Employee-generated content helped turn a Staples staff member into a viral sensation. Starbucks is now building the infrastructure to make that happen at scale.
Starbucks is expanding its Green Apron Creators program by launching a new creator network management tool developed in partnership with TikTok, set to pilot this summer. The tool will enable Starbucks to share content briefs and ad revenue directly with employee-creators, allowing baristas to earn money by creating content for the company while on its payroll.
“Every day, our partners bring Starbucks to life by creating moments of connection with our customers and with each other,” said Erin Silvoy, Senior Vice President of Global Marketing at Starbucks. “And more than ever, they are sharing those moments with the world online in authentic, creative and unique ways.” The company hopes to use the new tool to celebrate and amplify that storytelling.
The move comes as employee-generated content gains serious traction as a marketing channel. In February, a Staples staff member named Kaeden began posting TikTok videos showcasing the surprisingly wide variety of things people can do at the office supply retailer, racking up millions of views and earning herself the nickname “Staples Baddie.” Her employer leaned in by amplifying her posts through its own TikTok account, turning an organic moment into a brand strategy.
Starbucks has been experimenting with employee content for several years. In 2024, the Seattle-based company began piloting Green Apron Creators. Last year, it hired two full-time content creators to travel to Starbucks locations around the world for 12 months and post about their experiences online.
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The company claims its employees already use social media at three times the rate of those at similar chains, suggesting an existing base of creators the program can tap into rather than cultivate from scratch.
“In addition to great content, it’s also a relevant development opportunity that resonates with Gen Z, which makes up a majority of our baristas,” said Tressie Leiberman, Starbucks’ Global Chief Brand Officer. “This helps drive sales and connection as the program enables us to extend the coffeehouse experience beyond the walls of our cafes.”
