us a share on LinkedIn!

If you’re ready to level up your activation strategy, we help organisations turn moments that matter into stories that people trust. Interested in learning more? Book a walkthrough with one of our video specialists.