The Employed Media Opportunity: eBook

Cerebra Submitted by on the 17th of February 2015

We’ve just published a new eBook titled: The Employed Media Opportunity. It’s been interesting learning about the impact your employees have on your company communication, and the roles they can play if you’re able to unlock the opportunity.

The eBook takes a look at both the theory and the practice of making your employees the heart of your social communication, building brand advocates within your own walls, and massively boosting your social content reach and creditability.

It was critical that we undertook the journey ourselves and the eBook includes the strategy we developed to guide us. Step 2, the social audit, was very revealing and made us realise how big the employed media opportunity really is.

Please go and download the eBook and then have a read of the below:


We have a lot of really smart people at Cerebra and, while all of their collective thinking is represented in this eBook, below are some bonus thoughts on specific elements of Employed Media:

On being obliged to share company content…

“If a company wants employees to share company information, announcements, or other content, it should earn the right to do so. This is definitely not something employees should feel obliged to do.” – Reece Jacobsen – Head of Content and Community

“I don’t believe that employees are ever obligated to share company information, rather, they should be seen as potential ‘influencers’ and treated as such, made to feel as though their like/share/retweet is valuable to them, their followers and the company.” – Tanya Hirst – Graphic Designer, Cerebra

On using incentives…

“Incentives only work when they’re enhancing a pre-existing behavior. If the incentive gets people to say things they don’t believe then it isn’t credible. If an employee doesn’t love a company and its products, then incentivizing them to say they do is wasting your money.” – Chanel Cartell, Creative Director, Cerebra

“I don’t believe my employer should incentivise me beyond giving me great content to share. It has to be something I believe in, and something that will add value to my network.” – Thabiso Moloi, Account Executive, Cerebra

“The biggest reward Cerebra can give me is to use the company platforms to help grow and profile my personal brand. By profiling me they’re showing they trust that I can represent the company through my work and voice.” – Tanya Hirst – Graphic Designer, Cerebra

“If you wish to incentivise sharing, gamify it, make it fun, create a leaderboard and identify and reward brand advocates. Sharing may not come naturally to all so employees may require both training and an incentive to ensure traction.” – Ian Rodney, Group General Manager, Cerebra

“Recognition is the best form of incentive. A thank you or a high five goes a long way.” – Anna-Belle Mulder, Writer, Cerebra

“Incentives are a good way to bring out the competitive spirit in employees, but there are other tactics that should first be used to get employees to want to share freely.” – Lerato Tsheole, senior brand analyst, Cerebra

“Recognise the difference between an incentive and a reward. Incentivise behavior that isn’t happening yet, and reward behavior that happens naturally.” – – Reece Jacobsen, Head of Content and Community, Cerebra

On the importance of authenticity

“Trust is key. I can influence my audiences because they trust me to share valuable information. If I break that trust the connection becomes useless.” – Denielle Mohonathan, Account Manager, Cerebra

“If we show that we believe in our work, our current and future clients will believe in it too.” – Claire Volker, brand analyst, Cerebra

“Audiences immediately know when sharing has been forced by an employer, and over sharing by employees will result in it losing reach and resonance.” – Ian Rodney, Group General Manager, Cerebra

On why contribution matters…

“When I share company content I know that I’m adding to the reach, but when I share company content that I helped create, I actively work to ensure the content has a positive impact in my communities. I want it to succeed that much more.” – Chanel Cartell, Creative Director, Cerebra

“I’m more likely to share company information that I’ve directly had a hand in creating, than if I didn’t, because I want to showcase my work to my audience of peers. That said, if my colleagues produce fantastic work that I have had no part in, I would share it just as quickly because there is a culture that we win as a team and lose as a team.” – Reece Jacobsen, Head of Content and Community, Cerebra

“You will always be more likely to share work that you’re proud of. Whether you created it or not, if you’re proud of it, you’ll want others to see it.” – Ian Rodney, Group General Manager, Cerebra

On the need for credibility…

“The size of an employee’s personal audience shouldn’t impact whether the company cares about their voice. Even if it’s one-to-one, the company should care that the employee endorses what the company does because the employee’s voice is always more credible.” – Denielle Mohonathan, Account Manager, Cerebra

“Employers should care about employee endorsements because they’re not small acts. It’s a big deal for an employee to genuinely endorse to their closest friends, family and networks because their reputation is now tied to the company’s.” – Ndumiso Ndlela – Community Manager, Cerebra

On quid-pro-quo…

“Your social voice can bring positive exposure to your company, and if your company is highly regarded in its industry, it can also add value to your voice.“ – Dolly Matsubukanye – Content and Community Manager, Cerebra

“Each employee offers the business an opportunity to reach an audience they wouldn’t normally reach, and the company offers the employee an opportunity to contribute to, and share valuable content with their audience. It can be a win-win for both parties.” – Thabiso Moloi, Account Executive, Cerebra

“The relationship between employer and employee should be symbiotic. Each can build the other’s profile. The more that I learn and grow within the industry, the more respected my experience and opinion becomes. Cerebra can help me achieve this and I can, in turn, help profile Cerebra.” – Tanya Hirst – Graphic Designer, Cerebra

On the importance of relevance…

“Many employees are on a journey to build their own personal brands on social media. If the company information aligns to the brand they’re building personally, then they will naturally want to share it. Irrelevant content will feel like spam.” – Chanel Cartell, Creative Director, Cerebra

“I share different types of content to different social networks. Work content is a lot more relevant to my LinkedIn and Twitter audiences because those audiences appreciate my industry specific content.” – Gwen Shipalana – Senior Brand Analyst, Cerebra