Saturday, March 29, 2025

Should you take an unpaid internship?


Should You Take an Unpaid Internship? A Professional Perspective

Unpaid internships are controversial, particularly for students and individuals new to the workforce. They emerge as a potential gateway to invaluable experience and skill-building, yet they inherently raise concerns about inequality and fairness. For any professional wondering whether to offer them or for any student debating whether to accept, it’s crucial to carefully consider the broader implications. Let's explore the key factors involved.

The Reality of Unpaid Internships

Unpaid internships have become standard across various industries. Many companies rely on unpaid interns as a cost-saving measure, filling crucial roles without offering compensation. These opportunities are often described as valuable learning experiences but come at a cost not everyone can afford.

For students or early-career professionals, taking on unpaid work is deeply personal. Ask yourself:

  • Are you financially able to work without compensation?
  • Will this role provide you with tangible skills and experience that align with your long-term goals?
  • Is there an opportunity for mentorship or building meaningful industry connections?

Ethical Concerns for Employers

For business owners and HR professionals, the ethics of unpaid internships cannot be ignored. While there may be short-term gains, unpaid internships can perpetuate inequality:

  • Limited Accessibility: These roles often exclude individuals who cannot afford to work for free, resulting in a lack of socioeconomic diversity among candidates.
  • Cognitive Dissonance: Businesses promoting values like Diversity, Equity, and Inclusion (DEI) or employee well-being may suffer reputational damage if their actions do not align with these values. Is requiring unpaid work consistent with the mission and culture you want to build?
  • Brand and Culture: If your employees are your brand, as many experts say, what does relying on unpaid labor say about the authenticity of your values?

Employers should consider whether unpaid internships align with their company's goals. Instead, consider offering paid internships, which ensure financial fairness while enabling mentorship and skill development.

Perspectives from the Ground

Reflecting on personal experience, there is a clear divide in how unpaid internships impact individuals based on financial circumstances. For some, these roles provide invaluable entry points into competitive industries. For others, they are simply inaccessible due to the economic burden of working without pay.

Take, for example, a law student pursuing an unpaid internship at a prestigious firm. While the experience may boost their legal knowledge and CV, they might have to live off savings or depend on family support during this period. On the other hand, another individual from a less privileged background may not have the luxury of accepting a similar opportunity, even if it is equally beneficial.

Similarly, startups frequently hire unpaid interns for marketing, operational, or creative functions. But are these roles designed as learning opportunities, or are interns being exploited to meet organizational goals?

In my experience, large established businesses, like law firms, consulting companies, and banks, have internship programs better designed to build a student's skills, than, for example, a startup, where interns may feel taken advantage of (by a poorly designed internship).

Also, check out the revolutionary Co-op/internship program set up by my college, Northeastern University, in Boston, Massachusetts, USA. It has hundreds of high-quality paid student internships with great companies like Microsoft, State Street, Amazon, Google, Wayfair, Novartis, Merck, Hubspot, Salesforce, and Fidelity.

Perhaps UK Universities should investigate this model? Northeastern has been running this innovative Co-op/Paid Internship program since 1909.

When I studied for my MBA, I worked part-time (paid) in the office of corporate programs that managed these relationships.

Startups must remember that while unpaid internships may seem viable in the scarcest moments, fostering genuinely fair employment practices will ultimately result in higher loyalty, better workplace culture, and a more diverse workforce.

Key Questions to Consider as an Intern or Job Seeker

  • Does this internship align with my career goals? Will it provide relevant skills, professional growth, and opportunities to build connections?
  • Is this financially viable? Can you afford to dedicate the time and effort without receiving compensation?
  • What is the company’s track record? Research what past interns or employees have said about the company's culture and practices. Transparency here matters.
  • Trust your instincts: If something feels off or exploitative about the setup, it’s okay to decline.

The Larger Context of Equality and Corporate Roles

Inequality within the workforce has steadily grown, as economic experts like Thomas Piketty and Gary Stevenson emphasize. While internships can help close skills gaps, the exclusivity of unpaid positions only widens economic divides. Inequality is not just about wages but also access to opportunities.

Companies truly invested in DEI initiatives or promoting workplace well-being should reflect on these issues. Supporting unpaid internships may contribute to broader structural inequality, regardless of how good the intent is.

Moving Forward as Professionals

Ultimately, whether paid or unpaid, internships reflect an organization's values, culture, and long-term outlook. Companies should be transparent about their goals and ensure that any unpaid roles genuinely benefit candidates while promoting fairness.

For individuals, remember that unpaid roles are not the only pathway to a rewarding career. Weigh your options carefully, seek mentorship, and prioritize positions that foster growth and respect your contributions.

My Personal Perspective

I took a ‘mini-pupillage’ at law school at LSE – a summer unpaid internship at a barrister’s chambers in Gray’s Inn, London. I was joined by another affluent French student studying Economics at the Sciences Po Institute in Paris. 

We got along great, and I learned a lot, not least from spending a month working on personal injuries for David Kemp QC (author of the famous Kemp & Kemp personal injuries guide).

However, if Pierre and I had been poor, would we have been able to work unpaid in central London for an entire summer? Later, I worked an unpaid internship at a New York Investment Bank

Yet again, I learnt valuable skills, like financial modelling in Excel, and made good connections with students like me.

Everyone I worked with there had attended well-known US universities like Tufts, Dartmouth, Rochester, or Columbia, and schools like Philips Exeter, Choate, and  Horace Mann. 

Are you a student or new professional contemplating an internship?

-Have concerns or want advice?

By most accounts, the job search field is challenging right now—some may even call it 'the wild west'. I have plenty of experience in this area, and my wife, Catherine, is a Senior HR leader with over 20 years of experience (including running the US graduate recruiting program at Mckinsey for four years).

Feel free to reach out—I’m happy to help you navigate these challenges. Sometimes, a little guidance makes all the difference when deciding whether to take the leap.

Visit my website for more information on job search, interview preparation, culture, human resources, talent management, development and acquisition.

Thursday, March 20, 2025

The Secret to Building an Unstoppable Brand Community


Authenticity is a key driver for loyalty in 2025. Enterprises that foster true community engagement build deeper relationships, attract brand ambassadors, and grow sustainably. To better understand how this works, let's take a look at two examples of successful brand-community building and show how you can apply those principles to your organization.

The Harley-Davidson H.O.G.™ Program—A Case Study in Loyalty

I first became interested in Harley Davidson's marketing program when studying marketing with Dean of the school, Susan Fournier, at business school. In 2005, when I was pursuing my full-time MBA at Boston University School of Management, I wrote a paper about organisations that had a devoted fan base drawn to their authenticity.

This idea was inspired by classes taught by the then marketing professor, now dean of the business school, Susan Fournier.

When I wrote my paper about brand communities in Marketing, I was specifically influenced by her groundbreaking Harvard Business School case study** Susan Fournier wrote this innovative case study about the Harley Davidson Owners Group, or ‘Hogs'. It was HBS's first-ever 'multi-media' case study.

The Harley Owners Group (H.O.G.™) is an excellent case study in building loyalty through community. Harley-Davidson doesn’t compete on performance metrics like speed or durability—its motorcycles are often outperformed by competitors like Yamaha or BMW. The brand’s success is instead rooted in the emotional and social bonds it creates with its customers.

Key highlights of the H.O.G.™ program include:

  • Membership Tiers: Full Membership for bike owners and Associate Membership for passengers, ensuring inclusivity within their user base.
  • Local Chapters: Regular rides, events, and gatherings bring members together, reinforcing a sense of community.
  • Unique Experiences: Access to Harley-Davidson rallies, exclusive events, and a loyalty partnership program with benefits for partners like Hard Rock Café and Insta360.
  • Shared Identity: Members are encouraged to celebrate the raw, authentic side of Harley culture—like cleaning grease from their bikes after rugged journeys.

This grassroots approach makes loyal customers into brand advocates, strengthening both retention and word-of-mouth marketing. Now, how does this concept translate to marketing generally?

Lessons for Marketing Professionals—Building Your Advocacy Program

Just like Harley-Davidson, companies can create loyal communities that drive advocacy and organic growth. Here’s how:

1. Develop a Micro-Influencer Program

Micro-influencers—those with niche, engaged audiences—are ideal for representing your service or product. These individuals often inspire higher trust than large influencers.

  • Start Small: Identify users already advocating for your product on LinkedIn, Twitter, or forums.
  • Provide Value: Offer them exclusive benefits, such as early access to product updates, premium features, or recognition within their community.
  • Encourage Genuine Advocacy: Just like Harley riders sharing trip stories, provide channels for micro-influencers to share authentic use cases and successes with your platform.
  • Read our guide: How to get started with your Microinfluencer programme.

Below: A dynamic B2B SaaS Brand Community - dbt analytics engineering

2. Enhance the Customer Experience with Community

Building a loyal community is about investing in relationships as much as technology. Look to create programs that mirror the social and emotional connections found in Harley’s H.O.G.™ program.

  • Interactive Communities: Create a dynamic Slack workspace or LinkedIn group for your users to exchange ideas, support each other, and build relationships.
  • Exclusive Content: Offer webinars, expert-led sessions, or how-to guides only accessible to community members.
  • Host Regular Events: Virtual or in-person events can make customers feel more connected to your brand. Highlight success stories from your users.

3. Deepen Usage Through Expertise

For SaaS tools, loyalty comes from becoming indispensable. Prove your software’s value by helping customers make the most of it. As marketing guru Pierre Heurbel puts it, make sure your company is providing 'a pain killer not a vitamin'.

  • Onboarding Success Teams: Offer one-on-one onboarding, workshops, or team training sessions.
  • Tangible ROI Metrics: Regularly showcase quantifiable benefits users gain from improved productivity, growth, or cost-savings using your platform.
  • Actionable Feedback Loops: Celebrate community input by swiftly implementing requested improvements, then credit those users for their contributions.

4. Turn Clients into Ambassadors

Happy clients are your best marketers, so turn them into visible advocates for your brand.

  • Reward Referrals with free subscriptions, upgraded plans, or other perks.
  • Create Public Showcases via case studies, video testimonials, or AMA panels featuring your customers.
  • Offer Co-Creation Opportunities like beta programs or customer advisory boards to make clients feel directly connected to your business’ growth.

5. Don’t Shy Away from Authenticity

Taking risks and showing boldness can build stronger loyalty—look at Nike’s controversial campaign featuring Colin Kaepernick. Like Nike, if your SaaS tool, or product, truly aligns with a strong stance or ethos, don’t hesitate to amplify it. Whether it’s a commitment to sustainability or championing inclusivity in the workplace, showing authenticity resonates powerfully with customers.

The Community Advantage

Building a deeply engaged community isn’t just an idea for consumer brands like Harley Davidson, Apple, Nike Lululemon, or on the B2B side with companies like Hubspot, Salesforce, Adobe and Monday.com. It’s a necessity for modern companies looking to stand out in a competitive market.

By forging real emotional and professional connections, offering tailored experiences, and giving your customers opportunities to champion your brand, organizations can build long-lasting loyalty while driving advocacy and sustained growth.

** Harvard Business School - Building brand community on the Harley-Davidson Posse Ride

Next Steps

Interested in developing your own micro-influencer or ambassador program? Start by exploring my Micro-influencer guide

Saturday, March 15, 2025

How to get started with a micro-influencer program for your company

 

How to Get Started with a Micro-Influencer Program for Your Company

The cost of digital advertising is rising. Competition is intense, platforms are saturated, and privacy changes have reshaped how we reach audiences. It’s no wonder companies are seeking more cost-effective, authentic ways to connect with their customers. Enter micro-influencer marketing.

Micro-influencers may not have millions of followers, but they wield a unique power in driving engagement and trust. Studies show they deliver nearly 3x the ROI compared to celebrity endorsements. Curious how to make this strategy work for your business? This comprehensive guide will walk you through everything you need to know to build your own micro-influencer program.



Why You Can't Ignore Micro-Influencer Marketing

Rising Costs of Traditional Paid Ads

With the skyrocketing costs of digital advertising, even the savviest marketers are feeling the pinch. Here’s how ad costs have surged across major platforms:

  • Meta (Facebook and Instagram) Ads: Average CPC has increased by 20–30% year-over-year in certain industries.
  • Google Ads: CPC rates rose by 15–25% in 2023, making search ads more expensive than ever.
  • TikTok Ads: Costs jumped 30–50%, as brands rushed to capture Gen Z’s attention.
  • Amazon Ads: The cost of Sponsored Product Ads skyrocketed by 29% between 2021 and 2023.

Couple these rising costs with decreasing Return on Ad Spend (ROAS)—20% lower in 2023 than in 2022, according to Tinuiti—and declining precision in targeting due to Apple’s iOS privacy updates, and it’s clear that traditional ad tactics aren’t as sustainable as they once were.

Why Celebrity Endorsements Are Losing Their Edge

Celebrities are household names, but when it comes to authentic connections with audiences, they fall short. According to a 2022 Marketing Science study, low-status influencers (like micro-influencers) yield a return on investment three times higher than high-status influencers. Why?

  • Trust and relatability: Consumers trust influencers who share unpolished, real-life moments over glossy advertisements.
  • Niche appeal: Micro-influencers target specific groups, delivering hyper-relevant messaging.
  • Higher engagement rates: Their followers are more likely to engage with content since the relationship feels personal.

Micro-influencers offer authenticity, affordability, and measurable ROI, making them ideal for brands looking to grow sustainably.



Tools You Need to Start Your Program

Building a successful micro-influencer program takes the right tools to find, connect with, and manage the right talent. Here’s a breakdown of the must-have platforms:

Influencer Discovery & Identification

Finding the perfect micro-influencer starts with discovery tools that offer detailed audience insights.

  • Heepsy: Specializes in identifying micro-influencers with robust analytics.
  • Upfluence: Integrates e-commerce data to track ROI.
  • Modash: Best for Instagram, TikTok, and YouTube searches with segmented filters.
  • HypeAuditor: Excellent for verifying influencer authenticity and preventing fraud.

Outreach & Relationship Management

Outreach can be time-consuming, but these tools automate the process to keep it seamless and personal.

  • Pitchbox: Automates influencer outreach with email sequencing.
  • BuzzStream: Great for tracking your conversations and building relationships over time.
  • NinjaOutreach: Pre-loaded with influencer contact information and message templates.

Campaign Management & Workflow

Streamline collaboration and track campaign performance with these platforms.

  • Afluencer: Matches you with influencers actively seeking partnerships.
  • Mavrck: Scales campaigns while helping you establish ambassador programs.
  • Brandbassador: Focuses on building long-term micro-influencer ambassador programs.

Content Creation & Collaboration

The foundation of a micro-influencer campaign is high-quality, engaging content.

  • Canva Pro: Helps influencers craft visually stunning branded content.
  • Figma: Perfect for collaborative visual design projects.
  • Later: Simplifies Instagram content planning.

Tracking & Analytics

Measure campaign success and gather actionable insights with these tools.

  • GRIN: Syncs seamlessly with e-commerce stores to track influencer performance.
  • Traackr: Offers in-depth metrics on influencer campaigns.
  • Mention: Monitors brand mentions and gauges campaign impact in real time. Plus - there's a 14-day free trial!

Affiliate & Referral Integration

For campaigns with a sales focus, these tools help track referral-driven results.

  • Refersion: Integrates influencer sales into referral marketing.
  • Tapfiliate: Generates unique referral links for ROI tracking.
  • Rewardful: Tailored for SaaS and subscription businesses.

No matter your goals, the right toolkit will make launching and optimizing your micro-influencer campaigns far more effective.

B2B micro-influencer programs:

  • Modash (discovery)
  • BuzzStream (outreach)
  • GRIN (campaign tracking)
  • Refersion (for referral integration)


How to Build Your Micro-Influencer Program

Follow these 5 simple steps to create a high-impact program tailored to your business:

Step 1: Define Your Goals

Are you aiming to increase brand awareness, boost sales, or promote a product launch? Clear, measurable objectives will guide your strategy.

Step 2: Identify Your Ideal Influencers

Use discovery tools like Modash or Heepsy to identify influencers whose audience aligns with your target demographic. Focus on engagement rates over follower count for maximum impact.

Step 3: Craft Personalized Outreach Messages

Build genuine relationships by sending thoughtful, tailored messages. Tools like BuzzStream and Pitchbox can help automate this process without compromising personalization.

Pro Tip: Keep it short and compelling. Highlight why your brand is a good fit for their content and audience.

Step 4: Launch Your Campaign

Start with a pilot program that includes a small group of influencers. Provide clear guidance, creative briefs, and branded assets to ensure consistency across deliverables.

Step 5: Track, Analyze, Optimize

Measure your campaign’s performance using analytics tools like GRIN or Traackr. Track KPIs like engagement rates, ROI, link clicks, and conversions. Use the data to refine future campaigns for even better results.

Looking for a powerful all-in-one solution? Try InfluencerMarketing.ai. It uses AI to discover ideal creators, streamline management, and deliver detailed insights so you can make data-driven decisions. Plus, there’s a free 7-day trial!



Unlock the Power of Micro-Influence

Micro-influencers are transforming the way brands connect with audiences. Their authenticity, focused reach, and cost-efficiency make them a must-have for businesses navigating the challenges of today’s digital landscape.

With the right tools, strategy, and data-driven insights, you can create a micro-influencer program that drives meaningful engagement and measurable ROI. Whether you're a B2C or B2B brand, the time to get started is now.

Take the first step today by exploring platforms like InfluencerMarketing.ai. Start your 7-day trial to experience the future of influencer marketing firsthand.

See screenshot below for an example of one of their influencer finder dashboards.


Want to find out more? Read our blog post on The Power of Micro-influencers, or our Guide to Micro-influencer Marketing