The most underrated marketing strategy for companies today: How businesses can build trust and results with personal branding and employee advocacy programs

If you’re not already working with personal branding within your company, it’s time to start now. In a world where 85% of corporate messages go unnoticed (source: "Be Distinctive Everywhere," Ipsos and JKR), it’s clear we need to rethink how we communicate.

Standing out in today’s digital landscape is about learning to communicate differently. We are bombarded with 5,000 marketing messages a day, yet 90% of us can’t even recall a brand we saw yesterday. So how do you cut through the noise? The answer is simple: people listen to people, not corporations. And the funny thing is, we all know this… so why aren’t more companies embracing it?

What does personal branding within a company mean?

Personal branding, or as I call it "employee branding," is about showcasing the people within your company in different ways. This can be done by helping them become ambassadors, incorporating it into your overall marketing strategy with the help of your marketing team, or through initiatives like having a "creator in residence." No matter which approach you choose, it will strengthen your business in countless ways: from increased reach, engagement, and trust to higher employee satisfaction, customer loyalty, and, ultimately, improved financial results.

And if you’re wondering whether there’s evidence to back this up, here are some compelling numbers: 44% of a company’s market value is directly tied to the CEO’s reputation (according to Weber Shandwick and KRC Research). Furthermore, 74% of people trust what employees say about a company more than what leadership says (Edelman Trust Barometer). This means your people are the key to both trust and growth. Don’t miss the opportunity to make this an active part of your marketing strategy.

So why don’t more companies do this?

It sounds simple, doesn’t it? Take the strategies you use to build your corporate brand and apply them to your people as well. But the reality is more complex. Here are some of the biggest challenges I’ve observed:

  • Fear of employees leaving: “Why should we invest in building a profile for someone who might leave us?” This is a common objection. But we need to think long-term when it comes to branding strategies. In today’s job market, it’s unlikely employees will stay forever. If you do a good job of supporting and valuing them, they’ll stay longer. And when they do leave, they’ll be incredible ambassadors for your brand.

    Moreover, it’s crucial to adopt a 360-degree branding strategy that showcases the company, the team, and multiple employees and leaders - not just one person.

  • No clear strategy or guidelines: Many companies lack a plan for how personal branding should be integrated into their marketing strategy. If it’s not in the marketing plan, if there are no clear directives from leadership, it won’t happen.

  • Time and resource allocation: Personal branding often gets added as an extra layer on top of employees’ regular tasks. This leads to stress and frustration instead of engagement. Companies should instead create space for ambassadors to focus on learning, creativity, and content creation by reallocating or reducing other responsibilities.

  • Lack of leadership engagement and understanding: Without support from the top, personal branding becomes an isolated effort. Leadership needs to understand its value and invest in it for the long term. This is where executive branding comes in - a personal branding strategy for your CEO, owner, or leaders. Because when you lead by example, others will follow.

The strongest companies are those that combine smart corporate branding strategies with a well-thought-out personal and employee branding strategy.

Why should personal branding be part of your strategy?

1. Because people build trust to a degree that logos can’t

Posts from employees get 24 times more reach than posts from the company itself. And the engagement? 7 times higher. People care about people, not ads.

2. Because authenticity attracts talent

Want to be a company where the best people want to work? Then you need to show what’s happening behind the scenes. When employees share their proud moments and why they love their work, you’ll attract talent in a way no recruitment ad ever could.

3. Because it helps handle crises better

When things go wrong, and they will at some point, a strong personal branding program can be a lifesaver. When your employees and leaders have already built trust with their audience, they can save your company’s reputation.

4. Because you’ll reach further than ever

Social media favors authentic voices. When your employees share their perspectives, you’ll reach more people and build greater trust than you ever could with paid campaigns alone.

How to make this happen?

You might be thinking: “Okay, this sounds good, but how do we actually do it?” Here’s my strategy for making it happen:

1. Anchor it in leadership

This isn’t a quick fix or a “fun social media idea.” It’s a strategic investment. Leadership needs to understand that resources - time, budget, and priorities, are required to make personal branding a part of the company culture. There should also be a dedicated person driving the initiative, ideally within the marketing department with support from leadership.

2. Provide tools and training

Employees often want to contribute but don’t know how. Help them! Offer workshops, guidelines, and concrete support.

3. Make the marketing department the hub

The marketing team should create the conditions for success: produce content employees can share, help them create content themselves, set guidelines, and measure results.

4. Measure and analyze

If results matter to you, measurement is critical. Personal branding isn’t just “fluff” it’s a marketing effort like any other, and it can be measured in everything from reach and conversions to share of voice, website visits, leads, and share of voice. Measure, and you’ll see the value in black and white.

To stand out, you need to embrace humanity

Working with personal or employee branding is about more than just visibility - it’s about creating lasting trust that leads to business results. It requires companies to prioritize the human and the long-term over quick fixes.

When you give your employees the space to grow and become voices for your company, you’re not just building stronger relationships with your audience - you’re creating a culture that attracts both talent and customers. And no, it’s not about perfection. It’s about being authentic, sharing your stories, and letting the people behind the company shine.

So the next time you’re wondering how to stand out, remember: The future is human. Start today, with courage and intention. You have everything to gain. And if you want help from us at Brandfixers, don’t hesitate to reach out!

/Mira Thimmayya, Founder of Brandfixers