Earlier this summer, Mephisto USA CEO Logan Bird took to LinkedIn to seek out a store manager for the brand’s new location in New York City. “But this isn’t a traditional retail job,” he wrote in a post. “I’m looking for someone who can sell shoes and create content. Every day.”The ideal employee, he told Modern Retail in an interview, will appear on camera, drive traffic to the store and have the “influence and connections” necessary to crack New York City retail. They will earn a base salary, but also be treated as an affiliate, and they must be well-versed in fashion and footwear. “I want someone to come in with storytelling ideas and be able to leverage content that is going to make this store matter and make the brand more meaningful,” Bird said.
Mephisto is one of a growing number of retail companies looking for workers who can double as influencers. These employees film and publish what’s being referred to as “employee-generated content” — everything from a behind-the-scenes look at new products to “day-in-the-life” videos. While some staffers have been taping this content on their own — like an employee known as “Staples Baddie” — more brands are creating formal EGC programs in the hope of driving sales.
