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Case study: How Twitter can help engage employees

How to use Twitter for employee communications

March 3, 2016

Using social media to engage employees is nothing new. Regardless of the popularity of Yammer and Slack, established social platforms like Twitter still retain considerable clout for employee comms.

Adopting public-facing social tools for internal communications is slowly gaining pace, despite some companies fearing the public judgement involved in making their internal communications public.

But they often forget, their internal communications are already public – printed publications can be left on buses, for example, or employees can forward digital newsletters to anyone.

Indeed it is one of the great myths of internal comms – internal communication stays internal.

Let’s face it: employees are much more likely to scroll through their Twitter feed when they get home than log onto their Yammer account.

All it takes is a click of the follow button.

Then employees can see bite-sized, relevant information and connect with colleagues across the planet.

Global distribution company UPS created a employee-centric Twitter account – @UPSers – and gained more than 10,000 followers.

Jeff Keener, Vice President of Employee Communications and Creative Services at UPS, believes the account’s success is down to the focus they place on people.

“Two years ago, we set out a goal to be wherever our employees are, so Twitter seemed like an obvious opportunity.

“We focus on employee recognition – our people don’t want us to shove corporate enterprise strategy at them when they’re off the job.

“We look at the cool things they’re doing and their engagement in the community.

“We’ve managed to get 30 per cent of all employees interested in the Twitter account and have recently created an Instagram account too.”

The organisation’s Twitter bio sums up how to create an effective account, with: ‘We’re celebrating the heart & soul of @UPS — our people.’

Our full interview with the UPS employee communications team will be published in the next issue of IC Magazine, due out later this year.