“People do not buy goods and services. They buy relations, stories, and magic.” – Seth Godin
And no one is better positioned to create those relationships, stories, and that sense of magic than the people inside the company – employees who show up authentically, share what they believe in, and speak from experience.
As a professor, researcher, and founder of a company dedicated to personal branding, I often reflect on how deeply our professional identity influences not only how others see us, but how we see ourselves. Over the past decade, I’ve helped hundreds of companies and professionals find and express their voice. But perhaps the most fascinating part of this journey has been discovering just how transformative that visibility can be – not just for the individual, but for the organization they represent.
A few years ago, together with several colleagues, I conducted two research studies that looked at this phenomenon from different angles. One explored how employees who share content on LinkedIn shape perceptions of their company through their personal voice. The other examined how organizational leaders craft personal brands on social media, and how this influences organizational trust and image.
What we found was powerful. When people speak authentically about their work, it has ripple effects – both on their own careers and on their companies’ brands.
Why employee advocacy is more than just a buzzword
You’ve probably heard the term “employee ambassador” or “employee advocacy” floating around. At its core, being an ambassador means showing up – openly, publicly, and purposefully – for the work you do and the values you believe in. And when you do that, people don’t just see the company. They see you.
Our study on employee advocacy, conducted with LinkedIn users, revealed that employees who post valuable and credible content build parasocial relationships – those one-sided but psychologically meaningful bonds we form with media figures or online personalities. These bonds increase trust and connection. And here’s the twist: they also influence how people feel about the company the employee represents.
In simpler terms: when people like and trust you, they’re more likely to like and trust your employer, too.
This is good news for organizations. But it’s also great news for individuals.
What’s in it for me? Visibility, credibility, opportunity
During interviews for our study on leader branding, we spoke with executives and entrepreneurs across Lithuania who regularly communicate on LinkedIn. Many described how sharing their professional journey enhanced their reputation, attracted new business, and opened up unexpected opportunities – from keynote invitations to career shifts and international partnerships.
One leader shared, “Personal branding is like a psychological game that showcases you as a successful professional. When people remember your name, they remember your expertise.”
Another described it more simply: “It’s a visual CV. People see my growth.”
The common thread? It wasn’t about showing off – it was about showing up.
I often remind my students and clients that personal branding isn’t reserved for influencers or extroverts. It’s about shaping your professional narrative so others can understand your strengths, values, and contributions.
When done intentionally, it helps you:
- Get noticed for your ideas, not just your title
- Build influence in your field
- Attract roles or projects aligned with your aspirations
- Strengthen your network with meaningful connections
- Develop communication skills and confidence
Most importantly, it helps you own your story—before someone else tells it for you.
Why does it matter to companies?
Let’s be clear: employee advocacy isn’t about turning your people into megaphones for corporate messaging. It’s about unlocking the authentic, trusted voices that already exist inside your organization.
Our research showed that leaders who consistently build personal brands not only elevate themselves but also humanize their organizations. In a world where consumers and jobseekers are increasingly skeptical of corporate-speak, employees are seen as more relatable and trustworthy.
And when they share stories, lessons, or even questions from their professional lives, the brand becomes more than a logo. It becomes human. Credible. Real.
This creates measurable value:
- Increased reach and engagement of brand messages
- Improved reputation and employer brand perception
- Higher-quality job applicants
- Stronger internal culture and connection
But here’s the catch: this only works when employees are empowered, not pressured. Authenticity can’t be manufactured. And trust can’t be delegated.
That’s why the best organizations focus not on controlling the message, but on cultivating the environment where people feel safe and inspired to share.
So how do you start showing up?
If you’re an employee or leader wondering where to begin, remember: you don’t need to be a social media expert to be effective. Start small. Start real.
Here are a few practical ways to dip your toes into employee ambassadorship:
1. Document, don’t just promote
Post about what you’re learning, building, solving, or reflecting on. A lesson from a recent client meeting, a challenge you overcame, or a quote that sparked a thought.
2. Make it personal, not private
You don’t need to share your whole life. But let your personality show. Write the way you speak. Connect your experience to broader themes.
3. Be consistent
You don’t have to post every day. But showing up regularly builds recognition and trust over time.
4. Ask yourself: what would I want to read?
Avoid the polished press release tone. Be human. Be helpful. Be reflective.
What companies can do to support their ambassadors
When it comes to employee advocacy, companies play a critical role –not by directing the message, but by creating the environment in which authentic voices can thrive. The goal is not to turn employees into marketers, but to enable them to speak confidently and genuinely about their work.
Model the behavior through leadership. When leaders communicate openly—sharing insights, lessons, and team achievements – it signals that visibility is encouraged. It helps normalize professional communication as a part of everyday work, not just an exception reserved for executives.
Offer guardrails, not scripts. Companies should provide practical guidance on brand values, tone, and communication etiquette –but leave room for individuality. People are far more likely to engage when they feel trusted to speak in their own voice, not simply echo corporate messaging.
Recognize and celebrate engagement. Employees who take initiative – whether through thoughtful posts, active engagement, or behind-the-scenes support – should be acknowledged. Recognition helps build momentum and reinforces a culture of shared communication.
Frame visibility as a professional growth skill. Advocacy should be positioned as part of personal and career development. Communicating one’s ideas, sharing expertise, and building a visible presence are increasingly important skills –not only for the organization’s benefit but for the employee’s long-term growth.
Research shows that when employees are encouraged to be visible and are supported in sharing their perspectives, advocacy becomes organic. And when that happens, it creates real value for both the individual and the organization.
Final thought: this is bigger than one post
Being visible at work – online or offline- isn’t about vanity. It’s about alignment. When your values, your actions, and your voice come together, you attract the right opportunities, people, and possibilities.
So ask yourself:
- What do I want to be known for?
- What impact am I already making?
- How can I share that in a way that helps others see it, too?
Because it’s not just a job.
It’s a story. A platform. A brand.
And it can start with one post.
You may find this article in the Lithuanian language here. This article was published on Delfi website.