Business Daily Meet the 'workfluencers'
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Apr 24, 2025 Alison Battersby, a social media consultant and founder of Avocado Social, discusses the rise of 'workfluencers' — employees who create authentic content for their companies. She highlights the shift from traditional influencers to in-house talent and how this trend can enhance recruitment by showcasing company culture. The conversation dives into balancing personal identity and brand authenticity, the complexities of voluntary participation, and the debate over compensating employees for their social media contributions while navigating the fine line between empowerment and control.
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Employee as Brand Face
- Kenza, a manager at Joe and the Juice, became a social media face for her brand.
- She creates fun, trendy content that shows the company’s youthful personality.
Employees Trump Official Channels
- Employee content has higher credibility than official corporate messaging.
- People trust employees more, making content more authentic and engaging.
Shift from Influencers to Employees
- Consumer trust in traditional influencers is declining due to incentives.
- Employee-generated content feels more genuine and relatable, boosting engagement.