[Digital Today reporter Jin-ho Lee] An office worker puts on a wig and stands in front of a camera. She explains products in a folksy dialect and follows trending dances without hesitation. This is not about professional actors or influencers. It is another part of LG Hellovision employees’ work. The interesting part is that no one pushed them in front of the camera.

"What is surprising is that no one told us to do it."

The three-member "employencer" team that fills LG Hellovision’s official social networking service accounts introduced their work with bright expressions. Employencer is a combination of employee and influencer. The trio are manager Gu Ji-eun (조지은), who is in charge of social media at headquarters, senior staff Kim Eun-young (김은영), and senior staff Kim Ja-young (김자영), who meets customers at the South Gyeongnam East sales team.

Their individual personalities blend into one on camera. Content ranges from the latest memes and workplace-relatable posts to a local ajumma character in a wig. As employee-made content accumulated, LG Hellovision’s Instagram followers increased more than 10-fold.

◆"We know our company best"... Employees become the face of the company

They did not plan from the start to stand in front of the camera. LG Hellovision generally used professional actors for its social media content. But after taking on full-time social media management, they felt something was missing. Outside performers found it hard to fully understand the company. It took considerable time to request acting that fit the situation and tone.

Gu said, "Because their understanding of the company and its products and services was lacking, only what we asked for came out on site and there were many regrets," adding, "We thought it might be better for us to step up."

That is how they began appearing themselves. Gu, who has experience as an announcer, was comfortable in front of the camera. Kim Eun-young, who worked in design, instinctively knew how content should look. Kim Ja-young’s confident personality translated into a talent for not getting nervous on camera.

LG Hellovision’s short-form "ShortV" content was born that way. It parodied the TV programme Infinite Challenge and brought the latest online memes to Instagram. "Youngja" is ShortV’s signature character. It is a nickname made by swapping the order of Kim Ja-young’s name, paired with a South Gyeongnam dialect and a tough ajumma persona.

The reaction was unexpected. During customer consultations, some customers recognised her, saying, "Are you that Youngja from Instagram?" Being recognised made consultations go smoothly. The social media content did not end as simple entertainment and helped the company’s business. Kim Ja-young explained, "As a sense of familiarity formed, trust naturally built up as well."

Speed is the lifeblood of short-form content. If filming begins only after checking trends and going through planning and reporting, it may already be too late. But as an official corporate account, it also cannot move unconditionally fast. It must check with relevant business units whether product strengths and wording are accurate. It must also review whether it conflicts with the corporate image.

The three exchange views frequently and share trending content. When a new meme appears, they consider which products it can be combined with. Kim Eun-young said, "It is not that we start making videos only when a new product comes out," but added, "We keep looking at what will create the most synergy when we pair what is trending now with our products."

The initial goal was two short-form videos a week. But they hit realistic limits as they handled planning, filming, editing and other work at the same time. They now focus on "one quality piece." Short-form videos are typically uploaded every Friday. If planning is solid, filming can move quickly. They align movements on site a few times and then turn on the camera. If a trending dance is needed, they watch a video at the set and follow it immediately.

Gu said, "Creating a trend is really not easy," adding, "Now we focus on quickly following trends, putting our own story into them, and getting as much exposure as possible."

◆Short-form videos with the latest memes worked... Instagram followers rise 12-fold

LG Hellovision did not insist on short-form content from the outset. When it revamped its social media last year, it asked customers directly what content they wanted to see. More customers than expected were curious about employees’ daily lives, how they work and how products are made. It tried various formats, including Instagram cartoons, informational images and event introductions. The best response was to short-form videos.

Kim Eun-young said, "At first, we did not know what customers would like, so we started with everything open," adding, "This year, with the idea of going our own way, we are mainly producing short-form videos."

As employees showed their faces directly, social media began to serve as a customer consultation channel. The official Instagram direct messages even bring in inquiries such as, "The TV at our home isn’t working." As the company became more familiar, the barrier to communication also fell. Change also came inside the company. Employees who watched the short-form videos began sending encouragement first, saying, "Does our company do this too?" and "I’m watching it well." More employees recommended background music or locations and shared needed ideas.

The three in particular stressed that it was not something the company told them to do. They explained that the desire to grow the official social media account and promote the company came first. Kim Eun-young said, "As I became an employencer, I grew more fond of the company," and added with a laugh, "If I had been told to do it, I don’t think I would have."

The official Instagram account had only 856 followers in January last year, but it reached 10,746 as of August. It is not a very large number, but it is more than 12 times the initial level. After introducing short-form videos, the core age group for social media engagement shifted from 35 to 44 to 18 to 24. As younger generations flowed in, the base of new customers expanded. Inbound traffic to the online direct mall link via Instagram increased 125-fold. LG Hellovision’s year-end goal for Instagram is 15,000 followers.

The more content they make, the more their passion heats up. Their goal is to create content that "people do not feel is advertising and watch to the end," not just high view counts. Their content is uploaded not only on Instagram but also on the company’s YouTube channel.

Kim Eun-young said, "It is easy to just scroll past corporate account content," adding, "I start to feel a desire to get a reaction like, 'They make content pretty well.'"

Kim Ja-young’s direction is similar. She broadens her focus to include material drawn from what happens at customer consultation sites, such as "Youngja’s Telecom Era," and characters easily found around her, including mothers, fathers and children.

"I want to try making content that feels human."

LG Hellovision’s own "regionality" is also material it will develop going forward. The idea is to actively use its regional base by leveraging the characteristics of cable TV. Gu said, "Whether it’s Busan or Gangwon Province, I want to try making content that can touch the emotions of that region."

An experiment that began with excitement and passion has now become the colour of LG Hellovision’s social media. Instead of flashy influencers, people who know the company best have shown their faces directly. Their dream is to speak in a way that does not feel like advertising, is a bit more fun, and is a bit closer to customers.