You’ve come a long way in organizing your employee-generated content: You know why “EGC” is important for your company, you’ve developed a solid strategy and your colleagues know how to create a video. But how do you get employees to actually make content? Here are three tips for you:
Tip #1: Make Creating Videos Easy for Your Employees
If you want your colleagues to help you, you need to help them first. This is true of creating and sharing content as much as anything else. Think about which obstacles could slow your employees down when they try to create videos quickly and with little effort. Then remove those obstacles. What are some problems that might arise when making a video? What do employees need in order to create one?
- Have you prepared a physical space for filming? This can just be a fitting meeting room, but you can also show your employees how to create videos at their desk.
- Do you employees need help or resources for the video’s design? Think about a PowerPoint template, for example.
- Do they have the necessary skills and know-how? Teaching them is easier and quicker than you think. Here is a step-by-step guide you can share with your employees.
- Do your employees have the necessary equipment? Think about WiFi, for instance, and giving each employee access to a camera and microphone.
- Do team leaders and managers allow employees the necessary time and provide relevant information? Make sure that middle management is on your side for your employee-generated content project.
- Are there guidelines concerning the tone and content of the videos? How about tips and ideas for topics?
Tip #2: Involve Employees Who Are Already Active on Social Media
A number of your employees are probably already producing and distributing content on social media, blogs, etc. Some of them may even be very passionate about it. To your employee-generated content project, these colleagues are worth their weight in gold. Identify these people and find where their needs and interests are aligned with your business goals. Use your colleagues‘ personal brand and style, as long as it’s compatible with your company’s standards. This makes the resulting content more authentic. The people you work with on this can turn out to be powerful influencers who will promote their content as well as your brand. They can also serve as a liaison. Employees are more likely to approach other employees with their questions than the HR or communications department.
Tip #3: Empower All Employees
You’ll start with the people who are already content experts, but don’t forget to show other employees that they, too, can quickly and easily produce videos and that you’re interested in their input as well. You could perform some analytics on what your clients and colleagues find relevant, and then suggest the results as topics and formats for employee-generated content. Show your team members that you appreciate their work. Use incentives such as coupons and bonusses. Depending on how strongly you would like to integrate employee-generated content into your operations, you can set goals and KPIs for your employees: For example, a fixed number of videos to be produced in a certain time frame. Use Likes and comments on social media or your intranet to show your appreciation as well.
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