Why CEOs Should Embrace TikTok: A Founder's Viral Success Story
In today's digital landscape, businesses are increasingly recognizing the immense value of putting their leaders front and center on social media platforms. Riannon Palmer, founder and managing director of Lem-uhn, recently experienced this firsthand when a single TikTok video went viral, dramatically boosting her company's visibility and commercial prospects.
The Viral TikTok That Transformed Business Inquiries
People inherently trust individuals more than corporate logos, a fact supported by research indicating that content shared by employees garners eight times more engagement than brand-channel posts alone. Palmer, who had been active on LinkedIn for years, decided to expand her personal presence to TikTok and Instagram. Initially, the results were modest, with low view counts and some frustration.
However, everything changed when she posted a video titled Things I do as a female entrepreneur that tech bro CEOs like Elon Musk would hate, discussing positive work policies at her agency. This video quickly went viral, leading to an immediate and substantial impact on her business.
Within days, Palmer received hundreds of CVs and direct messages from professionals inquiring about job opportunities. Website traffic surged by an impressive 534 percent, with visits to the team and career page skyrocketing by 1,032 percent. From that one post, the company gained job enquiries, newsletter sign-ups, and even booked a new business call—all achieved without any financial investment, relying solely on consistency and authentic personal branding.
This experience underscores a critical point: social media is not just for product-focused companies. Whether offering services, experiences, or ideas, businesses thrive when people connect with people. For founders and leaders, cultivating a visible personal brand has become an essential channel for driving growth, building trust, and enhancing commercial impact in an authenticity-driven world.
Happier Teams Deliver Superior Results
Palmer's journey into entrepreneurship was motivated by a desire to create a workplace that genuinely prioritizes employee well-being. Having worked in PR, where 91 percent of professionals report mental health struggles, she founded Lem-uhn to build a better environment. The agency has implemented progressive policies such as work-from-anywhere options, menstrual leave, flexible hours, and time in lieu for overtime.
These initiatives, which require minimal budget, foster happier, more loyal, and productive teams. Research consistently links employee well-being to increased creativity, retention, and performance. Yet, many large organizations still treat well-being as a peripheral concern rather than a core commercial strategy. In a competitive market with high staff turnover, investing in employee happiness is not only ethical but also smart business, as demonstrated by Palmer's success.
Creative PR Beyond Traditional Announcements
Public relations is often misunderstood as being solely about major announcements or traditional media coverage. Palmer emphasizes that timely, creative commentary can secure significant attention. For instance, during the launch of a new Bridgerton series, brands could explore angles like workplace romance policies, historical etiquette in modern leadership, colour psychology in branding, or the economics of fandom-driven spending.
PR is fundamentally about relevance and perspective. By connecting expertise to trending topics, businesses can generate commentary that journalists are eager to feature, expanding their reach and influence.
Insights from The Rise Report
Recently, The Rise Report by Female Founders Rise released the largest grassroots study of female entrepreneurship in the UK. It highlights the potential economic impact of closing the gender gap, which could add £250 billion to the UK economy. A key finding that resonated with Palmer is that many women start companies driven by passion and personal interest, often to solve problems they have identified.
This underscores the natural problem-solving abilities of women in business, aligning with Palmer's own experience of building Lem-uhn to address gaps in the workplace. As founder-led visibility continues to gain traction, stories like hers illustrate the transformative power of authentic engagement on platforms like TikTok, paving the way for future business innovation and growth.
