Employee Influencers: How to Turn Your Team into Brand Ambassadors

Picture Vivian from accounting posting about your company's sustainability initiatives on LinkedIn. The post gets more engagement than your official company page has seen all month. Meanwhile, Dev from engineering creates a mini-series of TikTok videos showing "a day in the life" at your office, and it’s garnered thousands of ‘loves’.

In an age where consumers can spot manufactured messaging from a mile away, your employees have something invaluable: authenticity. They're the ones who know your product inside and out, share your company's victories at dinner parties, and casually recommend your services to friends.

Here, let's talk about how to tap into this marketing strategy that's already sitting in your office.

Posted on October 27, 2024

Why Employee Influencers Matter

Forget the big-name influencer who may not even use your product. Today, it’s about genuine voices - those who know your brand from the inside out. That's where your employees come in. They know the real story and they know how to keep it real.

It all comes down to trust

Influencers are cool, but real trust is cooler. Employees bring that trust to the table because they aren’t just repeating what they’re told. They’re sharing what they know. And when they do, people pay attention.

  • Credibility rules: An employee's story hits different. It’s a peek into the company culture, the daily wins, the challenges - all from someone who's living it.

  • People relate to people: A brand feels far away, but your team? They’re relatable. Friends, colleagues, folks you want to chat with at the barbecue.

  • More impact, less cost: Big-budget marketing campaigns? Sure, they work, but tapping into your team's social media power is influence with heart (without the price tag).

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Benefits of Employee Influencer Marketing

Let’s break down why employee influencers aren’t just a nice idea but a game-changer for your brand.

Boost Your brand’s reach

Every single share from an employee opens up your brand to their entire network. Now multiply that by the number of people on your team. You’re reaching a fresh, engaged audience who listen.

Talent wants to work where people are happy

Top talent doesn’t just want a good paycheck. They want to know they’re joining a company with a strong culture, where employees love coming to work. When potential hires see employees genuinely sharing their pride in the company, it's a magnet for great talent.

Build a strong, proud team culture

Employees love being part of something bigger. When you give them the chance to share company stories, it creates a sense of pride. They’re not just doing a job but representing a brand they believe in. It’s a feel-good moment for everyone involved.

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How to Turn Your Employees into Influencers

So you’ve got this amazing team, but how do you get them excited to share? Easy. Make it fun, make it natural, and let them be themselves.

Find your enthusiastic voices

You’ve got stars in your company - the ones who light up at meetings, lead new projects, or always have a great story to tell. These are your natural advocates. They’re already excited about the work they do, so they’re usually more than happy to share that excitement with their own circle.

Ways to find them:

  • See who’s active online: You probably already have employees posting about the company on LinkedIn, Instagram, or even TikTok. Start there.

  • Spot the in-house champions: The folks who organize events, rally the team, and basically love what they do - they’ll make great advocates.

  • Listen to the passion: Find those who are genuinely proud to work at your company. Their excitement is your best bet for spreading a genuine message.

Make sharing easy (& fun)

People love sharing good stuff, but they need a reason. Give them that. Make sure there’s always something happening that they can talk about, be it a cool project, a big win, a fun event. And most importantly, make sure they have the tools and resources they need.

Tips to create shareable moments:

  • Show off the day-to-day: Let your team share a glimpse of their work lives. It’s like an insider look that feels real and relatable.

  • Highlight personal stories: Did someone on your team do something amazing? Share it! Stories about real people make for great content.

  • Celebrate company values: Community events, team bonding, giving back - this is the kind of content that gets shared because it feels good.

Give them the tools, but let them be themselves

Don’t overcomplicate it. Give your team access to a library of content they can easily share. Maybe create a content hub where they can grab photos, videos, or posts. But here’s the key - let them use their own voice. The less scripted, the more real it feels. And that’s what people connect with.

What to provide:

  • Pre-made content that’s easy to share: Give them ready-to-go posts, but encourage them to add their own twist.

  • Simple tips for social media: Quick advice on how to craft engaging captions, use hashtags, or shoot a fun video.

  • Freedom to share what they love: Encourage them to be themselves. Personal touches go a long way in making the message feel genuine.

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Employee Influencer Marketing Challenges and How to Tackle Them

There are always bumps in the road, right? But don’t worry. You can totally overcome them.

How do you get people excited?

Not everyone will jump on the influencer train immediately. Some people might be shy or just not into social media. That’s cool. You want willing participants, not forced content.

How to solve it:

  • Start with the willing crew: Focus on the employees who are already buzzing with excitement. Let them inspire the rest.

  • Make it a friendly competition: Gamify the process - that is, hold content challenges, give out fun prizes for creative posts, and celebrate wins.

Keeping work and personal life balanced

Some people may feel hesitant about mixing their work life with personal social media. And that’s totally fine. You don’t need everyone to be posting all the time. It’s all about respecting boundaries.

How to solve it:

  • Give them options: They can choose what to share and how to share it, whether it’s a quick Instagram story or a professional LinkedIn post.

  • Educate on privacy settings: Help them control who sees their posts so they feel comfortable sharing their experiences.

Keeping content fresh and fun

No one wants to feel like they're sharing the same old thing over and over. Content has to stay fresh, interesting, and worth sharing.

How to solve it:

  • Keep content updated: Regularly refresh your content hub with new photos, videos, and stories.

  • Ask for input from your team: They know what works best with their followers. Use their feedback to keep the content exciting.

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Final Thoughts

Employee influencer marketing is one powerful way to amplify your brand’s voice and build deeper connections. And it’s so much more than marketing. It’s real people sharing real stories that make your brand come alive. With the right encouragement, tools, and a little fun, your team can become brand ambassadors who spread positive vibes wherever they go.

If you want to elevate your employee influencer strategy, Trelexa is a leader in AI-powered PR and digital marketing with a human touch. Book a discovery call today and let’s plan your growth.