In today’s crowded social media world, finding authentic voices to represent your brand can be tough. You need voices that capture attention, project authenticity, and gain trust. The answer to who can fit the bill might be right in front of you: your own employees. Savvy companies are discovering that their workers can be their most powerful influencers. These team members know your products inside and out, and customers value what they have to say more than the messaging in traditional ads.
In the Digiday article, Brands Are Discovering Their Sales Associates Are Among Their Most Valuable Influencers, employee influencer success stories convey that for all the influential voices on social media, internal sources of influence can be tapped to deepen brand relationships.
Why Employee Influencers Work So Well
Your employees have something that paid influencers often lack: real knowledge and genuine passion for your brand. Women’s apparel retailer Aerie is a brand held up as an example in the Digiday article. Their “Associate Picks” series on TikTok features store workers sharing their favorite products. These videos get amazing results – they hold viewers’ attention for over eight seconds, while most TikTok users scroll away after just three seconds. The content feels real because it is real. When a sales associate talks about why they love a certain dress or how it fits, customers believe them.
Ulta Beauty is another retail brand that has enjoyed the fruits of employee influencers. Ulta has found that their associates are “some of the most powerful influencers” because they “live and breathe the brand every day.” This authenticity creates trust that money can’t buy.
Making Employee Influencer Programs Work
Starting an employee influencer program doesn’t have to be complicated. Some companies like Aerie keep it simple; they just give employees the chance to share their favorites on company social media. Others, like Macy’s, offer gift cards or money to participating employees.
The key is finding workers who are excited about your products and comfortable on camera. Look for employees who already love sharing on social media and have good engagement with their followers. Others may be reluctant or not gifted at exerting influence. Enlisting employee influencers should come from among the willing, not a required task for employees to undertake.
Embrace In-House Influencers
Your employees might be the most trusted voices your brand can use. They offer real-life insight, loyal customer followings, and a deep connection to your brand. Rather than only looking outside for influence, look within your own team. Give employees the tools and freedom to share their brand experiences. You may discover a powerful new marketing channel hiding in plain sight.