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Companies are tapping frontline workers as in-house influencers, betting that authentic, on-the-job content can boost brand engagement and recruitment, The Wall Street Journal writes.
Starbucks, Delta and Portillo’s are formalizing creator programs that handpick employees, provide prompts and equipment, and approve videos before they go live.
For brands, the strategy delivers low-cost, grassroots-style marketing that resonates with younger consumers. For workers—from baristas to flight attendants—it offers perks, visibility and résumé-worthy digital skills.
Starbucks pays its 53 “Green Apron Creators” per post, while Portillo’s is exploring incentives like merch. Delta brought 15 employees to headquarters for training as the airline expands its creator effort.
The approach isn’t risk-free: Companies still enforce strict posting rules, and past employees have been disciplined for unapproved videos. But as companies chase viral hits and talent pipelines, staffers who can captivate on camera are quickly becoming valuable brand assets.
