As online purchases increased and face-to-face consumer engagement with staff reduced, more and more retail brands leaned into communications that reflected this new reality. They focused on purpose, product superiority, promotion and emotional benefit.
The result? Employee-centric communications were relegated to the scrap heap of advertising.
But now, there has been a renaissance. Brands like Curry’s, Kwik Fit and Bensons for Beds have realised that for their best chance of differentiation, they should return to the truth of what made their image successful in the first place – their employees.
To build on this shift, here’s why more retailers should follow their lead.
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1. Empowering employees.
By giving your employees a platform in advertising, you’re empowering them alongside boosting their confidence. It lets them know their company rates them, backs them, understands their importance and wants the world to see their position.
The significance of keeping a workforce engaged, motivated and onboard can’t be underestimated. Running a public display of support via a consumer-facing campaign is a powerful way of doing this.
2. Promoting a positive work culture.
Highlighting employees in your advertising can reinforce a positive company culture.
In our latest work for Bensons for Beds, we went behind the scenes and spotlighted the real stars of the show, the brand’s sleep experts. In a fun and light-hearted video, we celebrated the people who make the brand what it is.
Boosting morale and encouraging greater engagement with the brand is especially important in retail, where frontline workers are critical to customer satisfaction.
3. Showcasing expertise.
Employees are trained to have a deep knowledge of the products or services to be able to inform customers. By highlighting this expertise, you can make your marketing messages more credible and establish your company as a trusted authority.
Take Curry’s ‘Beyond Techspectations’ campaign – it cleverly pairs tech advice with humour, showing how its staff can truly support customers through confusing and often stressful tech decisions.
However, this approach cannot be applied to every strategy. Some customers will know the products or services inside out. In this situation, to maintain customer trust, brands should refrain from posing as experts.
4. Humanising the brand.
Customers don’t connect with logos; they connect with people.
When customers see the people behind the brand, whether it’s store employees, managers or even behind-the-scenes staff, they feel more connected to the company. This connection can foster trust and loyalty to build long-term customer relationships.
Sainsbury’s ‘Hey Sainsbury’s’ campaign nails this by using real staff to communicate its pricing and budget values.
By using real staff in its advertising, the company not only humanises the brand; it also can use staff to connect with customers on issues (like value for money) that mean the most to them.
5. Creating authenticity.
Authenticity in advertising is key to resonating with today’s consumers. Customers are increasingly drawn to brands that feel real and relatable. Featuring employees, especially those who interact directly with customers, ensures your messaging is perceived as more authentic and genuine.
6. Creating emotional connections.
People tend to connect more emotionally with faces and stories. By including colleagues, especially those with interesting or inspiring stories, brands can create narratives that resonate emotionally with consumers.
Whether it’s an employee sharing their journey or the teamwork behind a product launch, these stories can engage customers on a deeper level.
7. Building a community feel.
Retail often has a local or community-based aspect. Featuring colleagues in advertising can make your brand feel more like a part of the community. It showcases the people behind the service, strengthening local connections and loyalty.
8. Social media advocacy.
And when it comes to social, the best people to authentically advocate for your brand are the people who care for it the most. Your colleagues.
Creating a platform for their passion to shine can transform performance on social.
M&S is a great example. By giving store teams the tools and freedom to create fun, engaging content, they’ve captured the attention of younger audiences and sparked viral moments – all while staying true to the brand.
The Bottom Line
Bringing colleagues into your advertising isn’t just feel-good storytelling – it’s a smart, strategic move. It can create a more authentic brand voice, strengthen team morale, build customer connections, and set you apart in a crowded market. So next time you’re planning a campaign, ask yourself, are we making the most of our greatest asset – our people?
Matt Watts is Group Head of Planning at krow Group. Driven by a desire for great work, he has successfully led the planning on a wide variety of commercial, charitable and political accounts.
