Why you shouldn’t be afraid to put your employees in the spotlight

‍It’s time to stop handholding your employees and to let them speak. Polished campaigns and scripted messages create distance between your brand and reality. Authenticity wins in a time where content can be churned out by AI. 

Take M&S who have got the formula right. Instead of directly promoting their products through a stereotypical product post, they’ve established Director of Product Development Kathryn Turner as their spokesperson. Their short 60-second videos follow Kathryn as she visits key staff members responsible for some of the past year’s most viral food trends. These videos act as real-world success stories, creating credibility and hype around product launches. Her authentic insight is generating around 60 times more views and 200 times more engagement per post than the official M&S social accounts. She’s quickly become the face of M&S online. 

HubSpot is another prime example of an organisation who encourages their employees to get involved on socials. With employees across different departments being featured, content centres around marketing, sales, culture and careers. Content uploaded is witty, fun and engaging and original. 

Sage, the Newcastle-headquartered accounting and business software giant, is proof this isn't just a consumer-brand trick. Rather than letting its LinkedIn feed become a wall of product announcements, Sage puts its own people and customers front and centre. CEO Steve Hare has been filmed in open conversation with senior accounting leaders, and colleagues from across the business regularly front videos discussing everything from AI in payroll to what it's actually like working there. For a B2B brand selling into a famously sceptical audience, that shift, from corporate broadcast to real employees talking shop, does more for trust and credibility than another feature-led post ever could.  

In a world where audiences are increasingly sceptical of brand messaging, employer content is a must have. It’s a powerful tool for building trust, setting yourself apart from the crowd, and growing your community and engagement.  

But real value doesn’t come from one single behind-the-scenes video. It comes from giving audiences a reason to come back. That’s where the value in episodic content can be seen. Rather than treating employer content as a one-off campaign, the momentum must be kept up to reap the rewards. Brands must consider using familiar faces when creating a reoccurring series. 

Episodic content continues to emerge as one of 2026’s growing trends, converting casual viewers into loyal, regular followers. Instead of telling people what to think about your brand, you’re building trustworthy, familiar content through human storytelling. 

Ready to turn your experts into your strongest marketing asset? If you're ready to build an episodic employer content strategy, let's chat.