I am Jo. I'm a senior account director at 33.

It should always be voluntary. There's no question about it. It can't be mandatory. And the reason mandatory doesn't work is because you start to lose that genuine enthusiasm to the moment that you compel somebody to post something or write something or appear in a video.

You introduce an element of performance, and that performance can show up immediately. It can feel scripted.

It can feel really inauthentic, and people can just tell. There's also the reality that you're also asking people to post on their personal social channels, which can be quite a sensitive and personal space, that people have built those profiles for their own kind of career intentions. But what you want to do is create an environment so good, and a program so well supported that people want to put their hands up.

They see other people doing it and they want to be part of that.