Employee engagement...it's as easy as EGC (and Ryan Gosling)
EGC. Are you doing enough of it?
If you needed to type that acronym into Google to find out that it means ‘Employee Generated Content’, the answer is ‘probably not’.
At best, there’s hesitance, at worst there’s fear about letting employees create and share their own content that tells stories about your brand.
Even though THEY are the ones at the heart of what it takes to deliver for your customers every day.
No-one understands your brand more than your employees. They’re the eyes, ears and feels of your company.
The answer is to involve them MORE in creating content that engages your employees.
It doesn’t mean handing over the reins.
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Like any parts of the comms mix, employee engagement needs expert, experienced hands.
But finding moments to empower employee voices to tell your story will make the difference on engagement factors.
It helps with TRUST – research shows we trust people who look and sound like us when it comes to internal messaging. We have a totally different gut response to watching and listening to our mates or colleagues at work than we do when we’re listening to the CEO.
It helps with ADVOCACY – the gold standard of engagement. When we trust the message and the messenger, we’re more likely to believe, act and share. We mostly like to join in when we like the message. It’s really as simple as that.
It helps with STORYTELLING – your employees can share unfiltered, unscripted stories about their experience at work. For leaders, this can be a valued source of playback and insight. For colleagues, it’s an experience they can share in and be part of.
And it helps with RELEVANCE – there’s an increased need to mirror and replicate the content experience and cultural connections we all have across the media we consume every day.
OK. Not every internal message can be landed using a meme. But a funny one liner plus Ryan Gosling is more likely to push people to complete your Pulse survey than the phrase, ‘your feedback is valuable to us’.