JLL is a global professional services firm that specializes in real estate and investment management. With over 60,000 employees in more than 1,000 locations around the globe, the company provides comprehensive services to owners, occupiers, and investors in the commercial real estate industry. In addition to traditional brokerage and leasing services, JLL offers capital markets, project and development management, project finance, research, advisory, and valuation services.


The central challenge that JLL faced was lack of coordination and control over its marketing teams in different locations. This led to difficulty in measuring impact, siloed content creation and distribution, and ultimately limited the company's ability to use social media effectively to drive business goals. Without a clear understanding of how social media could be leveraged, JLL was missing out on key opportunities to engage with customers and build relationships. The company needed a way to unify its marketing efforts and take advantage of the powerful tool that social media provides.


26 Characters created an employee advocacy playbook which outlined both a strategic and tactical plan for empowering JLL team members to better use their social media channels to drive digital marketing goals. The playbook outlined the strategic approach to content creation, distribution and measurement of all employee-shared content. By aligning over 500 marketers on the spirit and intention behind JLL’s employee advocacy program, our playbook unified the marketing team’s digital effort.


Thanks to the employee advocacy playbook created by 26 Characters, JLL was able to unify its marketing efforts and better take advantage of social media. This allowed them to reach more people and empower their sales people, leading to help the company achieving its digital marketing goals.