Internal communication and content are closely linked. Encouraging employees to create content themselves means offering more authentic and accessible internal communication. And above all, don't panic! This does not mean asking them to write a 3-page article every week. They can write notes, film images with their phones, etc. According to anITProPortal article, 75% of executives believe that employee-generated content, especially video, will play a major role in the future. This trend, which puts the employee at the heart of the company, is revolutionising the traditional top-down approach to internal communication and content.
Why is it so important to encourage employees to create content?
#1: Highlighting the "cream of the crop
Your company is certainly full of talent. People who are very talented on the job, but who don't have a high profile in the organisation. By offering them the opportunity to produce content that will then travel throughout the company, you put them in the spotlight. As a result, you motivate them. Moreover, beyond simply enhancing their value by "exposing" them, you allow their skills and knowledge to circulate within the company. In this way, you allow other employees to benefit from them.
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#2: Strengthen employee commitment
At the heart of employee content creation is engagement! Opening up a space for employees to express themselves is the ideal way to engage them in your company's projects. In fact, if you give employees a voice, the effectiveness of your action will not be measured by the amount of content produced, but by the extent of the interaction. The example of IBM is proof of this. When the company asked its employees to create content, only 0.01% of them produced videos. Yet, after only one month, these videos were shared internally 4800 times and commented 3212 times! A level of engagement that could never have been achieved with a more "traditional" internal communication method.
[READ ALSO: 3 strategies that pay off to boost employee engagement].
#3 Improve the impact of internal communication
By allowing your employees to propose content,you show that you put people first. That employees are at the heart of your operation. Pfizer, for example, used this philosophy. In the run-up to a conference on structural changes in the organisation, 10 employees were selected. They were able to film their views as the changes were put into action, and post the videos regularly. Three months later, at the conference, all participants were able to recognise them.
Internal communication and content: using employees to make content more human and engaging
In the company of tomorrow, encouraging employees to produce content is the mostconvincing and authentic method of internal communication. This will necessarily have a positive impact on skill sharing, team spirit, cohesion and the sharing of company values.
The company that commits to this will reap the benefits of a better relationship with better trained and more committed employees.