Why the Next Era of Influence Will Be Built Inside Organizations, Not Outside

Something big is shifting inside organizations right now.

Employee behavior is changing fast. Influence is being built differently. And most leaders don’t yet see what’s coming.

People often ask why I’m so focused on this space.

Part of it is personal. I feel a strong connection to helping thought leaders who work inside larger organizations.

But the deeper reason is that I believe we’re standing in the middle of a perfect storm.

It’s the convergence of three major trends:

1. The Rise of Social Media
Not new, but still powerful. Employees are spending a lot of time online.

2. The Rise of the Personal Brand
Social media opened the door for everyone to build an identity of their own.
And it’s working:
- 82% of Americans say companies are more influential when their executives have a personal brand they know and follow.
- 74% say they’re more likely to trust someone with an established personal brand.

3. The Rise of the Side Hustle
Fueled by influencers promising more money and freedom.
Today, 36% of U.S. adults have a side hustle, 48% for Gen Z and 44% for millennials.

At the intersection of these three trends, what I call the eye of the storm, we’re seeing a massive rise in employee disengagement.
Scrolling too much.
Building their “personal brand”, often in ways that don’t even align with or reinforce their full-time work.

This perfect storm hurts both employees and employers.

But if you look deeper, there’s another truth: 90% of startups fail, and with AI accelerating disruption, that number will likely climb.

So what’s the answer?

Employers want more focus.
Employees want more freedom, income, and impact.
But it's harder than ever to achieve that by starting your own business.

That’s when it hit me. What if organizations used the same strategies as these online influencers, but applied them to their key employees?

Essentially building Influential Employees.

We already see hints of this through influencer marketing campaigns.
Global spend hit $24B in 2024 and is projected to reach $35B in 2025.

But the companies of the future won’t outsource all their influence.
They’ll grow it from within.

Yes, there are nuances to make this work for both the employee and the employer. But the upside is huge — scaling brand awareness, lowering customer acquisition costs, and building deeper trust through authentic voices.

And maybe the biggest advantage of all: retaining and attracting top talent by giving your best people structured pathways to grow in both income and impact, without the risk of starting their own business.

So to bring it full circle, this is why I’m doing what I’m doing now.

I’d love your take:
Do you think companies should be investing more in developing the personal brands of their key people? Why or why not?

Share your thoughts in the comments on my original LinkedIn post HERE.