Inside edge: Brands discover credible in-house influencers

Zepto, Perfora, Spectacom and Zomato among firms turning to employees for endorsements

- Pratishtha Bagai

Employees are becoming brands' new influencers. As marketers figured that the colleague sitting just a few desks away can get more traction for their products on social media than celebrities or influencers, brands like Zepto, Perfora, Spectacom and Zomato turned to them for endorsements.

Employees have a better understanding of the product, a dedicated follower base and the relatability factor of the person next door. Thus, employee-generated content (EGC) resonates far more with the audience than polished influencer or celebrity marketing.

"EGC is inherently more authentic and grounded in day-to-day experiences," said Aarshita Verma, senior manager at quick commerce company Zepto's Brand division. "Unlike influencers, who often tailor their content to market products, employees share real insights, challenges and successes tied directly to their work. This leads to a more relatable and trusted narrative."

"Employees are also seen as a part of the brand's DNA, making their content feel like an inside scoop rather than a staged marketing ploy," Verma further said. With over 700 employees at Zepto, they post content showcasing their creative process and highlighting fun moments at work, she added.