Is using employees as influencers worth it?

In the world of digital marketing, one of the most recent and effective trends is the use of employees as brand influencers. Known as Employee-Generated Content (EGC), this method has been gaining popularity among companies looking for an authentic touch when communicating with the public. After all, who better than the very people who live the company culture to promote its value and share experiences? But is using employees as influencers really a good strategy? In this article, we'll explore the benefits, challenges and best practices of this approach that promises to bring more authenticity and engagement to brands.

1. The power of employee-generated content (EGC)

When employees themselves share their experiences, projects or simply show their daily lives in the company, the public feels an authenticity that is difficult to achieve through traditional campaigns. This is the main advantage of EGC. Employees who act as influencers help to humanize the brand, conveying a sense of transparency and honesty that consumers appreciate.

Employee-generated content has incredible potential to increase interest, both internally and externally. Internally, it creates a sense of belonging and motivation among the team. Externally, it offers a real vision of the company, which awakens public trust and boosts the brand's reach organically. When an employee shares, for example, a professional achievement or a project they have worked on, they are getting their network of contacts interested in the brand, generating genuine communication that attracts new followers and potential clients.

2. Choose who has the authority to represent the brand

While all employees can share their expertise, it's important to choose the right people to be brand influencers. Not all employees have the same technical authority or the same impact on your audience. It is therefore advisable to identify those who are experts in specific topics, who already have some influence on social media, or who at least have good communication skills. These employees will be more effective when talking about certain subjects, as they will have the credibility needed to attract the public's attention.

In addition, choosing employees to be influencers should take into account their communication skills and their alignment with the brand's values. Employees who identify with the company's mission and values are more likely to convey the message authentically and coherently, contributing to a solid and trustworthy image. Remember: a good internal influencer is one who, as well as knowing the company well, knows how to communicate naturally and with empathy.

3. Should employee influencers be compensated?

A relevant issue when using employees as influencers is compensation. This activity, depending on its intensity, may require additional effort on the part of the employee, which raises the question of possible extra remuneration. If content creation is a significant part of the employee's routine or if it requires tasks beyond their current duties, it is fair to consider appropriate compensation.

Valuing employees who perform this role is key to ensuring their commitment and dedication. This can take the form of financial incentives, benefits or even greater visibility within the company. Remember that when employees feel valued, they are more motivated to share relevant content and promote the brand consistently and enthusiastically.

4. The importance of having well-structured internal policies

For the strategy of using employees as influencers to work efficiently, it is essential to establish well-defined internal policies. These guidelines should cover aspects such as the types of content that can be shared, the most appropriate platforms, the brand's tone of voice and the frequency of posts. A social media manual or policy can help guide employees and maintain communication in line with the company's objectives and values.

When defining these policies, it is also important to include information about what should not be shared, to avoid legal problems or situations that damage the brand's image. For example, confidential data, customer information or sensitive topics should be clearly identified as restricted. Transparent communication about these rules helps to avoid misunderstandings and ensures that all employees are aware of expectations and responsibilities.

Using employees as brand influencers is an effective strategy for creating an authentic image, strengthening public trust and achieving greater engagement. However, this practice requires a structured and thoughtful approach. It is crucial to choose the right employees, value their efforts and have clear policies to guide this new form of communication. When executed well, this strategy can be a powerful tool for boosting your brand's visibility organically and reliably.

At Webhouse, we help your company implement innovative marketing strategies, offering customized solutions to elevate your marketing and make your brand even more authentic and engaging. Talk to us and find out how we can help your business grow in the digital world!