The article examines how social media has reshaped celebrity culture, introducing the concept of 'Whos,' or low-tier celebrities, who gain fame through platforms like Instagram. It discusses the implications for the job market, where personal branding is now encouraged across various professions. Notably, even established stars like Jennifer Aniston and Jennifer Lawrence are adapting their online presence to include brand promotions. This trend indicates a significant shift in how individuals are perceived in the workforce, often as products themselves.
Key facts
- The term 'Whos' refers to low-tier celebrities, including influencers and reality stars.
- Bobby Finger and Lindsey Weber introduced the concept in their podcast 'Who? Weekly.'
- 46% of Gen Z respondents secured jobs through TikTok, according to a 2025 survey.
- Companies like Starbucks and IBM have launched employee-creator programs.
- Sophie Bishop describes the trend of personal branding as 'influencer creep.'
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