Why Brands Should Pay Attention to Their Own Employees

Let’s talk about the Staples Baddie, who has unintentionally become a standout example of how genuineness and authenticity drive brand awareness and engagement far more effectively than polished marketing and how employees themselves can naturally become a brand’s creators.

Staples having faced challenges for some time in customer engagement and making everyday office supplies appealing, @blivxx, aka the “Staples Baddie,” successfully helped in engagement turnout by reimagining what a supply store can look like.

With one of her most viral videos on showcasing how to make a mug, she has accumulated more TikTok views last month than the official Staples account got in all of 2025. A comment with 72K likes reads, “As far as I’m concerned this is the President and CEO of Staples.” 

For many, Staples was just a place to grab papers, pens, and printer ink, with little awareness of the full range of services it offers. Instead of polished or scripted ads, the Staples Baddie created simple, fun content that highlighted the hidden gems in the store that audiences could easily engage with and enjoy.

Thousands of comments began rolling in under her TikToks, with users writing things like, “The way you’re bringing a whole new customer base to Staples,” “I have never been more interested in the services Staples provides,” and “You’re honestly the best marketing for Staples right now,” along with hundreds of similar sentiments. This authentic engagement signaled something powerful: audiences were not just watching, they were reconsidering the brand entirely.

Although the creator initially worried about potential negative repercussions of posting from work, Staples corporate instead showed support for her content. This backing not only allowed her to thrive creatively but also strengthened the brand’s credibility, in demonstrating their understanding that employees are the lifeline to your customers, your brand, and in this case, the revival of your stores.

Retail Associate to Brand Ambassadors: Garage

Employees becoming brand creators and marketers didn’t just begin with the “Staples Baddie.” Clothing brands like Garage, for example, have been around for years, but engagement with the brand began increasing once employees took to TikTok with content such as “What I Wore to Work at Garage” or “What the Employees at Garage Wore Today.”

Rather than relying on influencers, Garage turned its employees into brand creators, generating millions of organic views, building trust with its audience, and ultimately creating a culture that sells itself without depending on traditional influencer marketing.