The Rise of Brand Employees: How They're Shaping the Future of Influencer Marketing

Okay, let’s talk about a big shift happening in the world of influencer marketing. You know how we've all been used to seeing influencers—those perfectly polished, often totally unattainable people, right? Well, it looks like those days might be fading away, and in their place? Brand employees. Yep, you read that right. Companies are now bringing their own staff into the spotlight, turning them into the faces of their brands.

So why is this happening?

And why should you care? (If you are an influencer or looking to join the squad.)

Let’s dive in!

Getty Images for Fenty Beaut

Authenticity Is Everything

Here’s the thing: people don’t want to just see a product being sold to them anymore. They want to know the story behind it. And who better to tell that story than the people who actually create and sell the product? Brands like Loewe, Marc Jacobs, and Fenty Beauty are tapping into this idea by featuring their own employees—the artisans, makeup artists, and marketing teams—instead of hiring outside influencers to talk about their products.

Take Lush, for example. In 2019, they ditched traditional advertising and started using employee-generated content. Their staff filmed themselves pressing bath bombs or slicing soap—and boom, millions of views, no paid ads needed. It felt real and genuine, which is exactly what people are craving today.

Employees as the Real Brand Advocates

If you think about it, employees are the ultimate brand advocates. They know everything about the brand—they’ve created the product, answered customer questions, and worked with the design team. They get it. And because of that, they come across as way more trustworthy and relatable than any outside influencer. Research even shows that content shared by employees is 561% more effective than content shared through corporate channels.

More and more, brands are realizing that their staff’s passion and expertise can be turned into powerful marketing tools. They’re not just workers—they’re influencers in their own right. And since employees are already involved in the core of the brand, their content feels so much more genuine, which audiences are really connecting with.

Photo by Diego Donamaria/Getty Images for SXSW

Founders and Social Media Managers Are Leading the Charge

Another thing happening is that brand founders are using their personal social media to drive brand awareness. Look at Emily Weiss from Glossier or Matilda Djerf from Djerf Avenue. Both started their brands by sharing their personal journeys and building a community around their story. It’s all about transparency and authenticity, which really resonates with today’s consumers.

But it's not just founders. Social media managers are stepping into the spotlight too. Brands like White Fox Boutique and Lululemon have social media managers who actually appear on camera, sharing everything from behind-the-scenes looks to product launches. It’s a refreshing change from faceless corporate posts and helps build a stronger connection with followers.

And then there’s Duolingo—yes, the language-learning app. They’ve taken it to the next level with their mascot, Duo the owl, becoming an influencer in its own right on TikTok. The creator behind Duo’s hilarious posts? A social media manager. They’re making it feel personal, funny, and relatable, which has not only boosted engagement but also led to real business growth. Crazy, right?

Brands Are Now Hiring Full-Time Content Creators

Here’s something even cooler: Brands are starting to hire full-time content creators. Rather than working with influencers on a campaign-by-campaign basis, some brands are bringing creators on board as employees. Take SET Active, for example. They hired TikTok creator Sam Vicchiolo as their Social Media Manager, and now his fun and relatable content is a huge part of the brand’s success.

The advantage here is that these creators are already in tune with trends and know how to make content that resonates with their audience. It's not just about quick posts; it’s about long-term, authentic storytelling.

Retail Employees: Not Just Salespeople, But Influencers Too

One more thing—retail employees are getting their moment in the spotlight as well. Brands like Abercrombie & Fitch are featuring their retail associates in TikTok videos, showcasing their product knowledge and styling tips. It’s the same idea as the other employees we’ve talked about: customers trust these employees because they know the product and can offer real advice. Now, that’s the kind of influence that feels much more genuine than someone who’s just getting paid to promote a product.

So, Why Does This Matter?

At the end of the day, people just want to connect with real, authentic voices. And who’s more real than the people who are actually behind the product? Employees are the heartbeat of any brand. So, when they step into the role of influencer, it doesn’t just feel more personal—it is more personal.

This shift is a game-changer in how brands connect with their audiences, and it’s not just a passing trend. The future of marketing is all about leveraging the people who are already passionate about the brand to tell its story in a way that feels genuine and relatable. And honestly? I think that’s pretty exciting.