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Letting its people loose on social media with such freedom that onlookers were "aghast" helped an employer tap into one of the greatest marketing tools at its disposal, its co-founder says.

Former Flight Centre UK director Mandy Johnson says that when the organisation's then marketing head Megan Henderson decided to allow consultants and stores to run their own Flight Centre social media accounts, people said she was mad and should expect a "PR nightmare".

But Henderson was convinced the organisation's people were its "most important media channel" and said, "let's just open the floodgates", Johnson tells HR Daily.

There were some guidelines, she says, but over time the basic message has remained simple: "Don't f-ck with the brand – no fake captains, no AI slop"...