Brands are expected to spend up to $15 billion on influencer marketing in the next few years, yet many ignore the best brand ambassadors that money can’t buy, who are showing up for the very brands day in and day out: their employees.

As a concept, employee advocacy programs (or employee ambassador or employee influencer initiatives) are not new, yet with the growing popularity of platforms like TikTok and Snapchat, they are making a return with a bang, getting marketers excited about this opportunity but also concerned about the risks. Employees can be the best advocates, but through the social channels, they can spill the secrets brands don’t want to share. Are employee influencers a blessing or a curse?

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