Future of Work Data: Who Owns the Brand Narrative?

The Future of Work data (also described as a workplace or workforce transformation) is similar to Digital Transformation but aligned more to the human nature, attitudes, and trends of today’s workforce, including the effect of automation on jobs, the Gig Economy, RPA, etc. Several HR SaaS and HCM platforms try and align themselves with the term.

For more context, here are two excellent resources from McKinsey and Accenture that explain the concept in more detail. 

To get a better understanding of the conversational and coverage drivers, we looked at the top media and influencers who were architecting the Future of Work narrative in 2018. Here’s what you’ll find in the below data:

  • Top media covering the Future of Work data
  • Future of Work trending coverage for 2018
  • The most commonly used language used within the context of the Future of Work

… and in the influencer research: 

  • A subset of influencers driving the Future of Work discussion 
  • The subtopics of the Future of Work that resonate with influencers
  • The top media publications referenced when discussing or writing about the Future of Work
Future of Work Data

When analyzing the future of work data, it’s important to understand who exactly the audience is and which future of work influencers are driving the conversation forward. Social media data can tell us who is the most influential by several data points, including reach, relevance, resonance, and reference. Most of this data comes from the 1-9-90 model of influence.

The topics resonating with the media are effective ways to measure earned media. The graph above is called a conversation analysis. In this case, it is more of a media coverage analysis and represents the topics the media are writing about the most.


Michael Brito

Michael Brito is a Digital OG. He’s been building brands online since Al Gore invented the Internet. You can connect with him on LinkedIn or Twitter.