Company newsletters are a staple in many organizations, especially in the digital age. And with so many of us working remotely, it’s an excellent way to share information about what’s happening within the company without assembling a large staff meeting. Employee spotlights are a common element, but a poorly crafted one can do more harm than good. If done correctly, employee spotlights can be a useful tool for building trust within the ranks and with prospects and customers. Here’s a guide to get you started!
Typically, the goal of an employee spotlight is for HR purposes. They build connections between employees and give potential new hires more information about the people they would be working with.
Another consideration is that buyers buy from people they like. Employee spotlights can be a useful sales tool to build trust and credibility during the sales process. They make your company seem more real and trustworthy.
Internal- Employee spotlights are an excellent tool to use to help foster interpersonal connections within an organization. They help break down the barriers between teams and coworkers. When different departments connect on a deeper level, it leads to higher engagement and more purposeful collaboration. This also sends the message of a positive company culture when current and future customers see social media posts of happy, engaged employees.
External- As a sales tool, employee spotlights can be invaluable. There are many questionable companies out there, so it’s a good idea to check out a company’s About page and Leadership. It gives me more confidence when I see good stuff on those pages, especially if it matches their LinkedIn profile. If you have complex buying behavior - which I do - employee spotlights could give potential customers more confidence in the company and their service or product. If you find there isn’t chemistry, it’s probably best to end the relationship before either party invests too much time or energy.
Employee spotlights usually start with an oral or written interview. The result is an article, either video or text, that gets posted on the blog and promoted through social media and email newsletters. Put time and thought into drafting an outline of questions and follow this basic process.
Determine how the content will be used.
- Employee Engagement
- Professional Growth
- Company Culture
- Mission and Core Values
Essential elements to include.
- Employee Name
- Role Within the Company
- Employee Photo
Questions will depend on the tone you want to set. Here are some thought starters:
- How long have you been with the company?
- What does your job entail?
- Who inspired you to pursue the career you have today?
- Where do you see yourself in 5 years?
- What’s the best advice you can give to someone who just started their career?
- What’s the most exciting thing you are working on right now?
- What are the toughest challenges you’ve had at work?
- What was your first job?
- What’s a secret talent that no one knows about?
- What’s your superpower?
- How would you describe your job to a class of kindergartners?
- What skill do you think everyone should learn?
- What motivates you?
- Recommend a book you have recently read.
The interview can be conducted in one of three ways.
- A recorded interview done remotely - Ask the employee questions from the outline. The most engaging option is to send the employee questions in advance, so they have time to prepare.
- A non-recorded interview done remotely or face-to-face - Ask the employee questions and write an article based on the verbal answers.
- Written answers with images - Send the employee questions to complete as time allows. Ask them to include relevant pictures if appropriate.
There are several ways to deliver your employee spotlight creative. It’s essential to keep in mind that your audience has different preferences in digesting the material like reading, listening, or watching. Here are some options:
- Blog article
- Social Media Post
- Events (Webinars, lunch and learn, or low-key speaking engagements)
Whichever way you choose to use employee spotlights, remember to keep them authentic and relatable. Watch for employee spotlights from the Ascend Business Growth team! We can’t very well write an article about them and not practice what we preach.