Big Brands Have a New Secret Weapon for Sales: Their Own Employees

Companies are spending more of their marketing budgets turning store staff and micro-creators into brand ambassadors—and it’s outperforming traditional mega-influencers.

BY BRUCE CRUMLEY @BRUCEC_INC

Photos: Courtesy Gap Inc.

The ongoing revolution in media and technology is producing in an unexpected twist, as large companies start borrowing a marketing page long used by small businesses. Now, rather than relying on slick ad campaigns and support from the biggest online influencers they can find, many big firms are recruiting people with modest social media followings to act as their brand representatives.

In addition to that, some companies like Gap are also enlisting their own employees as online ambassadors for their business.

Last week the San........

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