Carmen Collins, Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), joins the Social Pros Podcast to talk about the power of employee social content and how it can help brands build engagement and impact their audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details Using social media for employer and employee branding and recruitment is something that nobody does better than Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), Carmen Collins. Carmen is a leading force in employee and employer communications and actively gives employees a voice on social media. Brands want to use social media to engage with their audience and promote what’s going on with their business, but how should they determine what to promote? And, how can brands be sure that what they share on social media will be representative of the brand and impactful to their audience? Carmen emphasizes the importance of having empathy, which is something that many brands confuse with authenticity. To have empathy, brands must be empathetic. It seems obvious, but many brands miss the mark here. Carmen’s solution is to seek help from employees. In her opinion, “employee-generated content adds empathy.” In This Episode: 05:46 – The difference between employee-generated content and brand-generated content 08:39 – How to triangulate new channel opportunities 11:02 – How Cisco has adjusted their content creation process in light of the shift to remote work 13:11 – How to ensure employee content represents your brand 17:01 – Whether Cisco’s core audience is existing or potential team members 19:17 – How to amplify employee content on social media 24:10 – How Cisco approaches paid amplification and targeted ads 27:48 – What to consider when selecting a specific audience to market employment messages 30:25 – How Cisco decides what to publish 35:23 – Whether Cisco carries out studies to measure employee retention, communication, and their overall impact Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Learn more about Empathy In Tech Visit SocialPros.com for more insights from your favorite social media marketers.