Marketing is changing. Buyers today don’t just listen to brand messaging—they trust real people. When employees share their stories on social media, it creates authenticity, builds credibility, and keeps their company top of mind.
Think about it: when a sales rep shares how they helped a customer overcome an objection, or when an engineer explains a cool product innovation, it resonates more than any corporate ad. Prospects see real faces, real voices, and real experiences—this is what builds trust.
But knowing what to post and how to start can feel overwhelming. That’s where this guide comes in.
We’ll break down:
- Why employee stories matter
- What types of stories different roles can share
- How to get started with writing
- How to encourage employees to build their brand
- How tools like Ziply can help scale and amplify impact
Let’s dive in!
Why Employee Stories Matter
People trust people, not logos. When employees share their experiences, insights, and wins on social media, it adds authenticity that traditional marketing simply can’t replicate. Buyers are more likely to engage with real voices than with polished corporate messages.
Employee stories create visibility, build credibility, and keep your company top of mind in a way that paid ads or brand pages can’t. Plus, different perspectives—from sales, marketing, product, and leadership—help showcase your company’s expertise and culture from all angles.
In a world where trust drives buying decisions, employee advocacy isn’t just nice to have—it’s a competitive advantage.
What Stories to Write
Every role in a company has a unique perspective that adds value to the conversation. Here’s how different employees can contribute:
Sales Employees
Stories to Share:
- How they overcame objections in a deal
- Customer success stories from their interactions
- Insights on industry trends affecting buyers
Example: A sales rep shares how a prospect initially hesitated due to budget concerns. By showing ROI through a creative cost-benefit analysis, they secured the deal. This post not only highlights problem-solving skills but also educates potential customers on the product's value.
Engineers & Product Managers
Stories to Share:
- How they solved a technical challenge
- Behind-the-scenes development of a feature
- Innovations that improve user experience
Example: A PM writes about how user feedback led to a new feature that reduced customer churn by 20%. This post demonstrates customer-centric innovation while positioning the company as an industry leader.
Marketing Professionals
Stories to Share:
- Campaign success stories and lessons learned
- Emerging trends in the industry
- Differentiation points that set the company apart
Example: A marketing leader shares the results of an A/B test on email subject lines that improved open rates by 35%. Marketers and sales teams find this valuable, leading to increased engagement.
Executives
Stories to Share:
- Key industry shifts and strategic insights
- Lessons learned from leadership experience
- Customer success stories from a high-level perspective
Example: A CEO shares insights from conversations with customers, revealing a new pain point in the industry. This builds trust and keeps the company at the forefront of industry discussions.
How to Start Writing
- Identify key experiences – Think about recent challenges, wins, or customer interactions.
- Keep it simple – Write as if you’re talking to a colleague, not drafting a corporate memo.
- Use storytelling techniques – Start with a challenge, describe the solution, and share the impact.
- Be consistent – Posting regularly helps build an engaged audience.
Encouraging Employees to Build Their Brand
- Lead by example – If leadership is sharing, employees will follow.
- Provide prompts and templates – Make it easy for employees to start writing.
- Recognize and reward engagement – Highlight top contributors in company meetings or newsletters.
- Foster a safe space – Encourage a culture where employees feel comfortable sharing their thoughts.
Use Tools Like Ziply to Promote
Ziply makes it easy for employees to share brand-approved content while adding their own personal insights. It helps:
- Scale content distribution without requiring employees to create from scratch
- Track engagement and impact to measure ROI
- Amplify reach through trusted networks of employees, partners, and influencers
Employee advocacy is a game-changer for B2B marketing. Start small, be consistent, and watch your brand visibility grow!
