Employer Brand champions –– get really good at telling a story in different ways.
Channels aren’t created equal. And neither are their users.
Speaking their language is a skill.
And knowing how to produce channel-specific content is an art.
Here’s a simple process:
Reverse engineer your content, starting with the channel in mind.
Work backward, thinking solely about the end-user, their preferred communication style, and the types of content the platform supports.
Then, match this with your intent:
Are you educating and positioning yourself as a thought leader? Are you trying to inspire conversation and encourage feedback? Are you generating general awareness about a topic?
Note: This also works for email.
Don’t undervalue this.
Context matters. A lot.