Poppi wants its next employees to come from social media

Poppi, a rapidly growing prebiotic soda brand, is seeking to attract its next employees from social media rather than traditional job boards. The company's culture team, led by VP of Culture Sophia Sesto, has noticed a significant influx of talent seeking to join the team through platforms like YouTube and Instagram, particularly among Gen Z workers. In response, Poppi has shifted its recruitment strategy to resemble a brand campaign, leveraging the strengths of its social media presence and employee-generated content.

Poppi has hired influencer Kitty Murphy to promote its recruitment drive on TikTok, positioning her as an employee for the campaign. Murphy's personality aligns perfectly with Poppi's brand, and her large following, mostly composed of Gen Z women, makes her an ideal candidate to attract potential hires. The campaign builds on the company's existing employees and team responsibilities, showcasing real Poppi staff and their roles.

This strategy is part of a broader trend where companies are blurring the lines between consumer marketing, employer branding, and creator content. With 40% of consumers and 62% of Gen Z discovering new products through employee-generated content, Poppi is meeting prospective applicants where they are. The campaign's success relies on the loyalty of Poppi's fan base, which is eager to promote the brand and participate in its creation process.

Poppi's collegiate ambassador program has seen its largest-ever number of applicants this year, with over 11,000 candidates vying for a spot. Sesto believes that hiring individuals who understand the consumer is more valuable than those with extensive experience but lacking brand fit. As the roles of consumer, creator, and employee become increasingly intertwined, Poppi's recruitment strategy reflects this evolving landscape, attracting top talent by combining the roles of consumer, creator, and now employee.