Let employees shine

[fomayof928@mowline]

Some of the best employee content comes from companies elevating the day-to-day work of their frontline team members. When the Chicago Cubs baseball team posted a video of their hot dog vendors demonstrating their signature calls for National Hotdog Day, the video was a viral homerun, scoring over 42,000 likes, 900 comments and almost 5,500 shares czechia b2b leads on TikTok. The video even outperformed content featuring the team’s players.

Baseball aficionados and casual fans were quick to sound off in the comments with their love for the franchise and the vendors, and to vote for who had the best call.

Why it works: Wrigley Field is famous for its food and beverage vendors’ unique calls, but these frontline employees are often overlooked by mainstream media in favor of the players and coaches. By shining a spotlight on these hardworking employees, the Cubs reinforced why the work they do is critical to the park’s success. Which team members are the unsung heroes of your business? Elevate them in your social content.

How to encourage frontline employee participation in social content
Frontline employee engagement on social media starts with support from all levels of leadership. Some employees might shy away from the camera—afraid they don’t have enough training or media savvy. Others might not have enough time to prepare or capture content, and will worry about the time commitment of getting involved.

Here are actionable ways you can encourage frontline employees to participate in your brand’s social content, and reassure them you have their back.

There’s only so much you can capture from the corporate office. You need footage in-store, in your restaurant, on the factory floor, from the hospital, etc. For example, a majority of San Diego Zoo’s content is produced on site.