How to encourage employees to share content

Why should employees share branded content on social media?

Why is employee sharing so powerful? Simply put, your employees have a huge network. If your company has 100 employees, and each has 500 connections, that equals 50,000 potential viewers. This network effect grows as your team gets bigger.

Personal social accounts tend to get five times more reach than official business pages. This happens because people trust recommendations from individuals more than from companies. In fact, a Nielsen study showed 85% of people prefer products recommended by friends or family. This kind of endorsement is priceless.

Employees sharing content is not just about reach; it’s also about conversions. Your employees’ social followers are seven times more likely to take action, like making a purchase or signing up for a newsletter. For example, a salesperson sharing a client success story can spark interest among their connections, leading to new business opportunities.

How can you make it easier for employees to share your company’s content?

Are your employees too busy to think about social media? Most likely yes. To encourage sharing, you need to simplify the process. How? First, connect your employees’ LinkedIn profiles with tools like Willow. This lets you tag them when posting content relevant to their networks, making resharing seamless.

Next, provide direct links to posts you want shared. It saves time tracking down content. For image or text posts, prepare the full shareable version yourself. This way, employees have ready-made content, which removes friction.

For example, a marketing team could email a weekly roundup with clear links and suggested captions. They could even prepare images sized perfectly for social platforms, so employees only need to click ‘share’.

tip: always communicate what will be shared on employees’ accounts. For instance, stick to company news or helpful tips—not overtly promotional posts.

How do you create content employees want to share?

What kind of content inspires employees to share? It has to feel authentic and relevant to them. Content featuring real people—from the workplace or during events—tends to perform best. For instance, behind-the-scenes videos showing how products are made create a sense of inclusion.

Think about photos from company outings, team celebrations, or employee spotlights. When people see themselves or their colleagues featured, they feel proud to share. Sharing achievements, like awards or project milestones, also motivates employees.

It helps if content delivers value to their own followers, such as useful tips or industry insights. For example, ‘insider tips’ posts can position your employees as thought leaders in their field.

Other ideas include quick interviews with team members or short videos explaining work processes. This gives a human touch to your brand and invites engagement.

Can you motivate sharing through incentives and friendly competition?

Let’s be honest. Not every employee will share content out of goodwill. Many need extra motivation. One effective approach is to turn sharing into a friendly competition with rewards.

Create a dedicated hashtag, such as #CompanyShares, and encourage employees to post using it. Track posts and engagement through that hashtag. You could then set up monthly leaderboards recognising top contributors.

Offer simple rewards, like gift cards, an extra day off, or team lunches. This contests approach can boost sharing dramatically.

For example, a company could run a ‘sharing challenge’ each quarter, where employees earn points for different types of posts. Points could be exchanged for prizes or extra perks.

Besides rewards, public recognition also works wonders. Highlight employees who actively engage in newsletters or meetings. This appreciation encourages others to join in.