Supporters : they continue existing content on their own networks. They like the messages of their colleagues. The effort is not very big.
Ambassadors : they also benefit from the content offered. The quality increases when the employees add something of their own, such as an opinion or insight. Sometimes
Thought Leaders : These are the people who are deeply involved in the subject matter. They have already found their way on social media and do not need too much help. They post content on self-chosen themes and know better than anyone what is going on within those themes.
With this segmentation, it is possible for Centraal Beheer employees to grow to the next step. In this way, supporters can become ambassadors, and ambassadors can grow to be thought leaders. “I believe more in this model than in having everyone work according to the ideal picture,” says Drieënhuizen.
The selection has also changed over time. In the beginning, Drieënhuizen selected the participants fax lists themselves. Now they can register themselves. In this way, it is certain that these participants have intrinsic motivation. The number of participants is therefore initially lower. However, in this way, they are the right people.
Fun, playful & competitive
“I think about how I would like to be inspired during training and how I would like to have fun,” says Drieënhuizen. The sessions in the program must therefore be attractive and the working methods surprising and varied. And it can also be fun and playful sometimes, as long as people learn. One time it is about how to send a good inMail, the next time it is about how to vlog . A condition for Drieënhuizen is that employees get to work themselves.