When used to its full potential, an employee advocacy program enables HR (human resources) teams to instill a culture of creativity, by harnessing user-generated content capabilities on the chosen platform to encourage and accompany teams in the production of content that showcases workplace culture, and enables individuals throughout the business to develop an image of expertise.
A company whose employees communicate about work is one that will likely gain recognition as a great place to work. In this post, we will look at how organizations can achieve this, through three types of employee-generated content. This content, when combined with gamification initiatives, can have a crucial impact on both internal workplace culture and external employer branding.
Evergreen Employer Brand Content
Sourcing new content through your employees is a great way to showcase daily company life. It also provides a window into workplace culture. An example of a content drive across an employee advocacy platform is a call for “day in the life” posts. As the objective is to engage those employees whose primary role isn’t content production, consider providing a template with pre-defined questions. This will give employees a simple, step-by-step framework with which to work.
Calls-to-action on your employee advocacy platform can be used to encourage participation in the content drive, with points being awarded for submissions. At the end of the campaign, the best posts can be scheduled for external publication. This allows you to construct a series of behind-the-scenes content that really showcases the ins and outs of your workplace.
Such an initiative is doubly beneficial. Beyond creating a wealth of content that reflects your workplace culture from employees’ perspective, user-generated content enables individuals throughout the business to present what they do, showcase their expertise, and develop their employability by building a strong online profile. When employees communicate about what they do, it indicates that they enjoy and are engaged with life at the company.
See also: Employer Branding: Where Do You Start?
Time-Sensitive Employer Brand Content
There is a limit to the amount of content that marketing, communication and HR departments can produce. But they actually have a wealth of additional content sources at their disposal, in the form of other teams. Moreover, the flexibility of an employee advocacy platform really lends itself to “in the moment” calls for content that harness the potential of events, as well as timely milestones and achievements.
For example, when there is a company event taking place, calls-to-action on your employee advocacy platform can be used to encourage employees to submit their own photos and tweets. Users can then make the best ones to share on social media. For major events, this can even involve the creation of a dedicated channel on your employee advocacy platform. This gives employees the ability to engage with the event by submitting their own content and viewing others’ posts. It also gives community managers easy access to a wealth of event-specific content that they can share on brand social networks. Therefore providing authentic, first-hand insights into the event taking place.
Developing Your Employer Brand through Thought Leadership
Typically, it is top management who are most likely to produce thought leadership content. This can be in the form of guest posts for the company blog or, for example, LinkedIn Pulse articles. But widening the call for thought leadership content to all employees empowers everyone to position themselves as experts in their field.
There are many examples of thought leadership content. They include industry analyses and predictions, editorial and opinion pieces, and reactions to key market trends and developments. An employee advocacy platform is the ideal medium for encouraging the generation of such content. It is easy for administrators to moderate submissions, reward posts and use gamification campaigns for promotion .
The Ever-Increasing Relevance of Employer Branding
Quoted on theundercoverrecruiter.com, Adam Glassman of Alorica emphasizes the importance of employer branding: “It’s largely a candidate’s market right now, and selling the ‘why’ of your company, along with providing a positive impression, are two winning combinations.” But in order to demonstrate why their company is a great place to work, recruiters can no longer rely on brand content alone; involving employees themselves in the production of content, is a crucial element of employer branding; One that continues to have a defining impact on organizations that are held up as leading employers.