How employee advocacy can boost your B2B brand

When people think about branding, they usually picture shiny logos, fancy colour palettes and maybe a catchy tagline. And sure, that stuff matters. But if you’re in B2B, there’s one seriously underrated branding superpower you might be missing: your people.

Yep—your team. Your employees. The people who actually make the business tick. When they talk about what you do in their own words and on their own channels, it can give your brand a huge lift.

Here’s why…

What is employee advocacy?

In simple terms, employee advocacy is when your team shares stuff about your company—what you do, why you do it, what it’s like to work there. Usually on LinkedIn, but it could be anywhere. It’s not about giving them a script or turning them into marketing machines. It’s about encouraging them to share their own take on thing, because that’s what builds trust. People trust people. It’s about giving them the space and confidence to speak about the company authentically, in their own voice.

Why should B2B companies care?

Because B2B buyers don’t make snap decisions. There are layers of sign-off, long buying cycles and a whole lot of Googling before someone even thinks about getting in touch.

At B2B Marketing Live recently, Danny Williams put it perfectly: “People connect with people, not logos.” And he’s spot on. In a space where relationships matter, personal branding can massively amplify your business message. Whether it’s LinkedIn posts or newsletters, authenticity wins every time.

Here’s why employee advocacy works so well:

You’ll get way more eyes on your content

Let’s be honest, LinkedIn doesn’t show a lot of love to company pages. But personal posts? Much better reach. When your team shares something, it gets in front of their network too, helping your brand travel further than it ever could on its own.

It feels more real

Hearing about your company from someone who works there beats another polished ad any day. Whether it’s a behind-the-scenes snap, a client win, or “here’s what I’m working on today,” it all adds up to something more human.

It helps with hiring too

Potential recruits aren’t just looking at your website—they’re watching your people. When they see genuine, proud employees talking about the work they’re doing, that’s a big win for your employer brand.

It brings your brand and culture together

When employees feel comfortable sharing, it shows they actually care about the business. That can ripple internally too, building a stronger, more connected culture.

But don’t ditch your company page

While personal content travels further, that doesn’t mean your company page should gather dust. We always tell our clients: you still need that home base. Think of it as the central hub for your brand’s voice, where people can find official updates, campaigns, and thought leadership.

Your employees might start the conversation, but the company page backs it up.

What’s stopping people?

Totally fair question. Here are a few common hurdles—and what you can do about them:

• “I don’t know what to post.” Give them a few ideas to start with. A simple content bank or some prompts can work wonders.
• “I’m not good at Linkedin.” No problem. Offer informal training or buddy them up with someone who’s more confident.
• “This feels a bit forced.” Keep it optional and let people find their own voice. The best posts are always the authentic ones.

How to get started?

Keep it simple. Here’s a good starting point:

1. Get your leadership involved – If they lead by example, it’ll encourage others.
2. Make content eas to share – Things like blog snippets, wins, events, or even just team photos.
3. Let people add their own spin – No copying and pasting. Let people add their own take.
4. Say thank you – Give a shoutout to team members who get involved
5. Keep an eye on impact – Keep an eye on reach, engagement, and any leads it helps spark.

Employee advocacy is one of the easiest (and most affordable) ways to build trust in your brand. It’s not about controlling the message—it’s about encouraging the people who live and breathe your brand every day to share it in their own way.

Because like Danny Williams said in his B2B Marketing Live speaker session: people connect with people. And in B2B, that personal connection might just be the thing that sets your brand apart.

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