Would you be surprised to know that in an era of declining trust and rising noise, the most powerful voices for your brand don’t sit in marketing alone? They’re throughout your organisation! People trust people - more than ads, more than spokespeople, and more than press releases and collateral.

As leaders in communications, we often focus our storytelling efforts outwardly via media, influencers and marketing. But we’re missing a goldmine of credibility and reach: our own employees.

According to LinkedIn, employee networks have 10x more connections than corporate handles. This means when your employees share updates or perspectives, they don’t just amplify your brand – they humanize it. Organisations with active employee advocacy programs see higher engagement, stronger retention and a deeper sense of belonging.

These aren’t just words — they define how we connect with people, inspire action, and drive cultural change from the inside out. It is a commitment to creating a space where every employee feels seen, valued and able to be their authentic selves.

It’s always a good time to rethink and enhance employee engagement. It’s never too late!

Numbers Don’t Lie

Gallup reported a two-point decline in global employee engagement in 2024, costing an estimated $438 billion in lost productivity. In India, the trend is more sobering. The same report spotlights that only 14% of employees felt "thriving” as compared to previous year, where 33% of employees were actively engaged. It’s a wake-up call for organizations to stop reacting and start rebuilding culture with a deliberate, values-driven strategy from within.

Building a Culture of Advocates: From Strategy to Action

If you want to supercharge your culture and amplify brand impact, start an employee ambassador program. These initiatives turn employees into passionate advocates, boosting authentic reach and engagement.

Establish these four pillars to lay the foundation:

• Define Purpose and Goals: Clearly articulate the purpose and what success looks like (brand visibility, recruitment, etc.). Tie the goals to measurable business objectives to garner internal stakeholder support and show impact.
• Gain Leadership Buy-in: Success requires stakeholder endorsement. Various teams, including HR and marketing, play a critical role in building and maintaining the program. Build a business case that outlines how the program will drive engagement and ROI.
• Develop a Program Structure: Define program governance with clear roles and responsibilities. Establish selection criteria for ambassadors, such as communication skills and active social engagement. Choose a platform using defined selection standards and align with the company's social media guidelines. Launch with creative branding aligned to company's visual identity and design guidelines, a program name and hashtags.
• Engage and recognise your Ambassadors: Make it easy (and fun) to participate. Conduct training to convey clear roles and responsibilities. Provide guidelines, easy-to-share content and access to platforms like EveryoneSocial or Hootsuite Amplify. Incorporate ongoing incentives such as shout-outs at town halls, a LinkedIn badge, custom swag or recognition from leaders.

Own Your Story

A brand isn't defined by logos or taglines—it's defined by the people who represent it every day. Employee ambassadors can bring your culture, purpose, and impact to life across every interaction and platform. When your people are proud to share your story, the market listens —and trusts.

Don’t wait for others to tell your story. Make advocacy a part of your culture. Build the program that puts your people—and your purpose—front and centre.

Abhishek Gulyani is the managing director, India & head of corporate affairs, Asia Pacific at Zeno Group.