Employfluence: How Employee Voices Build Trust in a Distrustful World

sebastianaguilarve • April 6, 2025

Building Trsut in a Distrustful World

In an age where consumers can spot a sales pitch from a mile away, traditional advertising is losing its grip on people’s trust. According to the Edelman Trust Barometer, trust in institutions—governments, media, and even businesses—continues to decline. But amidst this growing skepticism, one voice consistently cuts through the noise: the voice of the employee.

The Trust Deficit Is Real

We live in a world overflowing with content. Flashy campaigns, influencer partnerships, and polished brand videos flood our feeds daily. But here’s the issue: people don’t trust them the way they used to. A growing number of consumers and potential hires, crave something more grounded, more honest, and more human.

That’s where employees come in.


When someone sees a behind-the-scenes look from a product manager, or a post from a customer service rep sharing their journey at a company, it doesn’t feel like marketing. It feels like truth. And that distinction is powerful.


People Trust People

Numerous studies have shown that people trust “people like me” more than CEOs, ads, or brand spokespeople. Employees, when empowered to speak authentically, become a company’s most credible messengers. Whether they're sharing their experience on LinkedIn, posting a day-in-the-life video, or commenting on industry trends, they’re building something ads can’t: trust by association.

This isn't about handing employees a script. It’s about giving them the tools and confidence to share their real stories.


Authenticity > Perfection

You don’t need perfect lighting or corporate-approved soundbites to make an impact. In fact, over-polished content can sometimes work against you. What cuts through today is sincerity. A quick phone-recorded video of an employee explaining how their team solved a real-world challenge can do more for your brand than a 30-second ad spot ever could.

Why? Because it feels real. And in a digital landscape full of filters, authenticity is the new currency.


The Employer Brand Multiplier

This isn’t just a feel-good strategy. It’s a smart one.

When employees share their voices, they not only humanize your brand, they extend its reach. Their networks become your new marketing channels. Their credibility becomes your competitive advantage. And their stories make your culture visible to clients, candidates, and partners in a way no job description or ad campaign ever could.


Let Employees Be the Trust-Builders

As the marketing world shifts toward transparency, relatability, and community-driven storytelling, the role of the employee becomes more central than ever. It’s time to stop seeing employee content as “nice to have” and start recognizing it for what it truly is: the future of trust-driven growth.

Because in a world where almost no one believes the ad, the most powerful words might just come from someone on your team.

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How Panasonic Toughbook Built a Laser-Focused Employee Ambassador Program That Drove 22 Key Meetings

By sebastianaguilarve • July 23, 2025
In the world of B2B sales and enterprise technology, creating genuine connections with decision-makers is challenging. But what if instead of trying to go viral or flood your channels with content, you zoomed in way in? That’s exactly what Panasonic Toughbook did. In our latest podcast episode, we sat down with Birgit Raes , a top sales enablement specialist at Panasonic, to uncover how she and her team built a hyper-targeted employee brand ambassador program, resulting in 22 meetings booked with their most valuable prospects. What Made This Program So Different? Most companies launching advocacy or ambassador programs go broad. They chase impressions, likes, and “reach.” But Birgit and her team flipped that approach on its head. Instead of asking all employees to become advocates, they started with just five experts, people who were already credible voices online and had a natural presence on platforms like LinkedIn. And instead of pushing content to a wide net of leads, they narrowed in on just 25 key accounts . That’s five ambassadors, each focusing on five high-priority clients . Why It Worked The magic of this initiative wasn’t scale, it was relevance . Each ambassador created or shared tailored content that resonated deeply with their target segment. Since they were already trusted and established in their field, their posts didn’t feel forced or corporate, they felt authentic. This razor-sharp alignment between: the ambassador’s voice , the client’s challenges , and the content’s value meant that decision-makers paid attention. The result? 22 booked meetings from just 25 targeted accounts . That’s not just ROI, that’s precision marketing at its finest. Key Takeaways from the Episode Start small, start smart : Not everyone in your company needs to be an ambassador. Focus on the ones already speaking the language of your clients. Depth over breadth : Likes are great, but conversations with the right people are better. Aim for business outcomes, not just brand awareness. Content that converts is personal : When your employees speak authentically and insightfully about client challenges, you build trust before you even make a call. Want to Learn the Full Strategy? Birgit breaks down exactly how they selected the right ambassadors, how they briefed them, and how they tracked success without relying on vanity metrics. If you're building (or rethinking) your ambassador program, this episode is a must-listen. 🎧 Listen to the full episode now : https://open.spotify.com/episode/00juuZ0InBkRgfLiJd48ez?si=VH6LFLZ5Sj2K3nnTwLDLLQ 
What Manchester United can teach us about employee advocacy

What Manchester United Can Teach Us About Employee Advocacy

By sebastianaguilarve • June 22, 2025
Discover what Manchester United can teach your business about employee advocacy. Learn how internal culture, leadership, and belief turn employees into powerful brand ambassadors.