webinar
Apartments.com
Employee Content: The Secret to Social Media Success
Looking to freshen up your properties’ social media channels? Whether you’re running out of ideas or trying to increase your engagement, there’s a powerful resource you may not have considered: your onsite staff.
In a recent webinar for Apartments.com, Erica Byrum explained the basics of employee-centric content. The assistant vice president of social media laid out what this type of content looks like, why it matters, and how properties like yours can easily get started.
Your onsite staff don’t need to be social media experts
Social media is about authenticity. Employee-generated content helps your social media channel appeal to current and future residents, Byrum said.
“These types of posts resonate because they feel real,” she said.
As the faces representing your community every day, your employees offer a special perspective that is especially relevant to current and future residents. Content by or about employees typically gets more engagement, Byrum said.
“When a leasing agent, property manager, or maintenance team member shares something about their workplace, it feels real and relatable,” she said. “It’s not just another corporate message—it’s a genuine story.”
What does this look like in practice? Anyone with a phone or camera can gather great content for your social media channels. Onsite staff just need to snap some photos and videos — and then share these with the team that manages your social media channels.
Glimpses of everyday life are key
Top-performing content provides a window into life at your community, and this is where onsite staff can shine. Encourage employees to capture genuine moments at the community.
Whether it’s sharing their inside look at team culture or snapping some candid shots of resident events and pets around the community, your staff can tell a more compelling story than any stock photo.
Employees can also help show off your local neighborhood.
“If a local business opens near your property, share it!” Byrum said. “This not only provides value to residents but also strengthens relationships with your neighborhood partners.”
Ask staff to capture photos and videos of their favorite spots in the neighborhood, like cafes, restaurants, and parks.
You can also feature employees in posts about celebrating work anniversaries, birthdays, and holidays.
A team spotlight series, where you share a photo of each staff member with a few fun facts, is another engaging way to incorporate your staff into your social strategy. And consider highlighting new hires, promotions, and personal growth stories — like employee milestones and achievements.
Build the pipeline, and the content will come
To make it easy for staff to participate, Byrum recommended offering clear prompts, like “What’s your favorite spot in the community?”
She also suggested giving employees quick ways to share their photos and videos. For example, you can create a Dropbox folder for staff to upload files to — or set up a dedicated phone number so they can send photos via text message.
As submissions come in, your social media team can organize items by topic, repurposing photos and videos and adding company branding to create a polished look.
Establishing a process for employee submissions will help maintain a regular inflow of new content. And this can pay off.
“By empowering your team to share their experiences, you’re not only strengthening your brand but also fostering a more engaged community,” Byrum said.
Need personalized support?
If you’re looking for more guidance turning employee content into dazzling social media posts, check out the Social & Reputation Suite from Apartments.com. This all-in-one platform can help you get more results from your social media marketing. Our team is here to help you every step of the way.
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