Activate employees as authentic brand storytellers

When Leaf & Bean, a specialty tea retailer, struggled to stand out on social media, Marketing Director Priya realized her team of 30 employees was her untapped goldmine. Instead of a single brand account, she kicked off an employee advocacy program called “Tea Tales.” Each week, a different staff member got the keys to the Instagram Stories account to share their real-life take on tea—blending new flavors in the backroom, photographing their favorite mugs or interviewing regular customers.

The spontaneity was electric. Followers tuned in to hear from the morning-shift barista on Monday and the warehouse manager on Thursday. These glimpses of everyday passion instantly humanized the brand. Engagement soared as customers saw faces behind the leaf-infused drinks—stories they would have never seen in a polished ad.

Within two months, Tea Tales delivered a 200% rise in story replies and a 15% uptick in foot traffic, all without a single paid campaign. By equipping employees with a simple content hub and celebrating their creativity, Leaf & Bean turned staff loyalty into brand loyalty—one authentic slice of real life at a time.

Kick off your program by surveying which team members love sharing your product story and empower them with a short list of easy-to-post content. Provide a central hub where they can grab approved posts with simple captions and visuals, removing every barrier to participation. Appoint one storyteller each week—rotate through departments—and celebrate the most creative segments in your all-hands. Before long, authentic employee voices will be amplifying your brand far beyond what any single page could manage.