It’s time for an additional version of the Publish Efficiency Report (PPR), a sequence 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 personal scroll-stopping concepts—whereas maximizing your finances and doing extra with much less.
We not too long ago requested over 1,600 customers who they wished to see mirrored extra in manufacturers’ social content material. Their prime reply: frontline workers. Not govt management, different clients and even social groups. In line with Sprout This autumn 2023 Pulse Survey information, 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 carry 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 ceaselessly shout out members of their staff. Like on this submit, the place they thank these “behind the wings” who assure the protection of their passengers and the airline’s optimistic 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 doable. Warning: These movies are absolute tear-jerkers, so watch them with care.
These touching posts are among the many model’s prime 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 optimistic, with clients sharing their very own memorable Air Canada experiences.
The play: By making meet the staff posts an everyday a part of your technique—and even creating a singular franchise like Air Canada—you’ll be able to enhance your general social efficiency, increase model consciousness and encourage buyer advocacy.
Mayo Clinic: Boosting important staff
As one of many top-ranked medical facilities within the US, Mayo Clinic employs 75,000+ important staff with a variety of specialties and features. 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 ______” development. The video gained nearly 50,000 views and over 3,000 likes, with one consumer commenting: “It is best to do extra movies like this to assist individuals determine in the event that they want 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 an important 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 staff.
The play: Does your viewers perceive what your frontline workers truly do? Use social to indicate them. Doing so will enhance 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 may as well 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 delivery 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 comfortable clients alike—into their editorial calendar.
At a time when different manufacturers are chastising (or even firing) workers who make optimistic social content material, UPS is a shining instance of what to do as a substitute. 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 contented buyer explaining the bond she has along with her UPS provider, and the way she at all times provides 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 information from June 9 to July 9, 2024, UPS has the next sentiment than their prime two rivals whereas additionally sustaining 93% share of voice.
The play: Reward your workers for creating optimistic UGC by reposting it in your channels (with their permission). Not solely will your viewers discover your model extra reliable, it should additionally provide help to 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” because of 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 workers members explaining all the issues you’ll be able to be taught within the library in essentially the most endearing (and related) method doable. Like this video of an archivist explaining how Milwaukee has modified over time via cemetery maps, transit maps and extra. It acquired a whole bunch of hundreds of likes and a whole bunch of optimistic feedback. One consumer commented, “We’ve fallen in love with yet 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 important 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 neighborhood on what libraries provide and get younger individuals enthusiastic about books at a time when e book bans are growing throughout the nation. Utilizing memes, trending music, and popular culture references, the library’s accounts spotlight actual library customers, librarians and library options in recent and enjoyable methods.”
The play: Highlighting your frontline workers can attain individuals’s hearts and minds far past your neighborhood. And it could actually actually reinforce why your establishment issues and what it presents to your constituents—even whether it is in a light-hearted method.
Shedd Aquarium: Celebrating aquatic allies
Whereas it’s tough 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 company.
The aquarium depends on volunteers in nearly 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 at the very least they do in our e book for the sake of sharing this instance.
Melbourne-based Shameless Media’s “The Sh-Workplace” is a documentary-style sequence that includes all the ladies who work within the firm’s workplace, together with those that usually choose being off mic. The format of the movies takes inspiration from the legendary present “The Workplace,” full with the theme track, contradictory interviews and a little bit of satire.
Like in episode 1, the place there appears to be a discrepancy about who precipitated the egregious stain on the brand new rug.
The media firm additionally ceaselessly shares tiny mic interviews with their workers. Content material that includes their staff has change into a fan favourite, with one consumer 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 should be critical. Have enjoyable with it. Put the distinctive tradition of your group on full show.
Go reside 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, bear in mind these key takeaways:
Searching for extra methods to leverage your workers on social? Try our information to creating an worker advocacy influencer plan.
And should you see a social submit or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
