There was a time when an employee posting personal TikToks about their workplace would immediately be called into HR.
Are you filming on company time? Why?
Did you get approval? No? Take it down.
That used to be the default response. But things are changing.
I recently came across a TikTok from a creator who works at Staples. The first video I saw was about making prints of your painted canvas. It honestly made me pause. I have not thought about using Staples in years, and suddenly I was considering it. In real time, a brand I had forgotten about was about to make a sale off of me just because of a single employee posting on social media.
What stood out even more was how Staples responded. My immediate thought was, the corporation is going to come for her. We have seen it happen before, with employees and even loyal customers. Look at the Bauer Hockey controversy, where the brand was accused of misleading a loyal customer in the name of compliance.
But Staples did the opposite. Instead of shutting it down or warning her about filming at work, they sent her a care package labeled “Staples Queen.”
The instinct in many organizations is still to control the situation. Protect the brand. Limit risk. The problem is that reacting too harshly can create a much bigger issue. Social media moves quickly. People connect with creators fast. If she had been reprimanded or fired, the backlash could have spread just as quickly.
Instead, Staples gained attention in a positive way. That kind of perception is difficult to manufacture through traditional advertising. Billboards and banner ads might make sales, but they aren’t moving the needle on how people think about your business.
Younger consumers discover brands through people. They are not waiting for a commercial. They are watching someone share something useful or interesting. When that person happens to work for the company, it carries more credibility.
From a strategy standpoint, this was a low-cost move with real upside. A small gesture turned into organic exposure and a fresh introduction to a new audience.
Will the moment fade? Of course. That is how these platforms work.
But the real value is not long-term virality. It is building relevance by showing up at the right time in the right way.
When employee-created content is positive and not harming the brand, supporting it can be far more powerful than suppressing it.
Corporate culture is adjusting. Slowly. But this is a good example of a company recognizing that authenticity carries more influence than control.
And honestly, that shift is overdue.
