‘In the corporate setting, influencers can play a key role in boosting engagement & shaping the culture of your company. For L&D, Learning Influencers have the power to drive more people towards your learning programs & services’ said Annee Bayeux in a masterclass session on ‘How to Build an Effective L&D Influencer Program’ at TechHR India 2023.

Negative perception of influencers

Identifying the challenges faced by influencers, Annee said, “Gen Z is currently attributing everything to Millennials, and Gen X blames everything on boomers. In this session, I'd like to discuss the concept of generations with poor reputations - influencers. Unfortunately, they frequently carry negative associations. However, I'm here to delve into the myth of the negative influencer, as influencing can be highly beneficial. explained how impactful they can be and what they can offer your organisation. Let's begin by exploring their negative aspects.” 

Encouraging risks to impress social media audience - “While influencers can produce awe-inspiring content, the comments section can often reveal a darker side. The pursuit of stunning images can sometimes encourage risky behaviour. For instance, hanging out of a train over a cliff might yield captivating photos but at a potentially significant cost. Such incidents become newsworthy due to the negative impact they have.” explained Annee. 

Turning risky and disrespectful acts into trends - “Consider the Ice Challenge, which involves throwing boiling water in subzero temperatures to create ice sculptures above one's head. However, this seemingly innocent stunt has resulted in third-degree burns and hospital visits. Then there's the case of Paul Allen, who desecrated sacred burial grounds in Japan to garner attention for his influencer content, or another ‘influencer’ who performed yoga on the Holocaust memorial in Berlin or posted pictures of hanging out on a train over a cliff. Such actions can lead people to partake in thoughtless or risky behaviour, creating a concerning trend”, shared Annee as she explained the challenges faced by influencers today.  

Influencers on the bright side 

Nevertheless, influencers possess the power to educate and inspire explains Annee stating, “Influencers can teach us not only practical skills like cooking or DIY projects but also more profound perspectives, such as viewing the world through diverse lenses. This is particularly valuable when considering influencers' ability to reach specific audiences and create targeted communities. Climate activist, Greta Sundberg started at the young age of 12, and now she is a teenager bringing a lot of attention to things that are important. So influencers can also teach us to be a better version of ourselves. Similarly, Simon Sinek and Gary Vaynerchuk are exemplary micro-influencers, sharing expertise in leadership and sales respectively, resonating with their dedicated followers. Bringing this concept into the professional realm is key. Influencers like Sinek and Vaynerchuk demonstrate that subject matter experts within your organisation can play a crucial role in delivering relevant insights and knowledge. These influencers can bridge gaps between formal learning and real-world application, creating a more holistic and dynamic learning environment.”

Annee concluded the masterclass session by emphasizing that, “Digital marketing principles applied to micro-influencing bring forth the benefits of this strategy in marketing. It amplifies brand awareness, reaching new audiences and markets, fostering cohesive social communities, and enhancing feedback loops. The approach builds trust and authenticity, harnessing the strength of genuine endorsements. For Learning and Development (L&D), micro-influencing mirrors well-established digital marketing benefits. Engaging with influencers and their content resonates within the modern learning culture. In the context of McKinsey's UML wave model, micro-influencing aligns with targeted personalisation and social learning, complementing formal training. Its effectiveness in generating engagement, promoting the brand, boosting content strategy, and fostering learning culture positions it as a valuable L&D strategy.”