Why Employee Spotlights Belong in Your Social Strategy

What makes someone stop scrolling and actually care about your brand? Good creative helps, but really connects on social media is your people.

In this episode, I’m joined by Rashad Alaiyan, a social strategist who’s helped brands like IBM, Salesforce, and Audi build trust by putting their people front and center.

When IBM Watson Health rebranded to Merative, Rashad helped the team lean into employee stories that showed the humans behind the brand in a way that felt real—not performative.

The results? Higher engagement, stronger morale, and more connection.

We talk about:

• How to bring employee advocacy into your brand’s content (without it feeling forced)
• What Rashad tracked to show real impact beyond just likes
• The ripple effects this kind of strategy has on trust, culture, and retention

This is the kind of conversation that makes you rethink what social media can be and how it can fuel more than just clicks.

🔗 Mentioned In This Episode:

• Connect with Rashad on LinkedIn
• Follow Rashad on TikTok
• Brooke Sellas’ book: Conversations That Connect

Want to build a brand people believe in? Start with the people inside it.