Your best influencer may be sat next to you.

There’s a growing trend we need to talk about. Employees are increasingly stepping into the spotlight as brand advocates on social media, especially over on LinkedIn. And honestly? It makes total sense.

People trust people. That’s why posts shared by employees often get up to 8x more engagement than the ones posted straight on the company page.

Why? Because it feels real. Relatable. Human. When someone you follow shares something about their work, it’s like they’re inviting you inside. It puts a face to the brand and builds trust and credibility.

Still, a lot of businesses get nervous. Cue panic about messaging, tone, and whether people will say the “right” thing. But the thing is, it doesn’t have to be a big deal. A lot of people are already sharing their wins at work, including conferences they’ve attended, and awards they’ve won, or even just how good the office air con is during a heatwave. You don’t have to force your employees to become full-time content creators on top of their long list of other responsibilities. It’s about encouraging them to share their experiences at work, in their own voice, because that’s what resonates most with audiences.

Some companies are already well ahead of the curve, take Sheer Luxe, for example. They’ve been putting their employees at the front and centre of their social media strategy… and their engagement and following have never been better.

The evidence suggests that trusting your team, giving them the freedom to show off the work their doing can have huge benefits to your brand outreach. It’s time to stop seeing LinkedIn as a BTB platform and start using it as a space for real people to share real stories about your brand.