Our GM Employee Influencers series highlights the employees who use social media to share life at GM and help others see where a career here can lead.
Before GM shows up in your feed, it could already be closer than you think.
Maybe it’s the Chevy Silverado at your work site, the GMC Terrain parked down the block .
Then, one post catches you mid-scroll: a GM employee makes a career here feel bigger than you expected, and worth chasing.
Jasmine Swain helps make those moments possible—and personal. Through GM Creator Engagements, Jasmine helps employees and outside voices shape stories that still belong to them, while being distinctly on brand.
That’s the heart of GM’s Employee Influencer Program. This initiative is built on a simple belief: employees have stories worth sharing. These stories can help make GM feel like not just a logo, but a place people can see themselves building a career.
Find out how Jasmine helps employees show why GM could be a place for someone like you, one meaningful post at a time.
How did the GM Employee Influencer Program launch?
It all started when I led the GM Brand Social Team.
Lots of employees had stories to tell, but were unsure whether or how they could share those stories on social media while also complying with company policy. So, I worked with leadership to help clarify the guidance and empower employees to talk about GM more freely while also responsibly.
In 2022, I knew influencers who already worked here at GM. They had brand deals and knew how to make engaging content.
I started thinking: “There’s value here, for the brand, the employees, and the public. How can we make that shareable?”
I asked if I could pilot a program with a handful of these employees who were popping on social. And it worked. The content performed, and it made sense for GM. It’s amazing to see it grow. Today, I see other companies trying to implement the same thing, but I am proud to say we were one of the firsts.
Jasmine Swain knows a good story when she sees one – and helps GM employees share theirs.
What helps GM feel more real on social?
People want to see someone they relate to.
A company can say it’s a great place to work, and that matters. But when real people share, in their own words and through their own experiences, what working there is actually like …it feels authentic.
It can make you think, “Maybe there’s a place for me here, too.”
If an employee is proud enough of GM to put it in their feed, that says something. It builds trust with followers. They’re choosing to share that part of their life because they’re passionate about it. There’s no agenda, it’s more personal.
That helps GM feel closer—the work, the vehicles, the culture, all of it.
How do you keep the story on-brand without making it feel scripted?
Every influencer gets a creative brief. They use it as a starting point, not a script.
The brief explains the campaign and what I’d love to see. But they always have room to make something that feels true to their personality, and right for their channels. If there’s merch tied to a campaign, maybe an unboxing would be cool. Wearing it in road trip content would be even better.
The great thing is, these influencers are already onboarded as GM employees, so they know the do’s and don’ts about posting about the company. Depending on the activation or brand channel, there may be feedback or tweaks needed to align with broader strategy or company guidance, . but as much as possible,.
I believe the content should always feel authentically theirs.
How do you help employees feel ready to share their stories?
Honestly, they just need a safe space to share them.
I’m fascinated in uncovering the “why” behind someone’s story. Sometimes it’s about helping people see themselves as a person of interest, even if they don’t feel that way yet.
And when they do share, I’ll amplify it and make sure it gets as many eyeballs as possible. Putting yourself out there takes a lot.
My mentality is: let me hype you up. Not just for GM, but for you as a person.
At an exclusive mixer celebrating the America 250 installation, GM Employee Influencers gathered with Jasmine Swain at our downtown Detroit headquarters.
What did GM Creator Lab show you about creator storytelling?
GM Creator Lab was happening while I was doing this interview, so it’s the freshest example on my mind.
It was an activation where GM invited creators to make original content with its vehicles as co-stars. Think Hollywood-style scenes, like a Corvette in Miami or a Buick on a street block.
What I loved was that it wasn’t overly prescriptive. The creators got to tell the story their way, with our vehicles as the co-star.
We were there if questions came up, especially around safety. But beyond that, watching creators direct with our cars was amazing. It taught me how much power is in letting a creator be creative. Some of the content they came up with, we couldn’t have scripted for them.
Since they were in control creatively, they put more of themselves into what they posted. Their content helped us to reach new audiences in a way that we normally wouldn’t have. I found the beauty in authentic non-traditional marketing.
What surprises people about GM?
Almost any job you can imagine exists here.
When I first started at GM, an executive said that during my onboarding. I was like, “We make cars. Cut it out.” But he was right.
We have lawyers, doctors…so many roles across the company. People may think we’re only about manufacturing plants and vehicles coming down the line. And yeah, we absolutely are that. We have to be that.
That’s only one side of GM, though. To run a business this big, it takes all kinds of people and careers. We’re only beginning to let the world see that, and that’s why this program truly matters.
What do you hope followers feel when they see GM Employee Influencer stories?
I hope they feel the people behind the brand. I believe in our products, and what we’re doing. But the people are what make this company so enjoyable to be part of.
When someone shares their story, I hope a follower makes that connection. GM cares, because the people do. You belong here too.
If Jasmine’s story made you see GM a little differently, follow her on social.
Make your mark at GM — on your terms
Jasmine’s story shows how one person can help GM feel more human. Explore Sales, Service & Marketing roles, then meet more employees sharing what GM is really like.
