When it comes to building brand credibility and engagement, it’s not your company logo or tagline that moves the needle—it’s your people. Employee-sponsored content is one of the most effective ways to establish trust, amplify your message, and drive meaningful engagement with your audience.
People engage more with other people than with faceless brands. What does this mean for your company? Strategically empowering key employees to create and share content is a game-changer.
Why Employee-Sponsored Content Works
Think about your own LinkedIn feed. What are you more likely to stop and engage with—a corporate press release, or a post from an executive sharing their insights on an industry trend? The reality is that people trust other people more than they trust brands. According to research, content shared by employees receives 8x more engagement than content shared from the company’s official page.
When employees become brand advocates, they provide a more authentic, relatable, and engaging perspective that resonates with their networks. It’s not about having the entire team posting—it’s about strategically selecting key individuals who already have a strong personal brand and giving them the tools to amplify the company’s voice.
How to Strategically Choose and Support Your Employee Advocates
Not every employee is comfortable or interested in posting content, and that’s okay. The key is to identify leaders within the company who are already making headway with their personal brands and lean into their momentum. Look for:
- Executives and department heads who have built a following
- Employees who are naturally engaging online
- Subject matter experts who have insights that others value
Once you’ve identified these individuals, support them by providing content ideas, talking points, and even ghostwriting assistance if needed. The goal isn’t to script their voice but to help them articulate their expertise in a way that aligns with company messaging while staying authentic.
The Role of Video in Employee-Sponsored Content
While text-based posts and thought leadership articles are valuable, video content is the most powerful format for engagement today. Video brings a human element that written content simply can’t match—it captures tone, body language, and personality, making it far more compelling and shareable.
Here’s how companies can integrate video into their employee-sponsored content strategy:
- Short-Form Video on LinkedIn & Social Channels: Quick insights, industry tips, or behind-the-scenes looks at the company.
- Executive Thought Leadership Videos: Well-produced, high-quality videos that position key leaders as industry voices.
- Employee Testimonials & Case Studies: Employees sharing real experiences and success stories in a genuine way.
Encourage employees to record simple, authentic videos on their phones or webcams. A well-lit, 60-second video of an executive sharing an industry perspective can have a far greater impact than a polished corporate announcement.
Making Employee-Sponsored Content a Sustainable Initiative
For this strategy to be successful, it needs to be repeatable, not a one-off effort. Consider:
- Setting up a content calendar to keep a steady flow of employee-driven posts.
- Providing media training so employees feel comfortable on camera.
- Recognizing and rewarding top content creators internally.
The more employees see their peers gaining traction, the more they’ll be encouraged to participate, creating a ripple effect across the organization.
Final Thoughts
Employee-sponsored content is not just a marketing strategy—it’s a trust-building strategy. People engage with people, not company brands. By strategically leveraging key individuals and making video a central piece of the content mix, companies can build a stronger, more authentic connection with their audiences.
The bottom line? Your employees are your brand’s best advocates. Give them the platform, and watch the engagement grow.