They share the routine, backstage and even publicize products or services. But they are not famous with millions of followers, but employees who have gained prominence in the networks. With an eye on this, companies have invested in turning their employees into brand influencers. In return, they receive from recognition, gifts, travel and even money.
This is the case of Chilli Beans, which recently began to launch challenges of content to be published on the networks. In the first, more than 300 employees signed up. The first ten received cash prizes, kit-influencing and content creation course. One of these influenced employees is 21 -year -old Lucas Zanin, salesman of a brand franchise.
– I started posting because of the brand and realize that it brings people closer. They feel like getting to know the store and end up coming here – he says.
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Dri Elias, CEO of Cocreators, evaluates that the movement, called Employee Generated Content (EGC), grew especially after the pandemic. However, not every employee has a profile to be a “creator”:
– Each company has its policies. We make a technical curatorship based on the profile and quality of content. If the person publishes a lot of political content, for example, does not enter.
Approved model
CVC is an example of Case Cocreators success: received 600 registration for your program and formed a 48 talent Squad. The contents of this group have generated up to 67% more reach and engagement. One of the participants, Janaína Souza, supervisor of the CVC Manaus (AM) store, reveals:
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– In the program, I produce short videos, with travel tips, trends and promotions, for disclosure on Instagram and Tiktok. The receptivity of the public has been very positive, with high engagement and encouraging return – says the employee.
ESPM Administration Professor Eduardo Halpern evaluates that the practice is positive for companies, as it increases credibility with the consumer:
“I think for the customer, seeing a” meat and bone person “conveys more confidence. We always keep that foot behind with famous influencer, thinking, “Isn’t he gaining a cachet to say that?”
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From directors to attendants
According to Dri Elias, the trend began with employees in higher positions, but today there are already creators of the brand acting in the most diverse functions. Paloma Paiva, 45, for example, is the director of marketing at the Cosmetics company Farmasi. In the networks, where she promotes the brand, is known as the “Diva da Farmasi”. In addition to an active influencer, it helps to develop other company employees:
– I help in curatorship, understand each employee’s profile and encourage his evolution in content production.
Already in vibra, they are attendants, managers and attendants of the Petrobras posts that produce content. According to the company, they are the best for talking about fuels or the loyalty program.
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In Motiva Aeroportos, since 2023, employees disseminate the services, clarify doubts and share security guidelines on the networks. The strategy has resulted: the company’s profile on Instagram jumped from 12,000 to over 70,000 followers, with the engagement rate from 0.2% to 3%.
The era of ‘ambassadors’
In addition to influencers, some companies turn their employees into brand ambassadors. The Influencer Nestlé program, created in 2022, came to show that Nestlé is a good place to work and evolved to form ambassadors. Today, more than 1,500 employees participate, including professionals from factories, offices, distribution centers and sales promoters.
Americanas also has ambassadors. There, they produce content, ranging from demonstrations and product use tips to institutional campaigns. One of them is Rayanne Abreu, 23, who began producing content when she was still an intern:
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– We received training and kit to help in content production. When you have videos, they send a briefing explaining the action, but always making it very free. It is being really cool. I see myself growing up a lot in this area. Now, as I am an image of Americanas, you always have to be careful.
Brands should manage risks
Elcio Teixeira, CEO of Heach RH, assesses that turning employees into influencers can bring important gains of engagement and authenticity. But it points out that there are risks that need to be managed, such as excessive exposure of personal life and image conflicts in case of controversy or opinion divergences. In most companies, participation in these programs is voluntary. Teixeira argues that this becomes clear:
– It is recommended that the company present the benefits, but also make it clear that there is no obligation. In addition, it is important to create anonymous feedback channels so that any discomfort can be reported without embarrassment.
When an employee assumes extra attributions, such as representing the company in the networks, he is adding value beyond the initial scope of the position. Therefore, Teixeira evaluates:
– It is valid to consider extra compensation, whether financial, in the form of benefits, travel, gifts or other recognition experiences.
