In short: People trust people more than logos. Posts in which employees appear or speak themselves feel more approachable, get commented on more often and also help in the search for new talent. What matters is that participation is voluntary, written consent is in place and the team itself has a say in what is shown.

A picture of the shop is nice. A picture of the employee who has greeted every regular customer by name for twenty years tells a story. Especially for small and medium-sized businesses, the team is often the biggest difference from the competition, and yet it hardly appears in many social media profiles.

Why faces work

Social media thrives on relationships. A face immediately provides orientation: someone works here whom I can talk to. Especially for services where trust plays a big role, such as consulting, health, trades or travel, this lowers the barrier to first contact.

Then there's the skills shortage. Showing what the workday looks like, who's on the team and how people treat each other is employer branding on the side. Applicants today naturally check Instagram and LinkedIn before they get in touch.

Formats that work well

  • Short portraits: Name, role, a personal question like "What do you enjoy about your job?"
  • A day with …: A Reel showing a workday in 30 seconds
  • Expert tip: An employee explains something from their field in one minute
  • Milestones: Anniversaries, passed exams, further training
  • Team moments: Outings, holiday parties, a shared breakfast

Voluntary participation is the foundation

Not everyone wants to be seen online, and that's okay. Pressure, even unspoken, harms the working atmosphere more than any post helps. A proven approach is to openly ask the team who'd like to join and to offer alternatives: hands at work, a voice-over or a quote without a photo.

The legal side

Photos and videos of employees generally require consent. According to established case law in Germany, including the Federal Labour Court, this consent should be given in writing in an employment relationship. It should clearly describe what the recordings will be used for and point out that it can be withdrawn. If someone leaves, it needs to be clarified what happens to existing posts. You'll find more on the legal basics in our article on social media and the law. For the specific wording, a quick legal review is worthwhile.

From taking part to shaping it

It becomes especially authentic when employees aren't just shown but contribute ideas themselves. Some teams appoint one person who collects photos from everyday work, others keep a shared idea list. On LinkedIn, employees can share company posts and add their own words, often with far more impact than the company page alone. More on this in the article LinkedIn for small businesses.

So that several people can work on social media without chaos, clear roles and approval before publishing help. The page working on social media together shows how this works in ViralSpoon, and with the ViralSpoon app, moments can be turned into a post right from your phone.

Frequently asked questions

Can I show employees on social media?

Yes, with their consent. In an employment relationship, it should be given in writing, state the purpose and point out the right to withdraw.

What if nobody on the team wants to be in photos?

There are alternatives: hands at work, shots from behind, a voice-over or quotes without images. Voluntary participation always comes first.

Does social media help with recruiting?

Yes. Showing everyday work and the team gives applicants an honest impression and makes you more visible as an employer when they do their research.

What happens to photos when someone leaves the company?

This should be settled in advance in the consent form. If a person withdraws consent, the posts concerned should be removed or adjusted.