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The Unspoken Corporate Mandate: The Influence of Social Media and Content Creation in Employment

In recent years, the corporate landscape has witnessed a significant transformation, with the advent of social media platforms and the growing need for content creation. This scholarly article delves into the unspoken requirement for individuals to establish a digital presence, effectively promote their personal brand, and engage with audiences through social media.

It explores the subtle pressure on job candidates to maintain a significant following and engagement on platforms like Facebook, Instagram, and TikTok. Additionally, it underscores the implications of not conforming to this unwritten mandate and argues for the importance of preserving individual choice and autonomy in navigating the digital world.


In the digital age, social media has permeated every facet of modern life, including the corporate world. Companies and employers increasingly value candidates who not only possess traditional skills and qualifications, but also exhibit a strong online presence and content creation abilities. This trend has given rise to an unspoken corporate mandate: the expectation for job seekers to establish and maintain a substantial social media following and actively engage with their audience. While the benefits of a robust online presence are undeniable, this article explores the unintended consequences of this requirement and emphasizes the importance of preserving individual autonomy and choice in the digital era.

The Rise of the Digital Persona:

The integration of social media into the corporate realm has led to the emergence of the "digital persona" – an online identity that individuals cultivate to showcase their skills, interests, and personal brand. Anthony Galima, Business Anthropologist says, "Candidates with well-curated digital personas often have a competitive advantage in today's job market. Their ability to leverage platforms like LinkedIn, Twitter, Instagram, and TikTok to share industry insights, connect with peers, and engage with potential employers sets them apart from their peers."

The Subtle Pressure:

While the benefits of maintaining an active online presence are evident, the unspoken pressure to create content and amass significant followers can be overwhelming. Candidates often find themselves caught in a cycle of content creation, perpetually striving for more likes, shares, and comments to boost their digital profiles. This unrelenting demand can lead to increased stress, anxiety, and burnout.

Invisible Strikes Against Unplugged Candidates:

Individuals who choose not to engage with social media platforms or those who lack substantial followings may face unintended consequences in their job search. Some employers may view candidates with limited online presence as less proactive or innovative. This subtle bias can disadvantage qualified individuals who prefer to maintain a low digital footprint or simply do not resonate with the current social media landscape.

Preserving Autonomy in the Digital Age:

It is essential to emphasize that no one should feel obligated or forced to create content within the realm of social media. The digital world should be a space for individual choice and expression, not a compulsory requirement for employment opportunities. As employers increasingly consider candidates' online personas, it is crucial to maintain a balance between professional expectations and personal autonomy.


Business Anthropology has found the influence of social media and content creation in the corporate realm is undeniable, yet the unspoken requirement to engage in these activities should not infringe upon individual autonomy. While a well-crafted digital persona can undoubtedly enhance career prospects, individuals should never feel pressured or coerced into participating in the digital landscape. Employers should recognize that qualifications and skills extend beyond social media metrics, and job seekers should have the freedom to navigate the digital world according to their preferences. It is imperative to strike a balance between leveraging the benefits of social media and preserving personal choice and autonomy in the digital age.

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