Beyond the 9 to 5: Employee influencers

The world revolves around social media these days. A lot of what we consume is digital, think when was the last time you picked up a newspaper or wrote a letter? As those working in marketing, branding and advertising, we’ve also had to adapt.

Once upon a time, we focused on out-of-home and TV adverts, and obviously, there’s still a huge space for those, but we’re increasingly seeing brands focus the majority of their advertising spend on social media.

Influencer marketing

Brands are more frequently seeking innovative ways to connect with their audiences and build authentic relationships with them. As much as people say ‘it’s not a real job’, influencers have an incredibly important role in this. It is, in fact, a real job – influencer marketing proves just that. It’s no longer just about selling face cream or coffee subscriptions either. These influencers aren’t just anyone – they’re someone whose values and interests align with the brand, they become the voice of an organisation.

Television ads popping up during your favourite shows or a radio advert interrupting the music can feel pushy and sales-focused sometimes. Over time, people have become pickier about the ads they pay attention to. But, influencer marketing is completely different. It’s real people sharing things with you that they genuinely like, and you have the power to choose whether to engage with it or not by clicking on the video or post. Brands can team up with influencers who've built trust in their communities. Through sponsored content, product placements, or collaborations, brands can boost awareness and sales.

Employee advocates

Influencer marketing doesn’t stop at boosting sales. Employees can be a business's best influencer when it comes to employer branding. When you work somewhere genuinely great, you want to tell other people about it. Similarly, if you don’t love your job, you’re not going to be singing from the rooftops about it. That’s what makes it so authentic.

But of course, employee advocacy makes a brand so much more human. Seeing real people celebrate company culture and values builds a stronger connection with you. Plus, the facts don’t lie. Studies have shown that messages shared by employees receive significantly higher engagement rates than those shared by brand channels alone, further highlighting the effectiveness of employee advocacy in driving meaningful interactions.

In our digital world, connecting with people is key. Influencers help, sure, but there's something special about employees. When they genuinely love where they work, it shows. Their passion speaks volumes and connects with others on a real level. Whether it's online or within the company, authenticity always wins. So, remember, internal voices matter. It's what makes brands truly shine in the war for talent.