Why Leveraging Employee Social Media Accounts is a Powerful Strategy for Brands in 2024
In 2024, the social media landscape is changing at lightning speed, and brands need to keep up. Gone are the days when a slick, polished brand page was enough to engage audiences. Today’s consumers, especially younger ones, crave authenticity and genuine connections. They’re tired of being sold to and can spot a marketing ploy from a mile away. This is where leveraging employee social media accounts comes into play. It’s a game-changer for brands looking to make a real impact. Let’s dive into why this strategy is so powerful and how it can propel your brand to new heights.
Authenticity Reigns Supreme
Younger audiences are savvy. They’ve grown up with social media and can sniff out insincerity in a heartbeat. Brand pages often come across as too corporate and detached. They lack the personal touch that resonates with people. On the other hand, employee social media accounts are inherently authentic. When employees share their experiences, insights, and day-to-day activities, it feels real and relatable. It’s not just a brand talking; it’s a person. This authenticity builds trust and fosters a deeper connection with the audience.
The Power of Relatability
People relate to people, not logos. When employees post about their work, passions, and lives, they humanise the brand. They show the human side of the company, which is far more engaging than any corporate message. Whether it’s a behind-the-scenes look at a project, a day in the life of an employee, or a personal story about their journey with the company, these posts resonate on a personal level. This relatability makes the brand more approachable and likeable.
Expanding Reach Organically
Let’s talk numbers. Each employee has their own network of friends, family, and followers. When they share content, it reaches a whole new audience that the brand’s page might never touch. This organic reach is invaluable. It’s word-of-mouth marketing in the digital age. People are more likely to engage with and trust content shared by someone they know rather than a brand page. This expands the brand’s reach exponentially without the need for paid ads.
Boosting Employee Engagement
Leveraging employee social media accounts isn’t just good for the brand; it’s great for the employees too. It gives them a voice and a platform to share their stories and achievements. This empowerment boosts morale and engagement. Employees feel valued and proud to be part of the brand. They become brand ambassadors, championing the company not because they have to, but because they want to. This genuine enthusiasm is infectious and attracts like-minded talent to the company.
Building a Stronger Employer Brand
In 2024, employer branding is just as important as consumer branding. Potential hires are looking at a company’s social media presence to gauge its culture and values. Employee-generated content showcases the real culture of the company. It provides an inside look at what it’s like to work there. This transparency is crucial for attracting top talent. A company that supports and encourages its employees to share their experiences is seen as trustworthy and progressive. It’s a place where people want to work.
Adapting to the Social Media Landscape
The social media landscape is constantly evolving. What worked five years ago is outdated today. Younger audiences are flocking to platforms like TikTok, Instagram Stories, and other ephemeral content formats. They want quick, engaging, and authentic content. Brand pages struggle to keep up with this fast-paced environment. Employees, however, are already immersed in these platforms and trends. They understand what content works and can adapt quickly. This agility is key to staying relevant and engaging with the audience.
Creating a Community
Ultimately, leveraging employee social media accounts helps create a community. It’s not just about pushing out content; it’s about engaging in conversations and building relationships. Employees can interact with followers, answer questions, and provide insights in a way that feels natural and genuine. This two-way communication builds a loyal community around the brand. It transforms followers into advocates who are passionate about the brand and eager to spread the word.
Encouraging Employees to Engage with Content Creation
Leveraging employee social media accounts is a powerful strategy, but it doesn't happen automatically. Brands need to actively encourage and support their employees in creating and posting content. Here are some effective ways to do that:
Provide Training and Resources
Not everyone is a natural social media whiz, and that’s okay. Offering training sessions can help employees feel more confident and skilled in content creation. Workshops on topics like storytelling, photography, video editing, and platform-specific best practices can be invaluable. Additionally, providing resources such as templates, brand guidelines, and access to professional tools can make the process easier and more appealing.
Foster a Culture of Sharing
Encourage a culture where sharing and social media engagement are valued. Recognise and celebrate employees who contribute regularly. Create a supportive environment where employees feel comfortable sharing their experiences and insights. This can be achieved through internal communications, such as newsletters or dedicated Slack channels, highlighting great examples of employee-generated content.
Offer Incentives
Sometimes a little extra motivation is needed. Offering incentives can encourage more employees to participate. This could be in the form of recognition awards, bonuses, or even small perks like gift cards or additional time off. Gamifying the process with friendly competitions or challenges can also drive engagement and make content creation fun.
Lead by Example
Leadership plays a crucial role in setting the tone. When executives and managers actively participate in social media and share their own content, it sets a powerful example. It shows that the company values and supports this initiative from the top down. Employees are more likely to engage when they see their leaders doing the same.
Create a Content Calendar
Help employees plan their content by providing a content calendar with suggested topics and themes. This can make the process less daunting and ensure a steady stream of diverse content. Including key dates, company events, and relevant industry trends can spark ideas and keep the content aligned with broader brand objectives.
Encourage Collaboration
Promote collaboration among employees for content creation. Team projects, group photos, or collaborative videos can be a great way to get more people involved. This not only produces engaging content but also strengthens team bonds and encourages a sense of camaraderie.
Offer Flexibility and Autonomy
While guidelines are important, it’s also crucial to allow employees the freedom to express themselves authentically. Encourage them to share their personal perspectives and experiences. This balance of structure and autonomy ensures that the content remains genuine and relatable, which is the whole point of leveraging employee social media accounts.
Provide Feedback and Support
Constructive feedback and ongoing support are essential. Offer regular check-ins where employees can discuss their ideas and get feedback on their content. Providing a point of contact, such as a social media coordinator or a marketing team member, can give employees the support they need to thrive in their content creation efforts.
In 2024, the power of leveraging employee social media accounts cannot be overstated. It brings authenticity, relatability, and organic reach to the brand’s social media strategy. It boosts employee engagement, strengthens employer branding, and adapts seamlessly to the ever-changing social media landscape. Most importantly, it helps build a community that is loyal and passionate about the brand. It’s time for brands to embrace this strategy and unlock its full potential. Your employees are your greatest assets—let their voices be heard and watch your brand soar.
Written by Sasha McLeod
Head of Social Media at Sea Digital
