Meet the 'workfluencers'
Business Daily
BBC
4.4 • 796 Ratings
🗓️ 24 April 2025
⏱️ 17 minutes
🧾️ Download transcript
Summary
From filming 'day-in-the-life' videos, to capturing casual conversations in the office, some employees are no longer just working behind the scenes. They're stepping into the spotlight as the creative forces behind their company's social media content.
More businesses are moving away from paying for traditional social media influencers to market their brands, to asking their own staff to do it. Meet the 'workfluencers'.
This type of in-house marketing might serve as a useful recruitment tool, or help to humanise corporations while boosting engagement, but it carries risks for a business. And how honest can employees be in what they post? Should they be paid extra to do this sort of work?
If you would like to get in touch with the show, please email: [email protected]
Presented and produced by Deborah Weitzmann
(Picture: Employees filming content for social media. Credit: Joe & the Juice)
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Hello and welcome to Business Daily. I'm Deborah Weitzman. From day in the life videos to casual |
| 0:08.3 | office conversations and quirky teen moments, employees are no longer just working behind the scenes. |
| 0:16.3 | They're stepping into the spotlight as the creative forces behind their company's social media content. |
| 0:22.9 | I love being fun on the camera, bringing ideas, seeing that we can show customers and other |
| 0:28.7 | employees and potential future employees that we don't take ourselves so seriously. |
| 0:33.5 | We know how to have fun and that we can follow trends. |
| 0:36.1 | More companies are shifting away from traditional influencer marketing |
| 0:40.2 | and embracing employee generated content. |
| 0:43.9 | We get to meet some of the actual real-life employees, |
| 0:47.2 | which creates this brilliant story behind the brand. |
| 0:51.2 | And a lot of people are saying that for 2025, |
| 0:53.6 | it's going to be one of the biggest |
| 0:54.8 | social media marketing trends we'll see. It's becoming a crucial part of recruitment. People are going |
| 1:00.6 | out and they're looking to align who they are with what they do in a deeper way and they're using |
| 1:04.7 | these channels in order to do that. But it's not all smooth sailing. While employee generated content |
| 1:10.7 | can help to humanise brands and boost |
| 1:13.2 | engagement, it also carries risks. Everyone has to understand we're being paid by clients to get |
| 1:20.2 | great work out there and it's my worst nightmare. Someone put something out there on a social media |
| 1:25.3 | channel head of an embargo. that could be a real problem |
| 1:28.4 | for us. And as companies experiment with this new type of content, should staff be paid for it? |
| 1:35.1 | It starts to become a really fine line between whether it is now a transactional relationship |
| 1:39.7 | that could affect the authenticity and whether that payment should be something that occurs. |
... |
Transcript will be available on the free plan in 21 days. Upgrade to see the full transcript now.
Disclaimer: The podcast and artwork embedded on this page are from BBC, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of BBC and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2025.