A few weeks ago, a Staples employee rose through the algorithm ranks, posting TikToks at work about out-of-the-box projects and unexpected Staples solutions. Views exploded, the internet dubbed her “the Staples baddie,” and suddenly one of the most beige brands in office supply history has a cultural moment it could never have bought.
Audiences have gotten very good at spotting the official version of a company, and scrolling right past those posts. Consumers want low-fi authenticity: a warehouse worker showing their morning routine, an engineer detailing a problem they just solved, a customer service rep being genuinely kind.
A recent Harris Poll report on employee advocacy captured this key insight:
The most influential brand content isn’t coming from the brand. It’s coming from the people employed by the brand.
A few callouts from the report’s findings:
- 78% of adults say employee posts feel more authentic than content from official corporate accounts
- 74% say employees are more influential than traditional marketing in shaping a brand’s perception
- And when it comes to who people actually believe? Nearly half (49%) trust posts from non-executive employees compared to just 12% who trust posts from the CEO
Brands should think of employees as a type of influencer with endless social profiles, distinct personalities, communities, and areas of expertise. They aren’t waiting to be “activated” by a brand ambassador program. The question is whether the company has created the kind of culture (and given enough genuine permission) for them to bring followers along for the ride.
You can’t manufacture authenticity. But companies can invest in a workplace worth talking about, making it safe for people to share honestly, and then amplifying what emerges organically. Give employees clear, simple guidelines and then get out of the way. There are watch-outs when it comes to anyone speaking about a company online, but the reward outweighs the risk. Chances are, a new “face” or two could emerge for the company, helping to humanize social content across channels like YouTube or TikTok.
As we plan for Q4 partnerships and into 2027, consider how your own employees can fit into the dynamic. Contract-based influencers will always help move the needle. But adding an employee advocacy layer into the marketing plan could give brands that authenticity they need to truly connect and endear themselves to their audience.
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