What is a Creator Employee? And Why They Are Good For CompaniesApr 24, 2022
Most people are content creators, whether it's a casual post about their personal life, sending out a tweet, or posting a video online. But a new creator is beginning to emerge, the Creator Employee.
According to LinkedIn's Editor in Chief, Daniel Roth believes that the Creator Employee's topic is worth opening a discussion. He published an article that generated over 1,100 reactions and 110 comments.
Most people's reactions supported and recognized the rising trend of the creator employee as more people are focusing on building their personal brands online. People are starting to see themselves as not just an employee for a company but as a brand..
However, there was an overwhelming sense of being cautious with the content, afraid of the possible backlash by the employer or company. But why the fear of employees creating content? There are benefits of having people in the organization creating content that can positively impact the business and company.
In this article, I share the benefits of the creator employee and ways to support them. But first, what is the definition of a creator employee?
What is a Creator Employee?
A creator employee can be anyone in the company's organization that publishes content that features them as subject matter expert and highlight's their personality. The content intends to gain visibility for their personal and professional brand that directly or indirectly brings awareness to the company and its brand.
Why Should Companies Support Content Made by Employees?
Whether we are scrolling on LinkedIn for work or searching on Google, we are constantly consuming content—byways of posts, online articles, videos, and audio.
But not all content is created equal and effective content these days is user-generated (UGC), thanks to the rise of social media (such as Instagram and TikTok) and self-publishing platforms like YouTube or Medium. 79% of people say UGC impacts their buying decisions, and consumers are more likely to say that UGC is the most authentic way for a brand to be represented.
The impact of employee-generated content (EGC) is just as powerful. Content shared by employees gets 8x more engagement than content produced by the company. Consumers are looking for authentic content, and employees are the number one storytellers to represent your company and brand.
The content they make sends a message to the world about the company's culture, which can significantly impact its brand and recruiting talent.
Employee Content is Good For the Brand and Company
For any business, the employees are the most vital part of the success (or failure) for business growth and revenue. And there will always be a need to recruit top talent to meet the company's goals.
But the onus of attracting talent isn't only on the company's recruiter. It's the company's brand, and culture job seekers are interested in learning more about, however, through the eyes of the employee. And based on the data from the Annual Edelman Trust Barometer report, an employee's voice is 3x more trusted than a CEO about working for the company. So, it would be beneficial for companies to support employees to create content on networking platforms, such as LinkedIn.
According to a LinkedIn business article, there are positive results that come from content created by an employee. An employee that shares six pieces of content can yield the average results:
- Six job views
- Six profile reviews
- Three company page views
- Two new connections
- One new company page follow
Plus, an employee typically has a 10x larger network than the company's follower account. That's a lot more exposure and reach for the company. And if the company takes stock and shows support of the employee's personal brand, both parties will come out on top.
Employee Creators are Happier Employees
Content creators have one key goal, building a personal brand. They see themselves as individuals with unique abilities, experiences, and perspectives that they want to share with others.
When a creator is employed by a company, there may not be a way to separate their creativity as a creator and as an employee. And if they aren't able to fully represent themselves at work, there is a risk of the employee not feeling heard or seen. We all want to be recognized and seen as more than what's described in our job descriptions.
When employees are valued for their gifts and talents and feel like their employers respect them, they are 63% more satisfied with their jobs, which is a significant part of what makes them happy. And based on a University of Oxford study, happier employees are 13% more productive at work. When companies allow their employees to express their full potential.
Employee Content is Good For Sales
Employee-created content isn't only good for the company's brand and reputation but can also positively impact sales. Salespeople active on social media, such as LinkedIn, report 45% more in sales.
However, content creation isn't only exclusive to employees of the company. The executives and leadership team members should be creating content too.
In a survey conducted by Glassdoor, 75% of the participants thought C-level executives who communicated consistently on social media about the company's mission and values were considered trustworthy overall.
EGC should involve and encourage everyone in the organization at every level.
Ways to Show Support for Creator Employees
Employee creators are beneficial to the company and activate their creativity and productivity. So, how does the organization support them?
- Establish an open dialog between employees and management about content creation for themselves, the company, or both.
- Share the company's guidelines for social media representation.
- Create an open call for employees who may want to volunteer their time to work on content.
- Partner with employees in creating talent profiles to acknowledge all of the possibilities an employee can bring to the forefront.
Final Takeaway- Creator Employees Inside Your Organization
Creator employees can be incredibly valuable and not just for sales, but as individual voices that can directly or indirectly represent your company. Creators have unique ways to amplify messages that companies want to share but can't do as authentically or effectively.
So, if you haven't added an employee or employer branding strategy into your business roadmap, it's would best to start contextualizing how the company views and supports the creators in the organization. Because people are posting and creating content online at the end of the day, it's a matter if your company will be a part of the conversation or left out.