If you want to connect with your audience in a meaningful way, showcasing your employees is a great place to start. When your employees take the spotlight—or even just share their insights—the content tends to get way more engagement than the usual brand-focused posts. People trust real, relatable voices over corporate messages. When employees share their experiences, it builds credibility and trust, which in turn helps your brand reach more people and form stronger connections with potential customers.
The Rise of Employee-Focused Content
Employee-focused content started gaining traction in the past decade as brands experienced just how powerful the human element can be in marketing. Instead of mindlessly pushing out polished brand messages, companies started turning the spotlight on their employees—their stories, experiences, and expertise.
Why? Because people trust people more than they trust brands. Consumers and clients crave authenticity, and employees naturally provide that real, relatable voice.
Types of Content Marketing that Highlight Employees
It’s easy to get caught up in all the content buzzwords—terms like employee-driven and employee-focused can often overlap. But what do they really mean, and how can they shape your marketing strategy? Let’s break it down and clarify the distinction to help you make the most of both approaches.
Employee-Focused Content
Highlights employees’ roles and contributions, showcasing their expertise, stories, and experiences. It centers on their impact on the brand, emphasizing their insights and personal perspectives.
Employee-Driven Content
Focuses on the employee’s perspective and insights, often shared through their voice and experience.
Employee-Centric Content
Focuses on how the company values and supports its employees.
Employee-Generated Content
Employee-created content shares personal experiences and insights typically shared on employees’ personal platforms, such as social media.
For simplicity’s sake, let’s use employee-focused content as a catch-all to encompass all strategies that highlight employees and their perspectives within your marketing efforts. This approach can cover everything from employee-driven stories to company insights, all aimed at showcasing the human side of your brand.
People Trust People. Who Knew?
Recent data shows many B2B marketers are leaning toward employee-focused content marketing. In fact, 60% of content marketers now have dedicated teams focused on creating content that promotes the brand and speaks to their audience’s needs and interests.
It’s about building trust through employee insights, expertise, and personal stories rather than just talking about the product. The results speak for themselves: 70% of successful B2B content marketers are regularly delivering high-quality content, and much of that content includes perspectives from their employees, which helps to boost credibility and strengthen relationships with potential customers.
Crafting Employee-Focused Content for Real Results
We’ve had the privilege of working with a diverse range of clients, and through our strategic approach, we’ve seen and measured significant results across the board. One example of this success is a prominent healthcare organization we partner with. In this particular case, we achieved impressive outcomes across the entire marketing funnel—from awareness to consideration to conversion.
Through our targeted efforts on social media, we saw a 473% increase in organic reach on Instagram and a 122% rise in Facebook link clicks, effectively driving awareness. On their website, our approach led to a 145% increase in new user acquisition, further boosting consideration. Additionally, we saw a 169% jump in engaged sessions from organic social, underscoring the effectiveness of our strategy in not only engaging users but also driving meaningful conversions.
Types of Employee-Focused Content
These are simple yet powerful ways to showcase the people behind your brand!
- Employee Spotlights: Feature employees and their stories to humanize your brand.
- Behind-the-Scenes Videos: Give an inside look through video content.
- Employee Testimonials: Share why employees love working at your company.
- Day-in-the-Life: Share what a typical day looks like for an employee.
- Interviews and Q&A: Let employees share their insights and experiences.
- Employee Milestones: Celebrate promotions, work anniversaries, and achievements.
- News Articles: Share updates on employee achievements, events, or initiatives in the form of news articles or press releases.
Practical Tips for Creating Employee-Focused Content
A solid content strategy is your secret weapon to avoid going willy-nilly with your employee-focused content. Without a plan, you might end up sharing information that doesn’t connect with your audience or hit your goals. A strategy-first approach ensures everything you post has a purpose—whether it’s building trust, showcasing expertise, or just giving your brand a human touch.
When you’ve got a plan, you know exactly what content to focus on and where to share it, keeping things consistent and on-brand. Plus, it keeps you from wasting time or resources on stuff that doesn’t land. And as you go, you can track what works and tweak it to get even better results.
Craft Your Brand Story and Build Lasting Connections
At Mad Fish Digital, our content team specializes in content strategy, writing, and marketing to craft purposeful, unique, and authentic campaigns that captivate your audience. We understand that every brand has its own voice, message, and place in the market. By working collaboratively and strategically, we help you tell your story in a way that truly resonates and drives engagement.
Let’s connect and bring your brand to life.
