Why employees are a brand's most credible messengers
Launch library · evergreen read
Audiences tend to trust what an ordinary employee says about an organisation considerably more readily than what the organisation says about itself through official channels, since an employee's perspective carries less obvious self interest than deliberately crafted corporate messaging. This makes employees a genuinely valuable, if often underused, channel for authentic brand communication.
Activating this particular channel well requires giving employees something genuinely authentic to share with their own networks, rather than a heavily scripted message that reads as obviously corporate the moment it appears in a personal social context. Employees who genuinely believe in what they are sharing tend to communicate it far more persuasively than those simply following instructions from above.
Organisations that invest seriously in internal culture and genuine employee experience are, in effect, investing directly in this exact channel, since an employee's authentic account of their workplace only reads as genuinely credible when it actually and accurately reflects their real day to day experience working there.