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.