GLOBAL FORUM-VIRTUAL ACTION LEARNING INTERNATIONAL DISCUSSIONS (VALID) Series

In response to the expressed desire by many of you to continue the learning and sharing of our unique international community of practice, the Global Forum Organizing Team has organized a series of virtual discussions that we are calling Virtual Action Learning International Discussions (VALID). These virtual discussions or VALIDs are with Global Forum community members who have offered to draw from their field of expertise and share their unique perspective of the future and our current dramatic global transformation. We hope to offer presentations to you a learning bridge to the next Global Forum (June) 18-21, 2023.

Valerie Binner

Valerie Binner

Christine Sinn

Christine Sinn

VALID No. 20

Telling a 15-second Story:
TikTok, the New Age of Communication & Implications for Business and Society

Presenters:

 

Valerie Binner

 

Senior Vice President (HR)I DeLaval (Sweden)

Valerie Binner is the CHRO/SVP HR, OHS, and Real Estate at DeLaval International, a 140-year-old Swedish headquartered multinational that works in the sustainable food production arena where technology, animals, and people interact. Valerie grew up in the US and has her M.Sc. from the University of Stockholm and her M.B.A. from IMD, Switzerland. She has worked in a variety of multinationals such as IBM, P&G, Accenture, AstraZeneca, and Dometic Group in IT, Management Consulting, and HR roles. She is passionate about leadership development and employee engagement and has purposely stayed off social media.

 

Christine Sinn

 

CEO and Founder of the healthcare start-up ScolioBend (USA)

Christine Sinn, CEO and Founder of the healthcare start-up ScolioBend, is a serial entrepreneur passionate about inspiring change through ethical business and innovation. In addition to focusing her entrepreneurial efforts on aiding communities that disproportionally face challenges, as the Founder and President of Stanford’s Online High School Startup Incubator, Christine assists high school students in launching their own startups. She also works with young students to pursue STEM through volunteering at Kumon (conference speaker and tutor) and as a Harvard WECode High School Ambassador. Christine has also led fundraisers raising over $1000 to aid emergency relief to Ukraine, Puerto Rico, and Florida. Christine has a pending patent for her iOS ScolioBend app. She has received recognition for her leadership efforts, including the Harvard WECode Distinguished Leadership Award and West Point Leadership & Ethics Award, as well as recognition in several entrepreneurial innovation competitions. In addition to participating in training programs at Yale (Solving Global Challenges), Harvard (Quantitative Analysis, Invention, and Innovation), Wharton (Business Leadership), and Stanford (Business Strategy), she’s also had media feature coverage in Wharton Future of Business World (podcast), Johns Hopkins Hospital, and National Scoliosis Center. Christine’s primary research interest is Behavioral Economics, particularly its relation to social media as a communication platform. Christine hopes to continue exploring this topic after she completes her senior year of high school and enrolls in college in the Fall of 2023.
 

 

Wednesday, December 7, 2022 | 07:00 - 08:30 EST | 13:00 - 14:30 CET.

 

 

Session Overview

 

TikTok, once dismissed as a fad, has become what The Washington Post called in How TikTok Ate the Internet "one of the most prominent, discussed, distrusted, technically sophisticated and geopolitically complicated juggernauts on the internet" (14/10/22). The impact of TikTok cannot be understated:

 

  • It was the most downloaded app in 2020
  • It has over 730M monthly active users worldwide; more than 50% of users have uploaded their own content
  • 25% of users are between 10-19 years old; 22.4% between 20-29 years old; 21.7% between 30-39; 20.3% between 40-49, and 11% are 50+.

 

As its popularity continues to rise, researchers, marketers, and industry leaders alike assert that TikTok has profoundly changed our culture, including ushering in new job roles- such as influencer-- that didn't exist 5 years ago. So, how does new media like TikTok influence our consumption of information, drive our behavior, impact our decision-making and shape our society?

Executive Summary

Keeping Up with the Trends

Christine Sinn, Researcher/Author
December 2022

 

Impact of Social Media Influencer Marketing for Business HR and Recruitment

 

Social media is becoming a ubiquitous and pervasive cross-cultural online space for people to share personal stories, disseminate information, and/or spread ideas and trends. Research conducted by Elihu Katz and his colleagues proposes that people use forms of media (like social media) to gratify a person’s social needs. People can engage with social media as a platform for mass communication to interact with others, archive common core memories, express themselves, and share common interests. Users and influencers have used social media to network with others, advertise to customers, and share creative content.

The increasing prevalence of social media shows no signs of decline. Depending on their level of involvement, the title of a social media influencer can range from posting some viral content to becoming a full-time job. The influencer marketing agency Mediakix estimates there are now up to 37.8 million influencers, all dedicated on various levels to influencing people’s thoughts, decisions, and actions. With many people choosing to be full-time influencers, the future of work and how people make decisions is changing. Not only are people gratifying certain desires on social media, but they’re taking ideas, morals, beliefs, and recommendations with them.

This is relevant, as IPSOS (a global market research and consulting firm) claims that only 4% of Americans think the advertising and marketing industry behaves with integrity. Businesses are now partnering with micro-influencers, influencers with fewer followers than celebrities but better audience engagement, to combat society’s increasing “ad-blindness.” These micro-influencers are building online platforms based on relatability, connection, and sharing opinions with other people. The Gen-Z “everyday influencer” poses nuances for businesses looking to attract, hire, and retain the emerging Generation-Z workforce.

This study investigates how influencers on TikTok are organically reaching and impacting their audience, as well as how this alters the architecture of people’s decision-making and the future of work. To answer these questions, the researcher selected a small representative sample of TikTok influencers who were making a significant impact with organic outreach and conducted structured interviews about growth strategy. The researcher then conducted a thematic analysis to locate common themes, opinions, and concerns influencers had about their role in people’s decision-making process and future work.

The research results suggest that TikTok provides a fast-paced platform with a unique algorithm and mission focused on trying new content. TikTok offers low barriers of entry and an emphasis on creativity over perfection that helps influencers go viral through their organic and specific messages unparalleled by traditional mass-market advertisements. On top of this, influencers are actively bringing a fresher, more organic marketing personality to their work industries. Both the platform and the personality work together to bring an organic and dynamic exchange of ideas and personalities to the world.

Influencers can become access points for businesses to target their audience and advertising budgets more effectively. Despite these benefits, relevant concerns arise for businesses navigating the fast-paced social media landscape. Questions that emerge from this research include:

  • How can businesses ensure their partnerships with influencers remain focused, organic, and beneficial in this fast-paced economy?
  • Will social media attract more diverse or fickle workers, and in what ways will social media alter the employer/employee relationship?
  • Where does social media fit in the realm of hiring and retaining workers?
  • How will Gen-Z workers’ social media platforms unintentionally reflect on companies, and to what extent should companies regulate such online actions?
  • Can a company stay competitive if they ignore social media, and how can businesses harness the unwieldy power of social media to their favor?

Upcoming Events

December 07,2022
7:00 EDT/13:00 CET

Valerie Binner,
Christine Sinn

VALID No. 20 | 2022
TikTok and Our New Age of Attention: What This Communication Approach Means for Today's Business Leaders

 Valerie Binner
Senior Vice President (HR)I DeLaval (Sweden)

 Christine Sinn
CEO and Founder of the healthcare start-up ScolioBend (USA)

December 07,2022
7:00 EDT/13:00 CET

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