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7 steps to a successful employee-generated content strategy

We will show you how you can create the conditions for successfully producing employee-generated content in your company in seven steps.

Step 1: Define your goals

Before you start implementing and communicating, think about what exactly you want to accomplish with the content your employees produce. For example, do you want to

strengthen the loyalty of your employees to the company?

accompany a structural change and increase acceptance for it in the transition phase?

Or do you want to share the produced content externally for a specific purpose?

Also decide how you will measure your success, what metrics you will need to do so, and how they will be collected. Share your progress with the employees involved so they learn how they can positively impact the organization.

Step 2: Choose a method for your project

Once your goal is set, it's time to define the way to get there. Which methodology will get you to a good result the fastest and most efficiently? For example, some companies rotate between multiple locations or teams, gathering concentrated content in different places. Remember that employee-generated content is a process, not just a finished product. Motivate your employees to keep providing good stories and thus continuously contribute to new content.

Step 3: Define a format for the employee-generated content

According to streaming provider Viostream, only 48% of all employees open emails that deal with internal communication. Videos, on the other hand, are not only understood better than texts by 74%, but 87% of all users of videos on their PCs state that they feel more connected to their teams as a result. So videos are great for knowledge transfer and internal communication, and therefore also for your employee-generated content. Examples of commonly used formats are

Explainer videos: Here a presenter introduces a product or process

Role-playing: A scenario is acted out

Interactive videos: These ask the viewer to make a decision and then show how that decision plays out

Step 4: Designate an employee as content curator

The content curator is the central point of contact for all employee-generated content and decides on the publication and distribution of all content. Ideally, this is someone with editorial skills and a good eye for the big picture so that all videos are up to standard. This person is also responsible for the operational part of the project and for managing the content rules.

Step 5: Inform all relevant stakeholders about the project

If an employee receives a message from the head of department or from the HR department, the first person he or she is likely to approach is his or her direct supervisor. But if the supervisor is not informed about the reasons, scope and approach of the project, it will also be quickly dismissed by the employee. So get team leaders and middle managers on board and ensure a positive attitude toward and sufficient information about employee-generated content. In doing so, you will increase the engagement of the entire team.

Step 6: Create an environment that supports content creation

With guidance, your employees will find it easier to produce and share content. Likewise, they need clear guidelines to ensure that the content, quality, and tone of the videos are up to your company's standards. It's often helpful to set aside a separate area, such as a designated room, for video production, where equipment is available for each employee. Another option is to produce videos directly at the workplace.

Step 7: Promote the project and the resulting employee-generated content internally

You should have a well-structured plan not only for the implementation, but also for the communication of your project. How do you inform your employees about your progress and results? Think here about

internal newsletters and mails

Screens in common areas (for example, in the cafeteria)

Poster

Performances in meetings

and other reasonable measures

* The designations are intended for persons of all genders. No enumeration was made in favor of readability.

Knowledge transfer from employees for employees

Employee-generated content

Employee-generated content or employee-driven learning is when companies enable their experts to capture and share their knowledge. The advantages of this digital knowledge transfer from employees for employees are so great that companies cannot ignore this topic. You can find out how to successfully use employee-generated content in your corporate learning, as well as numerous best practices from our customers, here.