‘We work at Salesforce, of course we’ll enjoy free snacks’: Employees become influencers at their companies
Even your FYP (Your Page) is not safe from corporate hacking. The influencer-industrial complex is everywhere, employees are now becoming influencers in their companies. From “outfits of the day” to “day in the life” videos, employees in all industries are stepping up to become the face of their employer’s social media accounts.
No longer limited to traditional professional networks like LinkedIn, influencer-style content—or commonly called employee-generated content (ECG)—is now unavoidable on Instagram, TikTok, and YouTube. For employers, the math is simple: Since 65% of Gen Zers consider themselves content creators and most of them aspire to be influencers in some way, why not let them do what they do best?
EGC is more than just TikTok dances. Civil servants lift the curtain on their daily lives working for famous names, from office fitness tests to what’s on my work desk videos. With 81% of consumers considering trust as important when making purchasing decisions, EGC gives products a human face and doubles as a key selling point.
However, this can be difficult when employees start posting voluntarily. “If I’m posting this, I’m 100% fired,” said one Starbucks employee in a video that has 2.1 million views. He continues to feature in a two-part series about a situation where he was abused by a colleague. An Amazon warehouse worker took to TikTok to show viewers what it’s like to fix packages on a motorized belt for $17.50 an hour. In the following video, he said he was fired for breach of privacy after the clip went viral and garnered 21.6 million views.
Herein lies the appeal of employee advocates, who send positive messages about their work while minimizing reputational risk. Cisco recently posted a “day-in-the-life” video of their summer sales intern, Gabrielle. In the video, we see him arriving at the office, eating breakfast, taking meetings and playing trivia, all with a smile.
In a video posted by Salesforce, we see employees visiting the San Francisco office spill some cool facts about working at the tech company. “We work at Salesforce, of course we’ll enjoy free snacks,” said one employee. “We work at Salesforce, of course we’re adults with an amazing collection of plushies,” he continues.
While 58% of job seekers search social media for information about potential employers, these videos can be a valuable resource for those looking for a behind-the-scenes look at the business.
