Employee Driven Content
“I can’t thank Mark and the team enough…!” echoed Debbie, the assiduous company secretary of a leading real estate investment firm. Mark, the head of Human Resources, was an outstanding empathizer sporting a great couple of shoulders to lean on, with or without crises. He was also the prime reason behind Debbie, a committed employee and single mother, managing her work-life balance perfectly. Empathy at the highest levels is as critical to a top organization’s performance as are hard technical skills.
The point of the example is this. Each and every employee can have “stories” about the workplace. More often than not, these will embody traits of the organization in question. So, why should you keep these stories outside the realm of your content schema? These internal stories offer a potent insider’s view about the company and help top management get a clear perspective of what they are doing. (Or doing wrong) The external audience also gets a bird’s eye view of the bedrock of the organization’s raison d’etre.
A company’s internal stories must have a few things that make it compelling enough, though. They must always have an element of conflict, a suitable context and an element of resolution, embedded in its script. Collecting and curating such stories is a brilliant method of creating compelling content that highlights the image of the brand. Linking the story back to a company core value, stated or implicit - that’s the real “bees knees!”
Often, this process can be a deliberate action on the part of the company. The company can identify the individuals who are best equipped to link a conflict to a back story and attribute a company value to it. This makes for an ideal platform for showcasing the core values of an organization to the outside world. Get this right and you are bound to sway the audience with your brand message, whatever it may be.
HR departments of some notable companies use two clear techniques to suck out such stories. They draw from the training manuals and materials of the company, to zero in on the best practices and connect them with dialog and interviews from a set of employees, to get the context and conflict in place. The smart ones then drive the resolution element, making for a perfectly coherent message that is marketing based and journalistic, in equal measure.
A type of user generated content, such stories must communicate authenticity, steering clear of unnecessary flair or BS. Remember - Keep it simple, accessible, genuine and practical. Your content is sure to generate traction, keeping the marketing campaign chugging along in fine fettle!