When it comes to using influencers in your social marketing strategy, you don’t always need to look to outsiders with “power” profiles like local or national celebrities. Instead, you can use regular employees to tout your products and services across multiple platforms.

This trend is known as employee advocacy, and it can be powerfully effective. According to the 2019 Dynamic Signal Customer Impact Study, brands that use employee advocacy programs enjoy a 39% increase in brand awareness. Furthermore, the 2019 Edelman Trust Barometer study found that 53% of surveyed consumers would put their faith in an average company employee’s testimonial over that company’s CEO.

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