Saying yes to an unexpected trip, an adventure that seemed impossible or an experience that would normally be passed up. That is the attitude that Virgin wants to find in its next Head of Yes, a figure who for six months will have the opportunity to enjoy experiences organized by the group’s different companies and share them on social networks.

The initiative returns for the second consecutive year and has been personally promoted by Richard Branson, Founder of Virgin Group, through social networks. With it, the company seeks to reinforce a characteristic that it considers part of its identity since its origins: the willingness to say yes to new opportunities, explore possibilities and take on challenges.

The proposal recovers a formula released in 2025, when the company selected Chris Tomkins as its first Head of Yes. In this second edition it expands its reach to the United States, increases remuneration and once again focuses on people who do not necessarily have professional experience creating content.
The call will remain open until next October 20.

An offer to live experiences and tell them from within

Virgin presents the position as an opportunity to enjoy extraordinary experiences linked to the group’s different brands for six months. Trips, adventures and activities that would normally be out of reach for many people will be part of a collaboration in which the participant will have a main responsibility: living and documenting them.

The selected person must generate short videos, photographs and stories that allow them to share these experiences through their own profiles and Virgin channels. The company explains that each month it will offer new experiences and that it seeks content capable of transmitting both special moments and unexpected, spontaneous or fun ones.

The remuneration amounts to 75,000 pounds for residents of the United Kingdom and $100,000 for residents of the United States. In addition, Virgin will facilitate the experiences and provide an allowance to cover reasonable expenses related to travel, in accordance with the conditions that it will communicate to shortlisted candidates.

The amount represents an increase compared to the first edition and is one of the elements with which the brand seeks to give greater visibility to the call.
However, one of the most interesting aspects of the proposal is that Virgin does not require candidates to be influencers, have thousands of followers or have professional experience in creating content. The company says it will prioritize personality, curiosity and the ability to tell stories. Look for people who can demonstrate, from their own experiences, how a seemingly small decision can lead to something extraordinary.

Original post by Virgin on Instagram

The approach also has implications for brand communication. Instead of selecting an established creator based on the size of their community, Virgin proposes finding someone who represents a certain attitude and building a content narrative with that person over six months.

And the selection process is also part of the communication initiative itself. To apply, applicants must post a video on TikTok, Instagram, or YouTube explaining a time they said yes to something that changed their life. The post must tag Virgin and incorporate the hashtag #HeadOfYes. In this way, the call invites participants to share personal stories that are already aligned with the company’s communication territory.

The selection will not be based on the number of followers or the sophistication of the audiovisual production. Virgin explains that it will value the stories and personalities that best reflect the spirit of the initiative. Shortlisted candidates will be invited to an immersion day in the brand before making the final decision.
The new Head of Yes will be announced on November 30, 2026 and will begin enjoying experiences in January 2027.

The call is open to people over 18 years of age residing in the United Kingdom and the United States, with the corresponding legal conditions. Virgin clarifies that this is a paid collaboration for the creation of content, formalized through an agreement with Virgin Red, and not a conventional employment relationship.

Experiential employment for brand building

Virgin’s initiative is part of a communication formula that other companies are also exploring and which involves presenting brand experiences as unique job opportunities and using the selection process to spark interest and generate content.

In Spain, InfoJobs has developed different actions of this type together with brands, proposing experiential jobs of limited duration. They are calls that take advantage of the attractiveness of an unusual activity to generate notoriety and bring advertisers’ products or services closer to the public.

Although the scope and duration are different, both proposals share one characteristic: the offer works as an advertising action before someone even performs the job.

In the case of Virgin, the second edition of Head of Yes allows us to observe a commitment to continuity. The company thus proposes a six-month relationship capable of generating recurring content and showing different facets of the brands that are part of the group. And the choice of a participant without the need for experience as an influencer also opens the possibility that the interest in the content comes from the experience itself and the personality of the person who lives it, instead of depending exclusively on a previously constructed audience.

Original post by Virgin on Instagram with the Head of Yes of 2025

Furthermore, the initiative has an element that contributes to its coherence and that is the figure of Richard Branson and his historical connection with adventure and exploration. The company remembers that its founder is known internally as Doctor Yes, a nickname that fits the name and purpose of the call.
Thus, Head of Yes functions as an expression of Virgin’s personality, using real experiences and people outside the company structure to convey its brand discourse.