How brands can build authenticity and trust with employee advocacy

Above all else, consumers want trust. When working with influencers, brands must think about who they align themselves with and whether or not it’s appropriate for them to work together. That’s why brands must be influenced by authentic human communication, rather than ‘corporate jargon’, says Stephanie Genin, global vice president enterprise marketing, Hootsuite. Perhaps even telling the brand story through employees is the way forward, she suggests, to add that authenticity with to build credibility with audiences. Read more…