How to Create Social Media Content Your Workforce Will Love

According to a report by Statista, over 4.26 billion people were using social media in 2021, and the number is supposed to increase to six billion in 2027.

Today, social media has become an integral part of everyone’s journey. The way we connect, communicate, and consume information has been transformed by social media. For organizations, social media is one of the best ways to promote brand image, reinforce culture and values, and create a positive and supportive workplace. But just putting out content on social media is not enough, they should resonate with the employees. When employees feel connected with the content, they feel valued and inspired. It increases productivity and engagement and has a positive impact on job satisfaction.

However, creating social media content that resonates with employees is not easy. It requires understanding your employees and the social media platforms, setting goals you want to achieve through social media, along with aligning the content with the organization’s goals and values.

In this article, we have shared some expert tips that highlight how to create content that your employee will love. Before we look at the tips, let us look at some of the benefits. Cover photo by Alex Kotliarskyi.

Benefits of Creating Content That Resonates With Employees

These are the top benefits of creating content that resonates with your employees.

Enhanced Employee Engagement: When social media content resonates with your employees, it piques their interest. They actively engage with the content on social media and share it on their own network. This increases the impressions or reach.

Improved Communication and Collaboration: Content that resonates with the employees encourage them to express their thoughts, views, and opinions. This results in two-way communication and a collaborative work culture.

Reinforces Company Culture: The organization’s mission, values, and vision are reinforced with resonating content. Employees feel a sense of belonging, pride, and purpose with the organization, resulting in a positive work environment overall.

Increased Employee Satisfaction: Employees are able to connect with resonating content; they feel valued and important. It makes them feel happy, which in turn increases their job satisfaction. As a result, they are more likely to stay in an organization for a longer time.

Improved Employer Branding:  Resonating content enhances employer branding in two ways. Firstly, it reflects the company’s culture and values. Secondly, when employees like the content, they share it everywhere. It improves employer branding.

Strategy To Create Social Media Content Your Workforce Will Love

Here are some expert tips or strategies to create social media content that your workforce will connect with.

Understanding Your Workforce

If you really want your workforce to love the social media content you produce, it should resonate with them first. You need to understand them thoroughly before you start creating content. This can be done easily by researching demographics, analysing social media content they engage with, and taking employee feedback. It will not only help gain insights into the type of content to be produced but will also give an idea of how employees like your current content. You can also conduct global market research to know what type of content employees connect with most easily. Understanding employees and aligning social media content around them helps them connect with it easily and fosters a sense of belonging. This, in turn, increases overall employee engagement.

Set Clear Objectives

The next stage is to define clear objectives once you have a strong understanding of your workforce and the types of content that will resonate with them. Determine the goals for your organization’s social media. Is it to boost employee engagement, enhance internal communication, reflect company culture on social media, or advance the business’s brand? This not only gives the marketing team a clear direction for content generation, but it will also help link social media goals with the objectives of the company.

Ensure that the social media posts reinforce the mission, vision, and values of the organization and align with the culture. By doing so, you will project an authentic and cohesive representation of your organization, and create posts that resonate well with employees.

By setting clear objectives or goals for social media, it becomes easy to identify whether the content strategy is a success or failure and make changes accordingly.

Prioritizing Your Social Media Platforms

Currently, there are numerous social media platforms. By understanding each platform well, you can utilize them to reach a wide variety of audiences. Let us look at each platform, the type of audience on it, and the content one should post.

• LinkedIn: Most professionals have their profiles on LinkedIn. It is one of the best platforms to connect with colleagues and leaders in the industry. Creating content tailored towards the employees (announcing birthdays, anniversaries, promotions) and the industry is mostly to perform the best on company social media pages. Additionally, it is a great platform for your prospective or current clients to judge how the organization is doing.
• Facebook: Although not a professional platform, Facebook company pages also help organizations reflect their company culture, and share updates and posts with their employees. 
• Twitter: Employees or people around the world mostly use Twitter to stay updated with the latest news and also share their thoughts and beliefs. It is a great platform for organizations to share company updates with the world.
• Instagram: The most popular photo and video-sharing platform is not just limited to showcasing one’s creativity or being used just for entertainment. It is used by organizations to announce their events, webinars, conferences, or employee achievements. Organizations can also create videos to reflect their work culture. This is a good platform to encourage employees to show their creative side. The Instagram Live functionality enables organizations to capture live events and showcase them on their channels.
• YouTube: YouTube can be a powerful video platform for organizations to promote their brand and reflect the company culture. They can share messages from the leadership or CEO’s desk, employee testimonials, and much more.

As social media platforms reflect company culture, it not only helps keep your current employees engaged but also helps attract new talent.

Did you know that 91% of retail brands use more than two social media platforms to generate brand awareness and customer engagement for their businesses?

Create Content Relevant To Your Employees

Once you have completed the above steps, it becomes somewhat simpler to create content that resonates with your employees by incorporating their interests and preferences. 

Incorporate storytelling and narratives in your posts that humanize them by highlighting the challenges, experiences, and success of your employees. For example: If someone has completed five or ten years in your organization, share their testimonial by highlighting: how they started, how the organization supported them, the challenges faced, and how their role transitioned in the organization.

Share employee spotlights or success stories, or record behind-the-scenes of employees working together to showcase your culture. Create employee testimonial videos where employees highlight why they like working in your organization. 

This contributes to fostering an environment at work where employees feel engaged, connected, and a sense of belonging.

Encourage Employee Participation, Don’t Enforce It

Encourage employee participation by making them more involved with social media content. Motivate and involve your employees to curate and create content. Often, they have lots of ideas but do not take initiative or don’t know how to execute them. Provide them with the support they need in creating content, help them learn the skills, and provide a platform where they can share their ideas and opinions. 

Gamify their content creation process; it will encourage them to contribute their ideas and actively take part in the process. Also, their activity on social media channels can be gamified. Implement employee advocacy programs where employees become brand ambassadors for your organization, in turn, this helps them create their own brand.

User-generated content helps you create diverse and authentic content that resonates more with your audience. Moreover, it creates a sense of ownership among your employees and lets them know that the organization values their ideas and wants to support them.

Photo: Campaign Creators

Recognize And Appreciate Your Employees On Social Media 

Who doesn’t like recognition or appreciation? Everyone does, isn’t it?

Receiving recognition for their efforts generates a sense of pride and connectedness among your employees. They feel inspired and motivated to work harder and go above and beyond at the workplace. From milestones and promotions to simple contributions to projects, these are good examples of ways you can appreciate your employees on social media. Implement an employee spotlight series in which you share posts every month emphasizing the story, experience, and expertise of an employee in the organization.

Another great way to recognize your employees is through peer-to-peer recognition, where each employee praises each other on social media channels. For example, on LinkedIn, one can praise their colleague or buddy for reaching a milestone or simply collaborating on projects.

An environment of recognition and appreciation creates a positive and supportive workplace where employees are valued and appreciated for their work. It creates a culture of celebration, demonstrates teamwork, and ultimately leads to employee satisfaction.

Leverage Employee Feedback And Metrics

Your work doesn’t stop at posting content on social media platforms or encouraging your employees to interact with it; it just starts from there. 

Measuring and keeping track of social media metrics is crucial. It will help you understand how well your content is doing and make data-driven decisions. Use social media analytics tools to track metrics, such as likes, comments, shares, CTRs, or impressions, and measure the effectiveness of your content. Request feedback from your employees through surveys and one-on-ones to know how they are perceiving the content.

Measuring and analyzing data gathered from social media and feedback from employees helps understand which content is doing well and which is not. It will help you update your content strategy and align it with trending content and what employees prefer. Not only this, but it results in an effective social media presence and enhances employee engagement and satisfaction.

Ensuring Consistency and Alignment

If you want to maintain a powerful brand presence, consistency and alignment are key. Ensure you set the brand guidelines, such as fonts, tone, style, and visual elements, to be used across all communication, including social media and the website. Additionally, align your overall communication with the organizational goals and its culture and values.

Social media content, when regularly reviewed, audited, and evaluated, makes sure it adheres to the brand’s values. Conduct content audits to find any inconsistencies or potential areas for improvement. It will help make the necessary adjustments to maintain a consistent and aligned social media presence.

Organizations create a strong and coherent brand identity by ensuring consistent and aligned social media content.

Related: What is Brand Identity?

Measuring Success 

Measuring and tracking the success of any strategy is crucial to evaluating its effectiveness. Set quarterly or monthly KPIs that align with engagement metrics, reach, conversion rates, and sentiment analysis. It helps everyone stay on track and determine whether or not the content goals are being achieved. Overall, it helps create impactful social media content.

Wrapping Up

In conclusion, creating social media content that resonates with your employees, not only helps them connect with it better but also fosters a sense of value, trust, and inclusion in the organization. They become more productive, engaged, and satisfied at work as their opinions are given importance, and they play a part in shaping the organization’s culture. Leveraging social media content as a platform for collaboration and communication creates a supportive work environment that drives a sense of belonging among employees.

Author Bio

Special thanks to Aishwarya Khan Bhaduri for writing this article about the importance of creating social media content that actually resonates with your employees.

Aishwarya Khan Bhaduri is the Content Manager at Engagedly Inc., an award-winning People + Strategy Platform. Experienced Leader, Digital & Content Marketer, Consultant, Writer, and Editor with a demonstrated history of working in the HR, B2B, SaaS, B2C, Leisure, Food, Travel & Tourism industry.