The WARC Podcast Your brand's secret weapon: employees
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Nov 4, 2025 Vaniele Casimir, Editor at WARC and co-author of the What's Working In report on employee engagement, reveals how engaged employees can transform a brand's success. She discusses defining employee engagement, its impact on customer experience, and how it drives profitability. Vaniele highlights innovative case studies, including McDonald's creative campaigns for Gen Z. She emphasizes the importance of involving employees in campaigns and treating them as internal stakeholders, ultimately positioning them as brand ambassadors for greater loyalty and retention.
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What True Engagement Looks Like
- Engaged employees feel empowered, motivated, and aligned with brand values.
- They understand how their roles connect to brand objectives and customer value.
Employees Drive Customer Experience
- Happy, motivated employees reduce the risk of poor customer experiences.
- They increase sales opportunities by seizing every chance in customer conversations.
Employee Impact Is Often Hidden
- Employee contributions often underpin successful campaigns even if not credited externally.
- Many case studies classify employee-driven work under other campaign categories.