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Jackie _CW_8651_1080px Jackie Grisdale

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Feb 04 2026

Be more human to win in the Gen AI age

AMBASSADORS ADVOCATES

We’ve all seen it: the expensive, high-production corporate video featuring only a few senior leaders. It looks beautiful, but it falls flat with potential talent. But the 20-second Instagram reel showing a "day in the life" at a local office can rack up engagement like nothing your social team has posted before.

Whether on LinkedIn, Instagram, or TikTok, the algorithms no longer hunt for the most 'professional' content—they hunt for the most human. And the same goes for your audience – they don't want to see your brand messages; they want to see authentic, real-life insights. They trust content from your people more than when it comes from your brand — 8 times more, in fact, according to Gitnux research.

Recent conversations with clients and those across my network have highlighted a recurring theme; there’s plenty of appetite for employee advocacy, but the 'how' remains a stumbling block for those who want to put their people at the heart of their employer brand.

I thought I would share five of the most common challenges we’re hearing and give my view on how you can start to make a difference when it comes to embracing a more human approach.

Everyone is on the same page…..but what if the page is blank?

Sometimes, buy in isn’t the problem. Everyone agrees on showcasing people, but no one knows where to start. You don’t need a massive strategy document or a fancy initiative to begin. Start with a simple conversation:

    • Identify ‘natural talent', employees already active on social media, and use them as a starting point.
    • If they are already posting great content, consider putting budget behind it to boost its reach.
    • Use your EVP (Employee Value Proposition) and messaging framework to build content pillars that help ambassadors align with key messages.
    • Give them prompts, examples, or even professional training to help them curate their personal brands.
    • Offer support to shoot or edit the content with them, or offer some professional training.

Failing that, a little help and support is often all people need.

You know where to find your audience…but there’s a blocker in the way.

Many teams know where their audience is but face barriers from legal, compliance, or corporate brand policies—such as a ban from using TikTok.

You don’t always need a corporate account to have a presence on a platform. Lean into Employee-Generated Content (EGC). Empowering ambassadors to post on their own channels within guidelines allows you to tap into native authenticity.

Leveraging influencers with curated audiences to extend your reach in a targeted way without requiring employees to use their private channels can also offer a compelling alternative.

You got off to a good start….but engagement is fading.

Initiatives often start strong but see enthusiasm dwindle after several months. To re-invigorate the program, shift from "asking" to "adding value".

  • Consider the value exchange: why should your ambassadors care?
  • Invest in personal brand training as part of their career development.
  • Use competitions, rewards, or specific campaign themes to spark fresh interest.

Early careers audiences know who you are….but have no idea what you do.

Early careers audiences may know your brand name but often have no idea what roles like "Junior Solutions Architect" actually involve. Short-form video is perfect for demystifying roles and showcasing culture. This isn’t about a job description; it’s about the "vibe-check". That’s why day in the life posts are still popular for this audience. If you are worried about quality, organise a supported shoot where a social expert guides the content capture while maintaining an authentic feel.

Keeping global consistency…while enabling a local nuance

For global employers, gathering consistent content across different regions and departments is a struggle. Technology can bridge the gap. Think about providing a simple, accessible hub featuring pre-approved imagery, templates, and audio suggestions to make it easy for employees to be advocates.

My view is that the most successful employer brands in 2026 aren't the ones with the biggest budgets. They’re going to be the ones with the most trusted voices.

Your employees are already talking – are you giving them the right stage?

If you’d like to see how we’ve helped our clients in some of these areas, get in touch for a chat.

 

 

Jackie _CW_8651_1080px
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