It’s time for an additional version of the Publish Efficiency Report (PPR), a collection the place we showcase social media posts and campaigns inspiring us, and discover what makes them so genius. We unpack how your model can use these examples to spark your individual scroll-stopping concepts—whereas maximizing your price range and doing extra with much less.
We lately requested over 1,600 customers who they wished to see mirrored extra in manufacturers’ social content material. Their high reply: frontline workers. Not govt management, different prospects and even social groups. In line with Sprout This autumn 2023 Pulse Survey knowledge, 48% of respondents wish to see the individuals behind companies, not simply those that run the model account.
Let’s dive into our lineup of manufacturers who shine the highlight on their frontline workers, and how one can comply with their lead.
Air Canada: Staff deliver buyer expertise to new heights
Air Canada is aware of their workers are on the coronary heart of each nice buyer expertise. From flight crews who ship above-and-beyond service to upkeep engineers who assure passenger security, the airline depends on these on the frontlines to be ambassadors for his or her model.
On social, they steadily shout out members of their workforce. Like on this submit, the place they thank these “behind the wings” who assure the protection of their passengers and the airline’s constructive status.
Or this submit celebrating Nationwide Flight Attendant Day.
One other social franchise, “With Class and Care,” options buyer expertise specialists, flight attendants and extra who present first-class service. Within the movies, passengers who had been particularly grateful for his or her experiences thank the Air Canada workers who made them attainable. Warning: These movies are absolute tear-jerkers, so watch them with care.
These touching posts are among the many model’s high performers. The “With Class and Care” movies garnered over 10 million views, out-performing different current top-viewed posts by hundreds of thousands. Feedback on the posts had been overwhelmingly constructive, with prospects sharing their very own memorable Air Canada experiences.
The play: By making meet the workforce posts a daily a part of your technique—and even growing a novel franchise like Air Canada—you possibly can enhance your general social efficiency, enhance model consciousness and encourage buyer advocacy.
Mayo Clinic: Boosting important employees
As one of many top-ranked medical facilities within the US, Mayo Clinic employs 75,000+ important employees with a variety of specialties and capabilities. Of their social content material, the hospital system places these workers in entrance of the digital camera and explains the day-to-day tasks of their many alternative roles.
Like on this TikTok, the place interventional radiology technologists participate within the “I’m a _____, in fact I ______” pattern. The video gained virtually 50,000 views and over 3,000 likes, with one person commenting: “It is best to do extra movies like this to assist individuals determine in the event that they wish to do that profession.”
Mayo Clinic even has a Nursing TikTok account, the place nurses share day within the life posts like this one.
This LinkedIn submit explains how NICU switch nurses play a vital position in caring for preterm infants.
Social content material like this highlights the wonderful care Mayo’s workers present and the care and experience they provide. Attracting new sufferers and recruiting extra best-in-class healthcare professionals to their workforce.
The play: Does your viewers perceive what your frontline workers truly do? Use social to indicate them. Doing so will improve recognition of your workers’ contributions to buyer expertise and firm success, whereas underscoring your employer model and tradition. Take a cue from Mayo Clinic and align your posts with the tendencies and tone of every platform. You too can think about spinning off new profiles to create even deeper connections between your individuals and viewers.
UPS: Delivering the UGC content material we want
UPS, the worldwide transport firm, has a long-standing technique of that includes frontline workers of their content material. We even featured them in our January version of PPR for doing simply that. This time, we’re showcasing how they’ve mastered the artwork of incorporating user-generated content material—created by frontline workers and completely happy prospects alike—into their editorial calendar.
At a time when different manufacturers are chastising (or even firing) workers who make constructive social content material, UPS is a shining instance of what to do as an alternative. Like in these TikToks of workers explaining why they love their jobs a lot and the way proud they’re to work for UPS.
Or this TikTok of a cheerful buyer explaining the bond she has together with her UPS service, and the way she all the time offers him samples of her small enterprise’ merchandise.
Whereas this content material racks up impressions and engagements, it additionally helps UPS create a aggressive benefit on social. In line with Sprout Listening knowledge from June 9 to July 9, 2024, UPS has a better sentiment than their high two opponents whereas additionally sustaining 93% share of voice.
The play: Reward your workers for creating constructive UGC by reposting it in your channels (with their permission). Not solely will your viewers discover your model extra reliable, it can additionally aid you have interaction workers internally.
Milwaukee Public Library: Staff outline the establishment’s subsequent chapter
In case you missed it, libraries and, extra importantly, librarians are having a well-deserved second on social. Members of all generations are discovering consolation in these “third areas” due to the librarians and different library personnel who champion the establishments on social.
The Milwaukee Public Library is a superb instance of that. Of their content material, they function employees members explaining all the issues you possibly can be taught within the library in probably the most endearing (and related) approach attainable. Like this video of an archivist explaining how Milwaukee has modified over time by cemetery maps, transit maps and extra. It acquired lots of of hundreds of likes and lots of of constructive feedback. One person commented, “We’ve fallen in love with one more member of the Milwaukee Public Library.”
Or this video of a library customer recognizing their favourite librarian.
The library’s content material that includes their workers has helped them earn vital acclaim. In April 2024, Milwaukee Public Library was nominated for a prestigious Peabody Award for its social media presence. The Peabody committee wrote that Milwaukee Public Library “makes use of TikTok and Instagram to teach their group on what libraries supply and get younger individuals enthusiastic about books at a time when ebook bans are rising throughout the nation. Utilizing memes, trending music, and popular culture references, the library’s accounts spotlight actual library customers, librarians and library options in contemporary and enjoyable methods.”
The play: Highlighting your frontline workers can attain individuals’s hearts and minds far past your group. And it may possibly actually reinforce why your establishment issues and what it provides to your constituents—even whether it is in a light-hearted approach.
Shedd Aquarium: Celebrating aquatic allies
Whereas it’s troublesome to think about something cuter than Wellington the penguin, Chicago’s Shedd Aquarium retains healthful vibes alive by delighting audiences with content material that includes their animal care groups and volunteers.
Like these photo-ops and selfies illustrate, there are lots of individuals chargeable for the care of the animals and the upkeep of the aquarium.
On this video, Shedd volunteers clarify their roles and tasks, and provides viewers a glance behind the scenes as they feed animals, conduct analysis and work together with visitors.
The aquarium depends on volunteers in virtually each facet—together with on the aquarium itself and of their conservation efforts. By giving social customers a peek “backstage,” it entices extra individuals to volunteer, and allows this system to proceed flourishing.
The play: Your present workers and volunteers maintain the keys to creating compelling recruitment content material. By permitting them to clarify in their very own phrases what they do and why they take pleasure in it, you’ll create extra buzz round your open positions and alternatives.
Media highlight: Shameless Media’s “Sh-Workplace”
Whenever you consider “frontline workers” you in all probability don’t consider media corporations. However technically workers who aren’t on-air or in entrance of the digital camera nonetheless rely. Or no less than they do in our ebook for the sake of sharing this instance.
Melbourne-based Shameless Media’s “The Sh-Workplace” is a documentary-style collection that includes all the girls who work within the firm’s workplace, together with those that sometimes want being off mic. The format of the movies takes inspiration from the legendary present “The Workplace,” full with the theme music, contradictory interviews and a little bit of satire.
Like in episode 1, the place there appears to be a discrepancy about who prompted the egregious stain on the brand new rug.
The media firm additionally steadily shares tiny mic interviews with their employees. Content material that includes their workforce has grow to be a fan favourite, with one person commenting: “I wish to binge a full season [of The Sh-Office].” One other added: “If I used to be going to work in an workplace, I’d need it to be this one.”
The play: Frontline worker content material doesn’t must be critical. Have enjoyable with it. Put the distinctive tradition of your group on full show.
Go stay from the frontlines
That concludes this month’s installment of the PPR. Keep tuned for subsequent month’s version, the place we’ll function our lineup of our favourite B2B manufacturers on social proper now. Within the meantime, keep in mind these key takeaways:
On the lookout for extra methods to leverage your workers on social? Try our information to creating an worker advocacy influencer plan.
And for those who see a social submit or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your concept included in a future article.
