When it comes to public relations, most businesses focus their attention—and budgets—on external influencers, advertising, or high-profile campaigns. Yet, many overlook a powerful PR resource right under their roof: their employees. These individuals, when empowered as internal influencers, can become authentic and impactful ambassadors of your brand.
Why Internal Influencers Matter
Increasingly, as trust in institutions and traditional advertising is waning, people turn to personal connections for recommendations and insights. Your employees can bridge this gap by sharing genuine experiences and valuable content with their networks.
Here are three reasons why internal influencers should be a cornerstone of your PR strategy:
- Authenticity Builds Trust
People trust people more than they trust brands. A personal LinkedIn post or Instagram story from an employee—sharing their excitement about a product launch or pride in their workplace—is far more credible than a polished corporate press release. - Expanding Reach Organically
Your employees collectively have a network that far exceeds your company’s social media following. By tapping into their personal connections, you can amplify your brand’s reach to new audiences, often without spending a penny on advertising. - Stronger Engagement
Personal stories resonate deeply with audiences. When employees share their perspectives or experiences, they humanise the brand and encourage authentic engagement, which can lead to stronger emotional connections with customers, partners, and even potential recruits.
Turning Employees into Internal Influencers
Creating a network of internal influencers doesn’t happen overnight. It requires fostering a culture of advocacy and providing employees with the tools and motivation to represent the brand authentically.
Here are some actionable steps to get started:
- Foster a Culture of Advocacy
Advocacy starts with pride. Employees are more likely to share content when they feel genuinely valued and connected to the company’s mission. Celebrate milestones, acknowledge individual contributions, and involve employees in shaping the narrative. - Provide Share-Worthy Content
Not all employees are natural content creators, and that’s okay. Provide ready-to-share materials such as blog posts, industry news, event highlights, or visual content. Make it simple for them to personalise and post this content on their platforms. - Offer Training and Guidance
Equip your team with the tools and confidence they need to succeed. This might include workshops on building a professional online presence or guidance on using platforms like LinkedIn effectively. Encourage them to share their authentic voices while aligning with the company’s values. - Recognise and Celebrate Advocates
Publicly acknowledge employees who take the lead in advocacy. Whether it’s a social media shoutout, a feature in internal newsletters, or a more formal reward, recognition goes a long way in encouraging others to follow suit.
Internal Influence in Action
Consider an employee who shares their experience of working on a successful project, tagging the company and colleagues involved. Such a post not only highlights teamwork and expertise but also sparks engagement from their network. Similarly, employees sharing photos from a team event or conference can create positive impressions about the company culture, attracting potential recruits and clients alike.
Companies like Dell and IBM have mastered employee advocacy by integrating it into their PR strategies. They empower their teams with content and training, creating a ripple effect of authentic, positive messaging that strengthens their brand.
Measuring the Impact
To evaluate the success of your internal influencer programme, track key metrics such as:
- Engagement rates on employee-shared posts versus corporate posts
- Growth in social media reach through employee networks
- Increased website traffic or inquiries linked to employee-driven campaigns
Such metrics can help you fine-tune your strategy and showcase the tangible benefits of employee advocacy to stakeholders.
The ROI of Internal Influence
Internal influencers do more than amplify your reach—they bring authenticity and trust to your brand. When your team’s voices carry your message, it feels personal, relatable, and credible. This creates a lasting impact on your audience, leading to stronger relationships and long-term loyalty.
Are your internal influencers already making an impact? If not, reach out to us to help you create your internal influencers.
