Who are the Power Players behind your brand?
Picture this: you’ve meticulously crafted a polished corporate brand, stocked your pipeline with innovative products, and cranked out countless marketing messages - only to see them fade into the digital abyss. It’s no secret: consumers today are swamped with information. In fact, research suggests that a whopping 85% of corporate messages never even make it onto people’s radar. (Source here).
The world needs a fresh communication approach, and guess what? That approach centers on real people, not faceless businesses. Welcome to personal branding for companies (or, as I call it, “employee branding”), the strategy your company can’t afford to ignore any longer.
Shifting the spotlight from logos to humans
Every day, we’re bombarded by more than 5,000 promotional messages. Yet most of us can’t recall even one brand from the previous day. The remedy? Start speaking like a person, not a brand. When real employees become ambassadors of your message, suddenly you’re not just advertising - you’re forging connections. And that shift, from corporate voice to personal voice, is what helps you rise above the noise.
So what does “employee branding” actually mean?
It’s about cultivating your team’s personal brands so that they become powerful extensions of your corporate brand. They might take on ambassador roles, appear in marketing campaigns, or even work as in-house creators. Regardless of format, the result is the same: heightened trust, more robust engagement, and stronger business outcomes.
People trust people
According to Weber Shandwick and KRC Research, 44% of a company’s market value is directly tied to the CEO’s reputation. Meanwhile, the Edelman Trust Barometer reports that 74% of people trust what employees say more than what executives declare in formal statements. Translation? The path to trust (and growth) in modern marketing runs directly through your employees and leadership team.
So why aren’t companies doing more of this?
They fear they’ll just “train and lose talent”
Some leaders worry that investing in personal brands only makes it easier for employees to exit. But here’s the reality: people change jobs more frequently these days, and your willingness to develop them keeps them engaged. Even if they eventually move on, they’ll become ambassadors you can’t buy with a marketing budget.No clear roadmap
If personal branding isn’t baked into your overall marketing strategy, it won’t happen organically. It needs space in the plan, explicit buy-in from the C-suite, and a champion within your marketing team to steer the ship.Time and resource constraints
Piling “brand ambassador” duties on top of regular workloads can lead to burnout. Instead, set up structured programs like dedicated “creation hours” or official ambassador roles, so employees have time to develop their personal brands without feeling spread too thin.Leadership apathy or lack of understanding
Without leadership support, personal branding falls flat. Everyone from the CEO to team managers needs to lead by example, known as executive branding. When leaders participate, the rest of the organization follows suit.
Three reasons personal branding supercharges results
People over logos
Employee-driven posts reach 24 times more people than brand posts do, and drive engagement up to seven times higher.Authentic voices attract talent
Ever wish you could clone your top employees? Showcasing real stories from your workforce like why they’re proud and what they’re working on serves as a magnet for like-minded prospects. Forget bland job ads - authenticity wins top recruits.Crisis control with a human touch
Even the best companies stumble. When mishaps occur, leaders and employees with established personal brands can step up, address concerns, and maintain goodwill. If you’ve allready built a stong brand and your employees also have a lot of credibility, that can help you out of a crisis.
The blueprint to make it happen
Start at the top
Personal branding must be seen as a strategic priority, not a side project. It demands leadership alignment, a budget, and buy-in from all levels. Identify a marketing lead or a dedicated “brand champion” to coordinate efforts.Give your team the right tools
Most employees are eager to help but unsure where to begin. Workshops, training sessions, and tip sheets demystify platforms like LinkedIn and show them exactly how to post, comment, and connect in ways that benefit both them and the company.
Pro tip: Launch an employee advocacy program with easy-to-follow guidelines. If you want a blueprint, let me know - I’ve got you covered!Create a marketing “hub”
Your marketing department should be the go-to place for content templates, best practices, and brand-aligned storytelling. Centralize your resources so employees have quick access to materials that make sharing a breeze.Measure what matters
A well-executed personal branding program can pay off in reach, engagement, conversions, and brand sentiment. Track these metrics just as rigorously as you would any marketing campaign. The data will paint a clear picture of success.
Why humanity is your competitive edge
In an era of impersonal digital ads and corporate statements, the brands that stand out are the ones willing to show a bit of heart. By empowering your employees to be the face and voice of your company, you’re building genuine connections that last. You’re also creating a workplace culture that thrives. One that attracts top performers, boosts morale, and lights up customer loyalty.
“So if you’re pondering how to truly differentiate your company, the answer is simple: go human. “
So if you’re pondering how to truly differentiate your company, the answer is simple: go human. Take the leap into personal and employee branding, invest in your people, and watch your brand equity soar in the process. After all, the future of marketing belongs to those bold enough to let their people shine. And if you need a bit of extra guidance, my team at Brandfixers is just a call or e-mail away.
/M.
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