Co-op’s Matt Eyre: How Do You Build an Authentic Employer Brand in a Member-Owned Business?
Wed Jan 28 2026
Discover the secret sauce of purpose-driven employer branding with Matt Eyre, the EVP Lead at Co-op.
Want to know how your employee advocacy strategy really stacks up?
Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors.
In this episode, we explore how one of the UK’s most iconic member-owned organizations approaches employee advocacy. Matt shares the journey of launching Co-op’s colleague promise, explaining how to align a 180-year-old heritage with the expectations of the modern workforce.
You’ll learn how to build trust by embracing the honest views of your team, how to identify and support natural content creators in your frontline staff, and why the most effective employer brands are built on a golden thread of purpose. Whether you’re managing a global brand or a scaling startup, Matt’s insights on cross-functional alignment between HR and Marketing are essential.
Resources:
Book a call to discover how employee advocacy can benefit your team.
Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan's essential book, 'Employee Advocacy: 101 Cheat Codes' for deeper insights and actionable strategies.
Download the World's Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program.
Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into social strategy and employee influence!
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Discover the secret sauce of purpose-driven employer branding with Matt Eyre, the EVP Lead at Co-op. Want to know how your employee advocacy strategy really stacks up? Grab your FREE Employee Advocacy Health Check and see how you compare against your competitors. In this episode, we explore how one of the UK’s most iconic member-owned organizations approaches employee advocacy. Matt shares the journey of launching Co-op’s colleague promise, explaining how to align a 180-year-old heritage with the expectations of the modern workforce. You’ll learn how to build trust by embracing the honest views of your team, how to identify and support natural content creators in your frontline staff, and why the most effective employer brands are built on a golden thread of purpose. Whether you’re managing a global brand or a scaling startup, Matt’s insights on cross-functional alignment between HR and Marketing are essential. Resources: Book a call to discover how employee advocacy can benefit your team. Ready to elevate your employee advocacy? Get a free copy of Bradley Keenan's essential book, 'Employee Advocacy: 101 Cheat Codes' for deeper insights and actionable strategies. Download the World's Biggest Employee Advocacy Study for free and discover data-backed insights to supercharge your program. Subscribe to The Employee Advocacy & Influence Podcast for more expert insights into social strategy and employee influence!