5 inspiring ways to share employee stories on social media

Why employee stories should be part of your employer branding strategy, plus real examples from organizations to share with maximum impact.

What was your organization's last social media post? Was it about your product? Or was it about your employees?

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

As every HR and marketing manager knows, social media is one of the most important tools for reaching audiences in real time, and although millions of companies have social media accounts, two crucial factors are all too often overlooked:

1. Social media are social, i.e. they are meant to be a conversation, not a one-way broadcast of messages.
2. Presenting your employees and values is just as important as marketing your goods and services.

Why you should present employee stories on social media

Employee stories on social media show potential candidates what they can expect from your company culture. Not only is it a powerful tool for promoting brand awareness, but it's also cost-effective and possible with a dispersed team.

More and more consumers want their money to go to organizations that correspond to their values. This was the result of a Study by Toluna/Harris Interactive and KuRunData from 2021:

• 79 % of consumers prefer to buy from brands with matching values.
• 68 % have stopped supporting brands that are not in line with their personal values.

This attitude also applies to employees, who are increasingly looking for jobs that match their values. That's why it's so important to share employees' stories on your social media: Because it allows you to showcase your workplace culture and values and appeal to customers and potential employees alike.

But how can you present your employees' stories in such a way that they are authentic and appealing?

Before we get to the tips, a disclaimer to always adhere to certain guidelines to ensure a respectful and effective process:

• Obtain consent: Get consent: Before you publish an employee's story, ask for permission and include any photos or videos that are to accompany the story: Your consent should be informed, i.e. your employees know in advance exactly how and where the story will be published, and agrees to this. 
• Respect privacy: Not all aspects of an employee's story are appropriate to be shared publicly. Be mindful of sensitive or personal information and make sure that what is shared does not violate the person's privacy or embarrass them.
• Be authentic: Authenticity goes down well with the audience. Avoid over-editing or censoring your stories. Let the voices of your employees shine through and allow a "personal touch" to make the stories more appealing and credible.
• Offer support: If an employee's story involves challenges or difficult experiences, make sure you provide support and resources for other employees who may find themselves in similar situations.

Now let's get into it: Here are five ways to share employee stories on social media that work for both remote and in-person workplaces, with examples from certified workplaces worldwide.

How you can share employee stories on social media

1. employee take-overs on company accounts

Give your employees (temporary) control of your accounts and let them speak for themselves. This could be something like a "day in the life" on TikTok, an interactive Twitter chat or an "ask me anything" on Instagram.

Of course, company accounts should not be blindly placed in the hands of your employees. But if employees and the marketing team work together on the message, you can develop creative and authentic employee stories.

Teleperformance in the UK has taken its employee stories to the next level. They published a series of social media posts in which they put the spotlight on and celebrated several of their employees.

TeleperformanceUK on X: "This is Michael's journey. It didn't quite work out the way he planned it would ???? Spoiler: It worked out even better ???? Your Success is Our Success ???? Teleperformance. Inspired To Be The Best. #GPTWCertified #InspiredToBeTheBest #LifeAtTP https://t.co/DakmE3qFTI" / X (twitter.com)

2. participation in theme days for maximum reach

Global theme days (or even theme weeks or months) are a goldmine for social media. Not only do they provide a focused topic for content, but they also allow you to join a global conversation and reach more people.

Days like Employee Appreciation Day, Certification Nation Day or World Mental Health Day are perfect opportunities to showcase how your workplace is making the world a better place - especially if you can link these topics directly to the stories of your employees.

For example, take a look at how Cembra on the occasion of International Women's Day in a Post has shown how they are committed to equality for women.

3. thinking beyond the workplace

Great workplaces recognize that their employees have a life outside of the office. While it's wonderful (and recommended!) to praise employees for their hard work, why not mention some of the amazing things they do outside of work?

Perhaps you have an employee who volunteers, has a fascinating hobby or a talent that goes beyond their work. Bring out the personality of your employees and show how much your organization puts its employees first.

Jackson Healthcare has not only showcased their inspiring company culture online, but has also taken their brand beyond the workplace by publicizing their active involvement in the community. Employees want to be part of a workplace that is in tune with the community, and there's nothing wrong with highlighting an organization's investment in the community. 

4. share statistics for more transparency

When done right, facts and figures on social media can be a real eye-catcher. When done wrong, they are just another boring statistic.

When it comes to social media, think visually: charts or infographics that are easy to read at first glance. And choose carefully which figures you want to present.

Access the statistics that really set your business apart, be it:

• How many women you have in management positions.
• How your salaries compare to the competition.
• The results of the last employee survey

MS BioMarketing didn't mince its words when the company shared the results of its latest survey. And with 96% of employees willing to go the extra mile, that's definitely a figure to boast about. 

MS BioMarketing on X: "While VMS employees are tasked with high levels of responsibility, 96% are willing to give extra to get the job done. VMS BioMarketing is proud of our unique culture, enabling us to #LoveWhereYouWork #GPTWCertified #GreatRated https://t.co/HZuFTQcOJc" / X (twitter.com)

5. jumping on trends for funny posts

If you're running out of ideas, take a look at the latest trends. From TikTok audios to Instagram buzzwords, there are plenty of ways to tap into current trends for your organization's social networks. Like UMB AG, who in a fun Video on LinkedIn pick up on a workation trend. 

Present your employee stories and make your corporate culture the center of attention 

At Great Place To Work, we have our own themed day which provides the perfect opportunity to showcase your employee stories on social media, whether your team is in the office or not. Certification Nation Day will take place online from November 1-8, 2023. We invite all certified organizations to celebrate their culture alongside the best workplaces in the world.