Workfluencers

Do you have a workfluencer in your team? And if you don't, maybe you should! If you have a culture you’re proud of, workfluencers are powerful brand voices for you - helping attract the right sort of talent, long before an interview. It’s time to support, nurture, and trust the people already championing your workplace.

https://swiy.co/go-workfluencers

In a nutshell, a workfluencer is an employee who talks about their work in online communities.

Of course, we’ve been doing this for a long time even before the online world – with friends and family at parties, with other parents at your children’s school events, in your local community or church community.

A workfluencer is the 2025 version of that, and it expands and amplifies the concept because of the power and reach of online networks. Typically, it’s a younger person – a Gen Z or maybe a younger Gen Y (Millennial). They work in your team, and are also active on social media and other online networks, sharing the good, the bad, and even the ugly about work. Exactly as you do when talking to friends at a barbie, but on a much larger scale.

If you don’t have workfluencers in your team, maybe you should. Not by forcing it, but by creating a culture people feel proud to boast about.

If you like the people in your team, you want them to talk to their friends and community, because you want to attract more people like them. And you want those people to know about you before they join – not through the traditional hierarchical interview and recruitment process, but by knowing somebody "on the inside". Those people will be a good fit for your team, because they already know your values.

This is an important element of the future of work.

Generation Z (roughly in their mid-twenties now) will be a significant part of our future. By 2030, they will be 30% of our population. That means

30% of your customers,

30% of your community,

and 30% of your employees.

Of course, it will vary across industries and sectors, but broadly one in three employees will be Gen Z. That means they will also be your future leaders.

So you want the best of them, and you want to leverage all their skills and talents – including their ability to influence others online.

Now, some people will push back, saying it’s too much of a risk to let employees talk publicly about you.

It could damage your reputation.

Breach confidentiality.

Create security issues.

And so on. And on. And on.

And you know what? You’re right ... to some extent.

But that shouldn’t stop you. Yes, you need some coaching, mentoring, and guardails in place. Do it reponsibly, but do it!

You might also NOT be proud of your work culture. In that case, this advice is not for you (I might have some other advice for you, but that’s a different topic!).

But if you have the sort of workplace culture and team you’re proud of, you have nothing to be afraid of. Encourage and nurture workfluencers to share their experiences online, far and wide.

This becomes part of your employee value proposition (EVP), which is a key element of the future of work.

I’m running an online presentation soon about the future of work, and this is one of the four key elements for all leaders to understand. It’s free, public, and open to all. So please register, and invite others in your team and organisation as well.

Register for the virtual masterclass:

https://swiy.co/go-workfluencers

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