It was recently announced that the Saints & Stars gym chain would be guilty of exploiting employees. Influencers who work with the company quickly took a distance. But what about their own responsibility? Are they sufficiently critical about their collaborations?
Make money by connecting your name and face to skin care, fashion brands, travel organizations, furniture stores and gyms. That is what influencers do on social media such as Tiktok and Instagram. To make and publish content, they must adhere to laws and regulations. But there is nothing about investigating partners before influencers enter into a partnership with it.
“Influencers generally do not do a thorough research into companies and brands with which they collaborate,” says Socialemedia expert Joey Scheufler to NU.nl. “They are critical, but especially about whether a certain brand suits them.”
Het Parool recently revealed that the Amsterdam gym chain Saints & Stars would exploit Indonesian and Filipino cleaners. They would work for about twelve hours seven days a week and not always be paid. They also had to hand in their passport and, despite promises, did not arrange a work visa.
Various influencers who had entered into a partnership with the company responded shocked to the news. Monica Geuze, Marieke Elsinga, Romee Vijf, Robbert Rodenburg and Donny Roelvink announced that he would find the working method of the gym chain unacceptable and took a distance from it. But had they not been critical enough before they connected to the gym?
‘Influencers are increasingly aware of their influence’
In a collaboration, “Merkfit” is an essential part, says Renée Snaak van We Are Era, a media company that is part of RTL Group and guides influencers. “The brand must match the image, the values and the supporters of an influencer. But the image that no research takes place is not with how we work in a collaboration.”
Snaak states that we are taking ERA steps to assess the reliability, reputation and social positioning of a brand. “Especially with long -term or substantive sensitive collaborations.” She notices that influencers are more aware of their influence and become increasingly critical. “They too want transparency and make conscious choices.”
According to Scheufler, you cannot expect influencers to have the necessary knowledge to investigate and recognize abuses. “For an influencer, possible reputation damage could be an important argument to do thorough research,” says the social media expert. “The news about Saints & Stars can contribute to awareness.”
Influencers responded in words, not in deeds
Geuze’s management reacted shocked to the article of Het Parool . “If this information is correct, something must be done immediately, because this simply should not happen,” the management told the newspaper. “We hope that action will be taken in the short term.”
Roelvink also responded publicly. “I have sometimes done a shoot with them once. But I think we all understand that if I had known this in advance, it would not have been the case,” he said at RTL Boulevard . “I understood to what extent I got it, that there is now an investigation. But of the apps that have surfaced, you can say that it is really horrible.”
Willem van Lynden is not impressed by these reactions. “It’s a bit of crying with the wolves,” says the consultant in the field of reputation and communication strategies. “They find it very annoying, but that speaks for themselves. At the same time, they hope that the company will do something about the situation of the cleaners. But if you are really concerned with the fate of others, then you could think of what you can do yourself.”
It is a missed chance that the influencers did not put the act to the word, says Van Lynden. According to him, they could have contributed to the crowdfunding set up for the cleaners. They could also have called for their supporters to do the same. “That takes a little extra effort, but it is an opportunity to help others and to do the right thing. That is also good for one’s own image.”
You don’t have to do anything you can’t turn back
Van Lynden would advise the influencers to make it clear in their response that they will continue to follow the matter and suspend their cooperation with the discredited company for the time being. “You don’t have to do anything that you can’t turn back. For example, it is not necessary to finally end the collaboration, as long as there is still an investigation into the working method of the cooperation partner.”
Scheufler, who is also a member of the Advertising Code Committee, would have liked the influencers to have taken “real responsibility”. According to the social media expert, with their platform they can ensure that important themes – in this case exploitation of labor migrants – receive attention. “And not once, because it now plays at a popular gym, but continuously.”
According to Snaak, the situation surrounding Saints & Stars mainly underlines the importance of openness and responsibility in commercial collaborations. This situation is “absolutely” reason to keep looking critically at collaborations with brands and companies, she says. “It is good that there is more awareness about the responsibilities that come with this profession, both for influencers and for agencies and brands. It is a wake-up call for the entire sector.”
It was recently announced that gym chain Saints & Stars was allegedly guilty of exploiting employees. Influencers Working with the Company Quickly Distanced Themselves. But what about their own responsibility? Are they Critical Enough About Their Collaborations?
Making Money by Associating Your Name and Face With Skincare, Fashion Brands, Travel Organizations, Furniture Stores and Gyms. That is what influencers do on social media such as tap and instagram. To create and publish content, they must comply with laws and regulations. But There is Nothing About Investigating Partners Before Influencers Enter Into A Collaboration With Them.
“Influencers generally do not thoroughly investigate companies and brands they work with,” social media expert Joey Scheuler Tells NU.nl. “They are critical, but mainly about Whether a particular brand suits them.”
Recently, Het Parool Revealed that the Amsterdam Gym Chain Saints & Stars Allegedly exploited Indonesian and Filipino Cleaners. They would work about twelve hours a day, seven days a week, and not always be paid. They also had to hand in their Passports and Despite Promises, The Chain Did Not Arrange a Work Visa.
Several Influencers Who had Entered Into A Collaboration with the Company Reacted in Shock to the News. Monica Geuze, Marieke Elsinga, Romee Battle, Robbert Rodenburg and Donny Roelvink Said that they found the working methods of the gym chain unacceptable and distanced Themselves from it. But had ity bone critical enough before joining the gym?
‘Influencers are Becoming Increasingly Aware of Their Influence’
In A Collaboration, “Brand Fit”, An Essential Component, Says Renée Snaak is whether We Are Era, A Media Company That is Part of RTL Group and Guides Influencers. “The brand must match the image, values and following of an influencer. But the image that no research takes place does not match how we work in a collaboration.”
Snaak States That We Are Era Does Take Steps to Assess the Reliability, Reputation and Social Positioning of a Brand. “Especially with long-term or substantively sensitive collaborations.” She notices that influencers are more aware of their influence and are Becoming Increasingly criticalal. “They also because transparency and make conscious choices.”
Accordance to Scheufler, You Cannot Expect Influencers to Have the Necessary Knowledge to Investigate and Recognize Abuses. “For an influencer, potential reputational damage could be an important argument for conducting thorough research,” Says the social media expert. “The news about Saints & Stars can contribute to awareness.”
Influencers Responded in Words, Not in Deeds
Geuze’s Management Responded in shock to the article in Het Parool . “If this information is correct, Something must be done immediately, because this simply cannot snaps,” the management toed the newspaper. “We Therefore Hope that action will be tasks in the short term.”
Roelvink also responded publicly. “I once did a shoot with them. But I think we all understand that if I had known this in advance, that would not have the case the case,” he said at RTL BOULEVARD . “I understood, to the extent that I picked it up, that there is now an investigation underway. But from the messages that have surfaced, you can say that it is truly terrible.”
Willem van Lynden is not impressed by these reactions. “It’s a bit like crying with the wolves,” says the consultant in the field of reputation and communication strategies. “They find it very annoying, but that goes without saying. At the same time, they hope that the company will do something the situation of the cleaners. But if you are truly concerned about the fate of ethics, you cowd think you cowd that you can do your you cowd think that you cowd think you can think you can think that you cowd that you can think you are thatte thet you can think you are that you can think you are think that you can think you are thatte tht you are thatte thet you thatte tht you can,” “” “”
It is a missed opportunity that the influencers did not put their money where their mouth is, Says van Lynden. For example, accordance to him, they could have contributed to the crowdfunding that has bone set up for the cleaners. They could also have called on their supporters to do the same. “That costs a little extra effort, but it is an opportunity to help ethers and do the right thing. That is also good for your own image.”
You don’t have to do anything you can’t undo
Van Lynden would advise the influencers to make it clear in their response that they will continue to follow the case and temporarily suspend their collaboration with the company that has come under fire. “You don’t have to do anything you can’t undo. For example, it is not necessary to definitely terminate the collaboration as long as an investigation is still underway into the working methods of the collaboration partner.”
Scheufler, who is also a member of the advertising code committee, would have liked to see the influencers take “real response”. Accordance to the social media expert, they can use their platform to Ensure That Important Themes – In this case the exploitation of Migrant Workers – Receive Attention. “And not just once, because it is now happening at a popular gym, but continuously.”
Accordance to Snaak, The Situation Surrounding Saints & Stars Mainly Underlines The Importance of Openness and Responsibility in Commercial Collaborations. This situation is “absolutely” a reason to remain critical of collaborations with brands and companies, She says. “It is good that there is more awareness about the responsibilities that come with this professional, both for influencers and for agencies and brands. It is a wake-up call for the entire sector.”