When you think of customer loyalty, what comes to mind? For most executives, it’s likely the typical mechanics of loyalty programs—points, rewards, and incentives. But here’s a radical thought: customer loyalty doesn’t just start with your customers. It starts at home—with your employees. And if you’re not leveraging their voices, you’re sitting on an untapped gold mine of potential.
Consider this: your employees are your most authentic advocates. Every single one of them has the power to amplify your brand’s vision, its impact, and the small but meaningful ways it adds value to the lives of its customers—and to their own lives. The stories they could tell are the ones that truly resonate with audiences, humanizing your brand in a way that no marketing campaign ever could.
Just last evening, I visited Kew Botanical Gardens for their Christmas special event. Needless to say, it was magical! As I was leaving, my wife decided to gift me a hat with a pompom on it. At the counter, she struck up a conversation with the cashier, who shared how her family makes it a tradition to visit the Christmas event every year because it gets better each time. She also mentioned how all the events at Kew are incredible and her kids absolutely love them. Then, she asked us, “Would you like to take a membership?”
Boom! Cupid’s loyalty arrow went straight through our hearts. That one authentic interaction made us see the magic of Kew not just through our own eyes but through hers—and now, we’re definitely going to check out Kew’s website for events and possibly a membership.
This small but impactful moment is the perfect example of how employee advocacy creates authentic customer loyalty. When employees genuinely believe in the brand they represent, they don’t just deliver a service; they become ambassadors of the experience.
The Power of the Employee Voice
Platforms like LinkedIn are teeming with professionals who are not just workers but also potential customers. What would happen if your employees started talking—authentically—about your company every week? If they shared their experiences, their pride in your brand, the difference your products or services make, or even the little moments of joy they encounter at work? With a workforce of 500, 10,000, or even 100,000 employees, the ripple effect could be astounding.
Imagine the sheer volume of reach you could achieve if every employee posted about your brand once a week. These wouldn’t be scripted marketing posts but heartfelt, personal stories that showcase the “why” behind your brand—the deeper purpose that Simon Sinek so eloquently describes. When employees connect with the “why,” it becomes contagious. It inspires others to engage, whether they’re potential customers, partners, or future employees.
Why the ‘Why’ Matters
Simon Sinek’s Golden Circle framework—starting with “Why”—isn’t just for external audiences. It’s the foundation for internal culture. Employees who understand and believe in the “why” of your company—your purpose, your vision, your impact—don’t just perform tasks; they champion your mission. And when they share their passion with the world, it’s powerful.
Too often, brands focus on the “how” and the “what”—how they operate, what they sell. But those don’t inspire loyalty. The “why” taps into emotion. It makes your company relatable, aspirational, and human. And your employees are the perfect messengers.
Building Loyalty from Within
The key is to cultivate a culture of advocacy. This isn’t about coercing employees into sharing positive posts. It’s about creating an environment where they genuinely feel proud to share their experiences. Internal employee programs can play a significant role here. These programs could:
Incentivize employees to share authentic stories on social media.
Celebrate employees who embody your brand’s values.
Provide platforms for employees to connect their personal values with your company’s mission.
When employees feel valued, engaged, and connected to your brand’s purpose, they naturally become advocates. And their advocacy doesn’t just build your brand—it builds trust, loyalty, and connection with audiences who value authenticity above all else.
The Gold Mine You’re Sitting On
The question isn’t whether you can harness the power of employee advocacy—it’s whether you will. Are you ready to unlock the potential of your workforce to amplify your brand’s purpose? What happens if 500 employees post weekly about your brand? What happens if 10,000 do? The results could be transformational.
Loyalty starts within. It begins with building a culture that nurtures connection, pride, and engagement. Imagine what could be achieved with a thoughtful approach to encouraging these behaviours. A structured way to channel this potential into something that benefits both your employees and your brand. The possibilities are limitless when you invest in the loyalty of those who already know your “why.”
Written by Mrinalini Chowdhary
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