Tracking the Strategic Impact of Your Employee Content: Leadership Insights

Tracking the Strategic Impact of Your Employee Content: Leadership Insights

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Employee storytelling is a key aspect of employer branding to build ๐Ÿงฑ brand awareness and attract ๐Ÿงฒ the right talent to grow the business in the right direction.

As part of our Campfire Leadership Series ๐Ÿ”ฅ I surveyed some of the worldโ€™s top leaders in employer branding to understand their employee-generated content strategies from planning ๐Ÿ“… to measuring success ๐Ÿ“Š.

Following on from my trends to watch out for with employee content in 2023, we discussed the importance of employee-generated content to employer branding strategies, unique ways to create the content โœ๏ธ๐Ÿ—’๏ธ, building brand ambassadors, measuring the impact ๐Ÿ’ฅ and getting executive buy-in for EB content strategies.

Get ready to dive into a wealth of knowledge ๐Ÿง , practical know-how, and mind-blowing revelations ๐Ÿคฏ from industry-leading experts as they share their insights on measuring the impact of employee content on your employer brand.

Importance of Creating Employee Content as Part of Your EB Strategy

Storytelling is a key aspect of employer branding. From showcasing your company culture and values ๐Ÿ”Ž to improving employee engagement ๐Ÿ’ and retention by empowering a sense of connection, the benefits of employee-created content run deep ๐Ÿƒ.

75% of the leaders strongly agreed that employee content is crucial to their employer branding strategy and are actively working to improve ways they can empower ๐Ÿ’ช their employees to post their stories on social channels organically without prompting from the employer branding team.

Organizations are (finally) recognizing the immense value of employee content and storytelling ๐Ÿ“ฃ as a powerful tool ๐Ÿงฐ in their employer branding strategy! This reflects a shift towards a more employee-centric approach, which values authenticity and diverse employee stories.

When companies empower their employees to share their authentic experiences, they not only create a more compelling ๐Ÿงฒ and genuine brand image but also foster a sense of connection and engagement among their employees. This is especially important during times of change or crisis.

The growing trend towards more employee-generated content highlights the power of storytelling in building meaningful relationships between organizations and their employees.

Companies that prioritize employee storytelling and recognize its potential will soon see the positive impact ๐ŸŒŸ on employee engagement, retention, and brand image.

Creating Content That Amplifies Your Employer Brand

When it comes to creating content for your employer brand, it's important that it not only resonates with your target audience ๐ŸŽฏ but also aligns with your organization's strategic goals ๐Ÿฅ….ย 

Leaders use a few different methods to create the best content for their employees:

๐Ÿคฒ Collect the responses: manual Q&A via Google Forms / Typeform / internal communication apps

๐Ÿ‘ป Ghost-write articles: internal copywriters / freelance writers / writing it themselves

๐Ÿ“น Creating videos: agencies / marketing team / editing themselves

๐Ÿ–ผ๏ธ Editing images: Canva / Photoshop

Some of the respondents use The Martec platform, which does all of the above (and much more!) using AI ๐Ÿค–. Our community has also voted for the top 75 tools for employer branding.

Despite having established methods to create employee content, many leaders are still struggling to achieve the desired results from their employee-generated content.ย 

Despite some leaders expressing satisfaction with their content, there still seems to be a disconnect between their content and the strategic results they want. This begs the question: could a lack of creativity, freedom, or time be the culprit ๐Ÿค”?

It's possible that leaders are feeling restricted in their content creation process, resulting in a lack of truly engaging and impactful content. Thereโ€™s nothing worse than seeing the same stale, boring content, am I right??

Alternatively, the results ๐Ÿ“‰ may be driven by factors outside of the content itself, such as the company's reputation or industry demand ๐Ÿญ.

Regardless, it's clear that there is room for improvement when it comes to creating content that not only satisfies leaders but also aligns with organizational values AND drives the results ๐Ÿ“Š they need (from brand awareness to qualified candidate conversion).

If you have questions on how to create employee content that you are happy ๐Ÿ˜Š with and that gets you the results you want, letโ€™s connect โœ‹

Publishing Employee-Generated Content Regularly

In general, it's recommended to post consistently and frequently, but not so often that you overwhelm or annoy your audience.

Achieving strategic outcomes through employee-generated content can be challenging, especially when there is no consensus on the ideal frequency ๐Ÿ” for posting. There was an even split amongst leaders on how often employee-created content should be posted to get strategic results ๐Ÿ“ˆ.ย 

However, it's important to remember that quality should always take precedence over quantity ๐Ÿ’ป. By sharing high-quality, engaging content ๐ŸŒŸ that resonates with your intended audience, you can build a loyal following and expand your reach.

Despite all the leaders struggling sometimes to get their employees and leadership teams involved, it's important to encourage employees and the leadership team to share and distribute it. By doing so, you can increase your brand's reach and engagement significantly ๐Ÿš€.ย 

Content shared by employees receives eight times more engagement than content shared by brand channels, and employee advocacy can increase your brand reach by 561% (survey by MSL Group).

Ultimately, there's no one-size-fits-all answer to how often you should post on social media to reach your target audience ๐ŸŽฏ, but by focusing on consistency, quality, and data-driven insights, you can develop a posting strategy that helps you effectively engage with your audience and achieve your social media marketing goals ๐Ÿฅ….

Measuring the Success of Your Employee-Generated Content

Measuring the success of content was a key point that leaders were eager to explore ๐ŸŒ. Currently, success is being measured based on the following analytics:

๐Ÿ“ฑ Social Media: engagement, views, impressions, and shares

๐Ÿ–ฅ๏ธ Website: traffic, click throughs, job applications, and time spent on page

๐Ÿ“Content: views, impressions, click throughs, time spent on content, and engagement

While 50% of leaders reported being satisfied with their content ๐Ÿ˜Š, only 25% believed it was effectively contributing to strategic outcomes.ย 

To ensure that their employer branding efforts are truly making a difference, organizations should ask challenging questions and really understand what success ๐Ÿ† looks like for them.

Success on social media could include an increase in engagement, reach, number of followers, or meaningful comments. But the โ€˜post and prayโ€™ ๐Ÿ™ never works.ย 

Itโ€™s important to meet candidates where they are - What social channels are your key ๐Ÿ”‘ talent segments hanging out on? What type of content are they consuming (written ๐Ÿ“ or video ๐Ÿ“น)?ย 

While it's important to track and analyze your social media metrics ๐Ÿ“ˆ to determine the optimal posting frequency for your specific audience and goals, you may need to experiment โš—๏ธ with different content formats and channels to see what resonates best.ย 

If you're feeling left out of hot conversations like this one ๐Ÿ”ฅ and want to mix with your peers๐Ÿค connect with me on LinkedIn to be considered for inclusion in our next Employer Branding leader campfire session! ๐Ÿ•๏ธ

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Tracking the Strategic Impact of Your Employee Content: Leadership Insights