Customers don’t just buy from brands, they buy from people they trust. And trust isn’t built through flashy ads or corporate jargon. It comes from real voices and real expertise.
A 2024 LinkedIn B2B Thought Leadership Impact Report found that 61% of decision-makers say high-quality thought leadership directly influences their buying decisions. Buyers don’t simply look for products or services, they look for partners who understand their industry, tackle challenges head-on, and bring fresh ideas to the table.
So who better to provide those insights than the people behind your brand: your employees?
💡Read: Why trust in marketing is declining (and what to do about it)
Employees are an untapped goldmine
Most employees don’t think of themselves as thought leaders. That term sounds big, exclusive, something reserved for TED speakers and bestselling authors. But your team members – whether they’re in product, sales, or customer success – have exactly what audiences crave: real-world experience, insider knowledge, and unfiltered opinions.
Think about it, a potential buyer looking for a software solution will trust a LinkedIn post from a seasoned implementation consultant over a polished corporate ad. Why? Because that consultant has lived through those challenges, found solutions, and speaks with authenticity.
How to turn employees into industry voices
The most trusted brands in 2025 won’t just push corporate content, they’ll amplify the voices of their own people. But how do you get employees to step into this role?
1. Encourage them to share what they’re already reading
Your employees are already consuming industry news. Instead of keeping those insights to themselves, they should be sharing. But not just by resharing links – by adding a personal take. Why does this trend matter? How does it impact customers?
Example: Instead of just posting an article about AI in marketing, a brand strategist could write, “AI-generated content is evolving, but human creativity is still essential. Here’s how we balance both in our marketing team…”
2. Give them space to challenge the status quo
The best thought leaders don’t just echo industry trends, they analyze them, question them, and offer fresh perspectives. Encourage employees to share their experiences and challenge mainstream thinking.
Example: A sales executive might write, “Everyone says cold calling is dead. But here’s why it still works when done right…”
By sharing bold, experience-based insights, employees move from passive observers to industry voices.
3. Encourage engagement over broadcasting
Thought leadership isn’t about long, polished blog posts. It’s about being part of the conversation. Employees should be commenting on relevant discussions, sharing quick lessons from their day-to-day work, and participating in LinkedIn groups.
Example: Instead of posting, “Excited for our new product launch!”, a product manager could say, “We built this tool based on direct customer feedback. X was a huge pain point, so we designed Y to fix it. What’s your biggest challenge with [relevant issue]?”
This sparks real conversations – and that’s where influence happens.
💡Read: The rise of micro-influencers and what it means for employee advocacy
A quick guide to getting started with thought leadership
Not sure where to start? Here’s a simple three-step guide for employees to begin positioning themselves as thought leaders:
- Listen and learn – Stay informed about industry trends, customer pain points, and emerging conversations.
- Engage and share – Start by commenting on relevant industry posts before creating original content.
- Create and contribute – Post your own insights, whether it’s a short take on an industry shift, a lesson from your daily work, or a response to a trending topic.
The bottom line: people trust people, not brands
In 2025, the most influential brands aren’t those with the loudest ads – they’re the ones empowering their employees to be vocal, visible, and valuable in their industries. Thought leadership isn’t just for executives or PR teams. Every employee has a story, a perspective, and an experience that can shape how customers see your brand.
Encourage them to own it, share it, and watch trust (and business) grow.
How can Haiilo help?
Haiilo Advocacy makes it easy for employees to share authentic insights and experiences – the kind that today’s audiences actually believe.
What Haiilo does for you
- Gives employees content they want to share – not corporate scripts
- Makes sharing fast, fun, and natural (no marketing degree required)
- Keeps everyone on-brand with simple, clear guardrails
- Tracks the real impact – not just clicks, but trust and influence
The result?
✅ More credible voices in the market
✅ More trust with your audience
✅ More engaged employees
Marketing is more believable when it comes from your people.
Haiilo helps you turn employee voices into your most valuable marketing channel.
Your people are the solution to marketing’s credibility crisis. Our report shows you how to activate them.
