‘We work at Salesforce, of course we’re going to enjoy the free snacks’: Employees are becoming influencers for their own companies

Even your FYP (For You Page) isn’t safe from the corporate grind. The influencer-industrial complex is so pervasive, employees are now becoming influencers for their own companies. From “outfit of the day” to “day in the life” videos, employees across industries are stepping into the spotlight to be the face of their employer’s social media accounts.

No longer limited to traditional professional networks like LinkedIn, employee-as-influencer-style content—or more commonly referred to as employee-generated content (ECG)—is now unavoidable on Instagram, TikTok, and YouTube. For employers, the calculus is simple: With 65% of Gen Zers considering themselves to be content creators and the vast majority aspiring to be influencers in some capacity, why not let them do what they do best?

EGC is more than just TikTok dances. Rank-and-file workers are lifting the curtain on their day-to-day lives working for household name brands, from office fit checks to what’s on my work desk videos. With 81% of consumers considering trust essential when making purchasing decisions, EGC gives brands a human face and doubles as prime marketing material.

@theorchardofficial What’s On My Desk?! ft. The Orchard’s CRM Manager, Jackie Petrillo 📧 ♬ original sound – The Orchard

@theorchardofficial What’s On My Desk?! ft. The Orchard’s CRM Manager, Jackie Petrillo 📧 ♬ original sound – The Orchard

What’s On My Desk?! ft. The Orchard’s CRM Manager, Jackie Petrillo 📧

However, this can get complicated when employees begin posting of their own volition. “If I’m posting this, I 100% got fired,” one Starbucks employee said in a video with 2.1 million views. She goes on to rant about a situation where she was harassed by a coworker in a two-part series. Another Amazon warehouse employee took to TikTok to show viewers what it’s like straightening packages on a motorized belt for $17.50 an hour. In a follow up video, she said she got fired for breaching confidentiality after the clip went viral and gained 21.6 million views.

@kenleighb Consider yourself ✨done for✨ #work #worklife #fired #target #job #halloween #scarytiktoks #scary #rant ♬ nintendo wii (mii channel) song – julie on the internet

@kenleighb Consider yourself ✨done for✨ #work #worklife #fired #target #job #halloween #scarytiktoks #scary #rant ♬ nintendo wii (mii channel) song – julie on the internet

Consider yourself ✨done for✨ #work #worklife #fired #target #job #halloween #scarytiktoks #scary #rant

Here lies the appeal of employee influencers, who post positive messages about their job while minimizing reputational risk. Cisco recently posted a “day-in-the-life” video of their summer marketing intern, Gabrielle. In the video we see her arrive at the office, have breakfast, take meetings and play trivia, all with a beaming smile.

@cisco Happy NationalInternDay! 🌟 Let’s follow along with #MarketingIntern Gabrielle to see what her #hybridwork day looks like at our Atlanta office. 💻 #Cisco #Networking #IT #TechTok ♬ original sound – Cisco

@cisco Happy NationalInternDay! 🌟 Let’s follow along with #MarketingIntern Gabrielle to see what her #hybridwork day looks like at our Atlanta office. 💻 #Cisco #Networking #IT #TechTok ♬ original sound – Cisco

Happy NationalInternDay! 🌟 Let’s follow along with #MarketingIntern Gabrielle to see what her #hybridwork day looks like at our Atlanta office. 💻 #Cisco #Networking #IT #TechTok

In another video posted by Salesforce, we see employees touring the San Francisco office spilling positive facts about working at the tech company. “We work at Salesforce, of course we are going to enjoy the free snacks,” one employee says. “We work at Saleforce, of course we’re adults with an impressive collection of plushies,” she continues.

While for some company TikTok’s may come across as disingenuous or just a bit cringe, with 58% of job seekers searching for information about potential employers on social media, it can be a valuable resource for those seeking a glimpse behind the corporate curtain.