"Why it matters: It's a cliché, but it's still true: People trust people. And employees who perform these jobs day in and day out have the real stories, expertise and insight to make content stand out. Even if your organization isn't quite ready to encourage employees to post on their personal accounts about work, it's still worthwhile to identify a group of workers with winning personalities, interesting jobs and some camera skills to take footage for you to then process and post on your brand pages."
"Quick service food chain Portillo's even hopes to have at least one "internal influencer" working at every store. At some companies, including Portillo's and DHL, employees aren't just featured on brand accounts, but are also encouraged to highlight their day at work on their personal accounts. DHL encourages couriers to film their routes and use a hashtag to flag their posts for potential amplification."
Employees are increasingly becoming visible faces of brands on social media, from technicians to designers. Some employers encourage staff to post work-related content on personal accounts and use hashtags to aid amplification. Employee-created content delivers authenticity, expertise, and relatable storytelling that many corporate accounts lack. Risks include unenthusiastic participation, mundane content, and actions that damage brand reputation. Formal internal-influencer programs can provide training, standards, and policies to reduce those risks. Brands can also film selected employees for company channels. Offering bonuses, pay bumps, extra PTO, or other perks recognizes that this is work and helps motivate participation.
Read at PR Daily
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