The difference between workfluencers and employee advocacy

Role and identity

• A workfluencer is an individual who shares content about work, careers and professional development on social media. They often have a personal brand built around their expertise and experiences
• They can be anyone from students and professionals to industry experts and thought leaders

• Employee advocacy involves employees promoting their company’s brand, products, or services through their personal social media channels and other platforms
• It’s often part of a coordinated effort encouraged or facilitated by the employer

Focus 

• Their content focuses on their own experiences, insights and advice related to careers, workplace culture, productivity and professional growth
• They aim to educate, inspire and engage a broad audience, often beyond their immediate workplace

• The focus is on sharing positive messages and content about the company, including its culture, achievements, news and job opportunities
• The goal is to enhance the company’s reputation, increase brand awareness and attract talent or customers

Methods 

• Workfluencers create and share content like posts, videos, blogs and podcasts on platforms such as LinkedIn, Instagram, TikTok and YouTube
• Their influence is typically personal and informal, relying on their personality and storytelling to connect with followers

• Employee advocacy programmes often provide employees with content to share, training on best practices and incentives to participate
• Employees might share articles, company updates and their own positive experiences related to their job and workplace

To sum up the key differences are:

• Scope of influence: Workfluencers typically have a broader scope, influencing a wide audience on various professional topics, while employee advocacy is more focused on promoting a specific company
• Content creation: Workfluencers create their own content based on personal experiences and expertise. Employee advocates share content provided or approved by their company, often adding personal anecdotes or endorsements
• Motivation: Workfluencers are usually motivated by personal branding, career growth and sometimes monetisation. Employee advocates are motivated by loyalty to their company, company incentives, or the desire to support their workplace

Workfluencer examples

Lindsay Ejoh a PhD student, posted a video of her work dissecting a frozen mouse brain.

In it, the neuroscience student uses a bladed machine to cut paper thin tissue slices that she will later examine with a microscope.

The TikTok post racked up 5,000 views and dozens of comments. “What a cool life you lead,” wrote an engaging follower.

Another PhD student Yasmin Meeda has attracted attention from companies wanting her to feature their brands on her popular Instagram feed.

The marine microbiologist at the University of Exeter in the UK, has gained about 46,000 followers on her Instagram account by posting about her PhD work on marine algae and its responses to changing environments.

Biotechnology firms like Thermo Fisher Scientific and Qiagen, as well as media company BuzzFeed pay her to showcase their products in reels or short videos.

When sharing content on social media, workfluencers need to remember that the information they provide is based on their personal experiences and the specific rules of their university.

These experiences and rules can vary significantly in other countries and institutions. Workfluencers should be transparent about the context of their advice and insights, clarifying that their perspectives are shaped by their unique circumstances. For instance, the policies, resources and opportunities available at their university might not be the same elsewhere.

 

 

 

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Et opslag delt af Yasmin Meeda | Marine Biologist ???? (@marinebiologywithyaz)