Financial institutions, and companies that provide financial services, trade on trust. Market share and competitive advantage come from being empathetic toward your customers’ needs and challenges, then structuring your services and products around that empathy. Ultimately, that empathy turns into trust, which then earns you new customers and deeper relationships with your existing customers. Your employees are already building these relationships on your behalf through their daily customer-facing interactions. Employee advocacy extends this ability beyond your customers to personal connections on social networks.