Identifying Internal Creators
In the latest episode of Workfluencer, host Rhona Barnett-Pierce is joined by Heike Young to discuss the importance of building an employee creator program. Young, who has extensive experience at Microsoft and Salesforce, emphasizes the value of amplifying employee voices over traditional brand marketing. She notes, "Brands don't land, people do," highlighting the power of personal connections in marketing. > Brands don't land, people do. — Heike Young
Moving Beyond Copy-Paste Content
Young critiques the common approach of using corporate-approved content for employee advocacy, which often fails to resonate. Instead, she suggests selecting a smaller group of dedicated creators and investing in their development. "The problem is you can't copy and paste your way to thought leadership," Young explains. > The problem is you can't copy and paste your way to thought leadership. — Heike Young By focusing on quality over quantity, companies can create authentic content that truly engages audiences.
Supporting and Motivating Employee Creators
To successfully implement an employee creator program, it's crucial to motivate and support participants. Young suggests a variety of incentives, from internal leaderboards to public recognition. "I don't think leaders realize how much it hypes up their teams if they simply go on LinkedIn and like their employees' posts and say, great job," she says. > I don't think leaders realize how much it hypes up their teams if they simply go on LinkedIn and like their employees' posts and say, great job. — Heike Young Additionally, providing training and creating a supportive community can encourage sustained engagement.
The Role of Strategy and Cross-Functional Collaboration
Young stresses the importance of having a clear strategy and integrating the program across different departments. She advises starting with defining the message and objectives before selecting creators. "The only way out is through," Young asserts, encouraging companies to embrace the challenge of cross-functional collaboration. > The only way out is through. — Heike Young This approach ensures that the program aligns with broader business goals and maximizes its impact.
