Poppi Seeks Social Media Talent Through Creator Campaigns

Poppi, the prebiotic soda brand that has achieved a valuation of $500 million within approximately five years, is actively seeking to fill five social media positions. These roles span from entry-level to leadership capacities, and the company is employing a distinctive recruitment strategy that mirrors its broader brand campaigns. This approach aims to attract talent by engaging potential candidates on the platforms where they are most active, particularly social media.

Sophia Sesto, Poppi's VP of Culture, described the team's function as focusing on "pop culture" rather than traditional human resources. She noted that the brand has experienced a significant influx of individuals expressing interest in joining the company. This trend aligns with broader shifts in how younger generations, specifically Gen Z, approach career exploration. A survey by résumé builder Zety indicates that YouTube and Instagram are now primary platforms for Gen Z workers seeking career advice, suggesting a move away from conventional job boards like LinkedIn. This evolving landscape prompts brands to meet prospective applicants in these digital spaces.

Poppi's recruitment initiative is designed to capitalize on the growing influence of employee-generated content and creator marketing. The brand has enlisted creator Kitty Murphy to promote its hiring drive on TikTok. Murphy is featured in campaign content as a Poppi employee, participating in events such as working a Poppi stand at San Diego State University's sorority recruitment. This strategy blurs the lines between consumer marketing, employer branding, and creator content, a trend that Fast Company previously highlighted in 2024. The effectiveness of employee-generated content is underscored by data showing that 40% of consumers and 62% of Gen Z discover new products through such content at least monthly. Companies like Starbucks and Staples are also integrating employees as creators into their brand strategies, demonstrating a wider industry adoption of this approach.

Poppi's success, marked by over 3 billion views on TikTok alone, has been partly attributed to its community- and creator-first brand philosophy. By framing its recruitment efforts as a continuation of this philosophy, Poppi aims to attract individuals who resonate with its brand identity and are already engaged with its presence on social media. This innovative recruitment method reflects a strategic adaptation to the changing dynamics of the job market and the increasing importance of digital presence and creator collaborations in employer branding.