She has found a profitable niche. Natalie Marshall, known online as "Corporate Natalie", skewers the absurdities of office life. She makes skits about "corporate lies" (getting excited about emails), "corporate red flags" (saying work is your life) and corporate lingo (could you imagine saying "synergy" or "close the loop" in everyday life?). Her videos have more than 50m likes on TikTok.

她找到了一个能盈利的细分领域。 娜塔莉·马歇尔在网上被称为“职场娜塔莉”，她辛辣地讽刺了办公室生活中的种种荒谬之处。 她制作了关于“职场谎言”（为收到邮件而兴奋不已）、“职场危险信号” （声称工作就是生活）和职场行话（你能想象在日常生活中说“协同效应”或“闭环”吗？）的滑稽短剧。 她的视频在TikTok上获得了超过5000万个点赞。

Ms Marshall is part of a bevy of "9-to-5" influencers who offer a glimpse behind the cubicle walls. Around 1m TikTok videos are tagged #9to5 or #CorporateTikTok. You can see "A Day in the Life" of a banker, marketer or lawyer. Some work hard ("Spend a 20-Hour Workday With Me"); others work hard preparing to work hard ("My 5-9 before my 9-5").

马歇尔女士是众多“朝九晚五”网红中的一员，他们让人们得以一窥办公隔断背后的世界。 大约有100万个TikTok视频被打上了#9to5或#CorporateTikTok的标签。 你可以看到银行家、营销人员或律师“生活中的一天”。 有些人努力工作（“跟我一起度过20小时的工作日”）；有些人则努力为努力工作做准备（“在我朝九晚五工作前，我的5点到9点”）。

CorporateTok may sound dull. Indeed, one 9-to-5 influencer, Connor Hubbard, has been dubbed "the most boring man on the internet". But white-collar workers enjoy watching their own stresses play out on screen. Influencers offer a more realistic depiction of the world of work than Hollywood does. Fans of "Industry" might think that a career at an investment bank is raucous fun. Influencers such as Juliet Mackay show that the small hours are spent drowning in emails, not cocaine.

“职场版TikTok”听起来或许很无聊。 的确，一位朝九晚五的网红康纳·哈伯德被戏称为“互联网上最无趣的人”。 但白领们喜欢在屏幕上看到自己面临的压力被演绎出来。 与好莱坞相比，网红们对职场世界的描绘更为真实。 喜欢《投行风云》的观众可能会认为，在投资银行工作是一件热闹有趣的事。 而像朱丽叶·麦凯这样的网红则展示了，人们其实是在深夜埋头处理邮件，而非吸食可卡因。

Having noticed their popularity, firms are inking deals with corporate influencers, believing they can help them connect with customers and employees. In 2022 Deloitte, a consultancy, hired Lara Sophie Bothur, making her the first in-house influencer at a company; her LinkedIn account was estimated to generate $13m of advertising value a year. (She left the firm last year to go freelance.)

企业注意到了这些网红的受欢迎程度，开始与职场网红签订合作协议， 认为他们能帮助企业与客户和员工建立联系。 2022年，咨询公司德勤聘请了劳拉·索菲·博瑟，使她成为该公司首位内部网红； 据估计，她的领英账号每年能创造1300万美元的广告价值。 （她于去年离开该公司，成为自由职业者。）

Most corporate influencers build their personal brand rather than a company's one. Corporate Natalie quit her job in marketing to start a virtual-assistant business for influencers. Mr Hubbard, who has 2m followers, left his full-time analyst job to become a full-time influencer. Some fans would have preferred if they had stayed in their 9-to-5s. Mr Hubbard's "content was boring before, but relatable," one wrote on Reddit. "Now it's just boring."

大多数职场网红打造的是个人品牌，而非企业品牌。 “职场娜塔莉”辞去了市场营销工作，创办了一家为网红提供虚拟助理服务的企业。 拥有200万粉丝的哈伯德先生辞去了全职分析师的工作，成为了一名全职网红。 一些粉丝更希望他们能继续从事朝九晚五的工作。 一位网友在Reddit上写道：“哈伯德以前的内容虽然无聊，但很贴近生活。” “现在它只是无聊而已。”

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