[Interview] The “Youngjassi” With a Wig and Meme Parodies: The Three LG HelloVision Employencers Volunteering for the Spotlight

Employees Create and Star in Social Media Content Themselves
“Voluntary Participation Sparks Greater Passion”

“We are focusing on building trust and familiarity with customers through short-form content that we both plan and personally appear in. Our goal is to reach 15,000 followers within the year.”

The trio of “Employencers” (Employee + Influencer) at LG HelloVision are breaking the stereotype that cable TV and budget smartphones are “old-fashioned” by appearing as salespeople wearing curly wigs or parodying the latest memes on the company’s official social media accounts. On August 27, we met Manager Koo Jieun and Senior Kim Eunyeong from the Home Products and Partnerships Team, as well as Senior Kim Jayoung from the Gyeongnam Eastern Sales Team, at the LG HelloVision headquarters in Goyang, Gyeonggi Province, where they noted, “We still have a lot left to show.”

Employencers are employees who influence corporate branding and image by sharing organizational culture, as well as product and service information, through social media or video platforms. LG HelloVision’s Employencer program began with Manager Koo Jieun, who has experience as an announcer and in live commerce, and Senior Kim Eunyeong, who is in charge of SNS design. Without being assigned, they decided to work together out of a shared belief that the traditional flyer-style approach to social media marketing needed to change. Manager Koo said, “We aimed to create entertaining content from the customer’s perspective, not just as suppliers, to help customers better understand our products and foster communication.”

Their content has been diverse, including Instagram toons, staff-led explanations of the strengths of HelloVision’s services, and interviews with couples practicing savings using the company’s products. Senior Kim explained, “At first, content was made mainly by incorporating opinions from colleagues. To capture a sense of authenticity, we also solicited ideas from local residents,” adding, “Many people wanted to know about our employees’ daily lives and how our products are created.”

The addition of Senior Kim Jayoung this year has led to even more direct appearances in content. After joining the team in February, Senior Kim Jayoung created a new character, “Youngja-ssi,” at the Gimhae Open Studio. Youngja-ssi is a character with permed hair and a regional dialect, who often worries about communication expenses. Senior Kim writes her own scripts and does her own makeup for comedic performances. She commented, “With concepts like ‘The Communication Era of Youngja,’ I share counseling stories or portray relatable, down-to-earth characters such as a tough mother fighting through life’s battles or a father carrying heavy responsibilities.”

This short-form communication via Employencers is generating synergy that extends beyond fleeting popularity, helping build a youthful brand image and attract new customers. According to LG HelloVision, the number of official Instagram followers, which was only 856 in January this year, surpassed 10,000 as of August, representing a twelvefold increase. During the same period, direct traffic to the company’s online flagship mall via Instagram grew from 28 to 3,500 visits, a 125-fold jump. Notably, since the launch of their short-form series, the main age group participating via SNS has shifted from 35-44 years old (36.4%) to 18-24 years old (40.9%), reflecting a clear rejuvenation of the brand image.

The three upload at least one piece of content per week and post more as needed. Although balancing this with their regular work is not easy, their voluntary participation is a testament to their enthusiasm. They say that becoming Employencers has actually given them more vitality and greater commitment to the company. In particular, encouragement and feedback from family members, other employees, and customers have become powerful sources of motivation.

Senior Koo shared, “Producing content makes me want to keep improving. If I had been ordered to do this, I probably would not have done it this well. I gain strength when coworkers tell me in passing or through messages that they enjoy our content.”

Senior Kim Eunyeong said she noticed that the internal atmosphere has become more relaxed. She explained, “Employees show their affection and engagement by creating and sending us background music with AI tools. The three of us have also begun communicating more directly with senior executives through our Employencer activities. I’m pleased that we’ve helped break down barriers not only with customers but also among employees.”

Despite the challenge of commuting between Gimhae and Seoul, Senior Kim Jayoung remains upbeat. She remarked, “When you use actors, you have to start by explaining the product. But since we’re employees, we can talk about it directly, which is a real advantage. I appreciate that our customers recognize us, and we will continue striving to give them a sense of trust and closeness.”

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