Finding the perfect person to represent your brand on social media doesn’t necessarily mean looking for the most senior or traditionally visible member of the team. In fact, the perfect on-screen rep could be anyone—from a manager to a cashier—so long as they have the right blend of personality, enthusiasm, and people skills. Beyond choosing one person, building a social media presence where multiple employees share their unique voices can create an even more authentic and approachable brand.
1. Identifying Key Qualities Over Titles
Instead of looking for the person with the fanciest title, focus on qualities that will resonate with your audience:
- Relatability: People connect with someone who seems genuine and approachable.
- Passion: Enthusiasm is contagious. Whether a team member is excited about a new product or dedicated to solving customer problems, that passion translates on screen.
- Empathy and Listening Skills: A great on-screen representative makes viewers feel understood and valued, especially in customer-facing industries.
If a team member has these qualities, they can become the voice and face of your brand—even if they’re not in a traditional spokesperson role.
2. Involve a Variety of Team Members
Social media is most impactful when it reflects a wide range of perspectives from within the company. Every employee has unique insights, and featuring different voices on your platform can make the brand feel more personable and inclusive. A manager might talk about the business’s values and long-term goals, while a frontline employee could share day-to-day stories about how they make customers’ experiences memorable. This approach shows that your business is built by a team, not just an individual.
3. Creating a Team of Brand Ambassadors
A successful social media presence is best built through teamwork. Encourage every employee to feel like they’re an ambassador for the brand, whether or not they’re on camera. Here are a few ways to make this happen:
- Training and Comfort Building: When we work with businesses for their social media content, we help employees feel at ease when representing the brand by providing brief training on social media conduct and basic video skills.
- Foster Ownership and Pride: Invite employees to share their ideas, so they feel a personal connection to the brand’s social media presence.
- Highlight Individual Strengths: Let team members speak on topics they’re passionate about. For instance, let your chef discuss the inspiration behind a new dish, or a customer service rep share tips for making the most of your services.
When your whole team feels involved, your social media becomes a true reflection of your company’s collective values and goals.
4. Authenticity is Key
The most effective brand representation comes from people who genuinely connect with the audience. Don’t aim for perfection; aim for genuine interactions and relatable content. Showcasing the real people behind your brand can help you build a loyal community that feels connected to your mission and story.
