It used to be the case that most people would go to work, do their job, and never talk in detail to the outside world about what they were up to. That was for the bosses to worry about.
Well, not any more. The new trend is for employee advocates, where champions from inside a business are encouraged into direct contact with customers to win influence.
Turning employees into trusted brand ambassadors is increasingly seen by firms as a great opportunity, with some even claiming that content shared by staff gets significantly more engagement and is more shared than if it comes through more official channels.