Sarah Goodall is CEO of Tribal Impact, a data-driven social media consulting company focused on B2B employee advocacy and social selling.
There is a common challenge I see inside organizations: Marketing teams work to amplify the voices of their technical or industry experts, while HR focuses on developing employee ambassadors to strengthen employer branding. These two initiatives might seem different, but they share the same goal: They both aim to leverage authentic employee voices to build external influence. When aligned, these teams can create a powerful marketing strategy that boosts brand credibility and helps attract top talent.
In my experience of activating organizations’ employees on social media, I’ve found that the strongest programs for recruitment are those that break down silos between departments to gather employee advocacy efforts into one connected approach.
The Power Of Expert Voices In Marketing
Marketing teams know the value of highlighting their internal experts—people with deep industry knowledge and credibility. These expert voices are often invited to speak at conferences, contribute to publications or take part in high-level industry panels. In an environment where AI-generated content and misinformation are everywhere, content from real, credible experts is more important than ever, especially when you consider that “87% of B2B buyers prefer content from trusted industry influencers over branded sales messages.”
However, many people struggle to translate their offline influence and knowledge into their online profile, which can limit their reach. Helping the internal experts in your marketing team establish a presence on platforms like LinkedIn can help them scale their insights and build trust with a broader audience.
In my experience, while some experts may approach social media with caution, that doesn’t mean they aren’t open to sharing. When you help them understand the potential professional benefits, such as reaching wider audiences, building their industry reputation and shaping important conversations, you can increase the likelihood of them getting involved. The key is helping them do it in a way that feels authentic and aligned with their role.
With the right support, the voices of your internal experts can become a valuable extension of your brand. I’ve found this to be especially important in regulated or technical industries, where credibility often matters more than volume.
Employee Ambassadors And Authentic Branding
Meanwhile, HR and talent marketing teams tend to focus on showing employee experience—what it’s really like to work inside the business. Through employee ambassador programs, they can encourage people across the organization to share stories, insights and moments from their day-to-day experiences. I’ve found that the most effective content is usually simple, like a video of a day in the life of an employee, a reflection on a team project or a shoutout to colleagues. It can also be highly effective: Job postings with videos are viewed 12% more, and companies report an average 34% higher application rate when video is included.
This kind of content can give candidates for your company an honest look at what they can expect. According to Edelman’s Trust Barometer, employees are seen as the most credible source of information about what it’s like to work for a company. That can be a powerful advantage in a competitive hiring environment and play a key role in raising brand awareness. In fact, 89% of C-suite marketers recognize that employees can bring great value to their businesses as influencers. This reinforces what many of us already know: People trust people, and employee advocacy is a strong strategy.
Bridging The Gap With A Unified Approach
Although both strategies rely on employee voices, they’re often managed separately. One typically sits with the talent marketing team in HR, the other with the marketing team. Each is driven by different KPIs and metrics to measure success. But when they come together, the impact can multiply. For example, a subject-matter expert can publish content that shares their technical perspective while also showing the values and culture of the company. Likewise, employee ambassadors can grow their own credibility by sharing insights tied to their areas of expertise.
I’ve found this connected approach to be an effective way to drive trust. Research shows that 77% of people “prefer content created by social media influencers over scripted advertising from marketing professionals.” And employee-shared content often performs better, too. There’s also a potential cost benefit: Leveraging internal voices can help reduce your reliance on paid media, helping your teams achieve more with less spend.
The overlap becomes even clearer when you compare the tactics. Whether the employee in question is an expert influencer or a brand ambassador, their process often includes long-form LinkedIn posts, short-form video content and personalized thought leadership. The core skills and behaviors are the same, but the programs are often led by different departments with different goals.
Connecting Advocacy To Recruitment
One of the biggest missed opportunities I’ve observed among companies I’ve worked with is talent acquisition, especially when you consider that “80% of talent leaders believe employer branding is a key driver of making quality hires.” If you’re experiencing a talent gap in a particular region—for instance, a shortage of R&D analysts in Brazil—it may make more sense to activate someone in that exact role and location than to rely on a one-size-fits-all employer branding message. An expert who is already doing the job, who understands the audience and who has a strong LinkedIn network has a higher likelihood of reaching the right people.
Using Data And Insights To Connect The Dots
There’s already strong evidence that employees drive trust, engagement and real business results. When we bring marketing-led and HR-led advocacy programs together, the potential impact grows even further. While more research will continue to emerge, organizations already have access to powerful insights that support smarter decisions and more targeted activation.
Social listening plays an important role here. In its 2025 Social Media Trends Report, Ogilvy highlights how social-first brand teams can use cultural insights to respond quickly and with relevance. When you identify where your audience’s interests naturally align with your brand values or where unexpected moments spark buzz, you can make more informed decisions and create content that feels timely and authentic.
The Takeaway
Bringing together expert voices and employee ambassadors can be an effective way to build a consistent and authentic brand presence. In my experience, this strategy can boost credibility, increase engagement and help organizations attract both customers and candidates. More than anything, it can help you create a culture where your people speak for you—not because they’re told to but because they want to. When your people speak with conviction, your brand can become something others want to follow and be part of.
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