7 trends in internal digital content

If the all-staff email blast isn’t cutting it anymore, what is working in employee messaging? Well, how about letting them photograph a bunch of Harry Potter lookalikes?

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A games retailer in the United Kingdom draws huge crowds whenever a new PlayStation or Xbox game is released.

Customers queue up in costumes representing characters from Harry Potter or whatever game is coming out. So the company asks employees to photograph the madness and share the results internally.

On one weekend employees provided 75 photos, videos, and other content, telling stories through their eyes, says All Things IC’s Rachel Miller, a British internal communications and social media strategist. It’s just one example of the earthquakes that have shaken internal digital content in recent years as employee content-not the bigwigs’ messaging-moves to the forefront.

“They’re not polished,” Miller says. “They’re rough around the edges, and that makes it even better because they’re authentic.”

In an age of videos and internal social sharing, creative communicators are thinking deeply about content and results, says Chuck Gose, vice president of solutions marketing and global practice leader for employee communications at RMG Networks.

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