The featured employee’s influence may be apparent in a metric like viewer location. If the employee is from out of state, you’ll see an uptick in viewership from that region, which creates a powerful opportunity to extend your brand’s reach. In fact, a significant amount of the average employee’s social media audience is likely to be new to your brand.

For example, more than half of the views for this video from a California-based company came from Arizona. This is a testament to the power of internal influencers.

Once you’ve identified your internal influencers, it’s time to engage them. Here are some key ways to do that.