In the past, they were high-ranking “success masters”, focusing on teaching workplace skills and successful experiences; Nowadays, they have become more of an “Internet sister”, providing emotional value and spiritual support to professionals. Behind this change is the change in the needs of professionals and the embodiment of society’s pluralistic definition of success. This article will delve into the transformation trends of workplace bloggers, analyzing how they have transformed from a single success communicator to a comprehensive role that can provide emotional reassurance, spiritual encouragement, and practical advice, and the impact of this change on workplace content creation and workplace culture.
The resistance to the narrative of success studies is spreading in the field of public opinion.
The rise of resigned bloggers, the popularity of “the world is a grass platform”, and the pursuit of low-energy rats this year…… These reflect a new collective sentiment – the public is no longer attached to elite narratives, but is trying to find a balance between the pursuit of success and emotional value.
After the “Wool Month Incident” fermented, workplace blogger @刘苏遠 posted an oral broadcast video, telling young people “Don’t deny yourself because of the influence of the times and the environment, you are already very good”. This video stimulated a huge desire to express itself, and many people used the comment area as a tree hole, leaving messages such as “I really want to cry”, “I haven’t had a job recently, I am very anxious, and I am very moved to see Liu Lu’s video”.
“If you analyze from a purely rational point of view, you should talk about the reasons why you can’t find a job and what to do, everyone knows this, but the reality is that it is difficult to change, but many children will deny themselves if they can’t find a job, so I still want to tell everyone that if you can’t find a job, don’t deny yourself,” Liu Siyuan recalled the idea of posting this video at that time.
To achieve these three challenges, product managers will only continue to appreciate
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Liu Siyuan graduated from Tsinghua University and is currently a partner at a well-known law firm in Beijing. But in her opinion, the four words “workplace blogger” are also a label she hopes to get rid of. In Xiaohongshu’s top video, she quoted what fans call herself – “Internet sister”.
It is observed that the once widely sought-after workplace bloggers are undergoing a comprehensive transformation, from masters with success learning books to “work partners” and “Internet tree holes for young people”.
Yang Tianzhen began to “laugh at success studies” in the podcast, analyzing why it changed from “success studies” to “emotions”; Sister Olga is also adjusting her position, and the recently released “Don’t let the rotten boss ruin you!” self-help in a rotten environment in the workplace”, and more and more people in the workplace are standing together.
At the same time, a group of “partner” workplace bloggers who are more frequent with young people are also loved by fans, such as Wang Yuyu, a student of Offer5. What touches her fans the most is that “while being light, she does her best to do everything within her ability, has a super stable core and super execution, and is a role model for a weak but energetically active little girl.” ”
“When everyone is difficult, after doing the messy things at hand every day, the energy is emptied, and at this time, seeing what you have learned successfully is easy to cause everyone’s anxiety”, Liu Siyuan more and more intuitively felt the dilemma faced by young people: “People don’t have to go to high places, but can go around.” ”
01 Work partner, Internet tree hole…… This session of workplace bloggers said no to the “social Darwinism” collective
In the field of public opinion, two types of views are PK: on the one hand, netizens who are completely disenchanted by success studies, and are committed to conveying the absolute view that “success is strongly linked to the dividends of the times”; the other side believes that “we cannot give up food because of choking and ignore the personal efforts behind success”.
However, a closer observation found that netizens did not disenchant success studies, but began to disdain the “stereotypical success narratives” that were full of didactic and even deliberately shaped.
The increasing workplace pressure has made most people emotionally tense, and no one wants to continue to listen to “Internet leaders” repeatedly talk about “how to succeed”, “how to counterattack”, and “how to become the protagonist of a cool article” after get off work. The strong expressions of workplace bloggers are no longer pleasing, because in this context, most people learn to have a feeling of “not going to work, but still being ‘judged’ by the leader”.
Another change is that many people are also beginning to reconsider the diversity of success and no longer cling to the fixed success criterion of “becoming a strong man in the workplace”.
Based on this big emotion, workplace bloggers are rapidly transforming, and the first thing they are doing is the transformation to the direction of “Internet sister”.
At first, because of his strict mentor image in the show, he was jokingly called the “head of the four villains”, and many people’s impression of Liu Siyuan during the broadcast of the show was mainly labels such as strong ability, too hard, and strict.
After moving to self-media, Liu Siyuan still continues the public perception of being a strongman in the workplace, but in the communication with netizens again and again, in the touch of real workplace emotions, the outside world’s impression of Liu Siyuan is becoming more and more like a gentle big sister.
She will say: “Don’t deny yourself if you can’t find a job”, “You can’t just do one job at the age of 35, do you have to fight for a career”, “It’s good to stand at 30, but if you can’t stand, pull it down”…… These views have somewhat soothed many people who are experiencing career lows.
“Many times, it’s not that everyone doesn’t understand the truth, but they need some comfort under the pressure of reality.” In Liu Siyuan’s view, when some problems cannot be solved by methodology, emotional value is still useful, “at least don’t deny yourself”.
the other category is “workplace partners”, that is, young people who are also new to the workplace, who mainly share their workplace life and can be highly emotionally synchronized with fans.
Wang Yuyu is called “the spiritual pillar of our Beipiao interns” by fans, and the unabashed class flavor in the video, the embarrassment of i people trying to integrate into the social situation, and the moment when they take life seriously…… These sincere expressions give fans a strong sense of “completely my work state”.
“Maybe in the past few years, everyone liked high-energy personality, but recently everyone is more tired and don’t want to watch this, and maybe they will like high-energy again in two years”, Wang Yuyu told us, “My self-media Slogan is ‘be brave to be yourself, and someone will definitely love you’, so I just show your normal working state and provide you with some emotional value.” ”
There is also a category of dry goods bloggers who do not highlight success studies, but try their best to find some practical paths, which is still the content that many netizens are willing to read when they are anxious. A typical representative is @Jiang Dora here, she through in-depth interviews and workplace problem dismantling, the content covers different occupations and different pain points, and many netizens will feel “awakened” after reading it. In fact, Liu Siyuan is also continuing to output the dry goods needed by professionals, such as how to find an internship, whether the internship should be wide or vertical, and whether the postgraduate entrance examination or the public examination.
To sum up, the core competitiveness of current workplace bloggers is either to provide a methodology with reference value, or to relieve anxiety and bring spiritual encouragement.
02 Between methodology and emotional value, how do workplace bloggers find the boundary of expression?
From talking about workplace methodologies to giving fans more emotional comfort, such an adjustment is not easy.
The first boundary that needs to be balanced is the boundary between methodology and emotional value.
Looking back, the public’s workplace anxiety and growth pain points still exist, but everyone’s emotions and needs have changed, and workplace bloggers also need to change with the times and find an expression that is more in line with the current mainstream emotions.
For many high-level workplace bloggers, the first step is to jump out of the personal narrative and not use themselves as a template for “workplace success”.
But in fact, “personal narrative” is the original label that many workplace bloggers can receive attention at first, whether it is Yang Tianzhen, Olga sister, or Liu Siyuan, they all entered the public eye with strong workplace achievements at first and quickly gained attention.
Liu Siyuan’s relatively radical expressions such as “exchanging the length of life for height” and “the speed of housing price rise cannot keep up with the speed at which I make money” in the media have quickly come out of the circle, but they are inevitably questioned.
Finally, Liu Siyuan’s landing point is: “I don’t recommend everyone to follow my path, choose their own goals, and then find a path.” This point of view is acceptable to most people, and even some people see me so hard and think it’s good to lie flat, which is equivalent to giving everyone an information reference. Some people like to be stormy, some people like to be calm. ”
During the interview, it was obvious that Liu Siyuan could always switch to the perspective of fans and workers as soon as possible to think about his own expression, “After doing self-media, my inclusiveness is better.”
Yang Tianzhen directly chose to reshape his personal narrative and adjust to a state of growth. Whether it’s a plus-size women’s clothing brand, learning English, or studying abroad, these growth narratives themselves are more moving and convincing than success studies.
The second step is to try to find a more universal sample and extract personal traits suitable for dissemination.
Due to the limitations of personal narratives, many workplace bloggers will broaden the boundaries of content through interviews at a certain stage, which will involve what kind of guests to choose and what kind of topics to discuss.
“I try to find different samples, especially the growth of ‘perfect ordinary people’.” The “perfect ordinary people” Liu Siyuan is looking for refer to those who do not have a special family background, do not step on the opportunities of the times, and still achieve success in the worldly sense.
“I also look for imperfect ordinary people, I think everyone has characteristics. But in comparison, the ‘perfect ordinary person’ can impress today’s young people, at least everyone has no excuses, which is also another degree of encouragement, when there is no excuse, you will believe that a trait he shows can bring today’s results, and only after believing can you have the motivation to change yourself in this model. ”
Finding different samples and extracting the personal characteristics behind success, “finding inevitability in chance” is the core purpose of Liu Siyuan’s interview. Among Liu Siyuan’s interviewees, there are both mountain volunteer teachers, young entrepreneurs, and people who are halfway there.
As a “senior” of workplace bloggers, Jiang Dora is quite mature in this area, and many interview content will stimulate the thinking of different workplaces and even refined to different personality groups, “I recommend all i people in the system to watch the conversation between Ye Xinyun and Jiang Dora, all resonate!” “I recommend everyone to watch this video of Jiang Dora and Uncle Golden Gun”…… On social platforms, many netizens shared Jiang Dora’s content like this.
Of course, for new workplace bloggers with strong personal labels such as Wang Yuyu, the important thing is to extract characteristics from themselves, “The basis of comparison is to find identity labels, post-00s, northern drifting, and migrant workers are my current personal labels, which makes my content more memorable, but in the video, I still cut according to my real work and life status, I am very real to show, it just so happens that everyone also likes it, and it can be regarded as a two-way rush,” Wang Yuyu said.
03 From elite status to public position, how do workplace bloggers cultivate themselves?
In fact, for high-level professionals who have achieved some social success, it is a challenge to empathize with young people.
Liu Siyuan extracted a very important underlying logic, that is, “whether you can really empathize.” ”
“When I first came into contact with the media, I didn’t have these perspectives, and I didn’t know what the world was like outside the red circle. I have a perception of practical problems such as the difficulty of finding a post-00s job and the crisis at the age of 35, but it is not specific, but under the altruistic value of self-media, I must empathize and communicate deeply with fans, which does allow me to see a broader world,” Liu Siyuan said frankly.
“But empathy means breaking the limitations of personal perspective and personal experience, which is a relatively challenging thing,” Liu Siyuan said that he mainly “looks more, thinks and looks sincerely, and you will see a different perspective.” ”
This expansion of perspective has even affected Liu Siyuan’s management style to a certain extent, “I used to think that strict teachers produce masters, but now I will think more empathetically, if I am a child who has just entered the workplace, I may also want to find a boss who can point out my problems more gently, and the pressure will be less.” ”
She shared with us several touching cases that she personally came into contact with in the process of doing self-media, such as the story of a 35-year-old Internet giant who was laid off and the perspective of a child in a single-parent family. “If I don’t do self-media, I may not be able to see this”, and whenever he talks about these stories, Liu Siyuan’s tone will soften. “We are all easily moved by the real thing, not a general concept.”
Empathy is that only by truly looking at problems from the standpoint of professionals can we get rid of the top-down “sense of preaching” and gain the trust of the target circle.
Another common logic is that it conveys positive values, even if it only satisfies emotional values.
“Although I am a companion Internet workplace partner, my overall leading values are still more positive, and I want to do my job well, be able to slowly achieve some achievements, and show it to everyone,” Wang Yuyu said. Of course, in this process, Wang Yuyu is also facing the pressure faced by many working bloggers, “Now the most difficult thing to reconcile is the conflict between my own work and self-media, sometimes the troubles encountered at work and some emotions brought by the self-media will affect each other, and I try to adjust my mentality as much as possible at this stage.” ”
When talking about the real pressure, Wang Yuyu couldn’t help but ridicule himself, “You see that I haven’t dealt with it well, how can I share it?” Even so, Wang Yuyu still maintains a positive mentality: if there is no way to reconcile the contradiction, he will adjust his mentality, and if he continues to output difficulties, he will improve himself, and anxiety will become the norm but he will not be so anxious. These attitudes are conveyed to fans through short videos and encourage many young professionals.
“I don’t know what the future will look like, the only thing I can do now is to seize the opportunity when everyone still likes me, in fact, it is not easy to grasp the moment,” Wang Yuyu said.
In fact, Liu Siyuan’s content is also giving fans confidence. In addition to the expression of short video content mentioned above, Liu Siyuan has also published a book that systematically analyzes his values and methodologies. After reading this book, many readers will share their experiences in long articles on social platforms, and these specific stories further enrich Liu Siyuan’s perspective.
Behind the popularity of workplace bloggers, it reflects the anxiety and confusion of professionals, and the more uncertain the environment, the higher the public’s demand for workplace content.
The opposite of disenchantment of workplace success is the pluralistic thinking of the workplace, which also means that society’s definition of so-called success has also changed dramatically.
