I wonder how I can manage staff that are also social media influencers?

In today’s digital age with an increasing usage of social media platforms, many employees are now taking on second forms of work, such as becoming social media influencers. While this may be beneficial for some employers and their business, it can also present unique challenges.

This article discusses the potential benefits and drawbacks of having employees who are also social media influencers and how employers can effectively manage these specific employees.

Advantages of having staff who are also social media influencers

If an employee is also a social media influencer, there may be several benefits to this, such as the following:

• Enhanced brand visibility and promotion: Social media influencers may develop established audiences that trust their opinions. Therefore, if an employee with such an audience were to share content related to the employer’s brand, it may significantly increase visibility and reach. This may even lead to attracting new customers that may not have encountered the employer’s business otherwise.
• Valuable insights and innovation: Employees who have an established online presence may have a better sense of market trends and consumer preferences. Social media influencers may also be able to use their experience in creating engaging content to inspire new marketing campaigns for the employer’s business. Subsequently, the employee’s insights may help to shape marketing strategies and product development, allowing the employer’s business to stand out from the competition.
• Strengthened company culture: By allowing employees to be social media influencers alongside their role and embracing this, other like-minded individuals may be attracted to work for the company.

Disadvantages of having staff who are also social media influencers

Despite there being several potential benefits of having an employee who is also a social media influencer, it is important to also consider the potential disadvantages of this, such as the following:

• Online abuse: Employees who also work as social media influencers may be subject to online abuse for a variety of reasons, such as their appearance or the content they post. If an employee does experience negativity towards them online, this may have a detrimental effect on their mental and physical health, in turn negatively impacting their work.
• Excessive working hours: Employees who have any type of second job may end up working an excessive number of hours to meet the requirements of both roles. If an employee is not having adequate rest, this may negatively impact their health and work.
• Reputational damage: Employees who also work as social media influencers may post controversial content or post content on specific social media sites that may cause reputational damage to their employer. This may be of specific importance to those employees that work in the education sector or with vulnerable children or adults.
• Reduced focus from core duties: Balancing influencer activities with other work responsibilities can be a challenging task, which may lead to employees failing to fulfil their core duties and affect productivity in their main role.

What can employers do?

If you have an employee who is also a social media influencer, it is important to ensure that measures are put in place to maintain balance between their roles and minimise any risks.

It is important that employers ensure that the Working Time Regulations 1998 are complied with when an employee has a second job. If an employee wishes to work more than 48 hours each week, the employer must ensure that the employee signs an opt-out agreement which permits this. Additionally, it is important that employers ensure that any employees with a second job are taking adequate rest breaks and time off between their working hours.

If employers wish to be made aware of any outside employment or other activities that their employees undertake, this should be expressed within their contract of employment. It may be appropriate to include a clause within the contract which states that employees can only undertake other work with prior written consent of the employer. Additionally, the contract could include a clause which specifies the types of outside interests the employee must not engage in during their employment. This may be appropriate where the employer wishes to prohibit the employee from undertaking a specific form of employment outside of their existing role.

Employers should also ensure that they have a suitable social media policy in place for all employees to access. Within this policy it is important to specify that any employees who post on social media must ensure they do not associate themselves with the employer, unless expressly authorised to do so. It is also important to ensure that the policy states that employees who post on social media should not express any opinions on behalf of the employer. Employers should also encourage open communication within their social media policy, to ensure that any employee who has concerns regarding social media feels able to raise this with the employer.

Conclusion

Having employees who are also social media influencers alongside their role can be beneficial for employers if the correct precautions are taken. By setting clear expectations and policies, fostering communication, and leveraging the employee’s skills, employers may be able to create a supportive environment that benefits both their employees and business.

If you have any questions about managing employees who are also social media influencers or those with a second job, our Peace of Mind Team can provide specific advice and our Document Audit Team can help draft relevant policies. Contact our employment law team by emailing employment@warnergoodman.co.uk or by calling 023 8071 7717.