Photo credit: Ethan Sees

In this post, I want to discuss about something I am passionate about; I want to share why I believe internal advocacy is your most underused growth strategy

Not long ago, I was in Tesco grabbing a few bits of shopping. When I reached the till, the woman at the checkout spotted Ramona’s Hummus in my shopping, “Oh, that’s really good it’s even better with a little bit of Tabasco Sriracha sauce drizzled on it if you like a bit of spice”. And just like that, I was sold. It wasn’t an advert. It wasn’t packaging. It was one person sharing something genuine - I gave it a go, and yes - it was delicious. That tiny interaction reminded me of something we often overlook in marketing: your people are your best promoters. Not because they’re told to be, but because they believe in what you do.

As part of my current master’s in Marketing and Digital Communications, I’ve been writing a Global Media Plan for an assignment. I’ve spent countless hours analysing the market and external audiences - breaking down customer personas, mapping touchpoints and customer journeys, decoding behaviours, psychographics, demographics … and the list goes on. But the group that sits closest to your brand? Often, they get the least strategic attention. I want to change that.

Internal Audiences. The Trust Channel You’re Probably Ignoring

Your employees don’t just work for your brand - they live it. And when they feel genuinely connected to the purpose and product, they naturally become advocates. According to MSLGroup research, messages shared by employees generate 561% more reach than messages shared by the brand itself (and no, that’s not a typo...561%!). Why? Because people trust people. Especially those who aren’t “supposed” to be selling them something. Edelman’s 2023 Trust Barometer found that employees are more trusted than CEOs when it comes to sharing honest insight about a company’s culture and values. That’s significant - and it’s why businesses that invest in internal advocacy are often the ones that build more resilient reputations externally.

How Small Moments Build Big Brands

That chat in Tesco wasn’t a one-off. You see it at Waterstones, where staff recommendations are scrawled on cards beneath the books. At Majestic Wine, where team members highlight their favourites with scribbled tasting notes. These aren’t multi-million-pound campaigns. They’re trusted, human moments - they work brilliantly, and they don’t happen by accident. They happen because staff are informed, involved, inspired and empowered. Because the business has made a conscious decision to include them in the brand journey. It’s internal marketing, quietly doing the heavy lifting. Yet many companies still treat their internal audience like passive bystanders - sharing updates with them, not building narratives for them. That’s a missed opportunity.

Start Inside. Your Brand Lives (and Grows) Within

Internal advocacy isn’t just about shifting more products. It’s the root system of everything that matters: it strengthens your employer brand, helping you attract and retain the right people; it fuels engagement, giving employees a reason to feel proud of the part they play; it supports development and training, connecting individual growth to brand growth; and it builds consistency, ensuring the brand story is understood and echoed from the inside out.

Even something as straightforward as a well-designed staff discount programme can be the catalyst. I experienced this first-hand when I worked at Dixons (now Currys). Every year, Dyson and Sky offered deep discounts for the team. The result? Staff bought the products, became genuine fans, and spoke confidently about them to customers, friends, and family with real, hands-on experience of the products. Simple. Low cost. Remarkably effective. It’s a lesson that suppliers to retailers would do well to remember: the retail team isn’t just a distribution channel - they’re a distinct audience worth investing in. When brands like Dyson treat shop floor staff as genuine advocates rather than passive intermediaries, everyone wins. When employees use your product, love your product, and feel empowered to share it, they create authentic, unpaid marketing moments that are more influential than any ad campaign. This doesn’t require a massive investment. It requires clarity, connection, and culture.

So, What’s the Message Here?

If you’re looking for your next high-impact marketing channel, try looking a little closer to home. Start with your people. Make sure they understand your purpose. Give them stories to tell. Invite them into the brand, not just the business. Because when your internal audience is energised and aligned, your external message becomes louder, clearer, and more trusted.

That’s what Inside Out marketing really means.

Ready to explore this further?

If you’re building a brand and haven’t yet considered your internal strategy as part of your marketing plan, let’s talk. At Inside Out Comms, I help businesses turn their people into their greatest competitive advantage - through communications, culture, and clarity.

Let’s build your brand from the inside out. 📩 rachel@insideoutcomms.co.uk