Now that you know why your organization needs employee-generated content, it’s time to make a plan to implement it. We’ll show you seven steps to create the ideal conditions for producing employee-generated content in your company.
Step 1: Define Your Goals
Before you jump into implementation and communication, think about what it is you want to achieve with the content your employees create. For example, do you want to
- strengthen your employee’s loyalty towards your company?
- support structural changes and increase its acceptance in your team?
- or share your produced content externally to serve a certain purpose?
You should also be clear on how you want to evaluate your success, which key metrics you need and how you want to measure them. Share your progress with the employees involved so that they’ll see how they can have a positive influence on their company’s bottom line.
Step 2: Choose a Methodology
Once your goal is clear, you need to define which road to take in order to reach it. Which method will lead you to a successful outcome as quickly and efficiently as possible? Some companies, for instance, rotate between several offices or teams and thus collect content focusing on one location at a time. Don’t forget that employee-generated content is a process, not just a finished product. Motivate your team to continuously offer new stories.
Step 3: Define a Format for Your Employee-Generated Content
According to Viostream, only 48% of all employees open emails concerning internal communication. Videos, on the other hand, not only have a 74% higher comprehension rate, but 87% of all PC video users also assert that they feel more strongly connected to their teams this way. Videos are an excellent means of knowledge transfer and internal communication, thus they are also great for employee-generated content. Some examples of usage include
- Explanatory videos: A moderator presenting a product or process
- Roleplay: A situation is acted out in a scene
- Interactive Videos: Asking the viewer to make a decision and then showing him how that decision plays out
Step 4: Designate a Colleague to be the Content Curator
The content curator is the central contact point for all employee-generated content. They decide what gets published and distributed. Ideally this is someone with editorial capabilities and a good eye fort he big picture who will make sure that all videos conform to the defined standards. The content curator is also responsible for the operationl aspect of the project and managing content guidelines.
Step 5: Inform All Relevant Stakeholders About Your Project
When an employee gets an email from the HR department or their CEO, they’re likely to ask their supervisor about it first of all. But if that supervisor is uninformed about the scope and the details of the project, the employee will probably ignore it. Get team leaders and middle management involved so they can promote a positive attitude towards employee-generated content and provide the necessary information. This will increase the entire team’s commitment.
Step 6: Foster an Environment that Supports Content Creation
It will be easier for your colleagues to produce and share content if they have instructions and a clear idea on how to do it. They also need clear guidelines to make sure that the quality and tone of their videos are up to their organization’s standards. It often helps to designate a space for video production, such as a separate meeting room where the necessary equipment is available to any employee. Another possibility is for peope to create videos directly at their desk.
Step 7: Promote Your Project and the Resulting Employee-Generated Content Within Your Organization
You should carefully plan not only the implementation, but also the communication of your employee-generated content project. How will you inform your employees about your progress and results? Think about the following channels for internal promotion:
- Internal newsletters and emails
- Screens in common areas (such as the cafeteria)
- Presentations in meetings
- and any other relevant methods you can think of
Would you like to provide your employees with instructions on how to produce videos, but are not super experienced yourself? Our next blog post will provide you with a step-by-step guide to content creation that you can use as a basis for your own guidelines.
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