by Kevin Windorf, CEO, FCS; CMO, 2112 Communications

Financial services is driven by trust and your brand is only as strong as the people behind it. While marketers focus on media plans, messaging frameworks, and digital strategies, one of the most credible and underutilized brand channels is already on the payroll: your employees.

When financial firms empower their teams to serve as brand ambassadors, they unlock authentic influence that no ad campaign can match. As I’ve worked for 30+ years on the client side — across six brands, from boutique investment firms to global financial powerhouses — I’ve seen this opportunity both fully embraced and entirely overlooked. Here’s how to do it right:

1. Start with alignment, not mandates
Employees won’t champion what they don’t believe in. If your brand purpose feels disconnected from their day-to-day work, no amount of messaging will stick. Involve internal teams in the brand-building process — whether through workshops, ambassador groups, or peer-led discussions — and ensure the brand reflects what they experience, not just what’s written on the website.

2. Equip them with tools — and boundaries
Compliance is non-negotiable in financial marketing, but that doesn’t mean creativity is off-limits. Provide employees with pre-approved messaging, visual assets, and social media guidance they can personalize. For example, a wealth advisor might share insights from your quarterly outlook, paired with their own commentary. Empower, don’t restrict.

3. Celebrate expertise, not ego
Encourage employees to share their knowledge, whether through LinkedIn posts, client webinars, or industry events. A portfolio manager discussing market volatility or an analyst explaining AI’s impact on fintech gives your brand a voice that’s real, relevant, and informed. These moments build credibility — and your brand equity — over time.

4. Recognize and amplify
Not everyone wants to be in the spotlight, but those who do deserve recognition. Highlight employee posts, client wins, or speaking engagements in internal newsletters and corporate channels. This serves to boost morale and reinforce what good brand ambassadorship looks like in action.

5. Build a culture that supports it
This isn’t a one-and-done ad campaign — it’s a living mindset. If employees feel proud of the firm, trusted by leadership, and connected to a bigger mission, brand advocacy becomes second nature.

Bottom line: Your people are your most believable storytellers. If you want your brand to be trusted, start by trusting them to help shape it.