During a slow shift, 22-year-old Staples employee Kaeden Rowland posted a video on social media about the retailer’s direct mail services.
The video went viral and inspired Rowland to post many more about the brand, racking up millions of views and earning her the nickname “Staples Baddie,” according to People. The videos are funny, enthusiastic, and highlight services and features that customers might not realize Staples offers.
This type of social media content that features real employees appears to resonate with consumers. A recent survey by The Harris Poll revealed that 49% of adults perceived social media posts from employees (who aren’t executives) as more authentic.
For small business owners who don’t have large marketing budgets, employee-generated content can be an effective strategy. Here’s what you should know.
People perceive employee-generated content as authentic
More than a third of adults said seeing social media posts from someone talking about their job, employer, or industry left them with a positive perception of the company, according to The Harris Poll.
Additionally, according to the survey, 78% of respondents said posts from employees are more authentic than content from official corporate accounts, and 74% consider employees to be more influential than a company’s traditional marketing in shaping a brand.
And that perception inspires consumers to take action — 70% said they’d buy from or support the company after seeing a real employee sharing their experiences. Nearly 75% said they’d be more likely to apply for a job at that company.
For small business owners who don’t have large marketing budgets, employee-generated content can be an effective strategy.
Employee social media posts tend to be positive. But only about two-thirds of employees ever post about their employer or job. The reason is that many prefer to keep their work and personal lives separate, and they worry about oversharing. But the report suggests that encouraging employees to post could be an untapped opportunity for businesses.
How to embrace employee-generated content
As the Harris Poll report highlights, employee-generated content can boost positive consumer perception, trust, and authenticity for companies while also expanding their reach and potentially enhancing their recruitment capabilities. It’s also a cost-effective strategy.
Here are five tips to get started with supplementing your social media strategy with employee-sourced content, according to the report.
Focus on company culture first
Creating a workplace where employees feel supported and genuinely enjoy being is an important first step before encouraging them to be brand ambassadors. So invest in your employee experience to ensure any content they create feels authentic.
Make participation optional
Being a brand ambassador and posting social media content for a company should be optional for employees, not a requirement. Let them choose whether they want to participate and what they want to say.
Support them along the way
The Harris report found that 36% of employees weren’t confident they could share honest opinions about their employer online without fear of retaliation. Small business owners or leaders should set clear guidelines and expectations for employees' posts about the company and assure employees they won’t be punished for their actions. Also, encourage balanced content. Further support employees by offering tools or training to help them represent the brand publicly.
Be transparent
Most people expect employees who post about a company or brand to disclose that they work there. Include a clear process for transparency that includes plain language and examples.
Highlight real stories
To ensure that employee-generated content is authentic, avoid using scripts or encouraging team members to be too promotional. Instead, feature behind-the-scenes glimpses into your products or services, a diverse group of new and seasoned employees, and how-to or other informational content related to the company.
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