Celebrate Your Great: 5 Genius Ways to Share Employee Stories on Social Media

Claire Hastwell

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DAPHNE LEE

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CLAIRE HASTWELL AND DAPHNE LEE

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Certification Nation Day kicked off on November 1, 2023. In previous years, Certification Nation Day was a one-day event; this year, we’ve expanded the celebration to encompass a whole week, all across the globe. Certified companies worldwide can celebrate any time from November 1-8 on a day that works best for them.

Now’s the time to decide how to celebrate your award and promote company culture ideas. It’s both an opportunity to boost your employer brand to customers and job seekers and to deliver the kind of employee recognition that increases engagement and inspires high-level performance.

What was your company’s latest social media post? Was it about your product? Or was it about your people?

How often do you feature employee stories on your social media? (If you do it at all.)

As any people manager knows, social media is one of the most important tools in your kit, providing instant reach to your audience in real time.

1. Social media is social, meaning it’s meant to be a two-way conversation, not a broadcast.
2. Featuring your people and values is just as important as marketing your goods and services.

Why you should feature employee stories on social media

Social media platforms offer numerous benefits for businesses, both big and small. Unlike other traditional marketing channels, social media allows businesses to reach a wide range of potential customers at a fraction of the cost.

Social media platforms also provide valuable audience insights and analytics. Businesses can gather data on followers’ behavior, demographics, and preferences, which helps you tailor your marketing efforts and create highly targeted campaigns.

Showing employee appreciation using social media posts is also a powerful tool to facilitate brand advocacy. Customers who have a positive experience with a brand are likely to share their experiences on social media, leading to increased brand awareness and word-of-mouth recommendations.

Comparison of social media marketing vs. traditional marketing

While traditional marketing methods such as print ads and TV commercials still have their place, social media marketing offers unique advantages.

Social media marketing offers higher customization and personalization options compared to traditional marketing. Using tailored content, businesses can reach specific audiences, like new talent, and measure its impact with analytics tools. This helps people managers track the performance of their social media efforts, measure engagement levels, and make data-driven decisions.

Employee stories on social media attract top talent

Showcasing employee recognition on social media is one of the best ways to market your company for little to no cost. It’s not only an easy way for organizations to create a culture of recognition, it shows potential job candidates what they can expect from a company.

Our Great Place To Work® research found that there are 3 keys to employee retention including company reputation and a sense of purpose. And Gen Z employees cite a warm welcome and mentally healthy workplace among their top factors when applying for jobs.

This is why featuring heart-warming employee stories on your social media is so important. Sharing employee stories on social media is a way to showcase your great company culture and values and attract customers and potential hires alike.

But how do you share employee stories in a way that’s authentic? Through engagement.

Strategies for increasing engagement on social media

Engagement is an essential component of a successful social media presence. Consider the following strategies when sharing your employee stories.

  • Create interactive content. By posting engaging questions along with your employee stories, you’ll encourage your audience to actively participate and share their opinions.
  • Respond to comments and messages in order to keep the conversation going. Taking the time to respond shows that you value feedback and are willing to engage with others.
  • Encourage your team members to reshare your company’s posts. This social traction will improve visibility on social media and help reach a wider audience.

Guidelines for sharing employee stories

When sharing employee stories on social media, it’s important to follow certain guidelines to ensure the process is respectful and effective.

  • Obtain consent

Before posting an employee’s story, ask for permission and include any photos or videos that may accompany the story. Their permission should be informed, meaning your employee understands how and where their story will be shared and has agreed to it.

  • Respect privacy

Not all aspects of an employee’s story may be appropriate to share publicly. Be mindful of sensitive or personal information and make sure what does get shared doesn’t infringe on your employee’s privacy or make them uncomfortable.

  • Be authentic

Authenticity resonates with audiences. Avoid overly editing or censoring your company stories. Let your employees’ voices shine through to make the stories more engaging and relatable.

  • Provide support

If an employee’s story involves overcoming challenges or difficult experiences, ensure that you provide support and resources for other employees who may be facing similar situations.

Success metrics for employee stories on social media

Here are three key metrics businesses can track when measuring the success of featuring employee stories on social media:

  • Engagement metrics such as likes, shares, comments, and reactions can provide insight into how well your audience is responding to employee stories. High engagement indicates that your content is resonating with others.
  • Reach and impressions indicate how many people are seeing your posts. The higher the reach, the larger the audience.
  • Businesses should also consider qualitative feedback. Comments and messages can provide valuable insights into how your audience perceives the company stories.

Analyzing success metrics

Analyzing social media metrics over time can help businesses understand what types of stories resonate most with their audience. For example, stories about overcoming challenges might receive more engagement than stories about the day-to-day work in your organization.

Another way to drill down on success metrics is to use A/B testing to compare the performance of different types of posts. An example would be comparing a post with an employee story to a similar post without a story to see which performs better.

While success metrics are a good indicator of the success of your social media posts, it’s important to remember that metrics shouldn’t be viewed in isolation. Social media should be considered part of a larger employer branding strategy. The ultimate goal is to look beyond high engagement or reach and build a strong employer brand that attracts and retains top talent.

Challenges in sharing employee stories and how to overcome them

Sharing employee stories on social media isn’t without its challenges for organizations. As we mentioned before, be sensitive to privacy concerns. Employees may be uncomfortable with their personal stories being shared publicly. There’s also the risk of sharing sensitive or confidential information, either about the employee or the company.

To overcome privacy concerns, businesses should always obtain informed consent from employees before sharing their stories. Consent includes explaining how and where the story will be shared, and giving the employee the right to review and approve the content before it’s posted.

Another challenge is authenticity. It can be difficult to share stories in a way that feels genuine and not overly promotional. Audiences can usually tell when a story has been overly edited or manipulated, which could lead to mistrust.

To ensure authenticity, businesses should aim to share stories in the employees’ own words as much as possible. Avoid overly editing or censoring their stories, and instead, let your employees’ own voices shine through.

Another challenge to be aware of is consistency. Sharing employee stories requires a steady stream of content. This could be difficult to maintain over time, especially for smaller businesses.

Remain consistent by creating a content calendar and encourage your employees to contribute. Consider featuring different departments or roles each month to ensure a diverse range of stories.

Here are five ways to feature employee stories on social media that will work for remote and in-person workplaces, starring examples from Certified™ great workplaces in Singapore.

1. Employee social media take-overs

Hand your account(s) over to your employees and let them speak for themselves. That could be something like a “day in the life” on TikTok, an interactive Twitter chat, or an Instagram ‘Ask Me Anything.’

Of course, blindly giving the reins of your brand accounts may not fly with your PR and communications team. But if the employee and the marketing team collaborate on the message, you can come up with some creative and authentic employee stories.

When TC Acoustic was recognised for their great workplace culture, the company involved their CEO, employees and interns in a celebratory reel to announce their Great Place To Work Certification for the third year running https://www.instagram.com/reel/Cs53tiXyE4s/ with the hashtag #EveryonesFavouriteCompany #GPTW.

2. Participate in theme days for maximum reach

Global theme days (or even themed weeks or months) are a social media gold mine. Not only do they supply you with a focused content topic, but they enable you to take part in a worldwide conversation and reach more people.

Days like Employee Appreciation Day, Certification Nation Day or World Mental Health Day are perfect times to show off how your workplace is making the world better – especially when you can connect those themes directly to your employees’ stories. Or simply share how being a Best Workplace translates into your workplace culture as Veson Nautical has done through the eyes of their employee.

3. Think beyond the workplace

Great workplaces recognize that their employees have lives beyond the office. While it’s great (and encouraged!) to praise employees for their hard work, why not extend that and shout out some of the amazing things they’re doing outside of work?

Maybe you have an employee who volunteers with a charity, or who has a fascinating hobby, or a talent beyond their 9-to-5. Show off the personality of your people and in doing so, you’ll convey how your business puts its people first.

4. Share your stats for transparency

If done right, numbers can be very eye-catching on social media. If done wrong, they’re just another boring statistic.

When it comes to social media, think visual: graphs or infographics that are easy to read at a quick glance. And be selective with which numbers you want to present.

Tap into the stats that truly set your company apart, whether that’s:

  • How many women you have in leadership positions.
  • How your salaries compare to the competition.
  • How your employees answered your latest pulse survey.

Colliers Singapore shared their company survey stats on their LI page with standouts in their inclusivity score of 83% (Justice) and 83% (Intimacy) trust in each other as a team.

5. Share a heartfelt industry post

Our Certified community of companies span a wide variety of industries and being recognised as a Great Place To Work is a great opportunity to share with others what that means in a particular industry or field of work.

The Lo & Behold Group took its Certification announcement on social media to thank their employees and to recognise the demands of the hospitality industry and why “people are always at the heart of all that they do”.

Amplify your employee stories and make your company culture go viral

Certification Nation Day is happening online now from November 1-8, 2023. We’re inviting companies to get Certified, so they can celebrate their people-first cultures alongside the world’s best workplaces on the day. Get Certified in time for Certification Nation Day 2024 and make your employee stories go viral.

 

Claire Hastwell

As the Content Program Manager at Great Place To Work, Claire helps decode the psychology behind high-trust workplaces using Great Place To Work’s extensive data repository on employee experience. Claire has co-authored noted reports such as “Women in the Workplace” and “The Power of Purpose at Work,” and contributed to Fortune with her profiles of the Best Workplaces™. Her latest report on employee retention strategies draws on the experience of 1.3 million employees to give leaders strategic guidance on retaining their top people. 

DAPHNE LEE

Daphne believes in building community-relatable content, telling stories through narratives that add value in today’s workplace and in culture-building. Her idea of a great workplace is one that thrives on openness, support and inclusivity while building trust and working towards a common business growth and purpose. A journalist, she spent 15 years writing for trade publications, lifestyle magazines and broadsheet supplements.

Great Place To Work identifies Best Workplaces in Asia™ by surveying 2.1 million employees in Asia and the Middle East about the key factors that create great workplaces for all and analyzing company workplace programs impacting 5.9 million employees in the region.

To be considered, companies must first be identified as outstanding in their local region by appearing on one or more of our Best Workplaces lists in Bahrain, Greater China (including China, Hong Kong and Taiwan), India, Indonesia, Japan, Kuwait, Oman, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Sri Lanka, UAE, Vietnam during 2022 or early 2023.

Companies rank in three size categories: Small and Medium (10-499 employees); Large (500+); and Multinational. Multinational organizations are also assessed on their efforts to create great workplaces across multiple countries in the region. They must appear on at least two national lists in Asia and the Middle East and have at least 1,000 employees worldwide with at least 40% (or 5,000+) of those employees located outside the headquarters country.

Great Place To Work identifies Best Workplaces in Asia™ by surveying over 1 million employees in Asia and the Middle East about the key factors that create great workplaces for all and analyzing company workplace programs impacting over 4.7 million employees in the region.

To be considered, companies must first be identified as outstanding in their local region by appearing on one or more of our Best Workplaces lists in Greater China (including China, Hong Kong and Taiwan), India, Indonesia, Japan, Kuwait, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Sri Lanka, UAE, Vietnam during 2021 or early 2022.

Companies rank in three size categories: Small and Medium (10-499 employees); Large (500+); and Multinational. Multinational organizations are also assessed on their efforts to create great workplaces across multiple countries in the region. They must appear on at least two national lists in Asia and the Middle East and have at least 1,000 employees worldwide with at least 40% (or 5,000) of those employees located outside the headquarters country.

Great Place To Work® Best Workplaces™ in Singapore 2023 Evaluation Methodology

This year, Great Place To Work® Singapore is proud to launch our inaugural Singapore Best Workplaces™ in Healthcare & Biopharma List. This list recognizes exemplary companies in the healthcare & biopharma industry.

Recognized as a global hub for medical technology and research, Singapore has attracted top healthcare and biopharma talents and companies from around the world. It has become the center for essential healthcare services and innovations with its world-class research institutes, academic medical centers, and industry clusters.

In turn, the healthcare and biopharma sectors play a critical role in the country’s economic competitiveness, sustainability, and innovation. These industries have significantly helped in the overall improvement of public health and well-being of the people of Singapore and its neighboring countries.

The inaugural Singapore Best Workplaces in Healthcare and Biopharma List puts the spotlight on the organizations that are dedicated to providing employee satisfaction and engagement, and their commitment to excellence in the industry.

The companies in our Great Place To Work Certified™ community have the premier distinction that helps attract the best talent, build your employer brand, and secure a competitive advantage. To achieve this, they built a working environment that is purpose-driven and people-first. These companies have demonstrated that showing authentic care, prioritizing employee’s holistic well-being, and building a culture of trust go hand in hand with growth and success.

To determine the 2023 Singapore’s Best Workplaces in Healthcare and Biopharma, Great Place to Work®️ analyzed confidential survey feedback representing nearly 12,000 employees working in the tech industry in Singapore.Employees responded to over 60 survey questions describing the extent to which their organization creates a Great Place to Work For All™️. Eighty-five percent of the evaluation is based on what employees say about their experiences of trust and reaching their full human potential as part of their organization, no matter who they are or what they do. Great Place to Work analyzes these experiences relative to each organization’s size, workforce make up, and what’s typical relative to their peers in the industry.The remaining 15 percent of the rank is based on an assessment of all employees’ daily experiences of innovation, the company’s values, and the effectiveness of their leaders, to ensure they’re consistently experienced.To be considered, companies had to meet the Great Place to Work-Certified standard. To ensure survey results truly represent all employees, Great Place to Work requires that Trust Index©️ survey results are accurate to a 95% confidence level with a 5% margin of error or better. We review any anomalies in survey responses, news and financial performance to ensure there aren’t any extraordinary reasons to believe we couldn’t trust a company’s survey results. Companies with 10 to 99 people were considered for the small and medium category; companies with 100 employees or more were considered for the large category.

Great Place To Work® Best Workplaces™ in Singapore 2023 Evaluation Methodology

To determine the 2023 Singapore’s Best Workplaces in Technology, Great Place To Work®️ analyzed confidential survey feedback representing nearly 12,000 employees working in the tech industry in Singapore. Employees responded to over 60 survey questions describing the extent to which their organization creates a Great Place To Work For All™️. Eighty-five percent of the evaluation is based on what employees say about their experiences of trust and reaching their full human potential as part of their organization, no matter who they are or what they do. Great Place To Work analyzes these experiences relative to each organization’s size, workforce make up, and what’s typical relative to their peers in the industry. The remaining 15 percent of the rank is based on an assessment of all employees’ daily experiences of innovation, the company’s values, and the effectiveness of their leaders, to ensure they’re consistently experienced. To be considered, companies had to meet the Great Place To Work-Certified standard. To ensure survey results truly represent all employees, Great Place To Work requires that Trust Index©️ survey results are accurate to a 95% confidence level with a 5% margin of error or better. We review any anomalies in survey responses, news and financial performance to ensure there aren’t any extraordinary reasons to believe we couldn’t trust a company’s survey results. Companies with 10 to 99 people were considered for the small and medium category; companies with 100 employees or more were considered for the large category.

Methodology

This year, Great Place To Work™ Singapore is proud to launch our inaugural Singapore Best Workplaces in Technology List. This List recognizes exemplary companies in the information and communication technologies industry in four categories:

  • Micro category (10–29 employees)
  • Small (30-99 employees)
  • Medium (100-999 employees)
  • Large (> 1000 employees)

With Singapore’s ambition to be recognized as a regional technology hub, the influx of technology firms (around 80 of the world’s top 100 technology firms have a presence here) and global rankings that place us a leading technology hub outside of San Francisco, the establishment of a Singapore Best Workplaces List in Technology is indeed a timely and needed one. Technology firms in Singapore are characterized by hyper-growth and ambitious expansion plans. This means a continuous war for talent in a highly competitive and rapidly evolving industry.

To maintain our lead as a technology and innovation hub, the ability to attract, retain and sustain skilled talent is critical. We are proud that companies in our Great Place To Work®-Certified community List have built a high-trust culture, engaged employees and maximized their potential to facilitate innovation. They are purpose-driven and adopt a people-first mindset. These are companies that have shown that authentic care and employee well-being need not be compromised for ambitious growth, and that it is possible for businesses to scale up quickly and responsibly. Their culture and core values are embodied in every individual—from senior leadership to rank-and-file employees—and differentiate them from their competitors, priming them to be powerful magnets for top talent.

To determine the 2022 Singapore’s Best Workplaces in Technology, Great Place To Work®️ analyzed confidential survey feedback representing nearly 12,000 employees working in the tech industry in Singapore.Employees responded to over 60 survey questions describing the extent to which their organization creates a Great Place To Work For All™️. Eighty-five percent of the evaluation is based on what employees say about their experiences of trust and reaching their full human potential as part of their organization, no matter who they are or what they do. Great Place To Work analyzes these experiences relative to each organization’s size, workforce make up, and what’s typical relative to their peers in the industry.The remaining 15 percent of the rank is based on an assessment of all employees’ daily experiences of innovation, the company’s values, and the effectiveness of their leaders, to ensure they’re consistently experienced. To be considered, companies had to meet the Great Place To Work-Certified standard. To ensure survey results truly represent all employees, Great Place To Work requires that Trust Index©️ survey results are accurate to a 95% confidence level with a 5% margin of error or better. We review any anomalies in survey responses, news and financial performance to ensure there aren’t any extraordinary reasons to believe we couldn’t trust a company’s survey results. Companies with 10 to 99 people were considered for the small and medium category; companies with 100 employees or more were considered for the large category

 

Methodology

To determine the 2022 Singapore’s Best Workplaces™️, Great Place To Work®️ analyzed confidential survey feedback representing close to 70,000 employees across different industries in Singapore. Employees responded to over 60 survey questions describing the extent to which their organization creates a Great Place to Work For All™️. 85% of the evaluation is based on what employees say about their experiences of trust and reaching their full human potential as part of their organization, no matter who they are or what they do.

Great Place To Work analyzes these experiences relative to each organization’s size, workforce make up, and what’s typical in their industry. The remaining 15% of the rank is based on an assessment of all employees’ daily experiences of innovation, the company’s values, and the effectiveness of their leaders, to ensure they’re consistently experienced. To be considered, companies had to meet the Great Place To Work Certified standard. To ensure survey results truly represent all employees, Great Place To Work requires that Trust Index©️ survey results are accurate to a 95% confidence level with a 5% margin of error or better. We review any anomalies in survey responses, news and financial performance to ensure there aren’t any extraordinary reasons to believe we couldn’t trust a company’s survey results.

Companies with 10-29 people were considered for the Micro category; those with 30 to 99 people for the Small category; companies with 100 to 999 employees were considered for the Medium category; and those with 1,000 or more for the Large category.

Great Place To Work® Best Workplaces™ in Singapore 2023 Evaluation Methodology

To determine the 2023 Singapore’s Best Workplaces in Technology, Great Place To Work®️ analyzed confidential survey feedback representing nearly 12,000 employees working in the tech industry in Singapore. Employees responded to over 60 survey questions describing the extent to which their organization creates a Great Place To Work For All™️. Eighty-five percent of the evaluation is based on what employees say about their experiences of trust and reaching their full human potential as part of their organization, no matter who they are or what they do. Great Place To Work analyzes these experiences relative to each organization’s size, workforce make up, and what’s typical relative to their peers in the industry. The remaining 15 percent of the rank is based on an assessment of all employees’ daily experiences of innovation, the company’s values, and the effectiveness of their leaders, to ensure they’re consistently experienced. To be considered, companies had to meet the Great Place To Work-Certified standard. To ensure survey results truly represent all employees, Great Place To Work requires that Trust Index©️ survey results are accurate to a 95% confidence level with a 5% margin of error or better. We review any anomalies in survey responses, news and financial performance to ensure there aren’t any extraordinary reasons to believe we couldn’t trust a company’s survey results. Companies with 10 to 99 people were considered for the small and medium category; companies with 100 employees or more were considered for the large category