How Employee Advocacy Elevates Your Brand in Crypto
When people think of brand advocacy, celebrities and influencers often come to mind—after all, they have the reach to put a brand in front of millions. But there’s an even more powerful group of advocates that most companies overlook: their own employees.
Think about it – your employees live and breathe your brand five days a week. They know the ins and outs of your products, your values, and what makes your company unique. With 98% of your employees already active on one or more social media platforms, they represent an untapped marketing resource that can significantly increase your brand’s visibility.
The Power of Employee Advocacy
Let’s break it down. If you have just 20 employees, each with at least 500 connections on their social media platforms, that’s 10,000 potential touchpoints. Each time your employees share or reshare a post about your brand, they bring a level of authenticity and trust that paid influencers simply can’t match. In fact, brand messages shared by employees get reshared 24 times more often than those shared by the company itself. That’s because people trust people, especially those they know personally.
And in web3 – where transparency is king and trust is hard to come by – employee advocacy can be the key to building strong, credible brand recognition.
Why Crypto Needs Employee Advocacy More Than Ever
With the rise of blockchain and decentralized technologies, transparency has become a cornerstone of web3. In an ecosystem where rug pulls and scams have left many users wary, showing the real people behind a company becomes crucial for building trust. This is where employee advocacy shines.
In my time at Cake (now Bake.io), we created a number of employee-driven content formats that helped build trust and foster a deeper connection with our audience.
Employee Advocacy in Action
One of the most impactful employee advocacy formats I spearheaded at Bake was Token Talks, a long-format podcast series centered around the latest crypto trends and narratives.
Hosted by Cake Group’s former CMO, Sam Christian (Now Marketing Director at OKX), the podcast positioned our team as thought leaders in the space and became a trusted source for industry insights. It wasn’t just about the company’s expertise—it was about our people sharing their knowledge authentically, making complex topics approachable for our audience.
Another major success was our VLOGs. The “Surviving Winter” series ended up becoming the most reshared video by Cake’s employees and a crucial piece of our external content strategy. All episodes had a tremendous impact on trust and customer sentiment. Many of our new hires mentioned that these VLOGs were one of the reasons they decided to join the company. The creativity and transparency of this format allowed us to showcase the real personalities behind the brand, resulting in YouTube views tripling on average, with TikTok adaptations going viral and reaching over 1 million views.
Your employees are the heart and soul of your company – who better to talk about you? Coach, train, enable and incentivize your colleagues to talk about your brand to generate valuable impressions that are impossible to replicate with company posts. Why? Because people trust people. They are far more likely to believe a positive statement written by a person they know than an advert served to them by a company they have only just heard of.
Sonia Rosua-Clyne, EU Social Media Team Lead, Amazon
Employee advocacy turned simple announcements into more engaging, human-centered content. Instead of static visuals or dry text, we used personable hosts to present new products and campaigns.
During our rebranding process, we created an Apple-style keynote, where we summarized all the new features and changes at Bake. Customers responded incredibly well to this approach—it felt transparent, polished, and relatable all at once.
Finally, our Phuket VLOG, which documented the company’s trip to Thailand, became one of the most loved pieces of content. It wasn’t just about showing the fun side of working at Bake; it was about highlighting the strong team bonds we’d built. The Phuket VLOG was 100% authentic, unfiltered, and showed the real, human side of our business, which resonated deeply with both employees and Bake’s user base.
How to Start Your Employee Advocacy Program
Building an employee advocacy program might seem daunting, but here are a few tips to get started
Brainstorm and create together: Make it easy for your employees to share posts and blogs by making them the center of your content productions or providing them with pre-made content that they can personalize.
Use a branded handle or hashtag: Include your company handles or create a company hashtag to track employee-shared content and encourage participation.
Incentivize advocacy: Consider holding content days at the office or creating leaderboards to recognize top-performing employees on social media. Designate part of your KOL budget to recognize talent and pay out bonuses to your best performing advocates.
Spark real discussions: Encourage your team to show up on your social platforms daily and engage in meaningful and interesting conversations with your clients/users.
Be authentic: People connect with real, relatable stories. Don’t script or polish your content too much—authenticity wins every time.
Final Thoughts
Employee advocacy is a powerful tool that can help any company increase visibility, build trust, and foster deeper connections with its audience. In the web3 space, where transparency and authenticity are more critical than ever, empowering your employees to be your brand’s ambassadors can set you apart from the competition.
Start small, build momentum, and watch as your team helps spread your brand’s message to new heights. After all, people buy from people—and there’s no better advocate than someone who already believes in what you do.
TEAM
Creative Direction: Matt Jaro
Video Director, Light, Camera, Set and Editing: Clarence Beh
Advocates: Ariel Mok, Clarence Beh, Daniel Loh (list to be updated)
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