Julia Fedor

In the era of the global content creator economy, United Airlines has found success with its employees—pilots, flight attendants, ramp agents, HR professionals—as trusted storytellers across social media channels. Julia Fedor, Director of Operations, Brand Marketing, shares how United considers employee social media advocacy and activations as part of their marketing ecosystem to improve brand perceptions and attract top talent.   

• Activating employees as trusted brand advocates  
• Communicating company messaging via employee-led content creation   
• Reaching new flyer audiences and measuring impact