While the tendency of marketers is to discretely segment, the real world is much more porous and fluid than that. Certainly a company’s most powerful ambassadors can and should be those who work within its walls.
The irony is that at many companies, external and internal communications operate in independent silos. So that more often than not employees learn about new campaigns at the same time they are released to the rest of the world, if not later, without any additional context.
This means that when they go home and interact with family, friends and their wider networks, employees aren’t armed with any of the messages the company wants consumers to know—a huge missed opportunity.
Whether they number in the tens, hundreds or thousands, employees offer a valuable layer of credibility that sits in a unique place between company management and an objective third party. As a collective of insiders, they can vouch for whether the company lives its values every day or if they’re simply taglines.