Kickstarting Your Employee Creator Program: Key Ideas and Examples

Authenticity Over Aspiration! Relatability is now more valued than aspiration. People trust and connect with real, everyday individuals rather than celebrities. This shift is evident on platforms like TikTok, where authentic personalities like Khaby Lame gain as much popularity as mainstream celebrities like Selena Gomez.

Harnessing Internal Talent
Your staff knows your brand best. Encouraging them to create content can boost trust and engagement. Adobe, for example, offers social media training to employees, recognizing that their insights are often more trusted than corporate messages.

Creative Employee Content Strategies
Across various industries, companies are unlocking their employees' creative potential to generate authentic, engaging content. Here are some standout examples:

Leading Brands with Employee Creator Programs

Marks & Spencer:  Their employees like Jess, Rob, and Dominique share style tips and product highlights, achieving 30% higher engagement than external influencer campaigns.

Macy's: Macy's Style Crew, initially for employees, now includes loyal customers, generating massive social exposure with over 100,000 posts under #macysstylecrew.

Walmart: Their Creator Program allows over 2 million associates to earn commissions and access training, extending their reach with authentic content.

Dunkin' Donuts: Their TikTok-focused content resonates with Gen Z through employee-generated videos, such as the Dunkin’ Crew Ambassador program.

Starbucks: Through the Partners program, employees share stories on Instagram, covering diverse topics like Disability Pride and Mental Health Awareness Week, showcasing genuine care and engagement.

Engaging Front-of-House Staff

Foot Locker: Employees create localized content to drive foot traffic, personalizing their approach to different demographics.

American Eagle: Staff earn via affiliate links by posting product content, reflecting the brand's young, fun culture.

Best Buy: Replicating the in-store experience online, employees educate customers about tech products.

Chick-fil-A: Uses humor to connect with audiences on TikTok.

Woolworths: Employee Liam Kirley’s TikToks were officially integrated into their content strategy.

Lufthansa: Unique employee talents, like a cabin crew member singing about travel, are highlighted.

LEON: Responded creatively to a customer’s jest complaint with a fun video.

Chemist Warehouse: Retail manager Jess shares dynamic in-store content about new products.

Pure Gym: Trainers share their expertise, inspiring customers to visit the gym.

Uniqlo: Staff showcase their meticulous folding skills, maintaining the brand's aesthetic.

Subway: Features sandwich artists creating subs from their POV.

Glossier: Employees share heartfelt stories, aligning with brand values.

Showcasing Back-of-House Staff

Glossier: Behind-the-scenes content with staff like Victoria reveals the thought process behind product design and packaging.

Adidas: Collaborated with creator Hunter Prosper to interview employees about sustainability efforts.

Coach: Showcases the journey of staff members learning craftsmanship.

The Ordinary: Highlights staff as experts, contrasting celebrity-founded brands.

Neutrogena: Uses innuendo-filled educational content featuring dermatologists.

Walgreens: Pharmacists debunk health misinformation on social media.

Levi's: Celebrated their 150th anniversary with a series featuring their historian.

Dr. Martens: Features artisans crafting their famous boots.

Dyson: Engineers bust myths about engineering, humanizing the brand.

Kroger: Highlights employees’ long-term dedication to brand values.

Ford: Shares stories from diverse employees, addressing representation and adversity.

LEGO: Employee-generated content shows the fun behind creating LEGO products.

McDonald's: Employees educate consumers about products like Chicken McNuggets.

Huel: Features staff in active, fun cultural content.

Elle Magazine: Beauty editors share honest product reviews.

Abercrombie & Fitch: Captures office staff showing brand loyalty by wearing company apparel.

Delivery Hero: Features human stories from employees like UX designers.

Aldi, Kellogg's, Warburtons: Use mascots to create playful, nostalgic content.

Wendy's: Showcases hidden talents of kitchen staff to surprise and engage customers.

Engaging Suppliers

Ocean Spray: Features suppliers to show the journey from farm to bottle.

ASOS: Social team visits suppliers, showcasing endless variety.

Depop: Highlights talented designers selling on their platform.

Oral B: Uses dental hygienists to build trust with their certified approval.

Living Proof: Features hairdressers to show off products with credibility.

Beyond Employees

Spotify: Could recruit artists to connect more deeply with users, leveraging their platform's vast creative community.
By integrating these strategies, your Employee Creator Program can harness the authenticity and creativity of your staff to build stronger connections with your audience and enhance brand loyalty.