The Blurring Lines: When Employees Become Company Advocates
The rise of the “creator economy” is prompting a significant shift in the relationship between employees and their employers, raising questions about personal branding, workload, and the future of corporate advocacy. A recent example at Morning Brew, where revenue-side employee Noel is now hosting a podcast, highlights the growing trend of companies leveraging their staff as public-facing creators. While presented as a voluntary opportunity, this move underscores a potentially unsettling evolution in workplace expectations.
According to industry analyst Liederman, several key issues need consideration when employees take on creator roles. These include fair compensation, the freedom to decline participation without repercussions, and the impact of the added workload on existing responsibilities. In Morning Brew’s case, Noel receives a revenue share, though details remain scarce, and reportedly volunteered for the role. The company also emphasizes that she remains an employee, not “talent” in a contractual sense, and will be supported by producers for scripting.
However, even with these safeguards, the decision to utilize revenue-generating staff as creators signals a basic change in how companies navigate the boundary between personal and professional lives.Increasingly, an employee’s online presence is inextricably linked to their profession, meaning both digital and real-world actions can reflect on their employer. The recent Coldplay “kiss cam scandal,” where a personal moment quickly became a brand marketing issue, serves as a stark reminder of this interconnectedness. The distinction between personal and professional identity is rapidly diminishing.
This raises a larger, existential question: in a world where attention is currency, every social media post is a form of influence. While we’ve largely accepted this voluntary participation, the shift towards required employee advocacy is concerning.Are we heading towards a future where employees are expected to be public boosters for their companies? In many ways,we already are – every LinkedIn post subtly promotes an employer.
The case of Lara Sophie Bothur, Deloitte’s first “corporate influencer,” offers a glimpse into this potential future. Bothur explicitly functions as a company ambassador, articulating Deloitte’s views through her personal social media channels.She believes internal advocates humanize the company and build trust. While currently atypical, this model could soon become the norm, particularly for executives.
the expectation for CEOs to be vocal advocates is already well-established. In Silicon Valley, founders routinely appear on podcasts hosted by peers, consistently promoting their startups. The popularity of podcasts like TBPN, dedicated to platforming technology executives, demonstrates this trend.
This begs the question: how long before revenue-side leaders are expected to actively participate in the “attention economy”? Those without a public platform could be perceived as failing to maximize their expertise and leaving potential benefits on the table for their employers. While this scenario may seem distant, it’s a trajectory that appears increasingly likely. The line between employee and advocate is blurring,and the future of work may demand a more public,and potentially obligatory,embrace of corporate promotion.