With the digital-first landscape we live in, authenticity and connection are key drivers of customer engagement. Consumers are seeking both valuable products or services and meaningful interactions with the people behind the brands. 

This is why companies are increasingly encouraging employees to build personal brands and establish thought leadership. Just think, who would you rather follow on LinkedIn? The Head of Growth at a company who shares insights into how they grew the business or the brand itself which is likely sharing their latest blog post? To me, the answer is quite obvious. 

By investing in employees and empowering them to grow their own personal brands, you help to: 

• Amplify reach 
• Humanize the brand
• Foster trust with audiences

And these benefits just speak to brand strength. There are also ample benefits around employee retention, recruitment, and overall satisfaction. 

Whether a small startup or a global enterprise, investing in your employees as thought leaders sets you apart in competitive markets. In this article, we explore the reasons why thought leadership is a smart investment and how it can transform your brand’s impact.

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Who are thought leaders? 

Yes, we know that you have likely read many times and in many places that thought leadership is important or it’s a tactic you need to invest in (this article is rooting for this). But let’s start at the basics and cover what thought leadership even is and how to know if you are one. 

So first, a study done by Orbit Media found that the definition of thought leadership content can be condensed down to, “Educational content, produced by an expert or business, that identifies new trends and is supported by research. It challenges the thinking of the target audience and drives marketing outcomes.” 

In the same study, they found that thought leaders have these three qualities: 

• Subject matter expert: Original research, new novel ideas, writes books
• A social influencer: Social media or other media presence, cited by others, influential 
• A key opinion leader: Holds a strong opinion, controversial, inspirational  

So as you work to become a thought leader yourself or nurture employees, encourage them to take on a hybrid of these three traits.

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Why brands should invest in employee thought leadership  

The people behind your brand at the end of the day are the ones who make it worth following, investing in, and trusting. So it only makes sense to invest in them. 

1. The power of "people follow people"

One universal truth in marketing is that people connect with people, not logos. By elevating employees as thought leaders, brands tap into the innate relatability and credibility that individuals bring to the table. 

In fact, on LinkedIn, posts shared by employees have 800% more engagement than the same posts shared by brand accounts. 

2. Humanizing the brand

Consumers crave authenticity, and employee-led thought leadership offers a perfect way to deliver it. As Simon Mainwaring, author and branding expert shared, "The keys to brand success are self-definition, transparency, authenticity, and accountability.” 

When employees share their personal experiences or industry insights, they add depth to your brand, making it approachable and relatable. By investing in your employee’s leadership, they build some of that transparency and authenticity for you. 

3. Expanding reach through employee advocacy

Your employees are some of your most valuable assets when it comes to spreading your brand’s message. Their personal networks on social media platforms provide an untapped opportunity to expand your reach organically.

4. Strengthening employee engagement and retention

Empowering employees as thought leaders isn’t just good for your brand—it’s great for your team. Almost 86% of employees who are part of an employee advocacy program said their involvement in it had a positive impact on their careers. 

By offering them opportunities to grow their personal brands, you’re showing that you value their contributions and their professional growth.

5. Driving business development

Thought leaders within your organization can open doors to new business opportunities. Although this shouldn’t be the main goal, business development, and lead gen typically come naturally from thought leadership. 

Employees with strong personal brands are often invited to speak at industry events, collaborate on panel discussions, or contribute guest articles—all of which enhance your company’s reputation.

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How to invest in employees for thought leadership

Investing in employee thought leadership requires more than encouragement—it requires a structured approach to provide resources, opportunities, guidance, and recognition. 

Here are ways your brand can invest in your employees to help build their own brands: 

1. Provide education and training

Arm your employees with everything they need to succeed in thought leadership. For many companies, they have set budgets for career development. 

This can include workshops, online courses, or one-on-one coaching on topics like:

• Personal branding
• Social media strategy
• Content creation and storytelling
• Public speaking and presentation skills

For example, hosting a LinkedIn optimization workshop can teach your team how to create engaging profiles and share impactful posts that align with your brand’s mission.

2. Supply resources and opportunities

Make it easy for employees to contribute by providing the right resources and opportunities. 

By resources, I’m talking about tools like:

• Access to design platforms like Canva for creating visually appealing content
• Templates for blog posts, social media captions, or presentations
• Video and audio software like Riverside.fm or Descript

Some examples of opportunities could be: 

• Have your brand’s podcast hosted by an employee vs. the CEO or external host
• Submit employees to speak at conferences and webinars
• Feature employees as spokespeople for the brand in PR pieces

By reducing the barriers to creating high-quality content, you empower employees to focus on sharing their unique expertise.

3. Foster a culture of sharing

Encourage collaboration among employees and the exchange of ideas. 

When employees feel supported in their thought leadership journey, they’re more likely to share knowledge and insights. This creates a ripple effect, inspiring others to step into leadership roles as well.

For example, maybe you start a Slack channel dedicated to employees sharing posts for feedback from their peers and leadership. 

4. Encourage experimentation

Thought leadership doesn’t have to be confined to one format. 

Allow employees to experiment with blogs, videos, podcasts, or even hosting webinars. Some might find their voice through long-form content, while others may excel in short-form video or live discussions. But overall, have conversations with your employees to understand the formats they’re interested in, what they would like to be put forward for, and where they want to grow. 

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Investing in employee thought leadership 

Investing in employees as thought leaders is a strategic move that benefits everyone involved. 

For your team, it’s an opportunity to grow professionally and build their personal brands. 

For your business, it’s a way to amplify your message, foster trust, and build a stronger connection with your audience.

As brands, we need to drop this idea that all messaging has to come from the company and focus exclusively on what we do. There’s this idea that customers won’t make the ties between content and the brand unless we’re selling–but that’s far from the truth. 

By unlocking the potential of your employees, you’re not only shaping future leaders but also positioning your brand as an industry innovator. Start small, provide support, and watch as your team’s influence transforms your brand’s reach and reputation.

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